In a world of increasing distractions, businesses need to find new ways to cut through the noise to reach their target audiences quickly and effectively.

That’s where explainer videos come in.

These short, engaging videos have become increasingly popular in recent years as a powerful marketing tool that can help brands tell their story, explain complex concepts, and drive engagement and conversions.

In this article, we’ll explore everything you need to know about explainer videos, from their definition and purpose in marketing, to the emerging technologies and personalisation strategies that are changing the game.

What are Explainer Videos?

Explainer videos are short, animated or live-action videos that aim to educate and engage audiences on a particular topic or idea.

They’re designed to simplify complex concepts and convey information in a way that’s easy to understand and memorable. They can be used for a variety of purposes, from introducing a new product or service to explaining a difficult concept or process.

Explainer Videos: A Brief History

Explainer videos have been around for years, but it wasn’t until the rise of the internet and the popularity of social media that they really started to take off.

In the early days, explainer videos were typically static images with voiceovers, but as technology improved, they evolved to include animation, live-action footage, and other visual and audio elements.

Explainer Videos: Things to Consider

When you’re planning an explainer video, there are many options to consider.

Your decision-making should be led by the purpose of your video, the message you want to deliver, and the type of audience it’s for — in addition to other factors, including budget constraints.

Here are some of the options you may want to consider when planning your explainer video.

Animated vs. Live-action

There are two main types of explainer videos: animated and live-action.

Animated videos are great for explaining complex ideas or processes, as they allow for more creativity and visualisation.

Live-action videos, on the other hand, can be more personal and relatable, and are great for showcasing people or products.

Short-form vs. Long-form

Another consideration is the length of your explainer video.

Short-form videos (30 seconds to 2 minutes) are great for social media and online ads, where attention spans are short.

Long-form videos (2-5 minutes) are better for explaining complex concepts or telling a longer story.

Visual and Audio

In addition to the script, the visual and audio elements of your video are also important.

Your visuals should be eye-catching and memorable, with a consistent style that reflects your brand.

Your audio should also be high-quality, with clear and easy-to-understand narration or dialogue.

Planning Your Script

One of the most important elements of an explainer video is the script.

Your script should be clear, concise, and engaging, with a strong call-to-action at the end.

It should also be written with your target audience in mind, using language and tone that resonates with them.

And, don’t forget to have a clear call to action, so your audience knows what to do once they finish watching your video.

Make Use of Storytelling

Another important element you shouldn’t overlook is the narrative of your explainer video — as they can make your explainer video more engaging and memorable.

By telling a story that resonates with your target audience, you can create a more emotional connection and increase the chances that they’ll remember your brand.

Benefits of Explainer Videos

There are a number of benefits from making use of explainer videos in your marketing.

Here are some key benefits:

Increasing Engagement and Conversion Rates

One of the main benefits of explainer videos is their ability to increase engagement and conversion rates.

Studies have shown that video content is more engaging and memorable than text-based content, and that explainer videos can increase conversions. According to Yans, a landing page that has an explainer video will convert 86% better than a landing page without an explainer video.

They’re also great for social media, where videos tend to do better than text or images alone.

SEO: Search Engine Optimisation

Another key benefit of explainer videos is their SEO value, as they tend to be highly engaging and shareable, which can help increase your brand’s visibility online and drive traffic to your website.

By including keywords in your video titles, descriptions, and tags, you can also take advantage of the search engine benefits.

Explainer Videos: Common Mistakes

Overcomplication

One common mistake to avoid is overcomplicating your videos.

Remember that the goal of an explainer video is to simplify and clarify a concept or idea, not to make it more confusing.

Ignoring Target Audience Preferences

Another mistake is ignoring your target audience’s preferences.

Make sure you’re creating content that resonates with your specific audience, and that you’re using the right channels and formats to reach them.

Explainer Videos: Controlling Costs

Finally, it’s important to consider cost-effective strategies when producing explainer videos.

You might opt for outsourcing to a professional production company, or you might choose to keep it in-house with the tools and resources you already have.

If you don’t have professional video production equipment, it can often be more cost-effective to work with a video production company.

However, if you’re going to regularly produce video content, it may work out more cost-effective in the long run to invest in the tools you need to make videos yourself.

Bear in mind, if you lack the necessary skills and experience, you will need to factor this into your costs.

Consider your budget and goals, and choose the approach that fits your business best.

Measuring Explainer Video Success

To measure the success of your explainer video campaigns, you’ll need to track metrics like views, engagement rates, and conversions. You should also calculate your return on investment to ensure that your videos are delivering a positive return.

Key Performance Indicators

Regardless of your approach, make sure you’re tracking key performance indicators (KPIs) like views, engagement rates, and conversions. These will help you measure the success of your videos and adjust your strategy as needed.

Analytics Tools and Interpretation

Finally, make sure you’re using analytics tools to track your KPIs and interpret the data. Services like Google Analytics can provide valuable insights into how your videos are performing, and can help you identify areas for improvement.

Conclusion

In conclusion, explainer videos are a powerful marketing tool that can help businesses simplify complex concepts, increase engagement and conversions, and drive visibility and traffic online.

By understanding the elements of successful explainer videos, from scriptwriting and visual/audio elements, businesses can create content that resonates with their target audience and drives results.

Whether you choose to outsource to a professional production company or use in-house resources, make sure you’re tracking key performance indicators and interpreting the data to continually improve your videos and achieve a positive return on investment.

To start your video journey book here for a strategy call or get in touch on 01225 970242.