Explainer Video Guide: Boost engagement and conversions with these proven strategies
It is a well-established strategy of digital marketers to use videos to hook the audience right off the bat. Statistics confirm this approach:
- 41% are more likely to click on a video thumbnail than a text link.
- Over 95% of people prefer to watch an explainer video to learn more about a product or service.
- Landing pages embedded with explainer videos convert 86% better than those without them.
If you’ve been hesitant about using explainer videos, take this as a sign to make them a permanent part of your brand’s video marketing strategy.
This definitive guide explains everything you need to know about explainer videos, including:
- Why use explainer videos in your video marketing strategy?
Different types of explainer videos
Elements of a good explainer video
How to create effective explainer videos
Best practices for explainer videos
How to publish and market explainer videos
What is an Explainer Video?
Explainer videos are short online marketing videos that combine audio and visual elements to provide a quick summary of what your product or service offers.
These videos:
Give a bird’s-eye view of your offerings.
Resolve customer pain points.
Increase message retention.
Drive conversions.
Why use Explainer Videos in your video marketing strategy?
Here are some compelling stats and insights to convince you why explainer videos are one of the most dominant marketing tools right now:
45 percent of brands that employ video marketing techniques use high-quality explainer videos to promote their products or services.
Explainer videos are 43 percent more persuasive than other video marketing tools available.
8 out of 10 customers consider explainer videos to be the perfect guide that explains the benefits of a new product or service and how it can simplify their lives.
Landing pages with explainer videos have an 86 percent higher chance of converting.
If your competitors are not yet leveraging explainer videos, this is your chance to stand out, enhance brand awareness, foster loyalty, and stay ahead.
The unique communication style used by these videos to describe your business can enhance brand awareness, foster brand loyalty, and help you stay ahead of the competition.
Why are Explainer Videos so effective?
Explainer videos have a unique ability to captivate and communicate effectively with audiences. Here’s why they work so well:
Highly Shareable: Unlike lengthy brochures or e-books, explainer videos are compact and easy to share, making them perfect for spreading your message quickly and widely.
Visually Engaging: The human brain thrives on visual content, which is both entertaining and easier to process. Explainer videos combine visuals and storytelling, leaving a lasting impression.
Time-Saving: Modern consumers value efficiency. In just under two minutes, explainer videos deliver key information, making them ideal for busy individuals who need quick insights.
Problem-Solution Focus: These videos clearly illustrate a problem and demonstrate how your product or service solves it. Customers get a concise yet impactful takeaway by seeing the solution in action.
Creative Storytelling: Through engaging narratives and visual elements, explainer videos stand out from other formats like webcam or selfie videos, grabbing attention and holding it longer.
Explainer videos offer a perfect blend of clarity, engagement, and accessibility, making them indispensable for modern marketing strategies.
Different types of Explainer Videos
There are numerous styles of explainer videos you can experiment with. To bring these types to life, here are some examples and explanations:
Motion Graphics Video
Brings graphics to life with animations, ideal for simplifying complex ideas. For example, a tech startup explaining its cloud storage system.
Whiteboard Animation Video
Simplifies ideas with hand-drawn visuals on a white background. For example, a healthcare company explaining a medical process.
Tutorial Videos
Guides the audience through a product’s functionalities step by step. Think of a software company demonstrating how to use its new app.
Isometric Videos
Uses 3D-like visuals in a 2D space, offering a modern and professional look. A financial firm could employ isometric videos to explain investment strategies.
Animated Infographic Videos
Combines data with animations for clarity, perfect for sharing statistics or trends. For example, a marketing agency showcasing campaign results.
Kinetic Typography Animation
Employs moving text with compelling visuals to highlight key messages. Imagine a brand emphasizing its tagline and key benefits dynamically.
Screencast Videos
Shows real-time product demonstrations, commonly used in tech tutorials. For instance, a webinar platform could use screencasts to show its interface.
Live-action Videos
Features real actors to build strong emotional connections. For example, a nonprofit might use this to tell a heartfelt story about its impact.
A carefully designed animated explainer video can evoke emotions and directly appeal to the target audience.
Animated videos are beneficial for companies that want to showcase complex products or services — you can use the video to show the pain points and immediately offer a solution for it.
Moreover, eye-catching visuals and catchy animations make these explainer videos hard to skip.
What are the elements of a good Explainer Video ?
Every explainer video that successfully grabs the attention of your target audience and delivers the desired results has these critical elements:
Wants to solve the problem
The goal of an explainer video is to communicate the details of your product or service to your prospects.
That’s why the explainer video must have a solution-oriented approach — the audience should be able to relate to the problems shown in your explainer video and understand why your product or service is the solution they need.
Meant for the audience it is targeting
Picking an explainer video style that doesn’t match the audience profile or expectations can be a disaster.
Always make sure that the style and tone of your videos are a perfect fit for the kind of audience you are interested in.
Has a strong call to action
Without a solid call to action, an explainer video will fail to provide you the strong conversions and sales you are dreaming about.
Including the right call to action is essential if you want the audience to fall hook, line, and sinker for your product.
Doesn’t take up too much time for the audience
Time is a precious commodity. People are seldom enthusiastic about spending more than a couple of minutes to learn about a new product.
The shorter the explainer video, the higher are your chances of impressing the audience.
The recipe for creating an amazing Explainer Video
Successful explainer videos cannot be created without a plan. Check out how you can make your secret sauce that will guarantee jaw-dropping explainer videos every single time:
1. Don’t begin unless you have a strategy
A clear strategy is crucial for creating explainer videos that your audience cannot afford to ignore.
So before you begin recording the explainer video, start by answering the following questions:
- What is the goal of your video?
- Which channels will you use for marketing the video?
- What is the level of understanding of the audience, and which style of video will work best?
2. The script matters
Writing the script for your explainer videos is a crucial part of the pre-production process.
A watertight script is vital for setting the correct tone of your video and making the messaging more effective.
Even if you have a great strategy and superb brief for your explainer video, there’s not much you can do without a solid script in your kitty.
3. Voiceover matters
Unless you are shooting a live-action explainer video, adding a voiceover is non-negotiable.
There are plenty of explainer videos in the market that never get noticed by the target audience due to the poor quality of voiceover.
Make sure to not fall into the same trap — after all, audio elements are just as essential as the visual elements for adding a personal touch to the explainer videos and making them more appealing.
4. Don’t forget the sound design
A soundtrack that complements the content will make your explainer video emotionally more engaging.
Don’t rush into picking a track — prepare a shortlist of tracks and listen to each of them a couple of times. Then decide on a track that matches the mood of your video.
5. Snip, snip, snip
The goal of your explainer video should be to keep the audience engaged right from the second they hit the play button.
A cluttered video will not receive the same level of engagement.
So never hesitate with your editing process — since the audience is giving you something as precious as time, make it worth their while.
6. Style and Design
Since your explainer video is essentially an extension of your brand, be mindful of your chosen style.
Picking the appropriate style and design for your video is easy once you know what you wish to convey through your video.
For example, opting for an animated explainer video can be engaging for the audience, especially if your brand personality is fun and quirky and you want to convey a message in a similar tone
Common mistakes to avoid when creating Explainer Videos
Like many aspects of marketing, creating explainer videos comes with its challenges. While the process may seem straightforward, overlooking certain elements can diminish effectiveness.
Here’s what to avoid to ensure your videos make the desired impact:
Overloading with information
Keeping your content concise is key. Overwhelming viewers with too much information can dilute your message and lose their attention. Stick to the essentials and communicate clearly.
Ignoring audience preferences
Understanding your audience is critical. Research their needs, preferences, and pain points to ensure your video resonates and delivers value effectively.
Weak script or CTA
A compelling script is the backbone of a great explainer video. Pair it with a strong call to action that motivates viewers to take the next step, whether it's signing up, purchasing, or learning more.
Neglecting video quality
Your video’s production quality reflects your brand’s credibility. Invest in professional visuals, sound, and editing to leave a lasting positive impression on your audience.
Not integrating with broader strategy
Explainer videos should complement your overall marketing efforts. Ensure they align with your branding and support other campaigns for maximum impact and cohesion.
How to publish and market your Explainer Videos
Effectively publishing and marketing your explainer videos can significantly boost engagement, visibility, and conversions. Here’s how to make the most of them:
Website and Landing Pages
Embed videos on your key landing pages to instantly grab visitor attention. For instance, place a video in the hero section to reduce bounce rates and improve conversions. Tools like WordPress or Squarespace make embedding seamless.
Email Campaigns
Boost email engagement by including explainer videos in your campaigns. Mentioning “video” in subject lines can increase open rates. For example, embed a product demo video in a follow-up email to nurture leads effectively.
Social Media
Share explainer videos on platforms like Instagram, LinkedIn, and Facebook to reach broader audiences. For instance, create shorter versions optimized for platform-specific formats and include relevant hashtags to improve visibility.
Sales Pitch Decks
Add explainer videos to your sales presentations for a dynamic and engaging pitch. For example, showcase your product's features through a animated explainer video in client meetings or during trade shows.
Video Hosting Platforms
Host videos on YouTube or Vimeo to maximize reach and SEO benefits. Optimize titles, descriptions, and tags for discoverability, and use Vimeo for embedding professional videos on your website.
Paid Advertising
Leverage explainer videos in paid campaigns on platforms like Google Ads or social media. For example, target specific demographics with explainer video ads to drive traffic to a dedicated landing page.
Customer Support and Onboarding
Use explainer videos in onboarding emails or your FAQ section to guide customers. For instance, a tutorial video can help new users understand your product with ease.
Bonus information about Explainer Videos
Wrapping Up
Explainer videos are a powerful tool for driving conversions, boosting engagement, and explaining complex ideas simply. However, their success depends on thoughtful planning, high-quality execution, and strategic marketing.
Looking to create an explainer video that not only looks great but delivers results? Schedule a call with our team to bring your vision to life.
