Businesses constantly seek innovative ways to engage with their target audience and effectively communicate their brand message. The explainer video is one such powerful tool that has emerged as a game-changer. But what exactly is an explainer video? 

An explainer video is a concise and engaging audio-visual presentation that uses storytelling techniques to explain a product, service, or concept. It combines captivating visuals, compelling narratives, and sometimes even animation to grab the viewer’s attention and deliver a clear and concise message.

The Benefits of Using Explainer Videos for Businesses

Explainer videos have become increasingly popular among businesses of all sizes and for good reason. They offer many benefits that can help companies to thrive in the competitive landscape.

Firstly, explainer videos have the power to simplify complex ideas and concepts. They break down intricate information into bite-sized, easily understandable chunks, making it easier for the audience to grasp the main points. This simplicity not only helps in educating the viewers but also aids in building trust and credibility for the brand.

Secondly, explainer videos are highly versatile and can be used across various marketing channels. Whether it’s your website, social media platforms, email marketing campaigns, or trade shows, explainer videos can be seamlessly integrated into your marketing strategy. This versatility ensures that your message reaches a broader audience and increases brand visibility.

Furthermore, explainer videos have proven highly effective in increasing audience engagement. According to studies, videos have an average retention rate of 95%, compared to just 10% for text-based content. By incorporating explainer videos into your marketing efforts, you can capture and retain the attention of your target audience more effectively, resulting in increased brand awareness and customer engagement.

How Explainer Videos Help Improve Brand Awareness

One of the primary goals of any business is to create brand awareness and establish a strong presence in the market. Explainer videos can play a vital role in achieving this objective.

By leveraging the power of visuals, explainer videos can leave a lasting impression on the viewer’s mind. When done right, they can evoke emotions, connect, and make your brand memorable. This visual appeal helps create a positive brand image, leading to increased brand recall and recognition.

Moreover, explainer videos are highly shareable. With the rise of social media platforms, content has become easier than ever to go viral. Creating an engaging and informative explainer video increases the likelihood of it being shared across various social media channels. This organic sharing exposes your brand to a broader audience and helps generate valuable word-of-mouth marketing.

Explainer Videos and Their Impact on Website Conversion Rates

Having a visually appealing and user-friendly website is crucial for any business. However, it’s not just about aesthetics; it’s also about conversion rates. This is where explainer videos can make a significant difference.

When visitors land on your website, they typically have a short attention span. Studies have shown that the average attention span of an online user is just 8 seconds. Incorporating an explainer video on your website can captivate your audience and convey your key message within those precious seconds.

Furthermore, explainer videos are proven to increase website conversion rates. According to a study by Wistia, websites with videos have an average conversion rate of 4.8%, compared to just 2.9% for websites without videos. This significant increase in conversion rates can be attributed to the engaging nature of explainer videos, which effectively guide the viewer through the buyer’s journey and encourages them to take the desired action.

The Psychology Behind Explainer Videos and Their Effectiveness

Explainer videos tap into the psychology of storytelling and visual communication, making them highly effective in conveying messages and influencing behaviour.

Humans have an inherent preference for visual content. Our brains are naturally wired to process visual information more efficiently and retain it longer. By leveraging this preference, explainer videos can deliver information in a way that is easy to understand, remember, and act upon.

Additionally, explainer videos utilise storytelling techniques that trigger emotional responses in the viewers. When emotions are evoked, viewers are more likely to form a connection with the brand and remember the message conveyed. By incorporating relatable characters, compelling narratives, and a touch of humour, these videos can create a positive emotional association with the brand, increasing brand loyalty and customer engagement.

Types of Explainer Videos – Animated, Whiteboard, Live-Action

Businesses can choose from various types of explainer videos, depending on their unique requirements and target audience. Some popular styles include animated videos, whiteboard videos, and live-action videos.

Animated videos are highly versatile and visually appealing. They use colourful visuals, characters, and motion graphics to tell a story, making them ideal for explaining complex concepts or showcasing products and services engagingly.

Whiteboard videos, on the other hand, use a hand-drawn approach to explain concepts. These videos have a unique charm and simplicity that can captivate the audience. They are particularly effective for educational or instructional purposes.

Live-action videos feature real people, locations, and props. They provide a human touch and a sense of authenticity, making them suitable for brands that want to establish a personal connection with their audience.

Tips for Creating an Effective Explainer Video

Creating a compelling explainer video requires careful planning and execution. Here are some tips to help you create an exciting and impactful video for your business:

1. Define your objectives: Clearly outline the purpose of your explainer video and identify the key message you want to convey. This will help you stay focused and ensure your video delivers the intended results.
2. Keep it concise: Attention spans are short, so keep your video short and to the point. Aim for 60-90 seconds to maintain viewer engagement.
3. Use a compelling script: Craft a well-written script that grabs the viewer’s attention from the start and keeps them hooked throughout the video. Use a conversational tone and focus on your product or service’s benefits.
4. Engage with visuals: Choose visuals that align with your brand identity and resonate with your target audience. Use captivating graphics, animations, and colours to make your video visually appealing.
5. Include a strong call-to-action: End your video with a clear and compelling call-to-action (CTA) that prompts viewers to take the desired action, whether purchasing, signing up for a newsletter, or contacting your business.

Examples of Successful Business Explainer Videos

To further illustrate the power of videos, let’s take a look at some successful examples from businesses across various industries:

Slack Explainer Video (Live Animation)

Slack’s explainer video, “So Yeah, We Tried Slack”, showcases the features and benefits of their team communication platform in a relatable and humorous manner. The video effectively captures the pain points of traditional communication methods and positions Slack as the solution.

WestJet Explainer Video (Animation)

This one is great for those who are young and scared of flying. The WestJet video contains all the relevant information for young people, but portraying a sense of calm without compromise to the messages.

Amazon Smart Home (Product Animation)

Amazon is heavy into Smart Home Technology. Their explainer video helps people understand what a Smart Home is, and also its benefits. You can also see Amazons colour branding lightly touched into the video.

These examples demonstrate how videos can effectively convey complex ideas, evoke emotions, and leave a lasting impression on the audience.

Explainer Video Production Process

Now that we understand the power and benefits of explainer videos let’s dive into the production process:

1. Planning: Define your goals, target audience, and key message. Create a script that aligns with your objectives and engages with your audience.
2. Storyboarding: Visualise your script by creating a storyboard that outlines each frame’s scenes, characters, and actions. This will help you visualise the flow of the video and make necessary adjustments.
3. Voiceover and Music: Select a professional voiceover artist to narrate your script. Choose background music that complements the tone and style of your video.
4. Animation and Design: Bring your storyboard to life by creating captivating visuals and animations. Use colours, typography, and graphics that align with your brand identity.
5. Editing and Finalisation: Compile the voiceover, visuals, and music using video editing software. Make necessary adjustments to ensure a smooth and cohesive flow.
6. Distribution: Once your explainer video is complete, share it across relevant marketing channels, such as your website, social media platforms, and email campaigns. Monitor its performance and make necessary optimisations.

Conclusion

In the digital era, where attention spans are dwindling, and competition is fierce, explainer videos have emerged as a powerful tool for businesses. They are versatile, engaging, and can simplify complex ideas. 

By incorporating videos into your marketing strategy, you can effectively communicate your brand message, increase brand awareness, improve website conversion rates, and drive customer engagement. So, take advantage of the opportunity to leverage the power of explainer videos and take your business to new heights.