What is an explainer video? Essentially, it’s your elevator pitch in video form. Its job is to grab the attention of the customer and communicate the value of your product or service in the space of 60 – 90 seconds. Explainer videos are often found on website landing pages or as ads attached to YouTube videos. In this post, we’ll take you through what makes an effective explainer video.
Explainer Video Characteristics
- It’s Short – Any description of just what is an explainer video starts with those two words. On average it’s no longer than about 90 seconds.
- It’s Simple – “Clear,” “concise,” “straightforward.” These are the words that should drive the production of an explainer video.
- It’s High-Quality – Regardless of which format you choose, it must be well-executed. Even a poorly trained eye will pick up on production errors.
- It Reinforces the Brand – It must include colors and graphic elements that reinforce brand identity in a subtle, but effective manner.
- It Features Professional Voice-Over – Some people are good behind a camera. Others are made for the microphone. Choosing the right person to do voice-over work is crucial.
Explainer Video Formats
- Live-Action – It’s hard to beat the human connection. The live-action video presents an upbeat, relatable person communicating the value of your product or service in a clear, concise manner.
- Animation – With animation, anything is possible. So if you need to explain a complex notion in a short amount of time, the animation is often your best bet.
- Screencast – Screencast explainer videos are often used to demonstrate how software applications work. Rather than trying to explain a user interface in words, you simply show that interface and use a narrator to take the viewer through the product.
- Whiteboard – The whiteboard video can be an engaging and effective way to demonstrate how components of a product or service relate to one another.
Explainer Video Narrative Structure
- A Description of the Problem – This is where you demonstrate you understand the needs of your customer. It’s vital to make this connection before you move on to the next step. Which is…
- A Focus on the Solution – The solution is more than a dry rehashing of features. It’s a chance for you to explain how your product or service will alleviate the problem.
- A Call to Action – Now that the audience understands how you can help them, you provide a way for them to access that help.