Traditional ways of marketing and media has really taken a backseat these days. And that's okay! We have a look at what goes into an explainer video by going through some of our favourite.
Ever wondered what makes a good explainer video?
In this new era of ‘going digital’, you only have 7 seconds to make an impression on a viewer before they simply decide to keep on scrollin’. Now, can you imagine that? 7 seconds – that is ALL you get. Not 8 - which is the same amount of time that a Rubik’s Cube can be solved, or 9 but 7. 7!
So, to save you the hassle, we have put together a list that explains what a good explainer video should include and what this will look like once executed. Now before you scroll down, don’t panic! We’ve collated examples of various explainer videos – starting from the very DIY, all the way to those that have some budget to bring in the professionals. We’ve got you all covered! Now you may scroll.
A good explainer video must:
Identify a problem that resonates with the viewerPresent a solution to the problem by successfully demonstrating the productFinish with a call to actionUse captivating (and relevant) graphics, animation or storyline that can be easily understood with or without a voice over/subtitlesEmploy effective use of emotion to reinforce a problem vs solution e.g. sad/angry vs happy/relievedUse un-obtrusive background music that denotes to the viewer how they should be feelingBe around 1 – 2 minutes long. If you’ve managed to crack their initial 7 second attention span, you don’t want to lose them straight after!
Want to see what on earth we’re on about? Check out some of our top explainer videos below!
Equestrifit is a New Zealand start-up in the fitness market, specifically targeting equestrians. The Equestrifit explainer video clearly identifies the problem and the solution, using split screen video and graphics.
We’ve chosen this explainer video as a great example of what can be achieved with a little know-how, the right technology, and a bit of time. Shot by the business founder on a Canon Legria HF-625 video camera, and edited using Apple Motion.
Shot in Europe for Bridgestone DriveGuard tyres, this clever explainer video uses 360° video technology to give the viewer a virtual reality experience. While it breaks the 1-2 minute duration rule, both the video technology and message are captivating and memorable.
Bunzl Cleaning’s explainer video identifies and then solves a yukky problem for building maintenance managers and commercial cleaners. Using a combination of graphics, animation and photography, this is a relatively low cost but highly effective sales tool.
Who knew an accounting product could be so exciting?! MYOB take to the skies with their new brand. A super concept and great delivery. You can’t help but watch this video to the end. Talk about taking an ad to a whole new level!
Great little explainer video using live action sequences to show DIY enthusiasts how to make a concrete topped bedside table. Easy to understand step-by-step instructions and simple storyline works well.
MYOB have created this simple yet effective video by using graphics to encourage viewers to read a report into new business opportunities in New Zealand. The video stays on point with their branding and is good, shareable content.
This emotional video from the American Red Cross uses a combination of 2D animation, graphics, and live video to deliver a powerful message of how they help reconnect families separated by an international crisis.
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