The idea of making an explainer video can be intimidating. But, for most businesses, it's an important part of digital marketing. Get yours right and you'll be attracting traffic and boosting brand loyalty quicker than you can say upload. Here are five tips to start with.

Keep it short

Internet users are short on time and attention spans. They want to access information quickly, efficiently and easily. So long, complicated explanations are likely to lose them. Don't let your explainer video go beyond 60-90 seconds.

Break it down

Structure is crucial to the capacity of your explainer video to command attention. Don't get waylaid. Spend the first 20 seconds hooking viewers in by addressing a problem, the next 5-10 seconds introducing the solution (i.e. your service or product), the next 25-30 seconds explaining why and how it works and the final 10-15 on a call to action, such as subscribing to your email list or liking your Facebook page.

Relate to your audience

The tone, atmosphere and language used should appeal to your target audience. If you're speaking to teenagers, then a friendly, casual approach might be best. However, if you're addressing experienced lawyers, then a formal, authoritative tone would be more appropriate. Be sure to define your target audience before getting started.

Be engaging

Whoever your audience is, it's imperative to be engaging. In other words, speak clearly, avoid talking in a monotone, favour brevity over verbosity, and introduce humour where suitable. If you don't think you're the right person to do the talking and your face isn't central to the business, then don't be afraid to hire a professional. Creating an animation is another option.

Tell a story; don't lecture

Listeners tend to turn off when they feel as though they're being lectured at. Instead of telling them what to do, lead them to it, through storytelling. First, sympathise with the audience, by offering an emotional hook, then recount how your service or product can help. It might be a good idea to draw on your personal experiences or those of a satisfied customer. Want to talk to our experts about getting started with your explainer video marketing? Speak to us at Mark 2 Creative today.