Drive More Conversions with an Animated Explainer Video 

48 min read

Use animated explainers to convert more leads

In the fast-paced realm of digital marketing, the ultimate goal is often to drive conversions. Whether it’s an email sign-up, a download, a booked meeting, or a purchase, our online efforts are generally focused on achieving these outcomes.  

We believe animated explainer videos are the most effective way to achieve this. In fact, research shows that  explainer videos are the most commonly used form of video.  

And it’s not hard to see why given the statistics. For instance, research shows that landing pages with explainer videos have  86% higher conversion rate.  

This is because of animated explainer videos aligning with consumer preferences with a staggering 96% of individuals using explainer video to satisfy their curiosity about a product or service.  

But why are these videos such a game-changer? The answer lies in their ability to transform complex concepts into comprehensible, visually engaging segments. They are designed to grab attention, creating ‘thumb-stopping’ moments that intrigue viewers enough to pause and engage with your content. 

They don’t just capture attention—they inspire interest. By enhancing information processing, viewers can not only easily grasp but also retain the presented content. Evidenced by research finding that video increases information retention by 68% compared to reading text alone. 

You can find out more about the benefits, steps and creative methods of making animated explainer videos here.  

However, creating this type of content requires a strategic approach to drive the highest possible conversions. Fortunately, we know the best practices for crafting effective animated explainer videos, and in this blog, we will share these insights with you. 

 

How to Harness The Full Potential of Animated Explainer Videos to Maximise Conversions?  

 

Listen to the Data 

Data-driven decision-making is essential. Rather than making assumptions about your consumers’ interests, delve into the data! 

 There’s no point in crafting an explainer video that misses the mark on what consumers are genuinely curious about. In the wise words of the world’s most meticulous problem-solver, Sherlock Holmes, “It is a capital mistake to theorise before one had data”. 

 Analytics serve as your compass to navigate consumer preferences. They allow you to tailor your content to answer genuine customer needs, addressing their pain-points and aspirations. By aligning your video content with user search intent, you increase relevance, engagement, and the likelihood of conversion. Sherlock Holmes’ timeless advice rings true: start with the data, and the solutions will follow. 

 

Be as human as possible 

One of the common mistakes that marketers make when creating explainer videos is focusing too much on the features and benefits of their product or service, without considering the human aspect of the communication. 

People don’t just want to know what you do or how you do it, they want to know why you do it. As Simon Sinek explains in his famous TED talk, the why is the core of your message, the emotional hook that connects with your audience and inspires them to take action. This emotional connection is vital as 74% of users feel overwhelmed by generic and poorly executed online advertising, finding it irrelevant, disruptive, and unrelated to their interests or needs. 

 Start by thinking about your mission as a business or what value you are providing to your audience beyond your product or service.  

For example, if you are a financial company, you can focus on communicating the feeling of trust and prosperity that you help your customers achieve. If you are a telecommunications company, you can highlight the fact that you help keep your customers connected with family and friends. 

Studies have shown that advertisements with a positive emotional response can generate a 23% increase in sales compared to average advertisements. Moreover, the Harvard Business Review have also stated that a positive emotional bond with a company is more important to consumers than customer satisfaction. 

For example, take a look at our collaboration with Superunion, where we’ve articulated the value they deliver to customers—instilling confidence—beyond just the services they offer.

 

At Content Creatures, we are experts in creating captivating explainer videos that connect with your audience on a human level.  Let us help you tell your story effectively!

 Make it shareable 

If you decide to invest in an animated video, you want to make sure that it reaches as many of your potential customers as possible, increasing your chances of converting. One way to do this is by creating video content that is highly shareable.  

This works best on social media channels where sharing with friends and family is easy and encouraged. Plus, any content that is shared between parties is more likely to be trusted. While 90% of people believe brand recommendations from friends, the same ad coming from a company can have a different effect, as 75% of people don’t accept advertisements as truth. 

By creating an explainer video that is entertaining and shareable, you will not only increase your reach for the same effort, but you will also boost the overall trust that people have in your brand, making them more likely to convert.   

How can you increase the shareability of your video?  

  • Add Shareable Elements: Include quotable snippets, surprising facts, or humorous moments that viewers will want to share with their network. 

 For example, we created an animated explainer video for BarthHaasX, that demonstrates how humour can be incorporated into an animated explainer video. 

 

  • Make It Visually Striking: Use vibrant colours, dynamic animations, and a clean design to make your video stand out in a crowded social media feed.
  • Tell a Compelling Story: Use storytelling to connect with viewers on an emotional level. A relatable narrative can make your video more memorable and share-worthy.
  • Promote Across Platforms: Don’t limit your video to one platform. Share it across multiple channels, including social media, email newsletters, and your website. 

Include a call-to-action 

With a high-quality explainer video, it’s important to include a CTA (call to action) at the end that will guide your audience towards making the ultimate desired response. This could be guiding them towards a landing page, encouraging them to donate if you are a charity, or asking them to sign up for a virtual event, just to name a few. 

It’s also good to remember that if they made it to the end of your video, they are highly engaged with your brand and you will want to take advantage of this opportunity. If you don’t ask anything of them at this stage, you will lose your viewers’ attention and they will move on and consume different content. 

How to craft a CTA that resonates and converts? 

  • Clarity is Key: Your CTA should be unmistakably clear. Use direct language to leave no doubt about what action you want the viewer to take. 
  • Make it Stand Out: Visually distinguish your CTA using contrasting colors or animation to draw the eye and signal its importance (see below how using Gestalt’s Principles can enhance your CTA). 
  • Timing is Everything: Introduce your CTA at the peak of viewer engagement—typically at the end of the video, when their interest in your message is at its highest. 
  • Keep it Relevant: Tailor your CTA to align with the content of the video. A relevant CTA feels like a natural next step, not a jarring jump. 
  • Emphasise Value: Communicate the benefits of taking action.  
  • Urgency Creates Action: Use time-sensitive language or limited offers to instil a sense of urgency that prompts immediate response. 
  • Simplicity Converts: Simplify the action step. The easier it is to respond; the more likely viewers will follow through. 

  Another way to enhance your explainer video is to apply Gestalt Principles to your design. These are psychological rules that explain how humans perceive visual elements and organise them into meaningful patterns. By using these principles, you can make your CTA more noticeable and relevant to your viewers. 

For example:  

  • Law of Similarity: Use a colour for your CTA button that contrasts sharply with the rest of the video. This will make it immediately apparent as an actionable item because it is dissimilar to other elements. 
  • Law of Proximity: Place your CTA close to the content it relates to, but with enough space to stand out. This helps viewers associate the CTA with the relevant information without getting lost in the visual flow. 
  • Law of Continuity: Lead the viewer’s eye towards the CTA with visual cues, like arrows or a path that follows the natural reading pattern (left to right, top to bottom). 
  • Law of Closure: Design the CTA button with a clear boundary, such as a solid frame, so that viewers perceive it as a complete and clickable button. 
  • Law of Prägnanz (Good Figure): Keep the design of the CTA simple and clean, avoiding unnecessary complexity that can distract or confuse the viewer. 
  • Law of Common Fate: When using animation, have elements move in the same direction towards the CTA, suggesting that the viewer’s next action should be to click the button. 

Short-Form Content  

The latest HubSpot report revealed that short-form video is now the #1 content marketing format, with most marketers saying it delivers unmatched ROI.  

This rise in short-form content is a direct response to the changing preferences of consumers. With over 70% of Gen Z spending more than three hours daily watching online videos, the preference for visual and concise storytelling is clear.  

Why does short-form content excel in driving conversions?

The answer lies in its brevity and directness. Short-form content caters to the limited attention span of the average internet user, by delivering straight-to-the-point messages, it captures the audience’s attention immediately, increasing the likelihood of the content being read and acted upon.  

 How to Seamlessly Integrate Short-Form Content into Your Communications strategy?

The easiest and most cost-effective way is through content repurposing. You are easy segment your animated explainer video in short, engaging clips. The optimal length of these clips should fall between 30 to 60 seconds.   

These snippets are ideal for distribution across platforms, effectively capturing audience attention, driving engagement and leading to higher conversion rates.  

  For example, we created an award-winning animated explainer video for Gelato.  To maximise its impact, we segmented the video into four concise parts, enabling Gelato to strategically distribute the content across various platforms. Here is an example of one of the smaller segment from their video: 

 

 Optimise  Video for Mobile Viewing 

Mobile phones have become the predominant portal to the online world for countless individuals. As such, optimising for mobile isn’t merely a suggestion—it’s a must.  

With mobile devices accounting for more than half of global internet traffic, it’s essential that your animated explainer videos are crafted with mobile friendliness in mind. This means refining video playback for compact screens, ensuring navigation is touch-friendly, and ensuring swift loading times to retain your audience’s attention. 

 

Why is Mobile Optimisation  synonymous with Conversion Growth?

  •  Mobile-First Indexing  

Search engines like Google have adopted mobile-first indexing, meaning they predominantly use the mobile version of content for indexing and ranking. Videos optimised for mobile have a better chance of ranking higher, leading to increased visibility and potential conversions. 

  • Enhanced User Experience 

 Mobile optimisation ensures that videos load quickly and play smoothly on mobile devices, providing an enhanced user experience. This is crucial because users are less patient on mobile devices and will abandon content that doesn’t meet their expectations for speed and accessibility. 

  • Consumer Preferences  

They cater to the on-the-go lifestyle of modern consumers. Which can create a positive customer experience, influencing a user’s decision to explore a brand further, potentially leading to a purchase or other desired action. 

SEO Optimisation  

SEO optimisation is a game-changer for conversions.  

It significantly enhances the visibility of your animated explainer video, giving you a higher ranking in search results.  This targeted traffic consists of an engaged audience who is more likely to interact with your brand.  

 If you are unfamiliar with SEO practices, we have got your covered. You can check out our blog with the best SEO practices for video content here. 

 

Ready To Transform Your Brand’s Message into a Captivating Animated Video That Drives Conversions?  

Content Creatures is here to guide you every step of the way. Our team of creative experts specialises in crafting bespoke animated videos that not only tell your story but also resonate with your audience, encouraging them to take action. 

Take advantage of a free consultation with our creative experts. Whether you aim to simplify complex ideas, connect deeply with your audience, or strike a balance for maximum impact, we’re here to amplify your message with video content that’s not just seen but felt and remembered. 

 

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