We’ve seen a major upswing in recent years in the use of video in content marketing. One specific way that companies are using this medium to the their advantage is with explainer videos. If you’re unfamiliar with this concept, here’s a great definition from Adelie Studios. “An explainer video ‘explains’ what you do quickly and easily so anyone can understand it. It’s kind of like CliffsNotes for your business — a short and concise version of exactly what your company does.”
You might include an explainer video on your landing page, on your homepage or even on social media to quickly let prospective clients know a bit about your law firm and your areas of expertise. With that being said, here are five elements that make for a a great explainer video.
1) It’s Brief
Explainer videos aren’t meant to be epic manifestos exceeding 10 minutes in length. Not at all. They’re intended to be short, sweet and to the point. As Kissmetrics so eloquently puts it: “The longer your video is the less people will pay attention to it.” Ideally, you want to cover your points and wrap it up within two minutes max. Once you exceed the two minute mark, the attention span of viewers begins to degrade.
2) You Speak Directly to the Audience
The bulk of explainer videos have a very intimate, one-on-one kind of feel to them. Therefore, it’s recommend that you speak directly to your audience and use words like “you” and “your.”
3) You Answers FAQs
Anytime a person is considering paying for your legal services, they no doubt have a few key questions. Some examples could include:
- How long have you been an attorney?
- What’s your track record like?
- Will you win my case/get me the results I want?
- What can I expect during a legal consultation?
- What’s the basic legal process like?
It’s your job to pick and choose the top FAQs that you’ve seen across the board and answer them.
4) You Explain Key Benefits
Kissmetrics also states that it’s “about benefits, not features,” which is a good way to summarize an explainer video. What you want to do is place an emphasis on the benefits of hiring your law firm. Why is it a smart idea to hire you rather than a competitor? That’s what viewers are eager to know.
5) There’s a Clear CTA
Just like you’ll want to include a clear call-to-action (CTA) on your landing page, you’ll need one in your explainer video as well. This will typically come at the end after you’ve already covered all of your other points and have provided viewers with information on why hiring your firm is a good choice.
More and more companies across a myriad of industries are using explainer videos. And why wouldn’t they? They get results and really help connect the dots and eliminate confusion for prospects. But in order for an explainer video to be a success, it must include the essential elements. Incorporating these five elements should ensure that you hit all of the right notes and convert more viewers into clients.
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