Explainer Videos
Explainer videos do much more than explain–and can also be much more powerful than other types of marketing assets. That being said, using traditional methods for explainer video production can be quite resource-intensive. That’s why many organizations are turning towards AI video explainers to cut costs and optimize the creation process.
What is an Explainer Video?
An explainer video helps people to understand the concept of a product or service. The most common format of an explainer video is a short form, live action movie that explains, in general, what product X does and why you should use it. Explainer videos are a marketing tool designed to get prospective buyers to want to learn more. In some cases, explainer videos are also used to train employees by introducing them to a company’s values or organizational structure.
Explainer Videos vs. Demo Videos vs. Product Videos
Not to be confused with their cousins, demo and product videos–explainer videos are used primarily to draw prospects further into the sales funnel. To this end, explainer videos:
- Are short
- Discuss the concept of the product rather than exactly how to use it
- Emphasize branding
- Feature live action combined with text and animation to get as much information on the screen as possible
- Mention value in comparison to the competition
In contrast, demos and product videos fit in further down the funnel. The difference is essentially that:
- Demo videos are shown in the final part of a user’s journey through the sales funnel, and are often accompanied by a salesperson explaining the functionality and use of the product
- Product videos are for existing customers who want to know more about how to use certain features
Benefits of Explainer Videos
It’s clear that using explainer video marketing is a great method for getting across your messaging, especially when understanding how to use your product. A simple visual explanation of what a product does is easier to grasp than reading a text guide.
Engagement
Watching a video triggers a natural level of engagement. According to Forbes, people retain 95% of a message when it is delivered on video, compared to 10% when it appears as text. This is because unconscious awareness significantly contributes to brand “stickiness”, which creates a greater advantage for explainer videos.
Comprehension
People prefer video when learning about a product. A survey of marketing professionals and online consumers found that video is by far the most popular media for product familiarization. When an explainer video is done well, it can impart a wide range of messages in a short time due to the high level of information retention.
Conversion
The combination of better engagement and comprehension results in higher conversion rates. Again, however, the key to achieving these rates depends on the quality of the video.
Explainer Video Examples
There are essentially five kinds of explainer video formats:
- Live action videos are the most widely used type. They show people engaged in explaining and demonstrating the product or service. They are also the most intensive to produce because they require actors, sets, and editing. To make them more informative, live-action videos might include graphical elements like text and images.
- Animated videos use (animated) or “cartoon” people, backgrounds, and other assets to display their message. With advanced computer technologies, which are often provided by third parties, companies can deliver videos that often have a comical or “cute” element.
- Whiteboard videos are a type of animation in which words and pictures appear as though someone is drawing them on a whiteboard. They focus on textual explanations and simple diagrams.
- Screencast videos show the video maker’s computer screen as they take the viewer through, for example, the steps of using a program. To be more engaging, screencasts can use effects like zoom and split screens.
- AI-generated videos combine many elements, such as live-action, digital humans, and animation, all coordinated by artificial intelligence and the designer/customer’s prompts. AI video creators can integrate pre-recorded footage or choose a video avatar and then upload content that is translated by AI into lip-synced speech from the avatar.
How to Create an Effective Explainer Video
A quality explainer video requires input from various sources. Here are the basic steps for creating them:
- Concept and Script
What are you trying to explain? In this step, the basic goal of the video should be formulated. Then, a text that expands on the concept must be created in a way that:
- Seems like natural speech
- Explains the concept in a simple manner
- Meets the time constraint of the video (often between 30 seconds and one minute)
- Customization and Branding
One purpose of an explainer video is to brand your product as prospects learn about it. To this end, you should ensure that your logo, brand colors, and fonts are used. This is also the time to consider a music track that matches the video’s tone.
- Production
For a live-action video, you should consider sets, actors, equipment, practice takes, camera angles, and lighting. This is one reason why some companies turn to less-complex animated and similar types of videos, but it also means a tradeoff in terms of a professional look.
- Editing
Mistakes are often noticed during the editing stage. Hopefully, you will have shot multiple takes that will help, but sometimes, reshoots are needed. Changes might also be required after other stakeholders view the video.
Advantages of AI Video Creation
Besides offering you the ability to create videos with lifelike avatars easily, AI video also brings with it many helpful advantages:
- Basic production only requires the computerized creation platform, a script, and a layout that meets your branding requirements
- No need for reshoots or extensive editing
- Easy production means that you can A/B test several versions
- Valuable analytics tools can be embedded in the video
Explainer videos are a powerful marketing tool that can effectively engage and educate prospective customers, leading to increased brand awareness and higher conversion rates. Try adding this tool to your marketing strategy today.
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