Explainer Video: Seeing is Believing

Author: Bob Nov 16, 2017 5 min read

The age of Web 2.0 dictates us new rules. We have to invent new ways of catching customer’s eye and being recognizable. The text is not enough anymore. The latest researches show that more than 80 percent of responders confirm that video is more powerful than written content. Why? Scientists have proved that 90% of the information picked up by our brains is visual, because such content is processed 60,000 times faster than text.


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People are more likely to remember what they see, than what they read. Still not convinced?


Consider this when thinking about video content strategy:


– Video is about emotions. Video helps people to understand your message fully and adds an emotional connection.

– Video helps to influence and engage your audience on a personal level. Video gives an opportunity to build a face-to-face connection with the responder. Such messages have a bigger impact and impression.

– More than 90% of people who shop online say that videos help them to make purchase decisions.

– There are a lot of advertising platforms to share your video with a bigger audience.

Today’s marketing competition is to gain the attention of a potential customer. It’s important to know, that according to a study about web users, the average attention span in 2016 is 6  seconds, down from 12 seconds in 2000. So in reality, you have only 6 seconds to get your customer interested in your product. A video should begin with a powerful message, which will engage the target audience to watch the whole video and furthermore to visit your web page, stay there longer and get interested in your company.

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Video Marketing as an Innovative Solution


But to make your business more effective it is just not enough to create a video. That’s where explainer videos come in. The most effective way to tell about your product is to create an explainer video. An explainer video is a quite short (2-3 min) animated video, which is used usually by businesses to tell brand’s or start-up’s story. It includes the most important information and gives it to the viewer in the most approachable and creative way. Such video explains, introduces and at the same time advertises your company or product. Explainer videos have become popular over the past year and now have proven their effectiveness. According to researches, 85 percent of people say that explainer video increases the level of loyalty to the company.  Everyone knows that people gain a better understanding of a product or service once they see and hear someone explaining it. An explainer video is the best way to tell your potential customer what your business can do for them, how it works and why they should choose you.


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Videos Help Your Business Stand Out


There are a lot of variations and styles. It can be done in cartoon style, hand drawing, whiteboard animation, motion graphic, or digital drawing. The style of the video depends on your corporate style, targeting audience, your product. Explainer video really can help you to stand apart from your competitors because it’s unique and personalized to your company. The more creative and memorable your video is, the more people will remember your company and recognize it the next time.

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We have already mentioned the importance of a first customer’s impression and how to keep their attention. In most cases, the average person needs less than 60 seconds to make a purchasing decision. An explainer video will get their attention immediately. Explainer videos get your customers to learn more about your business, but also they are great at keeping attention. And here you should take care about the video’s script. With the right script, you can maintain attention every 8 seconds which is approximately every 20 words. It must be the whole story, which keeps intrigued till the last second.

YouTube has more than 1 billion unique users monthly and uploads more than 6 billions of hours of video each month. So only this case proves that video has become one of the most popular ways to share information and advertise.

Top 3 Things to Avoid in Videos


If the arguments above have persuaded you, here are some important things you should avoid in the explainer video:

– Explainer video is not a product overview. You shouldn’t tell all technical aspects, because at the first time you should give a customer understanding about what the product is about.

– Remember, that explainer video shouldn’t be longer than 3 minutes. Keep your message clear and short.

– Do not ignore the quality of the video. Maybe, you will pay more money, but your script, design, effects, and audio will be much more professional and will make a good general effect.

The key moment is the creation of a video. It begins with the concept of a video, then it transforms into an accurate script. After that artists and animators realize it into a video.


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Don’t be afraid to discuss some aspects, corrections, confidently say about the goals of the video and what result you want to get in the final.

Are you still hesitating? Time is running out!


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