Explainer videos are an effective tool for retail companies to simplify complex topics, educate customers, and promote products or services. However, creating engaging explainer videos can be challenging in a highly competitive market where customers have shorter attention spans.

This blog post will delve into the challenges that retail businesses face while producing effective explainer videos, from audience understanding to resource management. Additionally, we will provide suggestions on how to overcome these challenges and create compelling explainer videos for your retail audience.

Understand Your Audience

Before creating an explainer video, it is essential to understand your target audience’s preferences and behaviours. Research their pain points, desires, and expectations as to what they expect from a video. Consumer insights gathered from focus groups, surveys, and customer feedback can be valuable inputs for message crafting and identifying the right tone of voice. A well-crafted message and perfect tone can make a video more engaging, valuable and improve engagement rates.

Set Your Goals

Clarity in the goal of the video is critical in creating effective explainer videos.

Retailers should define their objectives and metrics for focused and purposeful videos. Measurable goals can help you put your effort and resources into the creation process, including budget, timelines, and production methods, to achieve improved end results.

Get Clear On Your Message

The retail industry is full of technical jargon that can be overwhelming to customers. Therefore, it’s essential to tailor your message in a manner that resonates with your target audience.

The message should be clear, concise, compelling, and action-oriented with a call-to-action that inspires viewers to take action. The message should also be aligned with the desired audience reactions and actions to make it effective.

Get Help from the Experts

Video production requires a set of technical skills that are hard to master.

Therefore, you may not have the right talent on your team and may need to collaborate with an external agency or bring in the right experts. To get the desired results, it’s essential to balance in-house resources and external expertise for quality production.

Maintain Consistency

Consistency is crucial throughout the entire planning process, starting with setting detailed technical specifications. By doing so, retailers can ensure a smooth project flow without encountering any technical hiccups. Documenting technical standards is essential for maintaining consistency in production, even when team members or contractors change.

Moreover, while maintaining audience interest, it’s equally important to prioritise brand identity in videos. Retailers should highlight their brand values in the video, all while keeping audience engagement in mind. This approach not only builds customer trust and loyalty but also encourages them to return for more, establishing a consistent and lasting connection.

Control Your Costs and Manage Resources

Creating an explainer video involves various costs, from scriptwriting to post-production. However, there are plenty of cost-effective tools and software that can help you save costs. By utilising these tools and outsourcing complex tasks only when needed, you can efficiently manage your budget.

Collaborating with external companies can be the right decision to make, as it helps allocate resources effectively and ensures production efficiency. Retailers should explore different resource management techniques to streamline the production process and produce top-quality explainer videos. In-house video production might not always be the best idea, but with the right collaboration, it can lead to success.

Production Process

Producing a video is a collaborative process that involves different teams across the organisation.

Retailers should periodically check in with the teams and have regular meetings to assess the project’s progress, including storyboarding, scripting, and post-production work. This will help ensure quality output in the final production while ensuring that the message stays on point.

Performance Analysis

Analysing the video’s performance is critical in measuring its effectiveness.

Retailers should analyse the effectiveness of their videos and make necessary improvements so that they closely align with their business goals. By leveraging metrics like view depth, conversion rates, and engagement levels, retailers can optimise the video content and improve performance.

Conclusion

Creating a successful explainer video in retail marketing may seem like a daunting task.

However, by understanding your audience, developing a clear message, and making use of technical expertise, you can create a video that engages, educates, and drives action. By adopting a strategic approach and efficient resource management techniques, you can produce top-quality explainer videos within a given budget. Regular quality checks and analysis will help you to continuously improve the performance of your videos.

Ultimately, creating an effective explainer video can provide a significant competitive advantage in the retail industry. By following the tips outlined in this blog post, retail marketers can create videos that inform, educate, and drive customer engagement.

If you’d like to discuss your explainer video project with an expert, book a strategy call or get in touch on 01225 970242.