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Explainer Videos: What they do.

by | Jan 11, 2023 | Production Points

What does an explainer video do?

An explainer video is a short animated or live-action video. It explains a product, service, or concept in a simple and easy-to-understand manner. 

Businesses often use them as a marketing tool to educate potential customers about their products or services. 

Explainer videos typically use a combination of animation, text, and voiceover narration to convey information in a visually engaging way. The videos are used on a website, an email campaign, or social media platforms to help boost engagement and drive conversions.

What will an explainer video cost?

An explainer video will cost 1-5K per minute, which is an average for the industry. Of course, the cost will depend on the style and expertise required to produce the video. But an explainer video should be considered an investment in a resource used over a lengthy period.

What are the different types?

There are several different explainer videos, each with a unique style and purpose. However, some of the most common types of explainer videos include the following:

Animated explainer videos: These videos use animation and illustrations to explain a product or service in a visually engaging way. Startups and small businesses often use them to describe their products or services in a simple and easy-to-understand manner.

Whiteboard videos use animation techniques to simulate a whiteboard drawing. Generally, it will have a narrator explaining the topic as pictures drawn on the “whiteboard.”

Live-action videos use real people, footage, and interviews to explain a product or service. It includes interviews with stakeholders, clients, or employees. It is traditionally used by established companies or those who want to show their brand culture.

Screencast videos: These videos capture the screen of a computer or mobile device. It demonstrates how software or app works. These types of videos are common in the technology industry.

2D/3D animation videos: These videos use 2D or 3D animation to create characters and settings to explain a product or service in a fun and engaging way.

Motion graphic videos are explainer videos that use animation and text to explain a product or service. They are similar to animated explainer videos. But they are character-driven, and the animation is often more abstract, and its focus is to create engaging visual storytelling.

Each type has its advantages and can target a specific audience and achieve a particular goal. Therefore, different types of explainers can be more effective depending on the product or service, the target audience, and the purpose of the video.

Fits into the marketing funnel?

Explainer videos sit at the top of the marketing funnel, also known as the awareness stage. The marketing funnel describes the customer journey to making a purchase.

The top of the funnel represents the initial stages of the customer journey. It is where a potential customer becomes aware of a product or service. 

Explainer videos are an effective tool at this stage because they can quickly explain what a product or service is and how it can benefit the customer. They generate interest and awareness and help potential customers understand a product’s or service’s value.

Once a potential customer has learned about a product or service, they may move on to the following stages of the funnel: consideration, evaluation, and purchase. Explainers also fit into later stages to address a customer’s specific questions or objections. It can also provide more detailed information that can help to persuade the customer to make a purchase.

By positioning explainer videos in the funnel’s awareness stage, these videos aim to generate leads, educate the audience, and promote brand awareness. But they can nurture leads 

and close sales.

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What products or services work well with explainer videos?

Explainer videos are versatile and used to explain various products and services. However, they are particularly well-suited for specific products or services with complex or hard-to-understand offerings. Some examples include:

Technology products: Explainer videos can demonstrate how software or app works or explain complex technical concepts in a simple and easy-to-understand way.

Services: Explainer videos can explain the benefits of a service, how it works, and what customers can expect. They benefit from professional services such as accounting or legal services or services not easily understood or explained, like therapy or consulting services.

Business-to-business (B2B) products or services: Explainer videos can explain complex or technical products or services aimed at businesses rather than consumers. It can be a powerful tool to help B2B companies educate potential customers about the value of their products or services.

Scientific or Research-based products or services: Explainer videos can explain scientific concepts or research findings in a way that is easy to understand and can be a powerful tool for companies and organizations in healthcare, biotechnology, or environmental science.

Online or E-commerce products: Explainer videos can demonstrate the features and benefits of an e-commerce product or service and can be a valuable tool for online retailers or businesses that sell digital products.

Consumer products: Explainer videos can demonstrate the features and benefits of a consumer product in a way that is easy to understand and can be a valuable tool for brands with new or innovative products that need an introduction and educational approach.

Overall, explainer videos are an excellent tool for businesses and organizations looking to educate potential customers about the value of their products or services, and they can be beneficial for products or services that are complex, technical, or hard to understand.

Should you promote an explainer video?

Promoting an explainer video is essential in getting it in front of the right audience. There are several different ways to promote an explainer video, depending on your target audience, the video’s purpose, and your overall marketing goals.

Website: One of the most effective ways to promote an explainer video is by embedding it on your website. Visitors can easily view the video and learn about your product or service.

Social Media: Sharing the video on platforms like Facebook, Instagram, Twitter, and YouTube can help you reach a wider audience. You can also use paid advertising on social media to promote your video to a specific audience.

Email Marketing: If you have an existing email list, you can include the video in your email campaigns and send it to your list to increase its visibility

Landing Pages: You can create landing pages specifically for your explainer video and use those pages to drive traffic to your website or social media platforms.

Influencer Marketing: Partnering with influencers in your industry and having them promote your explainer video through their own social media channels can help you reach a targeted audience.

Trade shows and Events: If your company participates in trade shows and events, you can use the video as part of your presentation as an icebreaker.

Promoting an explainer video is a great way to increase visibility, generate leads, and boost conversions. But, as always, the key is to understand your target audience and select the promotion channels that will most effectively reach them.

When to hire a video production company.

There are a few factors to consider when deciding whether to hire a video production company to produce your explainer video or to do it in-house. Here are a few things to keep in mind:

Expertise: A video production company typically has a team of experienced professionals. They will have the knowledge and skills to create high-quality videos. They understand the process and know how to use the latest equipment and technology to produce a polished final product. It might be a better option if you do not have internal expertise in video production.

Time and resources: Creating a professional-quality explainer video can be time-consuming and resource-intensive. A video production company will have the resources to create a video more efficiently than an in-house team could. A production company can usually create a video more quickly and with a higher degree of quality than an internal team could achieve.

Cost: Creating a video in-house will typically be less expensive than hiring a video production company. However, the cost of hiring a video production company can vary depending on various factors such as the company’s location, the video’s length, and the project’s complexity. Therefore, it’s essential to factor in the cost and compare the options, considering the final product and your goals.

Branding and message alignment: Hiring a video production company is also a good option if your goal is to ensure that the branding and messaging of your video align with your overall marketing strategy. It will have experience creating videos that align with a specific brand. It will work with you to ensure that the message is consistent with your marketing efforts.

In summary, hiring a video production company can provide you with benefits. They are experienced professionals and efficient at creating high-quality output. They will also align the video with your marketing strategy. But you will need a budget. On the other hand, creating the video in-house is an option if you have the resources.

Summary 

Explainer videos are short animated videos that explain a product, service, or concept in a simple and easy-to-understand manner. Businesses often use them as a marketing tool to educate potential customers about their products or services.

There are several types: animated, whiteboard, live-action, screencast, 2D/3D animation, and motion graphic explainer videos. Each has its advantage and can target a specific audience and achieve a particular goal. Explainer videos are typically at the top of the marketing funnel. It is the awareness stage and generates leads and promotes brand awareness.

Therefore, it is essential to consider whether to hire a video production company or do it in-house when creating an explainer video. Promoting is a crucial step to reaching your target audience.

Explainer videos are well-suited for a wide variety of products or services. It is particularly good for technology products, services, B2B products, scientific or research-based products, online or e-commerce products, and consumer products that are complex, technical, or hard to understand.

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