Imagine you have two minutes to explain your complex product or service to a potential customer. How do you grab their attention, simplify the concept, and convince them of its value? Enter explainer videos – the marketing MVP (Most Valuable Player) that transforms website visitors into paying customers.
Studies show explainer videos can increase conversions by up to 80%. Why? They break down complex information into easily digestible visuals and narratives, resonating with viewers on an emotional level.
This blog explores ten exceptional explainer video examples, dissecting their strengths and offering valuable insights for marketers. But before that, let’s understand why marketers need explainer videos and how they work.
Explainer videos have emerged as a crucial tool for marketers. These concise, typically under 2-minute videos have the power to explain complex products, services, or concepts with clarity and engagement. They condense information into visually compelling narratives, making them ideal for capturing the fleeting attention spans of today's audience.
Unlike traditional commercials showcasing features, explainer videos tell a compelling story. They highlight your offering's unique value proposition and resonate deeply with viewers by addressing their pain points and offering solutions.
They simplify potential customers' decision-making process, driving conversions and fostering brand loyalty. Whether you're launching a new product, explaining a complex service, or simply aiming to boost engagement, integrating explainer videos into your marketing strategy can significantly enhance your reach and impact.
The beauty of explainer videos lies in their versatility. Depending on your message and brand personality, you can choose from a variety of styles:
Live-Action Explainer Videos: These videos use real people and settings to bring your product or service to life. They're a great way to build trust and add a human touch, making them ideal for showcasing products used in everyday situations.
Animated Explainer Videos: Animation is perfect for explaining complex concepts or abstract ideas. It allows for creativity and visual storytelling that can be informative and entertaining. This type of explainer video is an excellent choice if your product is difficult to visualize.
Whiteboard Explainer Videos: Have you ever doodled on a whiteboard to explain something? Whiteboard explainer videos take that concept and put it on steroids. These videos use hand-drawn animations on a virtual whiteboard, creating a visually engaging way to explain a process or idea step-by-step. They're perfect for simplifying complex topics clearly and concisely.
Screencast Explainer Videos: If you have a software program or app, a screencast explainer video is your best friend. These videos capture your computer screen as you walk viewers through the features and functionalities of your product. It's a fantastic way to give viewers a first-hand look at how your product works and its benefits.
Now that you know the different types of explainer videos, let's explore some key tips to keep in mind when crafting your masterpiece:
Know Your Audience: This is Marketing 101. Before you start scripting, identify your target audience and tailor your explainer video to resonate with their needs and interests. What are their pain points? What language do they speak? Understanding your audience will help you craft a message that connects.
Focus on a Clear Message: Don't try to cram everything into your explainer video. Instead, identify the one key takeaway you want viewers to remember. What problem does your product or service solve? What value does it offer? Keep your message clear, concise, and focused.
Keep it Short & Sweet: Attention spans are short these days. Aim for 1-2 minutes for your explainer video. Anything longer risks losing viewers' interest. Use visuals, humor, or storytelling to keep viewers engaged throughout the video.
End with a Bang: Don't let your explainer video fizzle out. End with a strong call to action that tells viewers what you want them to do next. Do you want them to visit your website? Sign up for a free trial? Make it clear and easy for them to take the next step.
By following these tips and drawing inspiration from the upcoming examples, you'll be well on your way to creating an explainer video that drives results!
Now that you're armed with the knowledge of explainer video types and essential tips let's delve into the creation process. Here's a step-by-step guide to help you navigate crafting your explainer video:
Start by clearly defining your goals for the explainer video. What do you want to achieve? Do you want to increase brand awareness, generate leads, or boost sales? Having a clear goal will guide your scriptwriting and overall video direction.
As mentioned earlier, understanding your target audience is crucial. Research their demographics, pain points, and preferred communication style. This knowledge will help you tailor your message and visuals to resonate with them.
The script is the heart of your explainer video. Keep it concise and engaging, focusing on the key message you want to convey. Use storytelling techniques, highlight the benefits of your product or service, and address viewer pain points.
Here's a basic script structure to consider:
Hook: Grab attention in the first few seconds with a compelling opening.
Problem: Introduce the common challenge your target audience faces.
Solution: Showcase how your product or service solves the problem.
Benefits: Highlight the key benefits viewers will gain by using your offering.
Call to Action: Tell viewers what you want them to do next (visit the website, sign up for a trial, etc.)
A storyboard visually maps out your script, providing a clear picture of how your video will unfold. It's like a comic strip for your explainer video. Once the storyboard is finalized, you can move on to design elements like animation style, color palettes, and visuals.
A professional voiceover artist can significantly enhance your explainer video. Choose a voice that aligns with your brand personality and resonates with your target audience. Music also plays a crucial role in setting the mood and keeping viewers engaged.
Depending on your chosen style (animation, live-action, etc.), you might need to work with animators, actors, or videographers. The editing stage involves assembling the various elements (voiceover, visuals, music) into a cohesive and polished video.
Once your explainer video is complete, it's time to share it with the world! Upload it to platforms like YouTube and Vimeo, embed it on your website, and leverage social media to promote it effectively.
Remember, this is a general roadmap. Depending on your resources and video complexity, you might need to adapt the process. But by following these steps and keeping your target audience and goals in mind, you'll be well on your way to creating an impactful explainer video.
Now that we have covered all the basics, let’s see some explainer videos in action. We've compiled ten exceptional examples, breaking down their strengths to equip you with valuable marketing insights.
Dropbox's explainer video is a masterclass in simplicity. Using clean animation and a clear voiceover, it explains cloud storage in under two minutes. The video focuses on a relatable pain point – losing files – and positions Dropbox as the effortless solution. This simplicity makes the video universally understandable, a key element for global audiences.
Takeaway: Focus on the core value proposition and explain it in a way that resonates with your target audience, regardless of their technical background.
Slack's explainer video takes a lighthearted approach to showcase the power of their communication platform. With relatable characters and humorous scenarios, the video highlights how Slack streamlines teamwork and eliminates communication silos.
Takeaway: Humor can be a powerful tool in explainer videos, fostering a connection with viewers and making complex topics feel approachable.
Mailchimp's explainer video uses live-action footage to showcase the power of its email marketing platform. It focuses on the challenges faced by small businesses and demonstrates how Mailchimp simplifies email marketing, empowering them to connect with customers more effectively.
Takeaway: Live-action can add a human touch to your explainer video, making your brand feel more relatable to viewers.
Dollar Shave Club's explainer video redefined explainer videos. Their irreverent humor and direct approach went viral, attracting millions of views and propelling the brand to success.
Takeaway: Don't be afraid to break the mold! If it aligns with your brand personality, a bold and unconventional explainer video can grab attention and leave a lasting impression.
Airbnb's explainer video focuses on the emotional connection forged through travel and staying in unique spaces. The video uses captivating visuals and storytelling to position Airbnb as more than just a booking platform but a gateway to authentic experiences.
Takeaway: Explainer videos aren't just about features – they can also evoke emotions and tell a story that resonates with your target audience's values and aspirations.
Asana's explainer video tackles the universal struggle of feeling overwhelmed with tasks. Their animation style creates a sense of order and clarity, demonstrating how Asana helps streamline workflows and boost productivity.
Takeaway: Use visuals effectively to mirror the positive outcomes your product offers. Let your explainer video represent the solution you provide.
Wistia's explainer video is more educational. It uses clear visuals and a straightforward voiceover to explain the benefits of its video hosting platform. This approach is ideal for products that require a bit more explanation to understand their value proposition.
Takeaway: Explainer videos can be a powerful tool for educating potential customers about your product or service, even if it's complex.
SurveyMonkey's explainer video delivers a powerful message in just 30 seconds. It uses simple animation and a clear call to action, making it a great example of how to be concise and impactful.
Takeaway: Don't underestimate the power of brevity! A short and sweet explainer video can be just as effective as a longer one, especially for capturing attention spans in today's digital world.
Zoom's explainer video shines a light on the features of its video conferencing platform. It uses screencasts and product demonstrations to showcase how Zoom streamlines communication and fosters collaboration.
Takeaway: Explainer videos are a perfect platform to showcase the functionality of your product or service. Use visuals and demonstrations to make it easy for viewers to understand the "how" and the "why" behind your offering.
Khan Academy's explainer video takes a social-impact approach. It focuses on the organization's mission of providing free, high-quality education for everyone. This video uses animation and testimonials to highlight the positive impact Khan Academy has had on students' lives.
Takeaway: Explainer videos can promote a cause or mission, not just a product or service. Consider how your explainer video can showcase your brand's positive impact on the world.
While these examples showcase a range of styles and approaches, there are some key elements that all effective explainer videos share:
Keep it concise: Aim for 1-2 minutes to hold viewers' attention.
Start with a bang: Grab attention in the first few seconds with a compelling hook.
Identify a pain point: Address a common challenge faced by your target audience.
Offer a clear solution: Demonstrate how your product or service solves the pain point.
End with a call to action: Tell viewers what you want them to do next, whether it's visiting your website, signing up for a free trial, or making a purchase.
Explainer videos are a versatile and powerful marketing tool. By understanding the key elements of successful explainer videos and drawing inspiration from the examples provided, you can create a video that effectively communicates your brand message and drives conversions.
At LexiConn, we understand the power of explainer videos in today's marketing landscape. Our team of skilled writers and animators can help you create a compelling explainer video that resonates with your target audience and drives results.
Whether you need an informative, humorous, or anything in-between script, we'll work with you to craft a message that captures attention and converts viewers into customers.
Visit www.lexiconn.in or drop us a line at content@lexiconn.in to unlock the power of explainer videos and take your marketing to the next level.
You can also book a free thirty-minute session with us to discuss content strategy. Book your meeting slot today!
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