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What is an Explainer Video and How Do You Create It

Marketers around the globe agree that content is king as you engage your audience, but not every marketer has acknowledged that It’s not enough anymore to just have text on a page to describe your offerings. We are seeing the growing trend of video being a priority for companies and brands alike, and this is not likely to change anytime soon. According to Content Marketing Institute and Unbounce, 60% of B2B and B2C marketers use video marketing

So, as you reconsider your marketing strategy, and as you forge ahead with incorporating video in your plans, we challenge you to think about using the all-encompassing explainer video as an option for your next video.  

An explainer video is a short, impactful marketing video to communicate the complexities of your business, service, or product. You can place your explainer video on landing pages, your website, social media, or even in email campaigns. 

Types of Explainer Video

1. How-To Video. Your audience may need to see exactly how your product works. A how-to explainer video offers a clear, and short, step by step process on how to utilize your product or service in a way that will be beneficial to them.

2. Tell Your Story. Your audience wants to know who you are, why you exist, and what your brand will bring to their lives. Use an explainer video as a storytelling tool to express why your audience should choose you. It is best for a Founder, CEO, or marketing person who is passionate and connected to the brand’s story.

3. Animation or Motion Graphics. When you have a complex message to deliver, or you want to use data, or you just want to break up the visuals in your video by adding something engaging, both animation and motion graphics can be an option. 

Benefits of An Explainer Video

An explainer video is your lead and conversion tool. Think of it as an opportunity to present your elevator pitch to an audience you may not ever have the opportunity to meet face-to-face. This is your chance to get your point across quickly,  and to make the impression that will matter most to your bottom line. 

With various types of explainer videos to choose from and unique elements to add to make your video your own, an explainer video is a reusable asset of information for your business.

How To Make An Explainer Video

1. Make a script.

 Having a clear purpose and direction for your video will be all about taking the necessary time to connect with your team to create and write a script.  This is the stage in which you tackle the issues, concerns, and questions your target audience needs for you to address. As you prepare to write a script, ask yourself:

2. Make your video engaging. 

Your explainer video needs to be compelling enough to encourage a viewer to watch it all the way through and be motivated to engage further.  There are many ways to make a video engaging from the tone of your video, the talent you select, to the motion graphics you add. The goal is for you to deliver your message in a way that sticks. 

3. Decide on music. 

Music has the power to cause any given desired emotion so when selecting the music to add to your explainer video, remember your target audience, consider the message you want to get across and the tone of the video. Your music selection should be an added component that becomes the finishing touch on an already impactful video. 

Tips to Consider When Making an Explainer Video

The tone – When carrying out the purpose of your explainer video, clearly determine the audience you are attempting to reach, and decide on the appealing tone that will attract them the most. Having a professional tone should always be the foundation, but should you incorporate some fun? Should your tone be uplifting, or should it induce another emotion? Whatever the direction, make sure your entire team and your video production partners are aware and agree on your chosen tone. 

The length – We will never stop repeating this now, more obvious fact: Consumers need to be captivated immediately by your message. The length of your video matters a great deal. Once you captivate your audience, the content must convey information in a structured manner that is easy to follow and quickly digested. Videos should be no longer than 3 minutes, and in some cases should be even shorter!

The visuals – Many times, you will hear your visuals should be a secondary concern. We agree, to a certain point. The story or information conveyed absolutely needs to be the main priority for your explainer video, but visuals are what will differentiate you from competitors. Visuals have the potential to create a memorable moment. So we suggest you have a strong story first, then consult with your video production team to determine the best way to complement your explainer video with even stronger visuals and effects. 

The promotion – Plan your promotional methods ahead of time. The process of creating is fun, but the promotional and marketing period is what will matter when getting your explainer video out to the public. Plan ahead. Where will you be placing your explainer video? On social media, emails, landing pages, on Facebook and Linkedin Groups? You have to determine the best places to display your explainer video to reach the people you so desire to impact. 

Don’t forget to have fun! The video creation process is an opportunity to share your story, mission, product, service, or entire brand. Make it a fun experience.

Bottle Rocket Media specializes in video production and motion graphics services. Connect with our team to create your explainer video that connects to your audience and makes an impact. 

The Explainer Video: The consumer’s go-to for product information

Drive conversions with an explainer video

Believe it or not, one-third of all online activity is spent watching videos. That’s a lot of screen time even for us. This is great news to marketers, though! Here’s why: Video is currently the most popular way to promote and drive brand engagement, and a marketer’s job is to find the best, most effective way to deliver a brand’s message and reach their target audience. Coincidence or fate? We’ll let you decide. Here’s how to capitalize on video’s growing popularity.

Spotlight on Explainer Videos

What are they? Explainer videos tell an audience about a company’s products or services. Most likely to be found front and center on a website’s homepage, these videos are best described as short, fun and informative. And when we say short, we’re talking two minutes, tops. With the next distraction only a new tab away, the quicker and more creatively you can present the information, the better. ProTip: Nix the text-heavy stuff and try something that will make your brand stand out. Spotify does this with basic illustrations, their signature green, heavy brass and a steady drum beat.

Why are they effective? Explainer videos are easy to share, a great way to showcase a brand’s personality, and they grab the audience’s attention (when done right, of course), and they make a brand more memorable to a consumer. That last part alone will do wonders for expanding your audience and increasing brand awareness. Dollar Shave Club checks all these boxes, throws in an extra dose of brand humor, and ends up with one of the most hilarious videos we’ve ever seen.

Why are they worth it? A few reasons, actually. One: Consumers like video, and they also like to be informed when it comes to purchasing a product service. This combination is what makes explainer videos so lucrative. For example, 90% of Internet users say product videos are helpful in the decision making process, and 64% are more likely to buy a product online after watching a video about it. In other words: explainer videos are a catalyst for conversions.

Our work with SOS Soap Pads. We personally love the creative work that goes into helping brands produce explainer videos, which made working with SOS to showcase their non-scratch scrubber so much fun. To show consumers just how well the scrubber worked, we used actual footage of someone using it to clean some significantly caked on, baked on leftovers. A quick voice-over reiterated exactly what the product does and how it should be used, and conveyed that while this product is a dirty dish’s worst nightmare, your hands won’t end up dried out and in need of moisturizer. The final product was creative, informative, engaging, and only 30 seconds long. All key elements of a successful explainer video.

Between our quest to be informed consumers, our short attention spans and perpetual screen time, the explainer video couldn’t have come into the spotlight at a better time for both brands and their audiences. Feel free to browse our video library for more examples of BRM-produced explainer videos, and if you’re ready to start using video to tell the world about your products and services, contact us today.