Why Explainer Videos are critical for small business success
Whether you are a startup or an established business, if you are looking to amp up your marketing, explainer videos are the way to go!
73% of users bought a product after watching an explainer video about them according to renowned statistical firm, Tubular insights. Not only that, video consumption is expected to increase from 187 million in 2019, to 205 million by 2022!
These numbers only point to one thing: in 2021, explainer videos are a smart choice to increase your brand’s awareness and acquire more customers. What is an explainer video? How does it help your business grow? How many types of explainer videos are there? What are the key components of a good explainer video and how do you make one? Is spending the extra money on professionally made explainer videos worth it?
Read on to find the answers to these interesting questions.
What is an Explainer Video?
An explainer video is a short-form video that conveys a complex topic in a viewer-friendly format.
Explainer videos are used by businesses to quickly introduce their brand, explain their purpose, and tell potential buyers how their products or services can make their lives better. Explainer videos are a great opportunity for businesses to approach potential consumers efficiently.
In a nutshell, explainer videos are infographics on steroids!
Difference Between Product Demo Videos and Explainer Videos
There is a fine line between a product demo video and an explainer video. The primary objective of a product demo video is to focus on the demonstration of a single product or service offered by the brand.
Businesses use product demo videos to explain the features and benefits of their products. They are primarily useful in the later stages of conversion, or when closing a sale.
On the other hand, explainer videos aim to answer questions like, “what the brand has to offer” and “why it exists”. Brands use explainer videos to connect with the audience on an emotional level and build trust between the company and them.
Explainer videos are best suited to the early stages of conversion. For example — they are displayed on the landing pages of a brand’s website, in email marketing campaigns, blogs, and social media posts to increase early conversion rates.
Explainer videos have an edge over product demo videos because they drive customers to explore what your brand has in store for them. Explainer videos are more compelling and persuasive and they provide insight into your business.
Advantages Of Explainer Videos
Psychological studies have shown that video is an ideal medium for providing any type of information because it engages both auditory as well as visual senses.
Here are some key benefits of integrating explainer videos into your business’ marketing strategy:
What Makes a Good Explainer Video?
#1 Short Length
#2 Focused on Problem Solving
#3 Reflection of Your Brand and Target Audience
#4 Strong Call To Action (CTA)
#5 High Quality Video and Content
In the world of 8K video technology, you can’t afford to have poor video quality. However, quality refers not only to great animation and high resolution but also to the production, the script, and the content of the video.
Great companies focus on the what, the how, and the why to keep their explainer videos simple, informative, and engaging.
- What is the problem you are addressing?
- How will your product/service fix it?
- Why should the prospect choose you?
Most often, business owners spend too much time and energy focusing on the what and the how part of the explainer videos that they forget to take the why into consideration.
Average explainer videos are good at explaining the products or the services but fail to clearly state the brand strategy or philosophy. Clearly outlining the purpose of your brand is the key to reaching the hearts and minds of the audience.
To get the why part right, your video marketing team needs to know what your target audience is and firmly present the underlying mission of your company.
This will help your brand to uniquely associate with your audience.
Types of Explainer Videos
Animated Explainer Videos:
Animated videos are the most popular and effective type of explainer videos. They are preferred because of their visual appeal and are relatively easier to create than Live Action explainer videos.
However, given the fact that consumers are used to seeing high-quality video animation content with superb production daily, business owners must hire professionals to create perfectly crafted explainer videos for them. Animated explainer videos come in a variety of forms and styles:
- 2D or 2.5D Animation
- Product Simulation
- Kinetic Typography
- Character-Driven 3D
- Motion Graphic
Live-Action Explainer Videos:
Live-action explainer videos are a style of video that uses photography or videography with people and physical objects, instead of animation.
Live-action videos need a lot of creativity, expertise, and technique to keep things interesting.
Additionally, a production team that includes scriptwriters, camera persons, art directors, lighting experts and video editing teams are needed to create a world-class video.
For live-action videos, it pays to have a professional team to help craft them. The challenge is that a poorly crafted video will have a majorly negative impact on your brand and product. Having no videos is way better than having bad videos.
A mix of both:
You can enjoy the best of both worlds by using a mix-and-match approach to get your ultimate explainer video! This type of video combines 2D or 3D animations and real-world videography to give you the perfect blend of VFX and realism.
DIY mixing of animation and real-world visuals and objects might get tricky and may not give you the desired results. Getting it done professionally is the ticket to get a premier quality explainer video.
Let’s take a look at how a perfect explainer video is created.
Steps to Create the Perfect Explainer Video
Now that you understand the types of explainer videos as well as their benefits, how do you create one which complements your brand perfectly? The process of creating an explainer video is divided into three broad phases — Pre-production, Production, and Post-production. Let’s take a deep dive into these stages to understand what it takes to make a minute-long explainer video.
Phase 1 : Pre-Production
In this step, your professional video team listens to your goals and ideas for your brand’s explainer video.
Every explainer video is unique. During brainstorming, your video team’s creative director and scriptwriters decide what you want your video to convey and look like.
Here, you and your video team also decide the type of explainer video you want – animated, live-action, or both.
Phase 2 : Production
The making of your explainer video starts at the production stage.
If it’s a live-action video, the director and the camera crew shoot the video with the help of preferred actors and different props and backgrounds.
If it’s an animated explainer video, then the animation team begins to design the graphics and effects based on the approved storyboard and the script of your explainer video.
If it’s a mix of both, then the video is shot first and the animations are created and layered into the live-action video framework.
Phase 3: Post-Production
Whether it’s an animated video or a live-action or a mix of both, the choice of voice and tone in the background matters. The quality of tone and voice should match your target audience’s expectations.
This process is often taken for granted by DIY video creators. Your professional video agency will have a wide range of voice templates and you can pick the perfect one for your explainer video.
A good soundtrack is as important as the animations and the cinematography of your video. A good soundtrack can make your explainer video more attention-grabbing and engaging for your audience.
The music for the soundtrack can be either purchased online or we at Atula can create a customised audio track just for your explainer video.
DIY vs Professional Explainer videos
The DIY Approach
The DIY approach is for situations where the stakes are not high. The only positive aspect of making the video all by yourself is that it would cost relatively less to create, and … that’s it.
However, the list of cons of doing it yourself is never-ending. You would be limited by your skills, time, gadgets, and software, which is not ideal for something this important.
DIY kits would not only be more time-consuming but also distract you from the core aspects of running your business.
Professional Video Agency
On the other hand, if you take the help of a company that specialises in creating explainer videos, like Atula, you will have a much better and professional-looking explainer video.
By choosing a professional video-making company like Atula, you’d have a team of experts in directing, scriptwriting, animation, cinematography, and editing working together to make the finest explainer video tailored to your needs and preferences. Additionally, Atula’s experts can ensure that your videos are compressed, sized, and optimised according to the various requirements of multiple social media platforms. The visual and physical sizing of videos is extremely important because it can mean the difference between a highly successful campaign and an also-ran, lukewarm one.
Leaving it to professionals would help in time management. While your video is being produced, you can take the time to focus on managing your business’ other activities with a more carefree mind.