Most customers want businesses to communicate with them in a quick and easy-to-digest format, which is why explainer videos are becoming increasingly popular. For businesses offering professional services, such videos have become an invaluable tool to showcase their services, build trust, and increase engagement with potential clients.

However, there is a vast difference between a good explainer video and an average one. A high-quality explainer video can capture the customer’s attention, deliver the message effectively, and guide them to take action.

But, what are the differentiating factors that make a good explainer video stand out?

Let’s take a closer look.

Understanding Your Audience and Goals

The first step to creating an outstanding explainer video is to thoroughly understand the goals and target audience of the business. A good video starts with a clear outline of the goals, the key message, and a deep understanding of the audience.

This helps to tailor the content to effectively resonate with the target audience.

Captivating the Viewer’s Attention

In recent years it has been widely reported that audience attention spans have significantly reduced. To capture the viewer’s attention and keep them engaged, your video should be visually appealing and deliver the message effectively.

Studies show that the first eight seconds of a video are most crucial in retaining the viewer’s attention. The opening scene of an explainer video should instantly grab the viewer’s attention, spark interest and curiosity about the offering.

Clarity and Simplicity

Explainer videos need to make the message clear and simple for viewers to understand. You can leverage visual cues like infographics and animation to drive home a complicated message, but the information should be communicated effectively.

The use of simple words improves the video’s effectiveness in communicating the message and ensures that viewers understand the information presented.

Use High-quality Visuals and Branding

High-quality visuals play a significant role in making an explainer video attractive and engaging. Consistent branding with brand tone, colours, and logos is important for brand recognition. This helps to boost recall, drive customer engagement, and elevate brand identity.

Videos that incorporate visual cues, aligned to the brand’s visual identity and personality, help increase brand recognition and credibility.

Make Use of Storytelling

Engaging storytelling techniques, like using relatable characters, humour, or animations, are powerful ways to capture and maintain your audience’s attention. These techniques help to make the video memorable, resonate with the audience, and make the content understandable.

Conclusion

An excellent explainer video is one that can capture and maintain the viewer’s attention, articulate the service offering simply and clearly, and deliver the message effectively. To create one, a business must dive deep into understanding their goals and target audience, make use of sharp visuals and consistent branding, and use engaging storytelling techniques. Above all else, the explainer video must offer value and resonate with the audience.

If you’d like help to create an explainer video that resonates with your target audience, book a strategy call or get in touch on 01225 970242.