Have you ever landed on a website, read through a few pages, and still felt unsure about what the company actually does? It happens more often than you’d think. In a crowded digital marketplace, communicating your value proposition quickly and clearly is essential. This is where explainer videos shine. They are short, engaging videos that distill complex ideas into a simple, easy-to-understand format.
Explainer videos are powerful marketing tools that can significantly boost engagement, improve conversion rates, and clarify your brand’s message. By combining visuals, audio, and storytelling, they capture attention in a way that text alone often can’t. They provide a dynamic way to introduce your product, service, or company mission, making your offering more memorable and appealing to potential customers.
This guide will explore why your business might need an explainer video. We will cover the specific benefits they offer, the different types of explainer videos you can create, and a step-by-step process for producing one. By the end, you’ll have a clear understanding of how this tool can help you connect with your audience and achieve your business goals.
The power of video in modern marketing
Before we focus on explainer videos specifically, it’s important to understand the broader context of video marketing. Video has become the dominant form of content online, and for good reason. Our brains are hardwired to process visual information far more efficiently than text. In fact, viewers retain 95% of a message when they watch it in a video, compared to only 10% when reading it in text. This makes video an incredibly effective medium for communication and marketing.
This preference for video content is reflected in user behavior. People spend more time on pages that have videos, which signals to search engines that your content is valuable, potentially boosting your SEO rankings. Social media platforms also prioritize video content, with algorithms designed to show users more of what they love to watch. Including video in your marketing strategy is no longer just an option; it’s a necessity for staying competitive.
Explainer videos are a specialized category within video marketing that addresses a specific business need: clarity. They cut through the noise to deliver a concise and compelling message, which is crucial when you only have a few seconds to capture a potential customer’s attention.
Why your business needs an explainer video
An explainer video can serve multiple functions, from increasing sales to reducing the burden on your customer support team. Here are some of the most significant benefits they can bring to your business.
It clarifies your product or service
The most fundamental benefit of an explainer video is its ability to simplify complexity. If your product is innovative, technical, or operates in a niche market, a short video can demonstrate its function and value far more effectively than a wall of text. For example, Dropbox famously used a simple explainer video to grow its user base from 100,000 to 4 million in just 15 months. The video showed, rather than told, how their file-syncing service worked, making the concept instantly understandable to a mass audience.
It boosts conversions and sales
Placing an explainer video from DMP on a landing page can significantly increase conversion rates. Studies have shown that including a video on a landing page can boost conversions by up to 80%. When potential customers understand what you offer and how it can solve their problem, they are more likely to take the next step, whether that’s signing up for a trial, making a purchase, or contacting your sales team. The video builds trust and confidence by transparently showcasing your value.
It improves your SEO ranking
Search engines like Google favor websites with engaging content, and video is a key indicator of engagement. When visitors stay on your page longer to watch a video, it reduces your bounce rate and signals to Google that your site provides a high-quality user experience. Furthermore, hosting your video on a platform like YouTube (the world’s second-largest search engine) creates another opportunity for your business to be discovered. By optimizing your video’s title, description, and tags with relevant keywords, you can attract traffic from both Google and YouTube searches.
It enhances brand personality and trust
An explainer video is an excellent vehicle for showcasing your brand’s personality. The style of animation, the tone of the voiceover, and the music all contribute to the overall feel of the video. You can be playful, serious, sophisticated, or quirky. This helps your audience connect with your brand on an emotional level, fostering a sense of trust and loyalty. A well-crafted video can make your company feel more human and approachable.
It’s a versatile, shareable asset
Once created, an explainer video is a versatile marketing asset that can be used across multiple channels. You can feature it on your homepage, embed it in blog posts, share it on social media, include it in email marketing campaigns, and use it in sales presentations. Its shareable nature means that satisfied customers can easily pass it along to their networks, amplifying your reach through word-of-mouth marketing.
Types of explainer videos
There are several styles of explainer videos to choose from, each with its own strengths. The best choice for your business will depend on your brand, target audience, and budget.
Animated explainer videos
Animation is the most popular format for explainer videos. It allows for complete creative freedom, making it easy to illustrate abstract concepts and create visually engaging stories.
- 2D Character Animation: This style uses relatable characters to tell a story. It’s great for building an emotional connection with the audience as they see a character who shares their problem find a solution with your product.
- Motion Graphics: This style focuses on animated text, shapes, and icons. It’s a clean and professional approach, ideal for B2B companies or for explaining data-heavy or technical processes.
- Whiteboard Animation: In this style, content is drawn on a whiteboard by a hand. It creates a sense of progression and is excellent for educational content or breaking down complex workflows step by step.
Live-action explainer videos
Live-action videos use real people and locations, which can help build trust and authenticity. This format is particularly effective when you want to showcase a physical product or feature the people behind your company.
- Talking Head: A person, often the CEO or an expert, speaks directly to the camera. This is a simple and direct way to communicate a message and put a human face on your brand.
- Product Demonstration: This style shows your product in action, highlighting its features and benefits in a real-world context. It’s perfect for tangible products that people can see and touch.
Screencast explainer videos
Screencast videos are recordings of a computer screen, often with a voiceover. This is an extremely effective and affordable way to demonstrate how software, an app, or a website works. If your product is digital, a screencast can walk potential customers through the user interface and key features, removing any uncertainty about how to use it.
How to create your own explainer video
Creating an explainer video involves several key stages. Following a structured process will help ensure the final product is effective and aligns with your business goals.
Step 1: Write a compelling script
The script is the foundation of your video. It needs to be concise, clear, and persuasive. A typical explainer video script follows a simple structure:
- The Problem: Start by addressing a pain point that your target audience experiences.
- The Solution: Introduce your product or service as the solution to that problem.
- How It Works: Briefly explain how your solution works, focusing on the key features and benefits.
- The Call to Action (CTA): End with a clear instruction telling the viewer what to do next (e.g., “Visit our website,” “Sign up for a free trial”).
Keep the language simple and conversational. The entire video should be short, ideally between 60 and 90 seconds, so the script should be around 150-225 words.
Step 2: Create a storyboard
A storyboard is a visual outline of your video, consisting of a series of sketches that represent each scene. It helps you plan the visual elements, camera angles, and transitions before you begin production. This step is crucial for aligning the visuals with the script and ensuring a cohesive narrative flow.
Step 3: Choose your style and produce the visuals
Based on your brand and budget, select the type of explainer video you want to create (animated, live-action, or screencast).
- For animation: You can hire a professional animation studio, use a DIY animation tool, or work with a freelance animator.
- For live-action: This will involve filming, so you’ll need to consider actors, locations, and equipment.
- For screencasting: You can use software like Loom or Camtasia to record your screen.
Step 4: Record the voiceover
The voiceover sets the tone of your video. Choose a professional voice actor whose voice aligns with your brand personality. The audio quality must be crystal clear, so ensure the recording is done in a professional studio or with high-quality equipment.
Step 5: Add music and sound effects
Background music and sound effects can significantly enhance the emotional impact of your video. Choose a music track that complements the tone and pace of your narrative. Sound effects can be used to emphasize key actions and make the video more dynamic.
Step 6: Edit and finalize
The final step is to bring all the elements together. Edit the visuals, synchronize them with the voiceover and music, and add any text overlays or branding. Review the final cut carefully to ensure it’s polished and delivers your message effectively.
Make your message memorable
In a competitive market, a clear and memorable message is your greatest asset. An explainer video offers a powerful way to cut through the noise, clarify your value proposition, and connect with your audience on both a rational and emotional level. By investing in a well-crafted explainer video, you are not just creating a piece of marketing content; you are building a versatile tool that can drive conversions, enhance your brand, and support your business growth for years to come.
If you’re ready to simplify your message and capture your audience’s attention, it’s time to consider what an explainer video can do for your business.
