Yeah, the name “explainer video” is a bit strange and confusing, but it is the name that has emerged to represent a brief, one to two minute video that explains the benefits of a product, process or company. Explainer videos are an effective form of video promotion intended to build brand awareness about who you are and what you do, or what you offer that solves a problem.
The typical format for an explainer video can best be described as entertaining, informative and brief.
- Entertainment Value – The video should be fun so it holds the viewers attention. Almost constant motion–slow or fast–is commonplace. Motion helps draws the viewer in. Most viewers have an attention span of about five seconds, which means when something does not move in the video within five seconds, the viewer’s attention starts to drift. Bouncy, whimsical or easy listening background music is used to set the appropriate mood. Narration can also be used, but the intonations of the narrator must fit the nature of the video. Sometimes the narration needs to sound professional and factual. Other times it should take on the tone of a Monty Python video clip.
- Informative – Whether you are introducing your company or a product, an explainer video tell the viewer something they probably did not know. A leader in your industry should explain how and why you are the leader. Tout the benefits of doing business with your company when you do something better or less expensive than all your competitors. Explainer videos are frequently compared to the 30 second elevator speech, which is stressed in marketing courses. Whenever asked, you should be able to explain who your company is and what they do in 30 seconds or less. When introducing a product, focus on a problem and how your product offers the solution. The most successful products solve a problem. Problem solving is not limited to products. Service companies also solve problems. Focus on the solutions you offer to resolve problems experienced by large numbers of people.
- Brief – One to two minutes is not a strict limit, but it represents the total amount of time you will be able to psychologically hold the viewer’s attention. The idea is to form a positive opinion in their mind before they tire of watching the video. A positive impression is what we want to leave them with when the video ends. If the video length is stretched to five to ten minutes, people will start to abandon the video in about three to four minutes. Think about your reaction to television commercials. Most people easily tolerate one or two one-minute commercials, but the reaction is quite different when the television stations pack five to six minutes of commercials back-to-back during your favorite shows. When a video ends with a user in a positive state of mind, they are much more willing to contact you or purchase your products. Conversion rates skyrocket with an effective explainer video.
You should now understand what an explainer video is, so the remaining question is: how can you use this type of video to improve your brand or product awareness Contact Top Rank Solutions to find out.