Video Content
Product Explainers
Product explainers are detailed descriptions or demonstrations that clarify the features, benefits, and usage of a product. They can be presented as videos, infographics, or articles, aiming to educate potential customers and help them understand how the product solves their problems or meets their needs.
IMPLEMENTATION
Identify Key Features: Determine the main features and benefits of your product that need explanation.
Choose the Format: Decide whether the explainer will be a video, infographic, article, or a combination of formats.
Create a Script or Outline: Develop a clear and concise script or outline that covers all important aspects of the product.
Produce the Content: Use professional tools and software to create high-quality content. Ensure it is visually appealing and easy to understand.
Include Real-World Examples: Demonstrate how the product can be used in real-life scenarios to make it relatable.
Publish and Share: Share the explainer on your website, social media, email newsletters, and other marketing channels.
Engage with the Audience: Encourage viewers to ask questions and provide feedback. Be responsive to comments and inquiries.
STRATEGY RATING
SCORE
20
Product explainers require a moderate cost and time investment, with significant expertise needed to create clear and engaging content. They offer high engagement and longevity, making them an effective strategy for educating potential customers.
RATING 1-5, 5 BEING THE BEST
2
Expertise
Requires knowledge of the product and content creation skills.
3
Cost
Moderate cost for production and tools.
3
Time
Moderate time investment for planning, creating, and editing.
5
Engagement
High potential for engagement due to informative nature.
4
Longevity
Moderate interactivity through comments and feedback.
3
Interactivity
Moderate interactivity through comments and feedback.
QUESTIONS TO ASK
What are the key features and benefits that need explanation?
Which format will best convey the product’s value?
How can we make the explainer clear, engaging, and informative?
Which platforms are most effective for sharing the explainer?
How will we measure the success and impact of the explainer?
HOW TO MEASURE
Engagement: Track views, likes, shares, and comments on the explainer content.
Conversion Rate: Measure the percentage of viewers who become customers after viewing the explainer.
Customer Feedback: Collect feedback to assess clarity and usefulness.
Traffic: Monitor the amount of website traffic generated by the explainer.
Retention: Track the retention rate of customers who viewed the explainer.
EXAMPLE
Company: Dropbox
Implementation: Dropbox created an explainer video that clearly demonstrated how their cloud storage service works. The video used simple animations and clear narration to explain the features and benefits of Dropbox, showing real-world use cases.
Outcome: The Dropbox explainer video was highly successful, attracting millions of views and significantly increasing user sign-ups. It helped potential customers quickly understand the value of Dropbox, addressing common questions and concerns. The video's engaging and informative nature contributed to Dropbox’s rapid growth and widespread adoption.
By creating an effective product explainer, Dropbox educated their audience, increased engagement, and drove conversions, highlighting the effectiveness of this content marketing strategy.