Video Breakdown: The Explainer Video

Our new Video Breakdown series looks at different types of videos. Each article dives deeper into a specific marketing video. We describe it, lay out the components, talk about the benefits to your business and give a bit of commentary here and there. First up: the Explainer video.

An Explainer video is a short video that explains a business, product or service in a simple and engaging way. It tells your story. The purpose is to show viewers why they need what you’ve got and why they should choose you over your competitors. Think of it as a video elevator pitch.

Explainer videos have become a popular and powerful tool in video marketing and sales. You’ll see them on company websites or landing pages.

These types of videos excel in user engagement. Plus, they rank higher in search engines, increase your website traffic and help your audience retain information 30% more than text alone.

Here are seven features found in Explainer videos.

1-They’re short and scripted.

Explainer videos are typically less than three minutes but most often they run between one and two minutes. Being scripted means the video follows a pre-written script. This allows the video to be direct, on point and stay on track. You don’t want to just wing it when you’re creating an Explainer video. They’re also conversational and usually talk directly to the viewer.

2-They grab your attention.

An Explainer video should grab the viewer’s attention as soon as possible. Many are not only educational but entertaining and fun. Take a look at this OG Explainer video from DollarShaveClub.com. It still makes me laugh. Your Explainer videos should captivate your viewers and inspire them to act.

3-Explainer videos can be animated.

They don’t need to be video footage with real people. 3D graphics, whiteboard drawings, animation, images and other styles allow companies to be way more creative. Employing movement and visual effects brings your product or story to life. A real person can’t magically fly through the air but an animated one can.

4-Voiceover is a component.

The narration helps tell your brand story or explain the product. Your voiceover talent can talk in any manner of styles from mildly silly to outrageous to scary serious. Think of it as another place where you can have fun or make an impact with your Explainer video.

5-They often have typography.

Using stylized text will back up the voiceover. Seeing and hearing the same concept will hammer home your message. And it looks good.

6-Music is an important part.

Background music actually brings any video to life so don’t forget it in an Explainer video. It sets the tone for the entire video. You can have dramatic highs and lows in music to drive the story. Simply put, it makes the video interesting from start to finish.

7-They finish with a call to action.

A call to action (CTA) helps prompt an immediate response or encourage a quick sale. A CTA can include simple instructions on how to grab your offering or direct someone to learn more about your business, product or services.

Any type of organization can benefit from an Explainer video. One of our financial clients used this one to demonstrate a new web-based product. Learn more about Lloyd Media Group’s video production services and how we can help with your next Explainer video.