The Science Behind Why Animated Explainer Videos Are Effective
Why Animated Explainer Videos are Effective
Fifth Third Private Bank, which serves clients with $1 million or more in assets, was facing challenges when it came to generating leads and increasing conversion rates due to a decline in foot traffic and stagnant engagement with traditional marketing strategy tactics. Epipheo embedded an animated explainer video in their email campaign that clarified the importance of analyzing and adjusting financial plans. The call to action, in its simplicity, was powerful: schedule an annual review with their Fifth Third financial advisor; and the success of a single video integration—over 750 $1 million qualified leads—indisputable.
Video marketing content is no longer just the future of an effective marketing strategy, it’s the present reality. Video has become one of the most popular ways for consumers to learn about a product or service (used by 96% of people in 2021), and studies have found that 88% of people have been convinced to purchase a product or service simply by watching a brand’s explainer video.
In fact, 66% of people said they’d prefer to watch a short video to learn about a product or service, compared to only 8% who would rather read a text-based article, website, or post. (Elite Content Marketer).
On the company side, studies have reported that landing pages with explainer videos see an 88% increase in time on site and, more importantly, an 80% increase in conversion.
We know, we know. That’s a lot of numbers. But we’re talking science here, so we have to include some data.
And the truth is, there is a science (as well as an art) to animated explainer videos and maximizing their effectiveness. These numbers, each of them a story like Fifth Third, don’t happen by chance.
The Epipheo Video Formula
At Epipheo, we’ve developed our own formula for creating an effective, compelling explainer video:
- Epiphany: the intersection of clarity and meaning. We help your customers understand exactly what your product, service, or idea is, and exactly how it will solve their problem and help achieve their goal.
- Guidance: we’ve navigated—even pioneered—the complicated world of video for over 10 years. We ensure the message, format, length, and call to action all work to make up the right video for your company.
- Expertise: We bring our team and process—forged through creating thousands of videos for thousands of clients across almost every industry—together to give you the highest quality, tailored video every time.
Explainer videos take your best elevator pitch and add audio and visuals to explain your product or service in a beautifully clear way. People love clarity. People trust clarity. And people buy what they trust.
Beyond inputting complex products, services, or ideas and outputting them as short, simple, and powerful explanations of what you do, why you matter, or how you’re different, high quality explainer videos work because they apply a concept known as “dual-coding,” which simply means they stimulate both visual and auditory senses. People retain about 10% of what they’re told, but when auditory and visual senses are stirred, message retention increases to 68%.
Embedding video content within your website is proven to increase search engine rankings and help people find your company, product, or service in the first place. According to Search Engine Land, here’s why it works:
“The presence of video itself affects the most important SEO ranking factor: content. Video is evidence of quality content, and as part of a media mix on a site, it helps send signals to search engines that your page or site contains rich media relevant to search requests. It is expected that search engines will continue to increase the ranking factor of including video as consumers demand video in search results. So having video on your site will boost page rank.”
So video content is better than no video content, but the best explainer video clarifies your position and value, builds trust with your target audience, and increases your conversion rates.
Creating a high quality explainer video is as much of a science as it is an art. Data shows that in 2022, people are consuming approximately 19 hours of online video content per week—that’s up from 10.5 hours in 2018. In a landscape flooded with information and distraction, it’s imperative to make sure your video stands out and grabs the attention of your target audience.
Based on what we know about the average attention span of a consumer, we’ve found at Epipheo that the sweet spot for an explainer video is between 1-2 minutes. Of course, the length is ultimately determined by the complexity of the concept you are explaining and who your target audience is. The Epipheo team can help guide you in making the best decision for your story.
The type of video you create is also important. Animation, live action, motion graphics… you have several options when it comes to explainer videos, but again, we will always guide you back to the question, “What is right for your brand, your idea, your story?”
Length and medium matter, but none as much as your message—and that is where creating animated explainer videos becomes an art. Without a clear and powerful message, your other efforts will likely fall flat.
To begin, we get to know you and your “thing” inside and out. We learn your brand’s voice and find a match within our own range of creative voices—from playful to professional—when writing your video script.
Then we’ll take your buyer on a journey where they are the hero of the story. We’ll identify their challenge, present your product, service, or idea as their trusty sidekick, and end their quest by showing how they can overcome their challenge and achieve their goal with you by their side. We create an “a-ha moment” for your prospect, remove barriers of confusion and mistrust, and help you move them from interested to invested.
Animated explainer videos are effective because they combine the science of visual and auditory stimulation and attention spans with the art of clear messaging and compelling storytelling. To learn how Epipheo can help craft an effective, high quality explainer video for your brand, get in touch with one of our Video Strategists to begin creating the perfect video for your goals.
Who is Epipheo?
Epipheo is an animated explainer video company working to create high-quality explainer videos for brands, marketers, and thought leaders. We believe that, above all else, people need to understand what you do, why you matter, or how you’re different, because, let’s be honest, people won’t buy what they don’t understand. Contact us today to talk to one of our video strategists and get started.
See our explainer video portfolio here.
See Epipheo In Motion:
Check out our video work to get inspired.