In today’s fast-moving digital world, keeping your audience’s attention is tougher than ever. With so many brands vying for attention, marketers need to find ways to grab people’s interest quickly and keep them engaged. This is where explainer videos come in—short, captivating videos that are perfect for delivering key messages fast.
Explainer videos have changed how brands interact with their audiences in the world of digital marketing. These short clips break down complex ideas into easy-to-understand, engaging content that boosts brand awareness, educates, and drives conversions. Whether they’re added to landing pages, shared on social media, or used in targeted ads, explainer videos are a versatile and effective tool across marketing channels.
In this guide, we’ll explore how explainer videos work in digital marketing, why they’re so effective, and how to create and use them to their full potential.
What Are Explainer Videos in Digital Marketing?
Explainer videos are brief, focused videos (usually 1-2 minutes long) that clearly explain a brand’s value, showcase how a product or service works, or solve a customer’s problem. Unlike traditional ads, which often rely on emotional appeal or brand awareness, explainer videos strike a balance between educating and persuading.
In digital marketing, explainer videos can serve a variety of purposes:
- Problem-Solution Stories: Highlight a common problem and present your product or service as the solution.
- Product Demos: Show how your product works, performs and highlight its benefits.
- Brand Storytelling: Share your brand’s story and values.
- Lead Generation: Encourage viewers to take action with a clear call to action.
Most successful explainer videos follow a simple structure:
- Identify the problem (0-20 seconds): Capture the viewer’s attention by addressing a challenge they face.
- Present the solution (20-30 seconds): Introduce your product or service as the answer.
- Explain how it works (30-90 seconds): Walk through key features and benefits.
- Call to action (final 10-15 seconds): Tell viewers what to do next.
Why Explainer Videos Shine in Digital Advertising
Better Engagement
Studies consistently show that explainer videos outperform other types of content when it comes to engagement. According to Wyzowl’s 2024 Video Marketing Statistics, 91% of people have watched explainer videos to learn more about a product or service. People generally prefer video content to text or infographics, and this translates directly into better marketing results. Explainer videos increase the time spent on a page, reduce bounce rates, and improve overall engagement. The combination of visuals, narration, and concise messaging keeps viewers hooked much longer than static content.
Higher Conversion Rates
Explainer videos are also great at driving conversions. Nearly 90% of people say that explainer videos help them make purchasing decisions. Here’s why they work:
- Clarity: They explain products and services in a way that removes confusion.
- Trust: Seeing a product at work builds confidence.
- Emotional Connection: Well-made videos connect with people on an emotional level, which text alone often can’t do.
- Memorability: People remember visual content longer, which keeps your brand at the top of their minds.
Including explainer videos in your ads can significantly boost your return on ad spend by increasing conversions at different stages of the sales funnel.
Versatility Across Channels
Explainer videos are incredibly adaptable.
- On product pages to encourage purchases.
- On landing pages to improve conversion rates.
- In email marketing to increase click-through rates.
- Shared on social media to boost engagement.
- As pre-roll, mid-roll, or standalone ads.
- Shortened versions for specific platforms or campaigns.
This flexibility allows you to make the most of your content across multiple customer touchpoints.
Boosting SEO
Videos increase the time users spend on your page, which is a key factor for search engines. Additionally, videos can appear in video search results, giving you another way to reach potential customers. By optimizing video titles, descriptions, and tags, you can attract traffic from both standard and video search results.
Types of Explainer Videos for Digital Advertising
Different marketing goals and brand personalities require different styles of explainer videos. Here are a few types:
Animated Explainer Videos
Animation is the most popular format for explainer videos, offering endless creative possibilities without the limitations of live production. Types of animation include:
- 2D Animation: Simple, cost-effective, and versatile.
- Motion Graphics: Ideal for visualizing data or abstract ideas.
- 3D Animation: Realistic animations perfect for showcasing products.
- Whiteboard Animation: Hand-drawn illustrations that feel like real-time creation.
Best for: Explaining abstract concepts, illustrating processes, or creating unique brand characters.
Live-Action Explainer Videos
Live-action videos feature real people and environments, which can make them feel more authentic and relatable. These can include:
- Spokesperson Videos: A presenter speaking directly to the audience.
- Customer Testimonial Videos: Real customers sharing their experiences.
- Documentary Style: Behind-the-scenes looks at your company or product.
- Product Demos: Showing the product in action.
Best for: Demonstrating physical products, showcasing services with a human touch, or building trust through real-world connection.
Screencast Explainer Videos
Screencasts are perfect for digital products and software. They capture on-screen activity and add voiceover narration. These videos include:
- UI Walkthroughs: Step-by-step demonstrations of software.
- Tutorial Videos: Instructional videos for completing specific tasks.
- Comparison Videos: Showcasing side-by-side comparisons of products or services.
Best for: Software or digital product demonstrations.
Hybrid Explainer Videos
Many successful videos combine different styles to leverage their strengths. This might include:
- Live Action with Animation: Real people interacting with animated elements.
- Screencast with Motion Graphics: Software demos enhanced with animations.
- Animation with Real Product Footage: Combining animation with real-world product shots.
Best for: Explaining complex products with both digital and physical elements, balancing technical details with emotional appeal.
Conclusion
Explainer videos are an incredibly effective tool in digital marketing. They allow brands to quickly communicate complex ideas, engage viewers emotionally, and boost conversions. As digital marketing evolves, explainer videos will continue to be key, especially as technology advances and new techniques (like interactivity and personalization) emerge.
So, whether you’re launching a new product or simply looking to boost conversions, explainer videos are a proven way to connect with your audience and achieve marketing success.