What Makes a Good Explainer Video in Marketing?
A show, don't tell approach is a door to trust for people using your product—and a well-made explainer video is the key to opening it
Published November 22, 2023.
A one-minute explainer video can speak volumes for your brand. In a 2018 Business Wire study, 85% of millennials said they bought a product after watching a video.
As attention spans dwindle, this instructional video becomes a secret weapon for your business because it builds trust and drives the viewer to act. Let's start with what makes a good explainer video in marketing to engage and convert your audience.
What Is an Explainer Video?
Explainer videos use straightforward language and visuals to split a complex process into simple steps. Most people who watch it are interested in the product and want to see if it solves their problem.
Explainer Video Success: Key Ingredients
1. Clear and Concise Message
When you create an explainer video for a diverse audience, think of a clear and concise message first. For example, you can say, "Our software helps you manage your finances." Also, refrain from using jargon or technical terms that a customer may not be familiar with.
2. Engaging Hook
The first few seconds are crucial for capturing viewers' attention, so start with a hook. Use a catchy question, surprising statistic, or funny story to create a strong hook. For example, "Did you know you can save up to 50% on your energy bills by using our new product?"
3. Call to Action (CTA)
A call to action at the end of your video tells your audience what to do. You can say, "Stay in the loop and get the latest news by signing up for our newsletter." Also, you can tell them to visit your website to get more information or buy your product.
4. Visuals
High-quality visuals relevant to your message can capture your audience's attention. You can use subtitles and closed captions for foreigners or people with impaired hearing.
Showing how a software product backend works with on-screen visual cues can quickly teach users how to troubleshoot problems, saving customer service time and preventing frustration.
5. Professional Voiceover
Adding a professional voiceover to your explainer video can create consistency in branding across all your marketing materials. It makes your brand more recognizable and memorable to your users. Speak clearly and adjust the pace to the audience's knowledge level.
6. Video Length
60- to 90-second explainer videos are the most effective, helping you convey your message and engage viewers. A slightly longer explainer video can cover the necessary details for complex products while maintaining clarity. But stay under two minutes since it can lose the audience's attention.
7. Humor
Humor can make your explainer video more memorable. Don't force it, though, and ensure it's appropriate for your target audience. Think of a company making a video on how their cars are reliable, unlike their target demographic's college buddies on a moving day.
8. Music and Sound Effects
Music and sound effects can emphasize critical moments in your video. For example, a dramatic cue can underscore a vital step. Avoid overusing them, as they can also be distracting.
» Want to make your explainer videos engaging? Master the art of presenting complex technical information
From Concept to Conversion: Explainer Videos
A well-made explainer video introduces your brand to new people by highlighting its unique value proposition (UVP) and telling the audience what separates you from the competition. Keep it simple, use visuals, and add a clear CTA as a secret sauce.
With Guidde's automatic tagging and organization features, you can create clear and concise explainer videos. Its video playbooks are also easy to share with your team, customers, and partners.