Conversion is the Name of the Game for Great Content
Great content not only engages visitors, but converts them into active prospective customers who will take an action–make a phone call, share the content or fill out a contact form. Under this criteria, whiteboard videos are optimal examples of content. Explainer videos have soared in popularity because they drive action–they drive conversions. Here are seven qualities of whiteboards that explain that propensity to win conversions.
1. Whiteboards have Dense, Detailed Messages
It seems sort of counterintuitive, because these videos are cartoon videos, but whiteboard explainers are actually dense with information. Whiteboards convey a lot of details in a short amount of time–compare them to other types of live action videos or cartoons and you’ll quickly notice the difference. Good whiteboard animation is written to be focused, allowing your message to resonate with your audience loud and clear. The starting point of a great whiteboard script is answering questions that actually occur among an organization’s target audience. Answering some of these questions early on will entice the right viewers to keep watching through the duration of the video. The best whiteboards have golden nuggets of information strategically placed throughout the video to keep the viewer engaged and interested at every second of the production–there’s no wasted real estate!
2. It’s a Unique and Memorable Presentation
Over a billion videos are watched every single day online in just the U.S. And even though videos still differentiate you from static content, this means there’s still a lot of competition for audiences in video. You have to have something unique and memorable about your video that people don’t see every day and will want to share with the people around them. There are lots and lots and lots of talking head videos out there that are BORING. A great whiteboard video is memorable. It’s just a more interesting presentation.
3. Flexible Positioning
Whiteboard videos aren’t as directly ‘advertisey’ as other types of commercials. They’re more fun, and the approach is to be helpful and informative–to explain. This gives you the freedom to place these videos in more spaces– your homepage, social media sites, email signatures, YouTube, off line presentations– without be annoying. There’s a freedom to use whiteboards in different situations that traditional ads don’t offer.
4. Whiteboards are Easily Share-able
Is share-able a real word? We don’t know. But we do know that people are much more likely to share your whiteboard than a talking head video or traditional ad. When people come across content that’s cool, unique and answers questions/explains topics, it’s exactly the type of content they’re likely to share. And when your visitors start sharing your content with friends, they’ve transitioned from just being passive visitors and have been converted into advocates for your business.
The ability to convey to your audience how your product or service fits into their life is absolutely crucial. You need to let them know how it will benefit them and clearly explain to them how they will use it. But the best explanation in the world doesn’t mean people will connect with your brand and want to use your product or service. If that were the case, you could just post a downloadable pdf of your instruction pamphlet and hope for the best. Whiteboards–through the freedom to draw whatever can be imagined, the opportunities for humor and the opportunities to play scripts against images–allow for your organization to reveal personality.
6. Whiteboard Animation Allows for Effective Calls-To-Action
Ok, this one sounds really simple. Placing a Call-To-Action (CTA) at the end of your video. But the thing of it is, Calls-To-Action just work a lot better on whiteboards and that makes a difference. Rather than just having generic type like you have at the end of most videos, whiteboards allow you to have your invitation to action be written in a hand-drawn, engaging way. It seems like a small thing, but when it comes to conversion, small differences can mean a big change in revenue.
LDRK MEDIA is a whiteboard animation production company.