Explainer Videos Explained

Explainer Videos: Simplifying the Complex for Marketers

What is an explainer video?

An explainer video is a short, concise video used to clearly and engagingly inform about a product, service, concept, or process to a target audience.

The short explainer video will typically range from 30 seconds to 2 minutes for the entire video and are often used in marketing strategies.

Most businesses websites have explainer videos on their site, product or landing pages.

How do marketers use explainer videos?

There are many benefits to an explainer video, here’s a short summary and quick overview of how these can help. Looking at explainer video examples can provide inspiration and demonstrate the effectiveness of different styles and techniques.

1. Capture Attention and Boost Engagement:

Videos are inherently more engaging than text or static images. Explainer videos can quickly grab the viewer's attention and explain complex concepts in an easily digestible way. This boosts audience engagement and keeps them interested in learning more.

2. Explain Products and Services in a Simple Way:

Sometimes, even the simplest product can be challenging to explain in text. Animated explainer videos, including 2D and 3D animations, can visually demonstrate features and benefits effectively, making it easier for people to understand. This is especially effective for intangible services or complex technology.

3. Build Brand Awareness and Credibility:

A well-crafted explainer video can showcase your brand personality and values. It can also demonstrate your expertise and authority on the subject matter, building trust with viewers. This can be especially valuable for new brands or those entering a competitive market.

4. Increase Conversions and Drive Sales:

By clearly explaining the value proposition and benefits, explainer videos can motivate viewers to take action. This could include purchasing a product or service, subscribing to a service, or signing up for a free trial. Studies show that explainer videos can significantly increase conversion rates.

5. Reach a Wider Audience:

Video content is easily shared and embedded online, increasing your reach. They can be used on your homepage, social media, email campaigns, and more. This can help you reach a broader audience and attract new clients.

Overall, explainer videos are a powerful tool for marketers to:

Simplify complex concepts
Engage their audience
Build brand awareness and trust
Increase conversions and drive sales
With their versatility and proven effectiveness, explainer videos are a valuable asset for any marketing strategy.

What should you be asking yourself when thinking about producing a new explainer video?

For a product explainer video: What are the key features and benefits of the product?
For a service explainer video: How does the service work? What are the benefits of using the service?
For a company explainer video: What is the company's mission and vision? What are the company's values?

Of course you could combine any and all of the questions above for your explainer video.

Start with a solution to these questions and work backwards. The production process becomes much easier to produce your explainer video.

Are explainer videos still effective TODAY?

Absolutely, explainer videos are still effective in 2024, but with a caveat: they need to be done well. Using a web based "generic" template won't cut it anymore. To keep viewers engaged with your content they need to be specific to your product or service.

Think about it. To keep your viewer's attention your explainer video should be exactly the info your viewer was seeking, otherwise they'll turn it off. Create fans who want your content!

What Makes a Good Explainer Video?

A good explainer video is like a mini masterpiece - it packs information, engagement, and persuasion into a short, impactful package. Here are some key ingredients and types of explainer videos that make it sizzle:

Clarity and Conciseness:

Know your viewers: Tailor your message to resonate with their specific needs and pain points.
Keep it short and sweet: Aim for under 2 minutes to hold attention. Better yet, under one minute or thirty seconds. This being said, many of our clients have us produce an explainer video over 2 minutes.
Focus on one key message: Don't overload your videos with information. Have a lot to say? Make several different videos on the same topic.
Use simple language: Avoid jargon and clarify complex concepts in an easy-to-understand way.

Engaging Storytelling:

Start with a hook: Grab attention quickly with a relatable problem or question.
Craft a compelling narrative: Use storytelling techniques to connect with viewers emotionally.
Show, don't tell: Use visuals, graphics, animations, or live-action footage to illustrate your points.
Keep it visually appealing: Invest in high-quality visuals that are consistent with your brand.

Persuasive Power:

Highlight the benefits: Focus on how your product, concept, or service solves their problems and improves their lives.
Use strong calls to action: Tell viewers what you want them to do next, whether it's visiting your website, signing up for a trial, or making a purchase.
End on a high note: Leave a lasting impression with a memorable closing statement or call to action

WHAT DOES AN EXPLAINER VIDEO LOOK LIKE?

Short explainer video example. The viewer instantly understands what the product is about and how to use.

Bonus Tips:

Add a touch of humor: A well-placed joke can make your content more enjoyable and memorable.
Optimize for search: Use relevant keywords in your title, description, and tags.
Promote your video: Share it on social media, your website, and other relevant channels.

By following these tips, you can create explainer videos that educate, engage, and convert your viewers, turning them from "watchers" into customers or advocates. Remember, the best explainer videos are clear, concise, compelling, fun and leave a lasting impression.

Types of Explainer Video

Explainer videos come in a variety of flavors, each with its own strengths and weaknesses. The best type for you will depend on your specific goals, budget, and target audience.

Typically, most explainer videos are produced in one of three ways. We'll discuss these further in the next section:

Animated explainer video which includes 2d, 3d and whiteboard explainer videos.
Live action videos, which includes video footage of people, products and services.
Screencast video. A recording of a computer screen, with or without an insert of the person presenting.

Often we combine styles. For example we might have a live action video with people using a product, then incorporate 2d animation to add further clarity. We'll also show common explainer videos and video examples under each category.

Explainer videos formats, here's a rundown of some popular options:

Animated Explainer Video:

2D Animation: This is a versatile and popular choice, offering a balance of affordability and visual appeal. It's great for explaining complex concepts in a clear and engaging way.
3D Animation: If you want to showcase your product or service through video in a more immersive and realistic way, 3D animation is the way to go. However, it's typically more expensive than 2D animation.
Motion Graphics: This style uses animation to create dynamic and visually appealing visuals that explain concepts or data. It's a good choice for adding polish to product demos or presentations.
Whiteboard Animation: This classic style uses hand-drawn illustrations on a whiteboard to explain concepts in a step-by-step manner. It's a good choice for conveying complex information in a simple and engaging way. This video style was made popular by a package delivery company's television commercials.

Live-Action Explainer Videos:

Live Action Explainer Video: This style uses real people to tell a story or demonstrate your product or service. It can be a great way to connect with viewers on an emotional level.
Screencast: This type of video records your computer screen as you demonstrate software, explain a process, or walk through a website. It's a budget-friendly option that's good for instructional purposes.

Other Things to Consider about explainer videos:

Cost: An animated explainer video can be more expensive than other explainer video types, especially for 3D animation. This surprises many of our clients when we budget. Reason being is we have to model everything in the video.
Production Time: Animation takes time to create, especially for complex styles. 3d CAD files are used to "model" the product being displayed. Literally everything needs to be created from scratch which takes time.
Video Shoots: For live action explainer videos field shoots need to be scheduled.
Scriptwriting: A strong script is crucial for any explainer video, but even more so for an animated explainer video to ensure clarity and flow.

Ultimately, the best type of explainer video for you will depend on your specific needs and goals.

Consider the factors mentioned earlier and do some research on YouTube to find examples of videos that you like. With a little planning and creativity, you can create a fun explainer video that is both informative and engaging.

Where do you show and use an explainer video?

We get this question a lot. There are many uses for your explainer video both online and offline.

Websites: Explainer videos are often embedded on websites, especially on homepages, product pages, and landing pages. This is a great way to quickly grab visitors' attention and tell them what your product or service is all about.

Social media: Explainer videos can be shared on social media platforms like YouTube, Facebook, Instagram, and Twitter. This is a great and free way to reach a wider audience and generate interest in your product or service.

Email marketing: Explainer videos can be included in email marketing campaigns to educate leads and customers about your product or service.

Video hosting platforms: Explainer videos can be uploaded to video hosting platforms like YouTube and Vimeo. This is a great way to share your videos with a wider audience and track how many people are watching them.

Trade shows and events: An explainer video can be shown at trade shows and events to attract attention and explain your company's product, or service to potential customers.

Presentations: Explainer video can be used in presentations to make them more engaging and informative.

Sales meetings: Explainer videos can be used in sales meetings to help close deals.

The best place to show your explainer video will depend on your target audience and your goals. If you're not sure where to start, try embedding your video on your website and sharing it on social media.

You can also track how many people are watching your video and use this information to decide where to promote it next.

Stress less, explain more

Don't let these considerations hold you back! You don't need to be a video production expert- we are! Tell us your needs and we'll develop the video script, schedule the video shoot and video edit. We'll make an explainer video that will deliver results.

If you're looking for a captivating way to inform people about your product, service, or complex idea, an explainer video can be a powerful tool. Contact us today for a free consultation to discuss your specific needs and explore the possibilities of your own explainer video. We can help you navigate the cost, production timeline, and scriptwriting process to ensure your live action or animated video is both engaging and impactful.

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