How Video Producers Engage with Audiences to Produce Effective Explainer Videos
Explainer videos are a great way to introduce your product or service to potential customers, clarify complex ideas, or build brand awareness. But with so many videos out there, how do you make sure yours stands out and achieve your marketing goals?
The key lies in understanding your audience and crafting a compelling explainer video that resonates with them.
As a British voiceover artist, I’ve voiced many hundreds of explainer videos in my 25-year career. You can check out some of my work here:
British explainer video voice over – Guy Michaels – British Voice Actor (provoiceactor.co.uk)
Why Explainer Videos Matter
Explainer videos offer several benefits for businesses and marketers:
- Simplified Explanations: Break down complex topics in a digestible, audience-friendly way.
- Product Demonstrations: Showcase how your product or service solves problems and makes people’s lives easier.
- Brand Storytelling: Infuse your company’s personality into the video, establishing a connection with viewers.
- High Engagement: People are more likely to watch a video than read a lengthy text description.
Types of Explainer Videos
When creating an explainer video, there are several popular styles to consider:
- Animated Explainer Video: Versatile and eye-catching, animation allows for limitless creative expression.
- Live-action Explainer Video: Offers a human touch and is excellent for showcasing real-world use cases.
- Whiteboard Explainer Video: A simple, visual style perfect for explaining complex processes step-by-step.
- Screencast Explainer: Ideal for tutorials and demonstrations of software or digital tools.
Key Steps to create Effective Explainer Videos
- Deep Audience Understanding: As discussed previously, research your audience through client briefs, market analysis, surveys, and focus groups. Create buyer personas that help you step into their shoes.
- Compelling Script & Storyboard: The explainer video script is the foundation. Use language tailored to your audience, humour when appropriate, and present the problem your product or service solves in a way they understand. Storyboard the key visuals that will accompany your narration.
- Strategic Style Selection: Choose the type of explainer video that best complements your message and resonates with your audience. The visual style can impact the perceived tone of the video, so pick wisely!
- Test, Refine, & Improve Get feedback from your target audience during the creation of explainer videos. Their responses will help you ensure your video is on track and having the desired effect.
Tips for Creating a Stellar Explainer Video
- Hook Them Early: Grab attention within the first few seconds to ensure viewers don’t click away.
- Keep it Short: Most successful explainer videos fall under the two-minute mark. Focus on delivering value quickly. Use my words to time calculator to help with this.
- Clear Call to Action: Tell viewers what you want them to do after watching the video (visit a website, sign up for a trial, etc.)
- Professional Production High-quality explainer videos build trust and credibility. Consider working with a professional video production company and of course….always use a professional voiceover for explainer videos!
- Strategic Distribution: Optimise your videos for search and place them across relevant platforms like your website, landing pages, or as video ads.
Where Do Explainer Videos Shine?
Effective Explainer videos can be used in many facets of your marketing strategy:
- Website or Landing Pages: A video on your website welcomes visitors and succinctly explains your value proposition.
- Marketing and Sales Materials: Explainer videos help your sales teams convey information persuasively.
- Social Media: Short video snippets are ideal for social media engagement. Repurpose your video and get as much mileage as possible from a single video!
- SEO Boost: Videos can positively impact your search engine rankings.
- How-to Videos and Tutorials: Provide step-by-step visual guides for complex tasks.
The Power of a Well-Crafted Explainer
Effective explainer videos are an excellent tool for marketers. By understanding your audience’s needs, tailoring your content, and choosing the right format, you can create promotional videos that explain your offerings, build trust, and boost conversions. Explainer videos are often a worthwhile investment that has the potential to greatly expand your reach and increase your brand’s success.
NEXT UP: The Step by Step Guide to Working with a Voiceover Artist