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Explainer videos: Bringing your marketing to life

14 Jan 22

Explainer videos: Bringing your marketing to life

Are you struggling to explain what your company does within your marketing? Do you have a process that target clients find difficult to understand? Do you want to make your marketing more engaging? If you answer yes to any of these questions, you could profit by adding explainer videos to your marketing kit.

In essence, an explainer video is a bite-sized film about your company that can be both educational and entertaining.

Keep it on brand

Before anything is created, it’s essential to consider your brand guidelines to ensure your messaging is consistent. This includes your typefaces, colours and tone of voice.

Live or animated?

There are two main types of explainer videos, each with its own benefits. What you choose depends on what you want to achieve, and of course, your budget. Let’s take a look.

Live video – a straightforward live video with real people. They are ideal to highlight a company’s mission and values, and often feature a senior member of the company. If you don’t mind being in the spotlight, they are an excellent way to express your brand and allow clients to get to know you.

Animated explainer video – they tend to be more educational than live videos, helping to simplify complex information. The animation allows for greater creativity and engagement than live videos.

Animation brings an explainer video to life

Mix it up with live and animated video

To keep your audience engaged, we suggest a mix of live clips and animated graphics. Live-action that includes a member of your team will help build the know, like and trust factor within your business. At the same time, graphics will illustrate specific points in more detail and aid engagement, creating a change in pace and variety to the video that will keep people watching.

Explainer video post image

Let’s get started

There’s lots of elements to think about when making an explainer video, but the most important aspect is the script. And this is where you should start.

Consider your target customers, their concerns, what confuses them about your product or service, how can you make their life better or easier? Why should they choose you? Once you’ve worked out what you want to say and who you want to say it to, you’ll be off to a good start.

Top tips to making an explainer video

Keep it short ­– keep explainer videos under two minutes – 90 seconds is best to eliminate the yawn factor.

Time is of the essence – pop your key message and value proposition (why a customer should choose your business) within the first 30 seconds.

Keep your focus – concentrate on one objective, avoid overload.

Consider your language – address your audience directly with approachable language, using ‘you’ and ‘your’ within the script.

Add humour – make your explainer video memorable.

Cut out the jargon – remove any jargon words that your audience may not understand.

Think voice – set the tone with a voiceover artist to create the right impression.

Add a strong call to action – what do you want your audience to do next?

So, where is the best place to host an explainer video? This all depends on what the video content covers. If it’s an overview of your company, the ideal placement is on your website’s home page, or if it’s about a specific service you offer or a new product, you’re best off placing it on the related landing page. And, of course, don’t forget social media.

Would your business benefit from an explainer video? We can help with scripting, storyboarding and animation. Get in touch to find out more.

Camilla Sharman

Written by
Camilla Sharman

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