Why Explainer Videos are Effective | FORTAYmedia

Why Explainer Videos are Effective

Did you know 87% of the businesses are using explainer videos to boost their sales?

The popularity of video marketing is growing – and if you are not on the bandwagon now, you are missing out on the future of marketing.

According to this annual internet report, by 2022, online videos will make up more than 82% of all consumer internet traffic.

Videos are an excellent way to showcase your content to your target audience, as it is the most preferred form of content.


What are Explainer Videos?
Explainer videos are short forms of video content, often around one to two minutes in length, used to explain or present a company’s product or service. They can be about one small aspect of a corporation or it as a whole.

Even if you believe your product isn’t suitable for an interesting explainer video, there is probably someone out there looking for it!

Sometimes just a quick explanation about your product or service is enough to make people understand how it solves a problem. That’s why explainer videos are often placed on a landing or home page, as they help to enhance conversion rates.

Needless to say, this type of video has become extremely popular, as they are proven to be effective. Not only within really big brands, but small companies have also discovered their power.

As they come in many forms, from traditional animation to live-action videos, companies can choose which type is more suitable for their brand personality, budget, and product or service. The different types of genres will also help your company choose the right tone for your content.
There are a wide variety of ways to communicate your businesses’ message.

Why Explainer Videos are Effective
The amount of information available on the internet can be overwhelming. Consumers want everything immediately, and companies only have a few seconds to be able to engage with a possible customer.

That is why video is becoming increasingly popular, as it makes it easier to reach the target audience and engage with them.
A recent survey stated that 45% of businesses using video marketing indicate they have an explainer video on the home page of their website.

Of those businesses, 83% described it as highly effective.

explainer video stats

Types of Explainer Videos
A few years ago, whiteboard explainer videos were the most used ones and cartoon characters became the trend. Nowadays, live-action videos – including people in real situations – seem to be the most popular.

Let’s have a look at the different types of Explainer Videos.

Live Action
This is a non-animated promotional video explaining your business’s product or service.

There are two really good examples of this, including the Dollar Shave Club and PooPourri videos.

Although PooPourri video is a brilliant way to engage with their target audience, it’s worth noting that matching this tone for your own explainer video would be quite difficult – most businesses will be better with more subtle humour.

Live-action videos are a great choice if you are looking to create an emotional connection for viewers and are usually best for companies selling a product or people-oriented service.

Examples of Explainer videos produced by our video team:


Live-Action and Animation Hybrid
Using live-action videos or elements mixed with animation allows you to have the best of both worlds and is a great way of appealing to a wider audience.

2D Animated/ Motion Graphics 
Animated videos allow for more creativity and are easier to edit or update – so also cheaper to keep up to date. This allows for flexibility to accommodate any future changes to a product or service.

They are normally the most popular type for explaining services or intangible products that can’t be showcased in a live-action video.

Although they are a great alternative, make sure you are using animation in a strategic way. Certain topics, especially those that call for a human touch, can actually be harmed by using animation.

3D Animated Explainer Videos
3D animation involves animating objects appearing in a three-dimensional space. This is extremely powerful for showing products that are still in development or difficult to film in live-action.

Whiteboard explainer videos were the first ones to become popular. These are videos in which animation is hand-drawn and erased on a whiteboard. It is one of the cheapest types to create, but it also has less unforgettable examples than illustrated videos.

With a good script and high-quality character animation, a whiteboard video can certainly be a viable option for companies – especially when working within a tight budget.

Screencast Explainer Video
Screencast explainer videos include imagery from a screen while a website, software, or application is in use.

Generally, the intention is to explain how these work in a simple way, without asking the consumers to read through long paragraphs of text.

Kinetic Typography Explainer
These videos are a great opportunity for promoting different types of products and services. Kinetic Typography videos deliver the message by playing with the words and other objects on the screen.


Tips to make the best explainer video


A well-written script is the key to a successful explainer video. The script needs to be addressed to the target customer’s concerns and pain points.

You need to introduce a problem and answer it with your solution.

Therefore, the video needs to introduce a quick overview of the product or service. But it should be enough to convince the customer about the reason why they need your company.

An explainer video needs to include a call to action, in order to guide your audience in the buyer’s journey, from the awareness to the decision stage.

The Shorter the Better

Whatever you need to say, say it well!

And keep it short – 90 seconds or less is the ideal length or around 150 words of script.

Your key message should be outlined in the first 20 seconds.

Normally, the audience makes a decision regarding your video in the first 10 seconds.

So, keep it interesting!

Simple Language
You don’t want to overwhelm your audience with a lot of technical terms they won’t understand. That is the best way to lose their attention. Use simple language accessible to everyone.

It is also a great idea to speak in 2nd person, using words like “you” and “your”. This will give the video a more casual, conversational tone.

Source: Kissmetrics and Wistia

Brief Overview
Don’t try to tell everything at once. It won’t work. Attention spans are small, so explainer videos should only offer a brief overview. Keep each point short and concise.

Humour is never a bad idea
Try making your audience laugh – videos with some subtle humour tend to be more enjoyable and engaging.

However, if your brand is serious, or the product or service requires a more formal content, you should match your tone. Make sure to represent the essence of your organisation.

Benefits, not features
It’s the benefits that really matter to customers, not the features. Tell people how your product is going to make their lives better.


How Explainer Videos are different from branding videos or advertisements?
Unlike branding videos, an explainer video is not looking to grab the viewers’ attention, but to explain complex ideas and make them user-friendly. This helps the target audiences to have a general idea of the company and the product or service it offers.

An advertisement is looking to create awareness of the brand. The explainer video will tell the consumer why they need what your company is offering.


Why do you need an Explainer Video?

• It can help you increase conversions – customers willing to buy your product
• Improving your ranking in Google’s search engines. Video is becoming increasingly important when trying to position your website into the first results.
• People will engage more with video content so will stay longer on your website
• This type of interesting, entertaining videos is more likely to be shared on social media – your viewers will help you spread the word!


Do you need help with your video? FORTAYmedia can help you!

We understand what you need to achieve the best results in your explainer video.
Our team of professionals can help you find out which type of explainer video is more suitable for the product or service you are selling and your company’s personality.
Get in touch and we will do the rest.

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