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With so many companies recognizing the value of explainer videos, it's no surprise that they've become a popular marketing tool. In fact, 70% of marketers made explainer videos in 2022. But how do you make one that stands out?
In this article, we'll walk you through the steps of how to create effective explainer videos for your brand.
What Is an Explainer Video?
Explainer videos are a type of video content that explains complex ideas in a simplified and visually engaging manner. These videos typically use animations, illustrations, and voiceovers to convey information in an easy-to-understand format.
The Benefits of Explainer Videos
Explainer videos have the following benefits:
- Engages viewers: 66% of people prefer to learn about a product by watching a short video rather than reading text.
- Simplifies complex ideas: Explainer videos can simplify complex concepts and make them easier for viewers to understand, increasing their retention of the information presented.
- Increasing conversions: landing pages with embedded videos (rather than text-only) improve conversion rates by 86%.
Types of Explainer Videos
Live action explainer videos
A live action explainer video uses live-action footage to showcase the product, service, or concept being explained. It typically includes actors, props, and a set to create a realistic depiction of the topic.
Live stream videos on social media
Live stream videos on social media are real-time videos that are broadcast ‘live’ from platforms such as Instagram Live or Facebook Live. These videos are typically used to showcase new products or services, provide a behind-the-scenes look at a company or event, or engage with viewers in real-time.
Animated explainer videos
Animated explainer videos use animation to tell a story or explain a concept. They typically involve a series of animated illustrations or characters that move and interact with each other, accompanied by a voiceover or background music.
Whiteboard explainer videos
Whiteboard explainer videos are a type of animated video that are typically created using a whiteboard or a whiteboard-like surface. These videos involve an artist drawing illustrations or diagrams on the whiteboard while a voiceover explains the content being presented.
3 Examples of Great Explainer Videos
- Dollar Shave Club
Despite being humorous and often wacky, “Our Blades Are F***ing Great” is concise and presents the company's value proposition clearly and effectively. This memorable video speaks to its target audience (20-30 something men who appreciate humor) and conveys the company’s message to them in a creative and engaging way.
- AirBnB
"What is Airbnb?" is another great example of an explainer video because it effectively communicates the value and benefits of Airbnb's platform in a concise and engaging manner. The video combines attractive visuals and simple animations with a clear and friendly voiceover to explain how Airbnb works, highlighting the benefits of choosing Airbnb over traditional hotels.
- Dissolve
"This Is a Generic Brand Video" by Dissolve cleverly utilizes generic stock footage and a witty voiceover to poke fun at the advertising industry's tendency to use clichés and meaningless buzzwords. By doing so, it effectively communicates Dissolve's value proposition as a stock footage provider that helps companies stand out from the crowd with unique and authentic visual content.
How to Create an Explainer Video (Step-by-Step)
- Write the Script (or Creative Brief)
A well-written script is the secret to a successful explainer video. Write the script yourself, as you’re familiar with your customers’ pain points. Follow this structure:
- Start with a brief overview of your product or service, highlighting its key features and benefits.
- Identify a common pain point that your target audience or potential customers may be experiencing.
- Introduce your solution as the answer to this problem, explaining how it works and why it's better than other alternatives.
- Include a clear call to action that encourages viewers to take a specific action.
- Showcase your credibility, such as featuring testimonials from satisfied customers or displaying any awards or recognition your company has received.
2. Record the Voiceover
There are several options for recording a voiceover for an explainer video, including:
- Hire a professional voice actor: This option will ensure high quality audio and a polished delivery, but it can be more expensive than other options. Use websites like Fiverr or Voices.com.
- Use in-house talent: If you have someone on your team with a good speaking voice, they may be able to record the voiceover themselves using a microphone and recording software.
- Use a text-to-speech tool: There are several text-to-speech tools available online that can generate a voiceover based on written text. While this option is less expensive and time-consuming, the quality may not be as high as a professional or in-house recording.
3. Produce the Explainer Video
There are many different options for producing an explainer video. Here are the most popular options:
Hire a professional production company: There are many talented production companies available to help create an outstanding promotional video. This option comes with a high cost, however you can expect a great final product.
Create your own video: Filming your own explainer video on your iPhone is possible, and there are tutorials available to guide you through the process. Editing software such as iMovie can be used to edit the video.
Hire a freelancer: Experienced freelancers can provide high-quality explainer video production assistance at a lower cost than a large production company.
Use Guidde: Guidde is a great platform for creating workflow explainer videos. Simply record your workflow using the Guidde browser extension and produce it (including voiceover, adding text, custom branding, blurring sensitive information, and more) with the simplicity of editing a presentation.
4. Market Your Explainer Video
Once your video is complete, promote it to your target audience through social media, email, and your website. You can also consider paid advertising, such as Google Ads or social media ads, to increase visibility.
To track the success of your video, you should use analytics tools such as Google Analytics or social media insights to monitor views, engagement, and conversions. You can also use heat maps to track user behavior and see which parts of the video are most effective.
Another important aspect of tracking your video is to monitor its impact on your business metrics. For example, if your video is designed to increase sales, you should monitor your sales numbers after the video is launched to see if there is a measurable increase.
Explainer Videos Best Practices
Here are some best practices to consider when creating an explainer video:
- A good explainer video should be between 60-90 seconds. Stick to the main message and keep it simple so that the audience can easily understand it.
- Address the pain points of your target audience and show how your product or service can solve their problems.
- Use animation, images, or infographics to help illustrate your message and keep the audience engaged.
