What are the words to describe where creativity meets engagement and storytelling meets the power of visuals? Explainer videos! These content pieces can serve various purposes and, when made correctly, engage and entertain viewers in ways other content types can’t.
What is an Explainer Video?
To ensure that we’re on the same page, for this article, we’ll define an explainer video as any video (live-action or animated) that engages viewers and effectively explains a topic quickly and compellingly. A few years ago, animated whiteboard explainer videos were the trend, and lately, the trend has been a mix of live-action and animated motion graphics.
- Short: While exceptions to this rule exist, short explainer videos perform best. The attention spans of online audiences are not extended. The best explainer videos get their points across quickly.
- Focused: To keep an explainer video short and sweet, they should be focused on just one topic that viewers care about. For example, you could create multiple short videos for each feature rather than one massive interactive product tour video.
- Engaging: Lastly, a quality explainer video should be engaging. If it’s not, what’s the point of video creation? There are plenty of ways to increase engagement. We’ll talk about them later in this article. For now, know that engagement is key.
Types of Explainer Videos
There are four main types of explainer videos that you need to be aware of how-to videos, benefits videos, demo videos, and FAQ videos. Let’s take a closer look at each of these.
a). How To Videos
How-to videos are a classic type of explainer video that aims to simplify complex topics or demonstrate step-by-step instructions on accomplishing a specific task. They provide clear guidance and help viewers learn new skills or solve problems. How-to videos often use a combination of visuals, voice-over narration, and on-screen demonstrations to make the instructions easy to follow.
b). Benefits Videos
Benefits videos are persuasive explainer videos highlighting the advantages and value that customers can gain from a product or service. They go beyond describing product features and emphasize their positive impact on the audience’s lives or businesses. Benefits videos often use storytelling techniques, testimonials, and captivating visuals to convey compelling and relatable benefits.
c). Demo Videos
Demo videos offer viewers a detailed look at a product, process, or service. They showcase how the offering works, its key features, and its potential applications. Demo videos provide a hands-on experience virtually, allowing viewers to see the product in action and understand its functionalities. These videos often combine screen recordings, product shots, and explanatory narration to provide an informative and engaging demonstration.
d). FAQ Videos
FAQ (Frequently Asked Questions) videos address common queries or concerns that customers may have about a product, service, or topic. They provide concise and informative answers to frequently asked questions engagingly. FAQ videos can cover various topics, such as product specifications, troubleshooting, or general industry knowledge. They are designed to save time for both the audience and the business by addressing common inquiries upfront.
How to Create an Amazing Explainer Video Step-by-Step
No matter which of the above four explainer videos you create, the following five steps will help ensure you get effective and professional marketing videos.
1. Define Your Video’s Purpose
Almost every good explainer video starts with this question: what am I trying to achieve? Do you plan to embed it on a landing page in the hopes that it boosts conversions? Will you distribute it internally as a way to train new hires? Maybe you plan to post it on social media.
2. Write Your Video Script
This is arguably the most essential part of your explainer video. Without a quality script, you don’t have anything. If you’ve ever gone to the theater and seen a big-budget Hollywood blockbuster full of top acting talent and special effects, only to leave disappointed afterward, you know this to be true.
To Sell a Product or Service
But what if your goal isn’t to sell but to educate? This script can be modified for in-house training videos as well that explain company processes:
- The Overview: Give your viewers a quick overview of your product. Briefly describe what it does and how it works.
- The Problem: Next, introduce the problem that your product solves. For example, if you were creating an explainer video to sell an affordable gym membership, you might start this section by asking, “Are you tired of paying $100 a month to work out?”
- The Solution: It’s time to position your product as the solution to the problem you mentioned in the previous section. “Well, now you don’t have to! Our gym memberships only cost $20 monthly, including 24/7 access, free group classes, and a sauna.”
- The Call to Action: At this point in the video, it’s time to ask your viewer to do something — purchase a product, sign up for a free trial, etc.
- Credibility Boosters: Finally, you’ll want to include some credibility boosters to let viewers know your product can be trusted. Well-known clients you have, awards you’ve won, or sparkling reviews all work.