MediaThe Importance of Explainer Videos

December 3, 20190

An explainer video is a short animated video that is designed to tell the story of a brand or product in a memorable way. These videos first started to gain popularity in 2007 when a video made by the company Common Craft was used to explain the basics of the then-new social media platform Twitter. The short video used simple language and graphics, but that’s what made it so special. It took a concept of microblogging – something that most people hadn’t seen at the time – and made it easy to understand. The video was viewed nearly 10 million times. Meanwhile, Twitter has since become one of the most popular social networking sites on the Internet with 330 million monthly active users. That isn’t all due to that one explainer video, but the video certainly helped. More importantly, it showed marketers and business owners how efficient such videos could be.

Explainer Videos vs. Branded Videos

Today, videos of all kinds are being used in marketing campaigns, but not all of them can accurately be described as explainer videos. Most videos that you see promoting a business are branded videos or demo videos. They are intended to grab your attention and promote a product or a service. They serve that purpose well, but an explainer video is different. Explainer videos are intended to distill complex ideas into something that is easy to understand as opposed to simply telling viewers why they might need a product or a business. For example, Common Craft’s Twitter video is an explanation of how Twitter works without using the kind of promotional language that you would find in a typical branded video. By the time you’re done watching it, you know exactly what Twitter is, how it is used, and why someone would use it. Common Craft could have simply made a video that described Twitter as a new microblogging platform and a social networking site, but that wouldn’t have been nearly as effective as the video that they did post.

Why Your Business Needs Explainer Videos

Now that we’ve gone over what explainer videos are and how they’ve been so effective in the past, let’s talk about the benefits of having these videos as a part of your marketing campaign. The first and most obvious benefit of having an explainer video on your website or social media feed is to grab your viewers’ attention and holding onto it. By now, you might have heard that people’s attention spans have fallen quite a bit as far as the Internet and social media are concerned. Statistics have shown that 17 percent of visitors will click away from an article or a blog post within four seconds. 17 percent of everyone who clicks on a link leading to a text article doesn’t seem like a lot, but that is still millions of visitors to your site and potential clients losing interest in what your business has to offer. On the other hand, many of these people are far more likely to stay if they have a video that grabs their attention. The longer your visitors stay on your site or your social media page, the more likely they will be to purchase the products or services that you have to offer.

Another great benefit of using explainer videos to market your business is to clarify what your business is about. In some cases, this is due to people having different interpretations of something they read. If a blog post or a home page doesn’t have a clear message, then people won’t know what to make of your business. If you have an explainer video that gives a clear explanation of what your business is about, you will have much better luck connecting with your audience and letting them know why they should give you and your services a chance. A good video will also help your audience retain information, especially if you have a business that might be hard to explain in any other way.

As with other videos that are posted on your site or your business’s social media accounts, explainer videos can also increase your web traffic and your Google ranking. Google’s algorithm takes videos into account when it determines where your content shows up on searches, so a well-made explainer video can account for a lot. This isn’t about coming up with a video that goes viral since there is no set formula for that, but short and insightful explainer videos that can be easily shared will translate into more web traffic.

Finally, an explainer video will allow you to showcase more of your personality and your business’s culture. The best and most effective explainer videos have simple and charming animation and come across as friendly and helpful. They provide the perfect opportunity to add a little bit of warmth and humor to what you have to offer. You don’t want to get too carried away with your videos – the goal is still to inform your audience about your business, after all – but you also want something that your audience will appreciate and want to share with others.

If you’re looking for a way to give your marketing campaign some more personality and keep your potential clients informed, an explainer video is always a great way to go about it. Aside from being animated, many of the rules about video marketing and advertising still apply. Explainer videos should be kept relatively short (preferably around 90 seconds to two minutes), and they shouldn’t feel too intrusive if someone has autoplay on as they scroll through their Facebook feeds. Since the best explainer videos are animated, you are also better off hiring a marketing company such as Studio MFP to create your videos. Studio MFP will work closely with you to come up with helpful and concise videos that show viewers what your business is really about, and they will work closely with you to make sure that it fits within your business’s culture. For more information about how explainer videos can help your business, contact us today.

Our Explainer Video for Host MFP


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