How to Create Explainer Videos

Explainer videos are one of the most effective tools for breaking down complex products, services, or concepts into easy-to-understand and engaging content. Whether you’re introducing a new product, explaining how your service works, or outlining a process, explainer videos help simplify information while keeping your audience’s attention. They are versatile and can be used across platforms, including websites, social media, and email marketing campaigns.

In this article, we’ll cover how to create effective explainer videos, best practices for production, and tips to ensure your videos resonate with your target audience.

Why Explainer Videos Are Important

Explainer videos offer several benefits for businesses looking to educate and engage their audience:

1. Simplifies Complex Concepts
   Explainer videos are perfect for breaking down complex information into manageable and easy-to-digest content. Whether it’s a technical product, a new app, or a complicated service, explainer videos make it easier for viewers to understand how your offering works.
2. Improves Engagement
   Compared to text-heavy explanations or blog posts, videos tend to grab attention faster and hold it longer. People are more likely to watch a short video than read a long article, making explainer videos ideal for increasing engagement.
3. Boosts Conversion Rates
   Explainer videos can help convert prospects into customers by clearly communicating the value of your product or service. Research shows that having an explainer video on a landing page can increase conversions by up to 80%.
4. Enhances SEO
   Google and other search engines prioritize video content. By adding explainer videos to your website, especially on key landing pages, you can improve SEO and increase the chances of ranking higher in search results.

Steps to Create an Effective Explainer Video

To create a compelling explainer video, you need a clear plan and a structured approach. Here’s a step-by-step guide to help you get started.

1. Define Your Objective

Before creating your explainer video, it’s essential to have a clear understanding of what you want to achieve. The objective of your video will guide its content, style, and structure. Common objectives for explainer videos include:

• Educating your audience on how a product or service works.
• Introducing a new product to the market.
• Converting potential leads into paying customers by explaining the benefits of your product.

By defining your objective, you’ll have a focused message that resonates with your target audience and achieves your marketing goals.

2. Understand Your Target Audience

Your target audience determines the tone, style, and complexity of your explainer video. To create a video that speaks directly to your audience, consider their pain points, needs, and preferences. Are you targeting tech-savvy professionals or everyday consumers? Understanding your audience will help you tailor your message and visuals to their level of understanding.

Best Practices:

• Use clear, simple language for general audiences, avoiding jargon or technical terms.
• Focus on specific benefits that matter most to your audience.
• Keep the video concise—most explainer videos perform best when kept between 60-90 seconds.

3. Write a Compelling Script

The script is the foundation of your explainer video, and getting it right is crucial for the success of the video. A strong script is clear, concise, and focuses on delivering value to the viewer. Remember, your goal is to explain, not to overwhelm.

Here’s a simple structure for an effective explainer video script:

1. The Problem: Start by identifying the problem or pain point your audience is facing. This draws viewers in by showing that you understand their needs.
2. The Solution: Introduce your product or service as the solution to that problem. Explain how it works and why it’s the best option.
3. The Benefits: Highlight the key benefits and features that make your solution stand out.
4. Call to Action (CTA): End the video with a clear and actionable CTA, such as “Sign up today” or “Get started for free.”

Best Practices for Writing Scripts:

• Keep the script focused on one main idea.
• Write in a conversational tone to make the video feel more approachable.
• Make sure the video’s message is clear from the very beginning.

4. Create a Storyboard

A storyboard is a visual plan for your video that maps out each scene. It includes drawings or screenshots representing the key moments of the video, as well as notes about dialogue, on-screen text, and camera movements. Creating a storyboard ensures that the visuals align with the script and helps guide the video production process.

Best Practices for Storyboarding:

• Break down the script into scenes and plan visuals for each one.
• Include arrows and notes to show camera movements, transitions, or animation sequences.
• Ensure that each scene flows logically to keep viewers engaged throughout the video.

A well-thought-out storyboard not only keeps your production organized but also helps you visualize the final product before shooting or animating.

5. Choose the Right Style

The style of your explainer video depends on your target audience, product, and budget. There are several different styles of explainer videos to choose from:

• Live-action videos: Ideal for showcasing physical products or services. Live-action videos use real people and real settings, making them more relatable and personal.
• Animated videos: Great for explaining abstract or complex products, such as software or services. Animation allows for greater creativity and flexibility, making it easier to visualize intangible concepts.
• Whiteboard videos: A popular style where animations are drawn on a whiteboard in real-time. These videos are particularly effective for explaining processes or step-by-step instructions.
• Screencast videos: Perfect for software companies, screencasts show the product in action on-screen. This is a great way to walk viewers through specific features or processes.

Choosing the right style for your audience and message is critical to ensuring your video is effective.

6. Focus on High-Quality Visuals and Audio

The production quality of your explainer video reflects the professionalism of your brand. Whether you’re shooting a live-action video or creating an animation, the visuals and audio need to be clear, polished, and aligned with your brand identity.

Best Practices for High-Quality Production:

• Invest in professional equipment or work with an experienced production team if you’re creating a live-action video.
• For animations, use professional animation software or hire skilled designers to ensure smooth, high-quality visuals.
• Ensure that your video has clear, crisp audio by using a professional voiceover artist and quality recording equipment.
• Include background music to enhance the mood, but make sure it doesn’t distract from the main message.

High production values help build trust with your audience and make your video more engaging.

7. Include a Strong Call to Action (CTA)

Every explainer video should end with a clear and actionable CTA. After explaining the benefits of your product or service, the next step is to guide viewers toward taking action. Whether it’s signing up for a free trial, visiting your website, or making a purchase, your CTA should be specific and easy to follow.

Best Practices for CTAs:

• Use action-oriented language, such as “Start Now,” “Learn More,” or “Get Started Today.”
• Place the CTA at the end of the video, after the main message has been delivered.
• Reinforce the CTA with on-screen text or a clickable link, especially if the video is shared online.

A strong CTA turns viewers into leads or customers, so it’s important to make it prominent and easy to understand.

8. Promote Your Explainer Video

Once your video is ready, it’s time to promote it across multiple platforms to maximize visibility. Here are some ways to get the most out of your explainer video:

• Embed it on your homepage: This is one of the most effective places for an explainer video, as it introduces your product or service to new visitors right away.
• Use it in email marketing: Including a video in your email campaigns can increase open and click-through rates.
• Share it on social media: Platforms like Facebook, Instagram, and LinkedIn are ideal for sharing short, engaging explainer videos.
• Add it to landing pages: Use explainer videos on product or service landing pages to help convert leads into customers.
• Upload it to YouTube: Optimizing your video for YouTube can help increase visibility and drive traffic to your website.

Conclusion

Explainer videos are a powerful way to simplify complex topics, engage your audience, and drive conversions. By focusing on a clear objective, creating a compelling script, and using high-quality visuals, you can create effective explainer videos that resonate with your target audience. Remember to include a strong call to action and promote your video across multiple platforms to maximize its impact.