In a digital world overflowing with content it’s only natural that scrolling speeds are becoming faster, distractions are endless, and patience is in short supply. Modern marketers are in a constant race to grab – and keep – the attention of their audience. And what better way to achieve that than with explainer videos – catchy bite-sized pieces of content that ignite user curiosity? They have become a powerful tool for businesses looking to transform the ways in which ideas and consumers meet.
So, what makes these superheroes of modern marketing so impactful and how can you use them to your brand’s advantage? Follow along, as we explore the different types of explainer videos, as well as effective planning and production strategies you can use to create content that stands out.
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What are explainer videos, and why do businesses love them?
As their name suggests, explainer videos are often used to break down complex ideas into digestible chunks of information. They are an accessible and cost-efficient way to showcase USPs for products and services, and demonstrate industry expertise.
If you’re unsure whether they are the right fit for your business needs, consider their key benefits that make them a go-to marketing tool for numerous brands worldwide:
- A proven attention-grabber: It’s no secret that nowadays people are more likely to watch a 90-second clip than scroll through blocks of text on your website. Explainer videos are not only a user attention magnet, but can also inspire consumers to further engage with your brand through your other communication channels.
- High versatility: Explainer videos also offer plenty of room to unleash your creative alter ego. With them you can promote a wide range of ideas to your audience – from product features to addressing specific customer pain points.
- Improved conversion rates: Recent studies have shown that nearly 72% of businesses have seen a substantial increase in their sales and conversion rates after implementing explainer videos in their marketing strategy.
Videos also tend to keep visitors on your website for longer, therefore increasing dwell time and signaling search engines that users find your page interesting. In other words, with this marketing tool you are also likely to notice an improvement in your SEO rankings, retention rates, and social media engagement with your brand. Safe to say, it’s hard not to love it. But here’s the deal – not all explainer videos are created equal.
What makes an explainer video shine?
A poorly made explainer video can easily leave your audience confused or worse – bored out of their minds – while a standout piece can become the crown jewel of your marketing strategy. So, what’s the secret sauce?
Well, the first crucial ingredient is message clarity. Avoid trying to say too much – after all, your goal is to deconstruct complex ideas and make them accessible for your audience. Your delivery should be straightforward and punchy if you want to prevent viewers from scrolling past your content.
That’s why good structuring and storytelling skills are essential for your success. Crafting a story that resonates with viewers on an emotional level will bring you much better results than simply rattling off ideas or product features.
Visuals and audio also play a crucial role in keeping users hooked. Therefore don’t underestimate the power of clean graphics, smooth transitions, and professional voiceovers. And to truly make the most of this tool, finish off with a strong call to action. That way you can guide the viewer’s decision on what to do next – whether it’s visiting your website, making a purchase or signing up for a service.
Exploring the many faces of explainer videos
The beauty of this marketing tool is that it comes in many different forms, each bringing a unique flair to the table. To help you navigate the complex world of explainer videos, we compiled a ‘map’ of the most commonly used types:
- Animated videos: Animation can help you achieve a playful aesthetic or keep things professional and sleek, depending on your brand personality and business goals. This type of explainer videos are especially popular with tech companies like Digital Ocean that often need to break down abstract and complex ideas for their audience.
- Whiteboard videos: The charm of this approach lies in its simplicity. Whiteboard videos make you feel as if you’re getting an exclusive sneak peek into the mind of a genius. They’re ideal for explaining the various steps of complex processes.
- Live-action videos: These videos feature real people which makes them perfect for businesses using the human touch to build trust with their audience. This approach is suitable to showcase your team or highlight customer testimonials. Or even make your audience laugh – PayPal is a vivid example of a business that leverages humor in their videos to establish a meaningful and long-lasting connection with viewers.
Each type of explainer video has its own strengths. So choosing the right one for you depends largely on your marketing goals and target audience.
Crafting an explainer video that delivers results
Creating a stellar video experience doesn’t just happen by chance – it’s all about strategic action. Here we’ve compiled some useful tips to guide you through the process:
Research your audience
The goal with every explainer video is to answer a common question that your audience might have. And to give your viewers what they’re craving, you first need to know their pain points. Research and narrow down your target audience so that you know who you’re talking to and what you’re trying to say.
Craft a catchy script
The way your messaging is structured highly affects how it resonates with users. Keep your tone concise, accessible and conversational to avoid overwhelming your audience with unnecessary details.
Map out the visuals
The main goal with the visual elements of your video is to capture the viewer’s attention immediately. But apart from that, they also have to complement and elevate your storytelling. Don’t shy away from creative risks and bold choices throughout this step.
If in need of a push, you can always resort to the assistance of digital tools. Platforms like Vyond and Animaker allow you to create professional-quality animations even if you’re a complete beginner. And for whiteboard content, check out VideoScribe.
Add a compelling sound
There’s no doubt that visuals are important, but the pros know that sound completes the experience and can either make or break the results of your creative efforts. Audio effects can guide viewers through the narrative of the video and reinforce your messaging. If you want to get creative with sound but lack the experience for it, check out Audacity and Descript.
Edit to perfection
Once you’ve ensured your video is compelling and cohesive, it’s time to focus on the following questions: how will this piece reach your audience and in what other ways can you use it to enhance your strategy?
Since people are more likely to come across your video while scrolling on their phone, all of its elements must be optimized for mobile viewing. Ensuring cross-platform usability is also crucial, as it will allow you to repurpose content and reach a wider audience through various channels.
At the end of the day, always be mindful of the big picture of your business. Like most creative tasks, crafting an explainer video isn’t just about making something visually appealing – it’s about communicating a powerful story with a purpose. The most effective videos are the result of strategic planning, a clear vision, and a fearless approach to creativity.
Whether it’s through captivating visuals, unexpected storytelling, or a unique brand voice, your explainer video should reflect the energy and passion behind your brand. Play with ideas, push creative boundaries, give your audience something unforgettable.
And if you’re serious about making an impact with explainer videos, let’s chat! We’d love to bring your vision to life!
