A Quick Guide to Explainer Videos
Learn what explainer videos are, why they’re important in this digital landscape, the best practices, and more.
Still image from Wyndly Health explainer video produced by Noble Bison Productions.
More than 80% of businesses have an explainer video, as they have become a vital way to succeed in today’s digital landscape. Especially if your company is in its infancy, a quality explainer video can take your company to completely new heights.
WHAT EXACTLY IS AN EXPLAINER VIDEO?
Explainer videos are short, educational videos that help your prospective customers understand your products and/or services. There’s a huge emphasis on short. The focus of these adverts is to simplify information and educate the audience in a quick, interesting way, and subsequently generate more leads.
Explainers are massively effective because most people prefer to learn about products and services through video. In fact, 95% of businesses said their explainer video increased user understanding of their product or service.
Not only are explainers the quickest way to educate your audience, but the video itself conveys your company’s professionalism, expertise, and character. All of which influences consumer decisions. In this way, explainers are a great opportunity for startup companies to position their brand and gain awareness.
Explainer videos make up 72% of all marketing videos, according to content experts Wyzowl. The most common explainers are animated or whiteboard-type videos with a scripted voice-over. You can most definitely create a live-action video, but animation tends to be popular in this space because it’s easier (and more entertaining) to explain how complex things work, such as intangible services or software. Below we will look at a few examples, best practices, and how they improve businesses.
Here are some great examples:
In 2007, UPS set off the whiteboard explainer trend by creating fifteen videos like the one shown here, each one informative, roughly 30 seconds long, and always ending with a morsel of humor. The campaign cost 35 million dollars and was one of the first of its kind.
What’s neat is the concept came from the fact that the company itself uses whiteboards to simplify their own complex logistics.
This 2014 Airbnb explainer is too special not to share here. The whole ad was handcrafted, and really brings to life the message of a “unique experience” they want to convey to their prospective customers.
You can learn more about how this video was created here. (I will tell you it took 3+ gallons of glue).
This is a great, modern example of an explainer video. You may be less familiar with Forest 500, but this explains exactly what they’re up to, and in the most effective way. With eye-catching animation and powerful sound effects, the opening connects our everyday life to the deforestation of our planet. It’s an attention-grabber. They intend to educate us, and this video does that well.
6 Best Practices for Explainer Videos:
1. STRONG SCRIPT – Think of explainers as your elevator pitch. A solid script is the most important part of your videos. It should balance bringing your brand’s services/products to life, maybe through storytelling, humor, etc., but be aware of word economy and the conciseness of what you’re explaining.
2. TO THE POINT – Focus specifically on how your overall services or products work, hold the intricate details for how-to or demonstration videos. This also means working on a great hook right off the bat.
3. KEEP IT LIGHT – Explainer videos shouldn’t use complex language. Instead, keep the verbiage friendly, positive, and easy to follow. Even explainers about serious topics, like Forest 500, will show “the light at the end of the tunnel.” Be socially conscious as well.
4. GET CREATIVE – Make an impression on your viewers and show them why your brand’s products and services stand out from competitors. What is special about your company? What is important to your company? How can you convey this to your audience creatively?
5. CALL TO ACTION – Leaving enough time to include a call to action will improve conversion rates. A one-liner works great!
6. KEEP IT SHORT – The most common length tends to be between 1-2 minutes. Most experts suggest about 90 seconds as an optimal length. The highest retention rates for animated/whiteboard type videos are usually under 60 seconds long. A large portion of the audience will drop off after anything longer than two minutes.[1] If you are having a hard time keeping this time limit, then circle back to the first practice.
How Do Explainer Videos Perform?
SOCIALS & WEBSITE
Still image from Cap Off, an explainer video by Noble Bison Productions.
Animoto's 2020 social video insights reported that 91% of marketers are satisfied with the ROI of video marketing on social media.[2] Youtube and Facebook are considered the best social media channels for explainer videos according to Wyzowl, with about 85% of video marketers in their survey reporting great success.[3] In addition to them being effective on social platforms, most experts recommend using explainers on the front page or landing page of your website.
Website visitors are tough to keep around, but quality explainer videos have become a key way for businesses to hook a visitor and tell them about your company. This, in turn, lowers bounce rates and increases your click-through rate and conversions.
INCREASE SALES AND ROI
Great explainer videos tend to use skilled storytelling to educate viewers and get them interested in purchasing your products/services. More than 84% of people say that they have been convinced to buy a product or service by watching a brand’s video. In a 2020 survey conducted by video marketing experts Wyzowl, it was reported that 80% of video marketers had increased sales and almost 90% of video marketers said that videos give them a good return on investment.[3]
To Conclude
Explainer videos are a great way to promote and increase understanding of your company’s products and services. Not only do people prefer to learn in this quick and entertaining way, but it will set your brand apart from the rest. Video marketing is one of the best tools for that. Remember also that your competitors most likely already have their own explainer video. Have an edge over by getting creative and focusing on a quality script.
If you’re looking for a professional production team to help you create videos, start by looking at a company’s portfolio to see if their work resonates with your brand. If you find a company that you connect with, get the conversation started by asking some questions or requesting an estimate. You’ll be delighted when you have a high-quality final product to share with your prospective customers.
Does your company need an explainer video?
Noble Bison Productions is full-service, story-driven video production company. We can help you share your products and services in a fresh and creative way.
We’d love to learn more about you and your brand. Get a free quote below:
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