Why Create an animated Explainer Video?

Why should you make an Explainer Video?

Explainer videos are short, often animated clips designed to make complex topics, products, or services easy to understand and engaging.

Typically, an explainer video combines visual elements like animations, graphics, or illustrations with concise voiceovers or text overlays to deliver information clearly and effectively.

These videos are brief and focused, holding the viewer's attention while conveying the message succinctly. Explainer videos, including animated and live-action, are used in various fields, including marketing, education, training, and customer communication, to simplify complex concepts and increase audience engagement.

The Power of Professional Visualization in Marketing

Explainer videos that get the attention of business clients

Is it Worth the Effort to Invest in Customized Explainer Videos?

Are explainer videos worth the investment, or are there better ways to "explain it simply"? Is the video hype perhaps overstated? Let's explore the significance of high-quality explainer videos in corporate communication.

Get started by processing the content in such a way that even a layperson can understand it!

One of the most effective strategies for simplifying challenging topics is to avoid technical language and jargon because complexity often comes with the language, too. Identify opportunities to simplify, use clear, simple language that is easy to understand for non-professional audiences. You need to focus in your messages to using commonly understood terms, and you can ensure that they are understood by a wider audience.

Clear Presentation of Complicated Topics

Professional explainer videos allow businesses to communicate complex information simply and understandably. Visual representation makes even challenging concepts or products easy to grasp.

Engaging Interaction Through Visual Stimuli

In an era of dwindling attention spans, explainer videos help businesses capture potential customers' interest and convey their message effectively. The mix of visual elements, such as those created in a video editor, concise explanations, and a compelling story ensures that content is easily absorbed and better understood.

Building Trust and Customer Loyalty Through Authenticity

Explainer videos position companies as competent and trustworthy sources. By presenting information clearly and understandably, businesses can gain their audience's trust and build long-term customer relationships. These videos are perceived more as informative content rather than advertisements.

What is the best Structure for Explainer Videos?

Explainer videos follow a structured format that has proven to be successful and profitable. Yet, this structure is flexible enough to suit any topic.

Introduction

The introduction sets the stage and grabs the viewer's attention. This is best achieved by addressing the audience's problem or situation using a customized explainer video. It follows the classic "hero's journey" structure, where the hero—here, the customer—faces an insurmountable challenge and begins their quest to overcome it.

Main Section

The main section delivers the core explanation. Here, the customer meets the service provider—the "mentor"—who helps them solve their problem. Visual elements like animations, graphics, and illustrations are used to clarify complex information. The viewer embarks on their own "hero's journey," utilizing the presented information to find a solution.

Call-to-Action

The video often concludes with a call-to-action, encouraging the viewer to take further steps. This could be visiting a website, filling out a contact form, subscribing to a newsletter, or watching another animated video to further engage with services or products. A clear call-to-action motivates the viewer to engage more deeply with the topic or connect with the company.

Key Features of a Successful Explainer Video

Simplifying Complexity

Using clear and easily understandable language helps make complex information accessible to a broad audience. Avoid jargon and complicated terms to ensure the message is straightforward and concise.

Summarizing Key Points

Focus on the main aspects of the topic and summarize the essential points. Clear presentation of the main points makes the video more effective and easier to understand, especially when using a template from a professional explainer video maker.

Using Relevant Images and Metaphors

Choosing the right images, graphics, and metaphors is crucial. The goal is to visually represent abstract concepts and relationships, making them easier to understand. As the saying goes: a picture is worth a thousand words, a video is worth a thousand pictures, and an animated explainer is perhaps the best explainer video of all.

Good Storytelling – get inspired!

Incorporating storytelling elements creates an emotional connection with the viewer. A narrative structure, especially when applied through explainers, presents the information as a story, taking the viewer on a journey.

Clear Call-to-Action

A distinct call-to-action at the end of the video encourages the viewer to take further steps. It should be clearly articulated and persuasive to achieve the desired outcome, whether it's visiting a website, subscribing to a newsletter, or purchasing a product.

Direct Benefits of Explainers in Video Format

Increased Attention

Explainer videos combine visual and auditory stimuli that instantly captivate viewers. Unlike text, which requires active engagement to understand, videos allow for passive consumption while maintaining attention.

Simplifying Complex Information 

Using metaphors, animations, diagrams, and illustrated examples, explainer videos can convey even the most complex principles in a way that is difficult to achieve with text alone. This significantly enhances comprehension and retention of information.

Efficient Information

Delivery In just a few minutes, explainer videos can convey a wealth of information. They quickly and effectively communicate the benefits and value of a product, service, or concept, making them particularly valuable in B2B communication and a key asset for those looking to make explainer videos.

Enhanced Recall

Engaging both visual and auditory senses helps with the processing and retention of information. Viewers tend to remember content from videos better than from text.

Boosting Engagement 

Explainer videos invite interaction—whether through a call-to-action at the end, sharing on social media, or sparking discussions. This engagement is directly measurable and provides valuable feedback for businesses.

Indirect Benefits of Explainer Videos

1. Boosting SEO and Online Visibility

Posting videos positively impacts search engine optimization (SEO). Content featuring videos tends to rank higher on Search Engine Results Pages (SERPs). This increased visibility indirectly drives more traffic and significantly boosts conversion rates.

2. Building Emotional Connections

Videos can evoke emotions through storytelling, music, and visual elements, surpassing what text alone can achieve. This emotional bond enhances trust in a brand or business, influencing decision-making in B2B communications. The message is quickly understood and remains memorable.

3. Enhancing Brand Identity

Explainer videos indirectly contribute to brand building by reflecting a brand’s unique style and tone. They allow companies to consistently communicate their personality and values, aiding differentiation in a saturated market.

4. Long-term Investment

Another indirect benefit is the longevity of published videos. Once created, they can be used across various platforms and campaigns over time, enhancing their effectiveness and value.

These detailed insights highlight how explainer videos not only improve communication efficiency immediately but also contribute to long-term brand reinforcement and emotional connection. In B2B communication, where decisions are based on trust, clarity, and long-term relationships, these benefits are particularly valuable.

Using Explainer Videos in Marketing and Internal Comms

Explainer videos are versatile tools effective in both external marketing and internal communication and training. Each application area benefits uniquely from the strengths of explainer videos.

Creating Explainer Videos for Customer Acquisition, Marketing, and Sales

1. Product Demonstrations

Explainer videos can vividly showcase the features, benefits, and functionalities of new products or services, helping potential customers quickly understand the offerings and encouraging purchase decisions.

2. Brand Awareness and Storytelling

Companies can use explainer videos to strengthen their brand and create an emotional connection with the audience. Storytelling allows conveying brand values and personality creatively.

3. Social Media Campaigns

Videos achieve high engagement rates on social networks. Explainer videos can be part of campaigns to increase reach and visibility, foster interactions, and spread messages virally.

4. Landing Pages and Conversion Optimization

Explainer videos on landing pages can increase visitor engagement and contribute to conversion optimization by providing compact and appealing information that prompts action.

5. Customer Support and FAQs

Explainer videos can simplify complex support topics or frequently asked questions, enhancing customer satisfaction and reducing support load.

Using Explainer Videos in Corporate Communications

1. Employee Onboarding

Explainer videos are excellent for introducing new employees to company values, culture, and processes, facilitating quick understanding and integration.

2. Training and Development

In internal training programs, explainer videos can effectively explain complex topics, supporting learning by delivering knowledge in small, digestible units.

3. Product and Process Training

Explanatory videos can efficiently and clearly convey necessary information to employees when introducing new products or training on new processes.

4. Internal Communication Campaigns

Whether promoting internal initiatives or strengthening team spirit, explainer videos can communicate important messages entertainingly, enhancing employee engagement.

5. Change Management

Clear communication, often facilitated by animated videos or whiteboard explanations, is crucial during company changes to prevent fear and resistance. Friendly explainer videos can play a valuable role here.

6. Compliance Training

Explainer videos are an effective method for compliance training in companies. They convey specific topics, including legal matters, clearly and understandably, ensuring consistent training for all employees.

7. Safety Instructions

Safety guidelines and procedures are often mandatory training topics, easily illustrated through animated videos. Explainer videos can communicate these succinctly and compellingly, improving compliance and safety awareness within the company.

The use of explainer videos in these areas showcases their versatility and effectiveness in both external marketing communication and internal information dissemination and training. By strategically utilizing explainer videos, companies can make complex information accessible, foster engagement, and ultimately achieve their goals more efficiently.

FAQ: What ist the Optimal Length for an Explainer Video?

The optimal length of an explainer video depends on several factors, including the video's purpose, target audience, complexity of the topic, and context of use. However, general guidelines for the length of explainer videos are:

Short Explainer Videos (30 seconds to 1 minute)

Ideal for social media or as teasers to pique interest. They should focus on one key point and encourage further action.

Standard Explainer Videos (1 to 3 minutes)

Most effective for product presentations, company overviews, or simple training content. They offer enough time to explain a topic without losing attention.

Detailed Explainer Videos (3 to 5 minutes)

Suitable for more complex topics requiring a detailed presentation. It's important to present the information clearly and structured to keep the audience engaged until the end.

Ultimately, the best length for an explainer video is one that allows you to convey your message clearly and convincingly without unnecessary explanations or redundant details. A focused approach that maintains attention is key to success.

Key Considerations Before Starting the Video Production

1. Target Audience Analysis

Understand your audience and their attention span. B2B audiences may prefer more detailed information, while a younger audience might favor shorter, faster-paced content.

2. Message Complexity

The more complex the message, the more time is needed to convey it effectively. Finding the balance between completeness and conciseness is crucial.

3. Engagement

Videos under 2 minutes are more likely to be watched in full. Place the most important information within the first few seconds to capture interest and encourage viewers to continue watching.

4. Platform

The choice of platform can also influence the ideal length. Platforms like Instagram or Twitter favor shorter content, while YouTube caters to a longer video audience.

Production of an Animated Explainer Video

The production of an animated explainer video is an extensive process requiring several carefully planned steps. From the initial concept to the finished video, the production team works to tell a story that is both informative and engaging. Here is an overview of the different stages of producing an animated explainer video for your online marketing.

Creating the Best Explainer Video Concept

Concept and Goal Setting

Define the video's purpose, including the target audience and core message. Determine the call to action the video should include.

Target Audience Analysis

Understand the interests, preferences, problems, and needs of your target audience through thorough analysis.

Storyboard and Script

A storyboard, a graphic script, outlines the visual sequence of the video. Each scene is represented by a panel showing how key moments will be visually implemented, with accompanying voice-over text for each scene.

Design

The design team creates characters, backgrounds, and other visual elements. The chosen video style should match the brand and message.

Illustration

Detailed illustrations for each storyboard panel are created to be later animated.

Animation

Using digital animation software, the illustrations are animated. Movements, transitions, and effects are added to bring the story to life.

Voice Recording

A voice-over is recorded to narrate the story. Professional voice actors can set the desired tone and effectively convey the message.

Music and Sound Effects

Background music and sound effects are added to enhance the video's emotional impact and atmosphere.

Post-Production and Finishing

Animated graphics, voice recordings, music, and sound effects are combined in post-production. Timing and transitions in animated videos are adjusted to ensure a smooth flow.

Feedback Loops

Gather feedback from stakeholders and potential users. Based on the feedback, revisions are made to optimize the video.

Publication and Distribution

Once the explainer video is completed, it is exported in the desired file formats and distributed through selected channels such as websites, social media, video platforms, and email marketing.

Success Measurement

Use analytics tools to measure the video's success and understand how it contributes to achieving the original goals.

Producing an animated explainer video requires close collaboration within the explainer video agency and a deep understanding of the target audience and topic. Each step ensures that the final product effectively conveys the message, engages viewers, and achieves set goals.

Different Types of Explainer Videos

Make or Buy: Should you use ready-made explainer video templates or hire a professional service?

An explainer video agency offers the needed expertise and handles this work daily. Building these capacities in-house would incur ongoing costs. The challenge is significant if you want to create an explainer video yourself. An external perspective can help present your product or service in a new light. Following the classic hero's journey in the video can have a powerful impact. Integrating corporate identity and professional voice-over makes for a high-quality explainer film.

Many explainer films fail to achieve their goal because it's not easy to make dense information engaging for the viewer and prompt them to take action. Video production should be in the hands of experienced explainer video experts to avoid creating company videos that end up costing money with little return.

 If you're not sure which way to take, it's still wise to consult with an expert before making your decision.

Definition

Explainer videos are films (in 2D or 3D animation) that explain how to do something or how something works, or that explain abstract concepts and relationships. These can be produced by companies and organizations to convey their products and services to their customers or other target audiences in a low-threshold and simple way (Customer Education). A characteristic element is storytelling and multisensory engagement. The typically one- to three-minute videos do not exhaust topics but highlight relevant points efficiently. Amateur-produced explainer videos vary widely in topics and their media and didactic design. This ranges from simple tutorials demonstrating an activity as a complete action and possibly explaining it, to didactically and media-richly designed explainer videos. Wikipedia (German)

Books on Explainer Video Production