Using Explainer Videos to Market New Insurance Products

Explainer videos are brief, funny videos, usually about 60-90 seconds long, that explain a product or service. They gained popularity in the software industry, but these days they can be seen in many different sectors—including in insurance.

Explainer videos are usually entertaining, light, and not too dense, representing a bit of a departure from the typical insurance marketing piece, which tends to be a bit more formal. Because of this, explainer videos are most often used for retail rather than wholesale markets—but they can be very effective in clearly explaining new products in the wholesale insurance sector as well.

Here are a few tips for getting your insurance explainer video right.

Keep it simple. In general, the shorter your explainer video is, the better. The usual word rate is about 150 words per minute of video. You don’t need to explain all the ins and outs of a particular product—just generate interest in it. The purpose of the video is to hook people’s attention so they will take the next step in your sales process—whether that’s getting in touch for more information, getting an online quote, or taking some other action.

Good scriptwriting is priceless. Because you’re making the case for a fairly complex product in a small space, it’s well worth it to hire a professional scriptwriter. You’ll need someone who can take a fresh look at your product and explain it simply, concisely, and in a way that entertains.

Structure it well. Most effective explainer videos follow a certain structure. They start out by identifying the problem your customer or agent is experiencing. Then they describe the solution—your new insurance product. Then the video goes on to explain how the product works, briefly; followed by a call to action. This isn’t the only way to write an explainer video script, of course, but if you follow this structure, you’ll be ahead of the game.

Invest in voice and music. Your script is key—but it’s also important not to skimp on the voice. A dull or unpolished delivery sticks out like a sore thumb, so be sure to find a professional who can make your video sound great. Music is also important—as it sets the emotional tone.

Promote your video. Once you’ve made the video, you’ll need to get the word out. Choose a platform, such as Vimeo or YouTube; plan a marketing campaign that will get it in front of your audience; and make sure it’s front and center on your website, so visitors can see it right away.

Explainer videos can be great for insurance—if they’re made right. Avoid trying to explain too much in a small amount of space; the simpler the video, the better. Stick to a simple, well-structured script and hire a professional voiceover artist who can make your video sound professional. Most importantly, have a marketing plan to get the video in front of as many eyes as possible. If you do, your explainer video is likely to have maximum impact.

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