In today's fast-paced digital world, attention spans are getting shorter than ever, and people are bombarded with endless information. According to Wyzowl reports, average web page visits last not more than 10-20 seconds where readers end up reading not more than 20-30% of text.
However, the attention span with videos is better, with average duration of videos watched in one go standing at a significantly better 2.7 minutes. And, marketers are already leveraging this crucial difference to retain the attention of their audience.
YouTube alone sees 2,500 new videos uploaded every minute, averaging 4.4 minutes each. In 2023, 91% of businesses utilized video as a marketing tool, marking an all-time high since 2016.
The world of videos is huge though. Your objective determines the format and the type of video. In this blog, we’ll talk about the most simplistic yet preferred kind of videos for businesses looking to educate and attract their audience– Explainer videos!
These are a great way to push your brand to your target audience, and we will be exploring all things explainer videos: the types, some examples, and exclusive tips for making your own.
An explainer video communicates the HOW, WHAT, or WHY of a product or concept in simple terms.
Whether you want to break down a product, service, or even a tricky concept, explainer videos can do the job, giving you the scoop in a few minutes, or even seconds.
You will often spot videos like these on high-traffic website landing pages or as featured content on YouTube and other social media platforms.
If boosting retention rate and clarifying unfamiliar concepts are your goals, explainer videos are your solution. They deliver what you need concisely and effectively.
These are real-life, non-animated videos that showcase your product or service in action. In contrast to animated explainer videos, live-action videos prioritize acting to convey a brand's message effectively. Often, they incorporate humor to make the content more entertaining and engaging.
By featuring real people, live-action videos can create an immediate emotional connection with your audience, making your message more relatable and impactful.
Here’s an example of how Slack created a playful yet informative explainer video, vividly showcasing their product's seamless communication features in action.
ParcelPal's humorous explainer video cleverly showcases their services through relatable everyday situations, making delivery needs a breeze.
Consider these as the unpolished, authentic counterparts to live-action videos. They are essentially the same concept as live action explainers but without any fancy editing. This might seem a bit nerve-wracking for creators at first, but showing your brand in its most authentic light can do wonders for building trust.
Whether you are going live on YouTube, Facebook, or Instagram, it's all about being authentic and letting your audience see the real you.
Major brands have successfully embraced this approach, with Sephora hosting makeup tutorials on Facebook and Instagram Live and Nintendo showcasing games on Twitch and YouTube.
Now this is where things get even more creative!
Remember those beloved cartoons from your childhood? Well, imagine that, but with a storyline tailored specifically to your audience. These videos are fantastic for stirring up emotions and leaving a lasting impression on your viewers.
Kurzgesagt, known for its engaging 2D animated explainer videos, offers a great example here.
Also, check out this explainer video from Trendy Butler to learn about adding clever transitions.
2D motion graphics are visually captivating and can break down even the most intricate ideas into bite-sized pieces.
Here is a sample 2D motion graphics explainer video from Desyner featuring engaging cut-out animations.
If you are looking to make a splash, 3D animation is the way to go. While it may be a bit pricey, the payoff in terms of audience engagement and brand recognition can be huge. With 3D animation, the only limit is your imagination.
Here's an example of a 3D animation explainer video from Spline featuring captivating perspectives.
Here's another example of a 3D animation explainer video by Rivet, successfully simplifying complex procedures.
Last but not least, we have the humble whiteboard video. There's something undeniably charming about watching animations being hand-drawn and erased on a whiteboard.
It's simple yet effective, making it a cost-friendly option for businesses looking to get their message across clearly and engagingly.
Here's a demonstration of a whiteboard-style animated explainer video, featuring content from Red Bull.
Another example comes from ASAPScience, which specializes in demystifying scientific concepts, making them comprehensible in their videos.
Explainer videos are incredibly impactful, and neuroscience helps us understand why.
Ever felt your heart race while watching an intense sports match? That's your mirror neurons in action. When viewers watch a character solve a problem in your video, their brains simulate the experience, releasing dopamine and making them feel accomplished.
Engagement like this increases the likelihood that the viewer will act on your message.
The assertion that "the human brain processes images 60,000 times faster than text" has garnered widespread belief in online content related to visual communication and marketing. Explainer videos leverage this by combining images, characters, and text to convey complex ideas quickly and clearly.
As per Wyzowl, a striking 73% of individuals favor acquiring information about a product or service through brief videos compared to other mediums. This underscores the remarkable ability of video content to seize attention effectively.
Explainer videos can help craft narratives that resonate emotionally by triggering oxytocin, known as the "love hormone," through emotional storytelling. This makes messages more impactful and memorable.
Creating an awesome explainer video requires careful planning and execution. It's a carefully crafted process that involves several key steps.
So, here's a detailed guide to help you make an effective explainer video:
Understanding your audience is the foundation of a compelling explainer video. Start by identifying your audience's pain points and deciding on the type of explainer video that will best address these issues.
Define your goals—whether it's to create awareness, increase sales, or something else. Additionally, determine whether your message will be conveyed formally or informally and anticipate any common objections your viewers might have.
The script is the most crucial element of your explainer video. Even with stunning graphics and a great voiceover, your video won't resonate without a solid script.
Spend significant time crafting your script, as it's where you will address your audience's concerns and explain your product or service. Here's a suggested structure for your script:
Here are a few things to keep in mind before you start writing your script.
Storyboarding is essential for visualizing your script and ensuring it aligns with your company's mission and objectives.
This process involves creating a sequence of drawings that represent each scene of your video. It helps in organizing the narrative and reduces the time needed for revisions later on. Combine characters, settings, and actions in a cohesive sequence to bring your story to life.
Here is a storyboard example from the film 'Get Out'.
The voiceover adds another layer of engagement to your video. Whether you hire a professional voice artist or do it yourself, ensure the voice matches the video's tone and your brand's image.
Experiment with different voices to find the best fit for your characters. Remember, the right voice can significantly enhance the effectiveness of your video.
Sound effects differ from voiceovers and play a crucial role in making your video enjoyable and engaging. Consult with professional sound designers to create effects that complement your video. These effects add depth and help retain viewer attention.
By following these steps, you will create an explainer video that not only captures attention but also effectively communicates your message, driving the desired action from your audience.Once your video is polished and finalized, ensure it performs well across different resolutions and devices. Then, focus on marketing your video to reach your target audience.
If marketing isn't your forte, consider hiring a professional to help maximize your video's reach and impact.
Creating an explainer video is a nuanced process, and avoiding common mistakes can significantly improve your video's effectiveness. Be wary of these common mistakes:
Using Too Much Filler Keeping your audience engaged means avoiding unnecessary filler content. Aim for brevity and clarity. Every line in your script should serve a purpose. A good rule of thumb is to use about 150 words per minute.
Focus on delivering your key message succinctly while maintaining viewer interest.Not Keeping Viewers' Interests In MindYour viewers care about how your product or service benefits them. Avoid the temptation to talk excessively about your company. Instead, keep the content centered around your audience's needs and interests.
Make every second of your video valuable and engaging to maintain their attention.Not Investing In A Strong Script A compelling script is the backbone of your explainer video. Skimping on script development can derail your entire project. If writing isn't your strong suit, invest in a professional who can craft a script that captivates your audience and drives action.
A well-written script can significantly enhance message retention and engagement.A Lack Of Appreciation For Video Quality Balancing video quality is crucial. Overemphasizing high-quality production can lead to unnecessary delays and costs, while underestimating it can result in a low-quality video that fails to engage. Aim for a professional, polished look that aligns with your brand without going overboard on creativity.
Overtaking Your Video With Seriousness Explainer videos should be fun and engaging. Avoid making your video overly serious or dry. Incorporate humor, surprises, and lighthearted elements to keep it interesting. The goal is to entertain as well as inform your audience.
Marketing Isn't Really On Your Mind A well-made video is useless if no one sees it. Develop a marketing strategy to ensure your video reaches your target audience. Utilize various channels and platforms to maximize your video's visibility and return on investment.
By being mindful of these common mistakes and continually honing your skills, you can create explainer videos that are not only informative but also engaging and effective.
In conclusion, explainer videos are a powerful tool with numerous benefits, from boosting conversions to keeping viewers engaged longer and making your content easily shareable. Plus, they are versatile, making them perfect for everything– from investor pitches to email signatures.
Given their many advantages, explainer videos are undoubtedly a powerful tool for businesses. With this guide, you can confidently guide your video editors to make explainer videos.
However, the process requires multiple layers of inputs & coordination, and doing it in-house might seem overwhelming.
That’s where professional explainer video agencies like LexiConn can help you. Our team can work as an extension of your internal content team for creating videos that not only captivate your audience but also communicate with precision.
Reach out to us today, and let's transform your vision into a script that's technically sound, crisp, and inclusive.
LexiConn also offers a free 30-minute content consultation session to help you with your explainer video strategy. Click here.
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