Why Explainer Videos Need to Be a Part of Your Marketing Campaign


Ian PearsonIan Pearson, Editor at Mediagurus

Friday, February 5, 2021

Video in marketing can be a powerful tool to engage customers, boost brand awareness and convert prospects. Specifically, the explainer video.

Article 4 Minutes
Why Explainer Videos Need to Be a Part of Your Marketing Campaign

When we look at the past couple of years, we can see that video content has been gradually taking over the internet. According to last year’s statistics, almost one third of the adult population from around the world spent more than 10 hours a week consuming online video content, which is strong enough proof of the sheer power this medium holds.

Businesses of all sizes are realizing this and starting to incorporate video content, particularly explainer videos into their marketing. If this was not enough to convince you to devote a part of your budget to video production, here are some of the reasons why explainer videos are so effective.

What is an explainer video?

There are several ways to incorporate video into your marketing strategy and one of them is creating explainer videos. These are short videos (they can range from 30 seconds to 3 minutes) that, as the name suggests, explain something in a compelling way. They might tell your company’s story, present your new product, or communicate any other information you want your customers to know. The main feature of explainer videos is that they are engaging and colorful; they should hold the attention of the viewer and entertain them while educating them.

Where should you use explainer videos?

As mentioned, explainer videos can have a range of different purposes:

  • You can use overview videos to briefly present your products or services and place these videos on your landing page.
  • You can present your company and your company culture through an introduction video to promote your brand and send a strong message.
  • You can shoot quick tutorial videos to explain how your product works and give step-by-step instructions on how to use it.

In fact, explainer videos are not only for your clients and customers, you can make use of them in-house too, for example, during presentations, as they communicate ideas very effectively.

Why should you use explainer videos?

Interesting visuals hold attention

Whether we’re talking about animation or live-action, a well-made explainer video is fun to watch. This means that you’ll be able to effectively engage your audience and deliver your message.

A well-placed explainer video on your landing page will boost conversion rates and encourage them to stay on your page.

Short explainer videos are also effective because of their length. There’s a smaller chance that people will watch to the end if they’re only one or two minutes long. Of course, this means that you have to ensure your are concise while still including all the essential information you want.

They trigger an emotional response

Combining narration, music, and visuals in the right way will draw your viewer in and influence their mood. A strong emotional response is a key factor in converting your audience. You need to hit the right tone in order to achieve the desired effect. If you don’t have the skills or technology to do this in house, consider speaking to a  high-quality video production specialist. The quality of the videos will go a long way in establishing their effectiveness and delivering a good ROI.

Explainer videos are easy to digest

According to Wyzowl’s The State of Video Marketing 20202, 96% of people have watched an explainer video and 84% of them were convinced to try a service or product. Two-thirds (66%) say they prefer to watch a video to learn about a product or service. Why is that so? The reason lies in science.

Explainer videos, and videos in general, are effective because they combine audio-visual elements. While a text or an infographic would only appeal to those of your customers who are a visual type, and a podcast would make auditory ones happy, combining the two not only appeals to a wider audience but it also becomes much easier to remember. In fact, audio-visual content is the easiest for the brain to digest and retain, so if you want your message to stay in the minds of your customers, explainer videos are a great tool to use.

The ROI is high

One of the biggest advantages of explainer videos is their high ROI. Today, thanks to technology, high-quality video production has never been more accessible. This means that you don’t have to spend a fortune on it to still reap its benefits.

Videos are generally more likely to be shared than other forms of media. Most mobile users share videos with their friends and acquaintances regularly. So it shouldn’t come as a surprise that if you provide useful and/or creative content in video format, it has the potential to achieve great reach.

Ian Pearson

Aside from primary area of interest and expertise in e-marketing, Ian could be tagged also as a passionate sports fan, nature, and photography enthusiast, always trying to keep up to date with tech innovations and development.


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