What are explainer videos and why use them?
An explainer video (also known as a homepage video, overview video or conversion video) is designed to explain your company, product, service or subject in a way that your audience can understand in two minutes or less. Most explainer videos cover four key points: the problem, the solution, the features and benefits, and how the solution works.
The key to a solid explainer is keeping it short and engaging, while still conveying the right information. No matter what you’re explaining, an explainer video should leave your viewers with a clear understanding of what you do and a desire to take the next step.
When and how should I use an explainer video?
Explainer videos are typically used towards the top of the funnel (consideration phase). They’re most useful when a potential customer is aware of their problem/need and starting to look at potential solutions. Places to put your explainer video: homepages, product or service pages, newsletters, trade shows, and sales meetings.
What are some characteristics of a great explainer video?
- Two minutes or less
- Clear and concise
- Conversational tone
- A focus on benefits not features
- Specific call-to-action
How does Explainey create a concept for an explainer video?
It all starts with discovery – understanding the company, product, service or subject we’re trying to explain. Once we have a good handle on things, we meet as a team (that’s right, the whole team), to brainstorm creative ways to present and explain the content. This involves throwing out plenty of ideas, good and bad, before landing on a couple to refine and ultimately pitch. Sometimes we’ll use a framework, like a metaphor or use case, to explain what you do. In other cases, it will be a unique visual approach that drives the message home.
A good explainer video concept needs to balance creative and strategy. The creative is required to engage the viewer and give them a reason to care about watching your video. The strategy is required to ensure you deliver a message that resonates with your viewers and motivates them to take the desired action.