You have eight seconds to grab people’s attention when they visit your website. Every startup today that’s not founded by someone over 40 have or are currently focusing on startup videos for their fledgling firm.
But hold on, and let that sink in for a second. Eight seconds isn’t very long, so you need to find a way to deliver a lot of information quickly. That is exactly why successful companies use startup videos. When made correctly, these videos start with a bang, hooking viewers immediately. Perfectly crafted explainer videos keep people watching well past that eight second mark.
What happens if your video is less than perfect? Your visitors are going to run for the hills, or at least find another website. Don’t let that happen to you. Avoid some of the more common mistakes made so that your visitors will stick around to listen to your whole pitch.
- Your Video is a Narcissist’s Playground
Ah, the narcissist (No, not Donald Trump). He’s not a fun guy to take out to dinner, and he doesn’t make very good videos, either. You need to talk about the customer and his or her problems instead of focusing on your brand. When you talk about your brand, it should be to offer a solution, not to brag.
If you solve their problems, they will realize you’re great without the need to tell them.
- Startup Videos that Go On and On
As you know, viewers have short attention spans. You only have eight seconds to entice them, and then, they can walk off at any time. If you want to keep your viewers engaged, cap the length of your video’s. Videos that are under two minutes get the best results. Startup videos any longer than that are going to lose viewers.
When you order a startup explainer video, you get to choose from different lengths. If a company tries to get you to purchase a video that lasts more than two minutes, they’re trying to get one over on you. By going for a range that sits between 30 and 90 seconds, you hit the sweet spot.
- Loading Up on Technical Jargon
No one knows your business quite like you do, so technical jargon might be your first language. If your main audience still uses words like “doohickey” when talking about technology, you shouldn’t throw out words like octa-core and ZigBee. Speak to your viewers in their language, which is the only way to get results. If they have to use a dictionary or thesaurus to get through your startup video, they will move onto someone else.
- Forgetting About Your Target Audience
Every successful marketing campaign starts with a customer avatar. This avatar represents your target market and includes:
- Education level
Spend a little time looking at your analytics, and then, create your avatar. Pass your avatar along to a savvy video production team, which will use it when creating animation. That way, your customers will see themselves in the video.
- Being Unauthentic
Brands want to look their best in their startup videos. That makes sense, but you still have to be authentic. A whopping 91 percent of consumers value honesty over product utility, brand appeal, and brand popularity. To put it simply, honesty and authenticity lead to a higher return on investment.
How do you show off your authentic side in your explainer video? First, throw templates out the window. If someone recognizes that you’re using a template, you will lose authenticity points right off the bat. Consumers crave originality. Templates are just a way to ride on the coattails of others.
Next, let some personality shine through. Yes, you’re going to use animation, but you can still show off who you are as a brand. This will help people connect to you, thereby increasing your authenticity. Finally, be honest. Don’t oversell and promise things that you can’t deliver. If your promises sound too good to be true, people won’t believe you.
- Failing to Tell a Story
You have less than two minutes to get your point across. That means you don’t have time for a story, right? Wrong. Storytelling is important for videos of all lengths, including startup videos. You can focus on a problem that the audience has and then take them through the solution. It doesn’t have to be an in-depth story. After all, you aren’t writing War and Peace. Just create a snippet of a story to lure your visitors in and then watch them bite.
- Creating Choppy Transitions
A professional startup video should transition from one idea to the next seamlessly. If transitions are choppy or don’t make sense, you won’t hold your viewers’ attention.
Think about how TV shows transition from one scene to the next. There is a bit of a carryover between the scenes so that everything runs together in a sensible way. You need to do the same with your videos.
- Forgetting to Add a Call-to-Action
People have free will, but they still tend to do what they are told. Tell people to click, and they click. Tell them to contact you for a free consultation, and they reach out. Unfortunately, some startups don’t include a call-to-action in their explainer videos. That means that people watch the videos, but don’t take any action. Instead, they close out of the video and go about their day. Avoid this problem by adding a clear Call-To-Action in your video.
You have to first decide what you want to achieve. Do you want people to shoot you an email or sign up for a free trial? Maybe you want them to order a demo. Once you decide what you want them to do, take the guesswork out by adding the CTA. You also need to include a CTA button for them to click, putting it at the end of the video or right underneath it.
Avoiding mistakes is the key to making great startup videos. That way, you can publish videos that explain your business and attract new customers. What do you think companies should avoid when making explainer videos? Sound off in the comment section below.