The role of explanatory videos in B2B communications

Video format is gradually becoming one of the most effective communication tools for B2B clients. 

In 2016, the B2B segment faced a major change driven by video marketing. The power of video lies in its ability to attract and hold the attention of potential customers by immersing them in a story through a visual or interactive format. Our brains love stories, stories foster deep engagement and are able to re-emerge in our imagination. 

Even though many marketers are still cautious about using video formats, the data shows that in vain: 54% of executives share corporate videos with employees on a weekly basis, demonstrating the high role video plays in B2B communications. 

Among all possible video formats, explainer videos are considered the most significant. They are short videos, 30 to 90 seconds long, that provide a succinct and attention-grabbing description of a product or service, applicable to all online channels. 

An explainer video is a leading marketing tool that you should turn to without delay. It can create awareness among potential customers about how a brand can improve their lives. 

Let's take a look at why so many B2B brands are developing explainer videos and evaluate what your video should be to make a strong impact.

Broadcast a clear and strong message 

Why are explainer videos so effective in reaching B2B end-users? One key feature is the ability to grab attention in less than a minute. 

The goal of explainer videos is to offer an accessible message to the customer, enhanced by visual explanations through animation or motion graphics. The videos grab attention and promote understanding. They are most effective if you offer a complex or technically complex product or service.

A short explainer video should convey a clear message that reflects your business without being overly detailed. All 60 seconds of the video should be about 145 words, which means you need to be succinct when crafting your message. A time limit of 30 to 90 seconds helps you focus on the most important information. 

One of the missions of your explainer video should be to answer audience questions before they are even asked. This will help reduce the number of follow-up questions and answers. 

Proceed with the overall concept. Start by articulating the problem your business solves for customers. Next, identify the most meaningful thesis statement to communicate through the video. At the end, transform it into an attractive and meaningful script. 

In case you have talented people on your team in the areas of copywriting or video production, this could be an interesting project for them. If not, it makes sense to enlist the help of professionals. They'll be able to help you with the key message, so that potential customers can quickly understand your offer and its added value. Explanatory videos are probably the first content your audience will see, and first impressions matter.

You may also be interested: explainer video company

Create a sustainable brand image 

Another reason to create a noteworthy explainer is because of its extremely high role for branding. Your potential consumers have a whole variety of points of contact with your business, from website and social media to sales managers and customer service staff. And while these communication channels can be equated to each other, a meaningful and strong video helps further build your brand image. It also helps build a clear branding style and character in case of inconsistencies. 

Explanatory video can unify messaging and deliver consistent and logical information to potential and current customers. Rather than turning it into a demonstration of your product or services, you can use the video to focus on the benefits consumers receive when they work with you. 

The exact messaging, language and visuals in the explainer video should be based on the branding of your business. From the selection of words and value proposition to the visual elements and storyline, every detail should be consistent with the image communicated through all channels. In this way, you will help customers recognize your distinctive style and build associations with the values your brand conveys. 

Special attention should be paid to the call to action in the video. This statement should stimulate and guide the audience to their next step. It should be easily accessible, understandable and relatable to the person. If your goal is to encourage people to evaluate a free trial, read the documentation you've written, or contact a sales manager, the call to action should convey that exactly.

Your explainer video needs to be noticeable if it is to serve as a branding and differentiation tool. 

You can take any of a variety of approaches to developing your video to make it memorable. The most common and effective ones involve cartoon style or video with an animated character, whiteboard animation, motion graphics, stop motion and 3D animation. 

Animated characters are great for promoting brand personality and making the brand more accessible. Whiteboard videos help explain complex concepts through simple visualization. If there is a need to convey abstract ideas, motion graphics and 3D animation are most effective. Stop-motion is an elaborate approach used in creative fields. 

There are countless video development options, including typography, screencast and acting. Your video partner should be prepared to advise on the best approach for your brand idea, based on the brief idea and script concept developed. 

Don't forget the voiceover. The narration should be natural. It's best to turn to a professional with experience in explainer videos. Make sure the voiceover style is consistent with the overall branding and mission of the video, and try to keep it fresh and appealing so that 60 seconds doesn't seem like an eternity to the audience. 

In addition to production style, there are additional ways to enhance the effectiveness of an explainer video. Most importantly, you need to talk about an understandable issue and make your position accessible to people. You can achieve this with humor (but only appropriate humor) and a witty and engaging delivery of the story. 

Start developing a distinctive explanatory video 

Creating a strong explainer video certainly takes effort, but the result in the form of conversions won't be long in coming. Today, it's an essential element of any marketing mix.

Source: www.bondarsvideo.com