By Andrew Angus on October 16, 2013

Solidifying your brand online is no easy feat. In order to establish your brand successfully, you have to have an online presence. Before Google’s 2012 Panda update, virtually every e-commerce business used keywords, tags and social media to attract visitors to their sites. The more visits they attracted, the higher their ranking became in Google’s search engine; however, that’s no longer the case. Google wised up and realized that these businesses offered little if any of the promises they advertised, but they had no way to decrease the site’s ranking for this. Consumers complained, and Google changed their algorithm. This made it very hard for businesses to increase their visibility through pageviews alone.

Obtaining higher visibility in a search engine can most certainly help in solidifying your brand. In order to gain this visibility, people have to be talking about your site, engaging with it and spending more time on it. So how do you attract visitors to your site while also gaining higher visibility in an organic search? The answer is short and simple – use an explainer video.

Why an Explainer Video?

Over 169 million people will watch a video online this year and 65% of people actually retain the information shown to them. So what do these numbers mean? It means that consumers don’t want to navigate onto a website and get lost in content, they want to understand how your product works and why they should choose to buy it from you. Instead of creating pages of web content to touch on these points, you can sum it all up in an explainer video. Explainer videos highlight the most important aspects of your product and how the product is useful to the viewer. These videos are short, engaging and to the point.

Another benefit of an explainer video is that it can increase conversion rates. The social performance company Rypple, increased their conversion by 20% by adding an explainer video to their website.

How Does it Work?

Explainer videos work by engaging the viewer. This engagement is not just between the narrative and the viewer, it’s between the video content and the viewer’s brain. To be more specific, it’s neurochemistry at work. Certain phrases and words in the video’s narration, work to capture the viewer’s attention. At the same time, corresponding imagery is used to engage their eyes and to help them connect with the narration.

Mind Stimulation

How many times have you watched a commercial and said to yourself, “This will never work for me?” Chances are the reason you said it, is because you couldn’t visualize yourself using the product. Either the words or visual wasn’t enough to engage your attention, and take you into a space where you could see the product’s usefulness. No one wants to just ‘see’ a demo, they want to become part of the story. They want to envision themselves actually using the product. Successful businesses do this is by utilizing sensory language in their videos.

Take a look at the example sentences given by Rip Media, which explains how sensory language is used to engage viewers:

1) This soda is the tastiest beverage on the market.
This sentence makes your brain go “hmmmm….is it? Is it really? I wonder what it tastes like? What makes it so tasty?” Your brain invokes questions to basically challenge the statement. Some people will just accept that it’s tasty because the manufacturer said so, but others will challenge the statement and never purchase it.

2) This soda is tart and bubbly on the tongue.
Now you’re language processors and the areas of your brain responsible for taste get excited. They connect in a way that almost makes you taste the tartness of the soda. Now there’s no question about why it’s tasty.

3) This soda makes you squint your eyes and purse your lips.
In addition to the areas of your brain that are responsible for taste and language being activated, the areas responsible for motor skills is too. What does this mean for the viewer? They just tasted the soda, although it isn’t actually present. This makes them want to try it.

Science calls this a virtual experience. By using certain words, you can stimulate areas of the brain that connects the consumer to the product. Whether it’s being demonstrated by animated characters, drawn on a whiteboard, or acted out by real people, the viewer will connect and become one with the product. Visual storytelling is what makes people empathize and emotionally connect to what’s being explained.

Since explainer videos are often used as front page items, it’s important to make a strong first impression on the consumer. Incorporate sensory language, powerful imagery and an engaging dialogue to help them see what your products are all about and why the really need to purchase it.

 

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