When you need to understand the service and product comprehensively and easily, an explainer video is your savior. What is an explainer video? It is a video with visuals and narration. A clear explanation is supported by a good demonstration. The audience needs this info before getting the product.
An explainer video does not need a sales message. It is different from conventional ads. The practical purpose is to make it clear by demonstrating real workflows, so common questions can be answered. It also helps to understand the complex promotion.
What Types of Explainer Videos Are Common?
There are some formats you need to know:
Live-action
This format is suitable when demonstrations of people or physical objects are the main idea.
Animation
It is well suited for abstract and technical subjects. An animated explainer video is the best format to show data flow visualization. It also works for software architecture, hypothetical scenarios, or something similar.
Screen-recorded video
Explaining software and digital workflows are easier using this format. It is better to combine it with voiceover or a cursor. It makes it easier to understand.
A SaaS company might open with a presenter. It moves into a screen demonstration. Then finish with animated graphics showing the wider workflow.
How Long Should an Explainer Video Be?
There is no universal runtime, but many explainer videos work effectively between 60 seconds and three minutes. How much information that you want to share? Then, it will determine the duration. Make sure that you determine cautiously what to share with the audience.
Do not worry about producing a long video. Moreover, if the viewers are already engaged with your product. For example, internal training or technical education. Do not decide the runtime in the first place; make sure that you know what you want to deliver.
When Does a Brand Actually Need One?
This video format is very helpful for audiences. The audience who always have the same questions about the product finds this content helpful.
That situation appears frequently with software, financial products, technical services, healthcare technology, B2B platforms, and unfamiliar consumer products. Written copy may explain the details accurately, but video can demonstrate relationships and sequences that are difficult to communicate through text alone.
An explainer video helps the sales team not to explain the same information manually. A good video will provide a complete and consistent explanation.
How Is an Explainer Video Made?
After the explanation of what is an explainer video, then we comes to know how explainer video production. The production process starts before a camera is switched on. There are five stages to start a good project. They are briefing, scripting, visual planning, production, and post-production.
- The briefing is a process where the audience and communication objective are determined. A useful guide on how to brief a video project should also establish who approves the script and final cut, because unclear approval chains can create delays later.
- Next comes the script. The writer will determine the information and the order. The common duration is 2 minutes of voiceover that requires about 300 words spoken. It also depends on the speed and pauses.
- The visual plan then translates those words into shots, screen captures, graphics, animation, or B-roll. The storyboard by the writers determines the recording target.
- During production, the approach depends on the format. Good cameras like the Sony FX3 or Canon C70 are sufficient for live-action videos. It is supported by crew and filming equipment. A clean interface and visible cursor are the base requirement for screen-based video. A physical shoot is not necessary for animated content. It requires motion work and design.
- Finally, post-production brings the material together. The voiceover recording and editing are handled. The visual correction is also done in this stage. The final cut should be reviewed against the original objective, not simply judged by whether it looks polished.
Where Does an Explainer Fit With Promotional Content?
Promotional videos and explainer videos might have similarities. The only difference is the purpose. Explainer content is made to answer questions. Promotional content has a goal of persuading viewers.
A company can use both. In explainer content, you will find the technical details. It will be shown on the product page. Promotional video mainly focus on attracting consumers through campaigns.
What Should You Decide Before Production Starts?
Who is your target audience? What is their level of understanding? What should they know after that? Where will the video be posted? Choose the desired format after you know the answer.
What is an explainer video? Practically, it is about the informational function. It contains a visual demonstration that helps people to understand something easily. It is the best format for people who encounter an unfamiliar subject. This format will help them to understand it completely in the easiest way.
Frequently Asked Questions
Is there an ideal length for an explainer video?
60 seconds to 3 minutes is a common duration.
Should an explainer video be animated or live-action?
Choose based on the subject. Physical products and people benefit from live-action content. Animated work is suited for abstract concepts or ideas. That’s something that cannot be pictured in real life.
What should an explainer video script include?
It answers the audience’s problems or questions. It shows the relevant answers or solutions. Unnecessary features and background information should be removed.
