IN 2d animation, 3d animation, advertising, animation, explainer video, graphic design, marketing, marketing strategy, motion design, motion graphics, storytelling, video

Understanding and Creating Effective Explainer Videos

In today’s fast-paced digital world, capturing your audience’s attention has never been more challenging.

This is where explainer videos come into play—a powerful tool designed to simplify complex ideas and engage viewers concisely, with visually appealing content.

Whether you’re a startup trying to pitch a novel product, a seasoned business looking to enhance your brand messaging, or an educator aiming to explain intricate concepts, explainer videos are an effective solution.

In this blog post, we will delve into the art and science behind creating compelling explainer videos. We’ll explore the different types of explainer videos, including: live-action, animated, whiteboard, and even Kickstarter videos, each serving unique purposes and audiences. Furthermore, we’ll guide you through the entire creation process—from identifying your target audience and scripting your message to choosing the right style and navigating production and post-production.

Additionally, we’ll discuss how to leverage these videos for maximum impact across various platforms, such as your website, social media, and email marketing.

Lastly, we’ll touch on the importance of measuring the success of your explainer videos through engagement metrics and viewer feedback. Join us as we uncover the secrets to crafting effective explainer videos that not only inform but also inspire action.

Introduction: What is an Explainer Video and Why is It Important?

Explainer videos are short, engaging videos that provide a clear explanation of a product, service, or concept, often using a blend of visuals, narration, and music to capture the viewer’s attention.

Typically ranging from 30 seconds to a few minutes in length, these videos are designed to distill complex information into easily digestible content, making them highly effective for communication in various fields.

Here are six key reasons why they have become an essential tool for businesses, educators, and content creators alike:

1) Enhancing Understanding

Explainer videos simplify complex ideas and concepts by breaking down information into bite-sized segments. These segments help viewers grasp the core message quickly. For instance, a technology company like Zoom may use an explainer video to illustrate how its features work, making it easier for potential users to understand its capabilities without getting bogged down by technical jargon.

Below is an example of an explainer video we built for the technology company Stampli. The video quickly explains their product, and the problem they are trying to solve for their customers. It’s both entertaining and quickly increases the potential customer’s understanding of their product.

2) Increasing Engagement

Research shows that videos are more engaging than text or static images. According to a study by HubSpot, 89% of consumers want to see more video content from brands they support. This preference for video content indicates that explainer videos can significantly boost audience engagement, leading to higher retention rates and a better overall user experience.

3) Boosting Conversion Rates

Explainer videos can dramatically improve conversion rates. Businesses that incorporate explainer videos on their landing pages often see increased sales and customer sign-ups. For example, Dropbox used a simple explainer video to clarify their file-sharing service, which contributed to a 10% increase in sign-ups. This demonstrates how a well-crafted explainer video can directly influence a company’s bottom line.

4) Building Brand Trust

Incorporating explainer videos into your marketing strategy can enhance brand trust and credibility. By clearly demonstrating how a product or service works, companies can alleviate potential customer hesitations and portray transparency. For instance, companies like Dollar Shave Club have successfully used explainer videos to connect with their audience, leading to stronger brand loyalty.

5) Versatile Marketing Tool

Explainer videos are incredibly versatile and can be used across various platforms, including websites, social media, email marketing, and presentations. Their adaptability allows businesses to repurpose content for different channels, ensuring consistent messaging and broad outreach. For example, a university might create an explainer video to attract prospective students, sharing it on their website, in newsletters, and on platforms like Instagram and YouTube.

6) Improved SEO

Incorporating explainer videos can boost your search engine optimization (SEO) efforts. Search engines prioritize video content, and websites that host videos are more likely to rank higher in search results. By including explainer videos on your site, you not only enhance user experience but also improve your visibility, making it easier for potential customers to find you.

Conclusion

In summary, explainer videos are a vital component of modern communication strategies. They simplify complex topics, enhance engagement, boost conversion rates, build brand trust, and serve as versatile marketing tools. As businesses and educators continue to seek effective ways to convey their messages, mastering the art of creating compelling explainer videos will become increasingly essential. In the following sections, we will explore the various types of explainer videos, the creation process, their applications, and how to measure their success.

Types of Explainer Videos

When it comes to explainer videos, there is no one-size-fits-all solution. Different types of explainer videos cater to various audiences, messages, and branding needs. Understanding the distinctions between these types can help you choose the one that best suits your goals. Below, we will explore the most common types of explainer videos, detailing their characteristics, advantages, and ideal use cases.

Live-Action Explainer Videos

Live-action explainer videos feature real people, locations, and props to convey a message. These videos typically include actors or presenters who walk through concepts, demonstrate products, or tell a story.

Characteristics:

Use of real-life footage and sound.
Can include elements like interviews, testimonials, or direct product demonstrations.
They often incorporate storytelling elements to engage viewers emotionally.

Advantages:

Builds a personal connection with the audience.
Ideal for showcasing products in real-world scenarios.
Enhances authenticity and trust.

Use Cases:

Product demonstrations (e.g., how to use a new power tool).
Customer testimonials to build credibility (e.g., a video featuring satisfied users of a healthcare app).
Brand storytelling to convey company values and culture (e.g., the story behind your business and mission).

This video we produced animation and VFX works for DiscoverOrg alongside Harter Creative is a good example of a humorous and effective live-action explainer.

Animated Explainer Videos

Animated explainer videos use graphics, illustrations, and animations to convey messages. These videos can range from simple, minimalist designs to complex, colorful animations that capture attention.

Characteristics:

Highly customizable graphics and animation style in 2d, 3d, or a combination.
Often includes voiceover narration to explain concepts.
Can incorporate humor or unique characters to enhance engagement.

Advantages:

Flexibility in design allows for creativity and imagination.
Effective for simplifying complex ideas or processes.
Can appeal to a broad audience regardless of demographics.

Use Cases:

Businesses explaining abstract concepts (e.g., how blockchain technology works).
Educational institutions creating instructional content (e.g., a video explaining the scientific method).
Startups showcasing innovative products (e.g., a new app that organizes personal finances).

Our specialty is animation, so we have many examples. However, this explainer video from ESCO, which is all done in 3d is a good example of the versatility that explainer videos can create with animation. We created the animation for this project:

Whiteboard Explainer Videos

Whiteboard explainer videos feature a hand drawing illustrations or text on a whiteboard, often accompanied by a voiceover that narrates the content. This format creates a sense of spontaneity and keeps viewers engaged as they see the images come to life.

Characteristics:

Hand-drawn illustrations appear in real-time, creating a visual storytelling experience.
Often simple and straightforward in design.
Can include elements of humor and creativity.

Advantages:

Engaging and captivating, as viewers enjoy watching the drawings unfold.
Effective for breaking down complex ideas into digestible parts.
Can provide a personal touch through a conversational tone.

Use Cases:

Educational content aimed at explaining complex theories (e.g., a video explaining Newton’s Laws of Motion).
Corporate training videos (e.g., onboarding processes or company policies).
Marketing campaigns to clarify product benefits and features (e.g., a new software tool).

An example of a whiteboard video we created for Brookfield Properties Stonestown Transformation campaign is a great example of what whiteboard animation can be as a high level. You can view the Brookfield Properties whiteboard video series here:

Kickstarter Explainer Videos

Kickstarter explainer videos are specifically designed for crowdfunding campaigns on platforms like Kickstarter or Indiegogo. These videos aim to persuade potential backers to support a project by clearly outlining the idea, its value, and the funding goals.

Characteristics:

Typically short (2-3 minutes) and focused on the pitch.
Often includes visuals of prototypes, sketches, or samples.
Personal storytelling often features the creator or team behind the project.

Advantages:

Creates a sense of urgency and excitement around the project.
Ideal for building a community around the product before it launches.
Provides a platform for conveying passion and vision directly from the creators.

Use Cases:

Launching a new tech gadget (e.g., a revolutionary smartwatch).
Funding creative projects such as films, games, or art installations.
Promoting innovative solutions to everyday problems (e.g., a new cooking tool that saves time).

This Kickstarter video which we created 3d animation for, alongside New Evolution Video, further demonstrates how versatile explainer video content can be.

Conclusion

Choosing the right type of explainer video depends on your objectives, audience, and the message you wish to convey. Live-action videos work well for building personal connections, while animated and whiteboard videos excel in simplifying complex ideas. Kickstarter videos are tailored for engaging potential backers in crowdfunding campaigns. Understanding these distinctions will empower you to create the most effective explainer video for your needs, setting the stage for impactful communication and engagement. In the next section, we will discuss the comprehensive process of creating an explainer video, from initial planning to final production.

Want to get started creating your Explainer Video? Get in Contact with us:

Creating an Explainer Video: The Process

Creating an effective explainer video requires a well-structured process that guides you from concept to completion. This section outlines the essential steps involved in crafting a compelling explainer video, ensuring that it resonates with your target audience and effectively communicates your message.

Identifying the Target Audience

Before diving into production, it’s crucial to identify and understand your target audience. Who are the people you want to reach? What are their interests, pain points, and preferences?

Key Considerations:

Demographics: Consider age, gender, location, and occupation.
Psychographics: Understand interests, values, and lifestyle choices.
Pain Points: Identify the problems your audience faces that your product or service can solve.

Methods to Identify the Audience:

Conduct surveys or interviews to gather insights.
Analyze existing customer data to identify trends.
Create personas that represent different segments of your audience.

By understanding your audience, you can tailor your video’s content, tone, and style to resonate with them effectively.

Planning and Scripting

Once you have a clear understanding of your audience, the next step is to plan your video and write a compelling script. This is one of the most critical stages, as the script will serve as the foundation for your entire video.

Key Steps:

Define the Core Message: What is the primary takeaway you want viewers to have? Keep it simple and focused.
Outline the Structure: Create a storyboard that outlines the flow of the video, including key points, visuals, and transitions.
Write the Script: Use conversational language and avoid jargon. Aim for clarity and brevity, ideally keeping the script within a 60-90 second timeframe for maximum engagement.

Tips for Effective Scripting:

Start with a hook to grab attention within the first few seconds.
Clearly state the problem your product or service solves.
Highlight the key benefits and features.
Include a strong call to action (CTA) that prompts viewers to take the next step (e.g., visit your website, sign up for a free trial).

Choosing the Right Style

The style of your explainer video plays a significant role in how your message is received. Depending on your brand and target audience, you can choose from various styles, including live-action, animation, whiteboard, or a mix of these.

Factors to Consider:

Brand Identity: Ensure the style aligns with your brand’s personality. For example, a playful and colorful animation may suit a children’s toy brand, while a sleek live-action video may be better for a tech company.
Audience Preferences: Choose a style that resonates with your target audience. Younger audiences may prefer animation, while older demographics might appreciate live-action storytelling.
Budget and Resources: Determine the resources available, as some styles require more time and money than others.

Production Process

With a solid script and style in hand, it’s time to move into the production phase. This involves filming, animation, and editing, depending on the chosen style for your video.

Live-Action Production:

Casting: Hire actors or presenters who can effectively convey your message.
Set Design: Create a visually appealing environment that aligns with your brand.
Filming: Use high-quality equipment to ensure professional results. Pay attention to lighting, sound, and camera angles.

Animation Production:

Storyboard Creation: Develop a detailed storyboard that outlines each frame of your animation.
Animation Software: Use tools like Adobe After Effects, Vyond, or Animaker to create your animated visuals.
Voiceover Recording: Hire a professional voiceover artist or record your own narration, ensuring clarity and enthusiasm.

Post-Production and Editing:

Editing: Combine all elements, including video footage, animations, voiceovers, and background music. Software like Adobe Premiere Pro or Final Cut Pro can help you streamline this process.
Sound Design: Add sound effects, background music, and ensure the audio levels are balanced for a polished final product.
Feedback and Revisions: Share a draft with stakeholders to gather feedback. Make necessary revisions to enhance clarity and engagement.

Conclusion

The process of creating an explainer video is multifaceted, requiring careful planning, scripting, and execution. By identifying your target audience, developing a clear script, choosing the right style, and following a structured production process, you can create a compelling explainer video that effectively communicates your message and resonates with viewers. In the next section, we will explore how to use explainer videos for maximum impact across various platforms and marketing channels.

How Do I Use Explainer Videos for Maximum Impact?

Once you have created your explainer video, the next crucial step is to leverage it effectively across various platforms and marketing channels. A well-distributed video can amplify your brand’s reach, boost engagement, and drive conversions. Below are key strategies for maximizing the impact of your explainer videos.

Website and Landing Page Use

Your website is one of the most effective platforms for showcasing explainer videos. Integrating your video into your website or landing pages can significantly enhance user experience and conversion rates.

Best Practices:

Placement: Position the video prominently on your homepage or relevant landing pages. Ideally, it should be very near the top, so visitors see it without scrolling.
Autoplay with Caution: While autoplay can grab attention, consider user experience. If using autoplay, ensure the video is muted and allow users to control sound.
Call to Action: After the video, include a clear call to action (CTA) that guides viewers on what to do next, such as signing up for a newsletter or making a purchase.
SEO Optimization: Host the video on your website and optimize it for search engines by including keywords in the title, description, and tags. This can help improve your visibility on search engines and drive organic traffic.

Social Media Promotion

Social media platforms provide an excellent opportunity to share your explainer video with a broader audience. Tailoring your approach for each platform can maximize engagement.

Key Strategies:

Platform-Specific Edits: Create short, engaging snippets of your video tailored for different platforms. For example, Instagram or TikTok users favor vertical videos, while LinkedIn users may prefer more professional content. So edit for your audience.
Engaging Thumbnails: Use eye-catching thumbnails that encourage users to click on your video. A well-designed thumbnail can significantly increase click-through rates.
Hashtags and Tags: Utilize relevant hashtags to increase discoverability. Tagging your business and any featured individuals can also expand your reach.
Paid Advertising: Consider using social media advertising to promote your explainer video. Platforms like Facebook and Instagram offer targeted advertising options that can help you reach specific demographics.

Email Marketing

Incorporating your explainer video into your email marketing strategy can drive higher engagement rates and improve click-through rates.

Best Practices:

Include a Thumbnail Link: Instead of embedding the video directly, include a clickable thumbnail image that links to the video hosted on your website or a video platform. This approach prevents email clients from blocking videos.
Craft Compelling Subject Lines: Use subject lines that highlight the video’s value. For example, “See How Our Product Can Transform Your Workflow!” can entice recipients to open the email.
Segment Your Audience: Tailor your email content based on audience segments. Personalizing messages can lead to higher engagement and conversion rates.
Analyze Engagement Metrics: Track video performance metrics such as open rates, click-through rates, and viewer retention to refine your email strategy.

Trade Shows and Presentations

Explainer videos can also be powerful tools for in-person marketing at trade shows, conferences, and presentations. They can help grab attention and convey your message effectively in a crowded environment where a lot of other activity is happening. They’re also a great conversation starter for interested prospective buyers that you can interact with in person.

Implementation Tips:

Display on Screens: Set up screens or kiosks at your booth to showcase your explainer video. Ensure the video is looped, or set to play at intervals to capture the attention of people passing by.
Use as a Lead Magnet: Encourage visitors to provide their contact information in exchange for access to exclusive content, such as a downloadable guide linked to your video.
Incorporate into Presentations: Use your explainer video as part of a larger presentation. It can be an engaging introduction or a way to illustrate complex concepts during your talk.
Follow-Up: After the event, follow up with leads who interacted with your video, providing additional information and encouraging them to take action.

Conclusion

Effectively utilizing explainer videos across various platforms can significantly enhance your marketing strategy. By strategically placing videos on your website, promoting them through social media, integrating them into email marketing, and showcasing them at trade shows, you can maximize their reach and impact. Furthermore, by measuring the success of your videos using key metrics, you can continuously improve your approach and achieve better results. In the next section, we will discuss how to measure the success of your explainer video in more detail, focusing on optimizing your video strategy for future campaigns.

Measuring the Success of Your Explainer Video

Measuring the success of your explainer video is essential for understanding its impact and effectiveness. By analyzing various metrics, you can gain insights into viewer engagement, conversion rates, and overall performance. This information will enable you to refine your video strategy and optimize future campaigns. In this section, we will explore the key metrics to track, methods for gathering data, and how to interpret the results to enhance your marketing efforts.

View Count and Engagement Metrics

The first step in measuring the success of your explainer video is to track view counts and engagement metrics. These figures provide a baseline understanding of how many people are watching your content and how they are interacting with it.

Key Metrics to Monitor:

Total Views: Track the total number of views across all platforms where your video is hosted. This will help you gauge initial interest in your content.
Watch Time: Analyze how long viewers are watching your video. High watch time often correlates with engaging content, while low watch time may indicate that viewers are losing interest.
Engagement Rate: Measure likes, shares, comments, and interactions related to your video. A high engagement rate signifies that your audience finds the content valuable and relatable.
Click-Through Rate (CTR): If your video includes a call to action or links to other content, track the click-through rate to see how many viewers are taking the next step.

Tools for Tracking:

YouTube Analytics: If your video is hosted on YouTube, use its built-in analytics to track views, watch time, and audience demographics.
Google Analytics: For videos hosted on your website, use Google Analytics to monitor traffic sources, user behavior, and conversion rates.
Social Media Insights: Platforms like Facebook, Instagram, and LinkedIn offer analytics tools to measure engagement, reach, and viewer demographics.

Conversion and Sales Metrics

Ultimately, the success of your explainer video should be tied to its ability to drive conversions and sales. Tracking these metrics will help you assess the video’s effectiveness in achieving your marketing goals.

Key Metrics to Consider:

Conversion Rate: Measure the percentage of viewers who complete a desired action after watching the video, such as signing up for a newsletter, downloading a resource, or making a purchase.
Lead Generation: If the video was used as part of a lead generation strategy, track how many new leads were acquired as a result of the video.
Sales Growth: Analyze any increase in sales or revenue that can be attributed to the video. This may include tracking sales before and after the video was released or monitoring sales from campaigns where the video was featured.

Attribution Models:

Use attribution models to determine how much of the conversion can be attributed to the video. Common models include first-touch attribution (crediting the first interaction) and last-touch attribution (crediting the final interaction before conversion).

Feedback and Comments

Gathering qualitative feedback can provide valuable insights into how your video is perceived by your audience. Analyzing viewer comments, feedback, and surveys can help you understand what resonates with viewers and what areas may need improvement.

Methods for Collecting Feedback:

Comments and Reviews: Monitor comments on social media platforms and video hosting sites. Pay attention to both positive feedback and constructive criticism.
Surveys: Consider sending out surveys to your audience, asking them about their thoughts on the video, its clarity, and its effectiveness in conveying the message.
Focus Groups: For more in-depth insights, conduct focus groups or interviews with a sample of your target audience. This can help you gather detailed feedback on specific elements of your video.

Analyzing and Interpreting Results

Once you’ve collected data on the various metrics, it’s essential to analyze and interpret the results to inform your future video strategies.

Key Steps in Analysis:

Identify Trends: Look for patterns in the data. Are certain types of videos performing better than others? Do specific topics resonate more with your audience?
Segment Audience Data: Break down your data by audience segments to understand how different demographics engage with your video.
Compare with Goals: Assess how well your video aligns with your original goals. Did it meet your expectations for views, engagement, and conversions? If not, identify potential reasons and areas for improvement.

Conclusion

Measuring the success of your explainer video is crucial for assessing its impact and effectiveness. By tracking view counts, engagement metrics, and conversion rates, and gathering qualitative feedback, you can gain valuable insights into how well your video resonates with your audience. Analyzing this data will not only help you optimize future video content but also enhance your overall marketing strategy. As you refine your approach based on these insights, you can create even more compelling explainer videos that drive engagement, conversions, and brand loyalty.

In summary, understanding and creating effective explainer videos involves a comprehensive approach that includes recognizing their importance, exploring various types, following a structured creation process, leveraging them across platforms, and measuring their success. By mastering these areas, you can enhance your communication strategy and effectively convey your message to your target audience.

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