What is an Explainer Video?
Explainers are a short, fun way to describe your product or service to consumers, they replace pages of text and images into a short, focused and concise script. Their main purpose is to condense complex messages and products into something simpler and provide a delightful experience to users about your product and service.
Here is a great example of complex scientific Jargon simplified by explainers:
While explainers are great as a sales tool to sell your product and service to clients, they can have several other uses. Explainers can be used to market test your idea even before you invest in a product. Explainers can be used to induct and train staff. Explainers are used to liven up information that you want to convey. Explainers are a great branding tool, sometimes when all your business is behind a computer you need something that will add a personality and ‘humanize’ the experience.
(Wondering how much do you need to spend to get an explainer video? Read our post ‘Why You Need More Than $500 For an Explainer Video?‘)
Explainer videos are often confused with a Tutorial or a viral video or a company introduction or a product demo, while explainers may incorporate these things in an explainer, the focus of the video is content and the clarity of the message. Explainers express the problem that is prevalent and how it can be solved.
What are the different styles of explainer videos?
Explainer videos come in several flavors, some are animated and some aren’t, some have characters, some have silhouettes and some don’t. We at broadcast2world have done explainer videos in all almost all the styles that are out there. Choosing the type of the explainer video is critical to the success of the engagement intended.
2D Character Animation Style –
2D animation is one of the most popular and diverse styles of animation. It’s a style in which both characters and the scenes are created in a 2D space using perspective in order to recreate the illusion of depth. This type of animation evokes emotion and appeals directly to the audience making it the ideal content for people to share also. It’s primarily characterized by being engaging and straightforward.
2D Infographics Animation Style –
Infographics is a compelling way to make complex data usually numbers, graphics, trends meaningful and embed it in a storyline. People are naturally drawn to stories, making it easier to sustain their attention. A narrative also gives the data the context it needs to promote understanding and provide a deep emotional impact.
2.5D Animation Style –
This animation style simulates a 3D environment, a lot more detail is added to an average 2D animation, with a careful play with perspectives and colors, one can add a simulation of a 3D environment without having to spend a fortune. 2.5D also gives a very professional result to your video.
WHITEBOARD ANIMATION Style
It’s one of the most popular and preferred styles for B2C and B2B because whiteboard videos are perfect for diving a bit deeper into a product, service or process explanation. This style consists of drawing simple black and white illustrations on a whiteboard to explain a concept. When the objective is to focus on the product or a service and its features, whiteboards are a way to go.
This animation technique has endless possibilities. From an explainer point of view if you have a product or process where there is a lot of details in the depth then 3D is your style. They come in a lot of flavors, 3D Objects to 3D characters. 3D is mostly used for commercial purposes for its high quality. Nevertheless, 3D explainer video production can be quite expensive and not suitable if the budgets are small.
Live Stock + Animation
This technique relies on stock images and videos and overlays animation on it for a dramatic effect. From an explainer point of view, the livestock ‘humanizes’ the experience and the animation will be able to convey details that may be too complex, gory or crude to be shown. Take surgery for example, while one can use a stock video to show a surgeon, but the anatomy can be animated.
In live action videos, everything is recorded using a camera. It’s a good option for companies seeking to build a personal relationship between them and potential customers by showing real people in real scenes. It is a favored style in B2C, which is why it dominates the TV Commercial space. There are not many companies that use live action for its explainer videos, but companies like Airbnb have used live action in their video explainers. Live Action also dominates internal training and development videos.
It is an animation technique that consists of photographing an object as it’s is moved in small amounts creating the illusion of movement when the series of frames are played as a sequence. The fact that this creates an effect of jittered movement this style is called stop motions. Imagine a kid moving a toy horse the effect captured by the camera would be stop motion.
A screencast is the digital recording of a screen capture containing audio narration. Since it’s one of the low-cost alternatives to make a video, several start-ups rely on it, especially when it comes to tutorials. Sometimes secondary effects can be added to screencasts to make them look professional, conveying a first person experience of using the product.
What is my ROI on an explainer video?
Why use explainer video for your product? Because it simply works! At Broadcast2World we have produced over a thousand explainer videos for organizations of all shapes and sizes. Cisco approached us for an explainer video to elucidate that their new suite of products caters to small companies and the objective of the video is for these companies to perceive that the product is effective and affordable. Within one year of the video launch, Cisco reports a surged increase in adoption rates of their new suites.
Still not convinced, perhaps the best example is the Dropbox explainer video, the mathematics is just staggering after the first year of investing:
Explainer Video Cost ~ USD 15,000
New Customers Added – 50 Million
Increase in the Customers – 10%
Revenue per converted customer: 24 Million
The video after 5 years is still paying many times over.
Wondering how to define the budget of your explainer video? Read this post on ‘Why you need more than $500 for an explainer video?‘