This is How You Create an Explainer Video: Tips and Examples from Marketing 360®
December 27, 2017
What is an Explainer Video?
An explainer video is just that: a video that explains what your product or service is, how it works, as well as what value customers derive from it. It outlines your value proposition.
At first, you might think this name is redundant. Isn’t that what most business videos do?
Actually, no. Many business videos are more like direct-response ads. Their main goal is to tap into an emotion and provoke a response. A lot of videos don’t actually provide much information on what the product or service is for. Instead, they get the brand in front of people in a memorable way.
The type of video you create depends on your goals, but many businesses create brand commercials when what they need is an explainer video.
You can tell the difference. When you watch an explainer video, you’ll understand what the business actually does and how the service will benefit you. A good explainer video will do this even if the audience is new to a complex topic. Brand commercials convey a brand message but are not trying to actually explain the service or clarify a new concept.
Also, an explainer video is different from an instructional or educational video.
An instructional video offers step-by-step instructions on how to do a task, while an educational video conveys information in a way that informs people about a topic.
An explainer video, other the other hand, is a marketing video. It has aspects of instructional and educational content, but its goal is to persuade the audience that a product or service is of particular value to them. Explainer videos should end with a call-to-action that turns the audience into a business lead.
Most SMBs, local service businesses, and niche eCommerce sites will benefit the most from the explainer video structure.
How Do I Develop an Explainer Video?
Business explainer videos have many of the elements of other business videos:
30-90 seconds in length
Use an AIDA structure (attention, interest, desire, action)
Offer proof and credibility (testimonials, certifications, guarantees)
Can be live action, animation, screencast, whiteboard, or motion graphic format.
The challenge with script writing is getting all the information you want to convey in a short piece. A 90-second video is typically about 200 words. Most businesses must go through a careful editing process to pare-down their message. After two minutes, marketing videos dramatically decline in effectiveness.
You can develop a basic video on your own, but for most businesses, it’s worth it to invest in professional video production. An explainer video that communicates your core message can be used for years. It will be viewed by thousands of potential customers. Make sure it’s professional and effective.
Here are some examples that will help you develop one for your business.
Example Explainer Videos From Marketing 360® Productions:
Kampbuddy
Become the Bank
Heat Exchanger Experts
New Vision Nutrition
For comparison, here is a brand video that does an excellent job of building interest and outlining value, but it’s not an explainer video. They don’t explain the services or work.
S.O.D. Builders
Sometimes it’s not in your interest to over-explain your services. This video peaks interest and has a call to action, but doesn’t go into specific details about their actual work.
Whether or not you develop an explainer video has everything to do with your audience. If they can easily infer what you do or they’re already familiar with your brand, an explanation of your offer may be unnecessary or even harmful. You don’t want to bore people with the obvious.
However, if there is any level of uncertainty about what you do or the value you offer, and explainer video is the way to go. Without an explanation, I wouldn’t know what Kampbuddy or Be the Bank actually do. I wouldn’t see the value in the Heat Exchange Experts course. And I wouldn’t know how to compare New Vision Nutrition to other food delivery services.
Their explainer videos remove doubt. I know what they offer and why I should care.
Doubt and confusion are enemies of online conversions. An effective explainer video will vanquish those enemies and ensure your audience understands the value of your offer.