Page 11 - AeM_July_2019

RESEARCH, ANALYSIS & TRENDS

Hence, explanatory videos are a very successful tool However, keep in mind that too much and too
and they particularly impress with their low cost. Even intrusive seems unserious. You should also make
start-ups or medium-sized companies can afford them clear who you are: use your corporate identity in the
compared to many other advertising materials. video or show your logo. This high recognition
value becomes especially important if your video is
Tips for a successful explanatory video embedded outside of your website, too.

1. The first eight seconds are crucial: get attention 5. Consider well where to publish your
through personalization, humor or surprise; animate explanatory clip: in addition to your website,
your customers to continue watching; put on an YouTube and your social media channels are also
emotional approach and sympathetic characters. ideal. The explanatory video should be easy to find:
two other alternatives are embedding it in your
2. A clear message is the basic requirement. You newsletter or providing it on tablets and mobile
must know your goals and what you want to achieve phones of your sales representatives.
with the video: is it about presenting a new product,
brokering a service portfolio or should the customer 6. Finally, pay attention to the quality of the
buy something? In addition, it is important to know explanatory video: the style of speech must be
who you want to address and how do you best reach easy to understand, the audio recording be clear
your target group: humor or seriousness, young or and without noise. Sound and image should be
elderly, women or men. These points should be perfectly synced and be suitable. Badly produced
clarified early. explanatory films only damage the image of your
company; therefore, consider using an agency to
3. An explanatory video must be short to be watched help you with both the technical and content
till the end, but long enough to pick up on the most implementation if you need support.
important aspects. Limit yourself to the essentials
and entertain your viewers, since prating looks There are numerous agencies for explanatory videos,
unprofessional and bores quickly. such as Simpleshow or Mynd, as well as tons of
software, like Mysimpleshow, Rawshorts or Vyond to
4. Tell the customers with the video what you really name a few. ◊
want from them: should they sign up for a
newsletter, enter the shop or share the video? Calls- By Daniela La Marca
to-action at the end of the video mediate that best.

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