Are explanatory videos in cartoon style overrated

Explanatory video included and then: These parameters are decisive for measuring success

Measurement of success
Explanatory videos

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If aspects of a product are to be explained stringently, advantages etc. are to be highlighted, an explanatory video is not possible. The majority of companies now rely on this medium, because video marketing combines usefulness and informal added value with the ideal integration of your brand.

Reach your target group in an emotional way, tell compelling stories and offer insights behind the scenes. This makes your company more authentic and approachable, which is a clear competitive advantage in times of strong digital competition. But which KPIs and factors are decisive if the effectiveness of explanatory videos is to be measured?

The video heroes explain the most important aspects of engagement, conversion rate, completion rate and Co.!

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Your company is unique. So, show this to the outside world as well. This works best with a video production. Find out in a non-binding consultation how we can successfully implement this for you.

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Sandra No.

Head of Video Production

How well are explanatory videos received by the target group? One look at engagement and interaction gives the answer!

We all know it from our private lives: When something inspires, takes away and interests us, we place much greater value on an active exchange. And these attributes, which are perceived positively in interpersonal relationships, are much more pronounced digitally.

Have you played an explanatory video on your social media channels? Great, then let's take a look at everything that goes into engagement rate. Fancy a few ideas?

  • Number of comments
  • Number of content shared
  • Number of likes
  • Relation of the above KPIs to the number of followers / fans

In short: The more users actively deal with the content of your explanatory video, the better you have met the needs and interests of the target group. The interaction is important because it allows videos, for example, to be spread virally. However, it is important not to let it become a one-way street: Communication must take place in both directions, i.e. also through clear responses to user activities.

Success measurement with explanatory videos: How is the length of stay?

The length of stay is not only an important criterion for Google, but also for you as the website operator. You can recognize comprehensive content that adds value (text, graphics, explanatory videos) by a significantly longer length of stay. This means that core messages relating to brands, products and services can be "brought to the people" much better.

The basic idea behind it: An editorial offer that interests me binds my attention (time) for a long time. This enables the user to better identify with your brand. And thanks to explanatory videos, this can be easily implemented via a wide variety of channels!

The completion rate: How many users actually see the explanatory video until the end?

The digital sphere is characterized by speed: Everything that is not convincing in a few seconds or in a fraction of this period of time is not clicked on. In the case of an explanatory video, the so-called click-through rate is therefore of secondary importance - it depends on the completion rate, i.e. the proportion of those who see the explanatory video in full.

The idea behind it: If you can present a good storyline via the explanatory video, which ensures the central theme and exactly matches the interests of the user, this increases the likelihood of a complete video view. It is therefore important to have a good start that raises interest and reveals a structure.

A great team

VIDEO HEROES &
SEARCH HEROES

Wir Videohelden is a brand of Suchhelden GmbH. That means in plain language: We are not only experts in the field of explanatory video communication, but as one of the leading online marketing agencies in Germany we offer you absolute know-how in the areas of video marketing, SEO, Google AdWords, digital strategies, development, PR, creative and much more .

A great team

VIDEO HEROES &
SEARCH HEROES

Wir Videohelden is a brand of Suchhelden GmbH. That means in plain language: We are not only experts in the field of explanatory video communication, but as one of the leading online marketing agencies in Germany we offer you absolute know-how in the areas of video marketing, SEO, Google AdWords, digital strategies, development, PR, creative and much more .

The conversion rate: also with explanatory videos of the KPI par excellence!

What is the relationship between visitors and conversions on your site? The conversion rate answers this question. A "conversion" is not necessarily a purchase or a transaction - you can also set specific goals individually depending on the explanatory video in order to measure the effectiveness of the medium.

Important: In the B2C segment in particular, a well thought-out, intelligently designed explanatory video can significantly increase relevant KPIs such as the conversion rate. This allows you to optimize your sales and lead numbers.

Click numbers and returning users: There is a lot of room for interpretation here

There is often a tendency to overestimate certain key performance indicators (KPIs). This is because analysis tools from other segments are being transferred 1: 1 to video marketing. But this is exactly where it is important to question critically. Click numbers of course provide information about how many users are watching an explanatory video. Of course, it doesn't say anything about whether the content is actually relevant.

This is where returning users come in: Facts can be reduced and conveyed in a compact way, especially with explanatory videos. The higher the rate of recurring users, the more likely the explanatory video is linked to informational added value. After all, nobody looks at a badly made medium that does not meet user needs more than once!

And now? The combination of individual KPIs in the overall view gives you insights!

Many key figures and factors only make sense in combination with other aspects. The special thing about explanatory videos is that you can convey knowledge here in an emotional way. That is why explanatory videos are one of the essential components of an optimized customer journey, they create closeness and trust.

The highlight: Video content that reduces barriers and addresses the needs of the target group is convincing across the board. This format helps you bring your brand to the fore - in order to be able to advertise effectively in a subtle way.

Would you like a few suggestions? Just ask the video heroes! We offer countless formats and styles that are sure to suit your industry. Get advice now without obligation!

TALK TO AN EXPERT

... and you will learn more about the variety of implementation options with memory potential!

make an appointment

Would you like to get started right away? Then give us a call!

0541 507960 0

Sandra No.

Head of Video Production