By Liz Johnston
Explainer videos are rapidly becoming one of the most popular ways for businesses to engage potential customers online. You may be wondering what an explainer video is and if it can be a helpful video marketing tool for your business.
What is an Explainer Video?
Explainer videos introduce and create interest in a company or product by addressing why it exists and then describing the company/product’s solution. While the artistic guidelines are not written in stone, almost all explainer videos are made up of motion graphics rather than production footage. The motion graphics are typically paired with music and/or voice over. Most importantly, they are short and conversational.
What are the Benefits of Explainer Videos?
Explainer videos offer four key benefits.
1) Explainer videos address the client’s needs first. By posing the consumer or market “problem” that makes the company/product necessary, the potential client is automatically put in the mindset of looking for a solution … you! This neuromarketing technique places the potential customer in the position of actively considering how your solution can apply to their needs.
2) Explainer videos are timeless. They are easy to update, and do not become obsolete with changes in fashion trends, employees, or office locations. Even the most carefully planned production footage is affected by time. On-location footage is tied to the people and places that represent the company at that time. Continuous updates will be a part of any effective promotional tool, but the time and costs associated with updating a motion graphic explainer video can be much less expensive in the long run than re-shooting your entire video.
3) Explainer videos are conversational. This promotional tool allows you to introduce yourself to potential online customers in an informal way. Motion graphic explainer videos engage your viewers and allow them to imagine themselves as a participant rather than just a consumer of your product or service. They are a great jumping off point for establishing relationships with your customers!
4) Explainer videos are short. Ideal explainer videos are 1–2 minutes. They introduce, excite, and take advantage of the short attention span of modern audiences. Initially, consumers want to watch a 1–2 minute video to see if they are interested in a product or service rather than read through or watch an in-depth analysis. The excitement and interest generated by a short video will often prompt viewers to follow up by exploring your website or setting up a phone call or meeting.
Creating an Effective Explainer Video
Like all promotional tools, the most impactful explainer videos are well thought out and mesh with your brand strategy and online presence. Read up on Frozen Fire’stips on what makes explainer videos more effective here.
Frozen Fire is a digital business development and communication strategy firm that exists so that businesses have the tools necessary to know exactly who their customers are and what their customers are looking for; we help companies connect with their customers via digital marketing strategies; and we help them to drive their sales, business development and marketing efforts, so as to gain the maximum return on their investments in terms of marketing dollars, efforts, and human resources. Contact us to learn how we can help your business know, connect, drive.
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