5 Most Effective Explainer Videos
2. Head Space
The Head Space explainer video takes a topic – mindfulness and meditation – that some people find a bit confusing and breaks it down into easily digestible chunks. More specifically, this service teaches people various mindfulness and brain-training techniques.
Using simple animation, viewers learn that they can get started by committing to just 10 minutes a day on a free trial membership. If they want to learn more at that point, they can pay to join the site to gain access to hundreds of hours of content.
For subjects such as this one, it’s best to keep animated marketing videos simple and short. Video creators shouldn’t try to go into depth and tell the viewer everything there is to know about a product or service in the initial introductory explainer video. It really is meant to tell viewers in a nutshell what the product/ service does and how it can help solve the viewers’ problems. All these videos need to do is to create the initial spark.
No matter what the topic, the message of your explainer videos needs to connect with their intended audience, and they need to do so quickly. The Spotify explainer video does this amazingly well. Media theorist John Berger said that “seeing comes before words.” We see the world first in pictures and then use words to describe the pictures that we see.
It is estimated that people perceive pictures in one second. However, to perceive meaning from text, it takes five seconds. In the world where most people have an I-want-everything-right-now kind of attention span, Spotify’s video succeeds in getting the viewers’ attention right away. Spotify uses music and image shortcuts – everyone understands what a drummer is – to signify a more abstract concept, a music site that’s a bit more than radio. The video is catchy and effective.
If you’re going to make explainer videos, make them visually interesting. Studies in Multimedia Learning Theory show that the brain has limited capacity to take in information. That information needs to get to the viewer via sound and pictures.
However, due to the possibility of information overload, it’s better to use strong visuals with limited text in them. The actual text should be spoken in the script. Therefore, in this context, the visuals in an explainer video need to capture the viewer’s attention AND educate the viewer at the same time. This is about more than just looking pretty, however.
The graphics need to be instructional: That is to say they need to show the process, a sequence of events, or a context that helps the viewer understand what the product/ service is about. The animated marketing video for SatPhoneCity does this well.
Using a series of established visual icons (the cross for medical, the handshake for diplomacy, and the soldier for military), the viewer is shown who uses this satellite phone service and why it’s helpful. It also explains how the consumer selects the product, how it gets shipped to the consumer, and how to contact the organization.
Although the graphics are simple, they’re effective. Marketing managers should keep this principle in mind as they create their marketing videos.
5. Amazon Go
An explainer video probably isn’t necessary for products or services that are simple. Very often, these types of products and services fall under the categories of tech or design, but the principle holds true for anything that isn’t easily understood upon first glance.
Amazon go is one such service. Basically, the service allows people to pay for groceries and other purchases ahead of time on their phone via their Amazon account. Once the person loads money onto the account, he/ she can go into the store, pick up their items, have them charged hassle-free to their phones, and leave the store without seeing a cashier.
In this respect, it’s okay to make an explainer video that gets a little detailed. However, it’s detail that must be done right. This video strongly relies on breaking down each concept into smaller bits in a logical sequence until the whole product story gets told.
When you’re writing the script for a video marketing piece like an explainer video, you want to keep it simple and relevant. The video tool should show how and why the product/ service will help the consumer. However, the content should not overload the viewer, especially if the product or service tends to be a bit more complicated. These five videos show some of the best examples of this type of marketing tool. Use them as a springboard of inspiration when you’re creating your own.