Deciding that your business needs an explainer video to showcase your brand is one thing - but figuring out exactly what style to use is another. See what type is best suited to your audience.
Explainer videos are all about storytelling. So, which style of explainer video is best for you? Good explainer videos can have a direct influence on increasing social media presence, search engine rankings, increased followers – and most importantly, sales. Their purpose is to attract, educate and empower buyers.There are a number of different explainer video styles available, and a wide range of costs. Estimates start from approximately $5k per minute, upwards. Your desired return on investment (ROI) depends on your objectives, and how you measure them. If lead generation is one of your objectives, then try this ROI calculator . Created by IdeaRocket Animation to assist their clients, this tool will help qualify the results you need, in order to substantiate the cost. Bear in mind, this was generated for the American market – however, it still has application here as a guide.Here’s a variety of explainer video styles to consider:Whiteboard animationA story told using drawings on a whiteboard where the artist is seen to be drawing in front of the camera
Highly engaging video style with a strong educational approachThis technique of storytelling has an amazing capability to explain complex ideas in a very simple way or make a boring topic more interestingThey also have a strong power to capture your audience's attention, since the story is created in front of the viewer's eyes.The traditional whiteboard animation format is;
White backgroundContinuous marker drawingThe use of the artist's hand
Ideal for IT solutions, software companies
Screencast videoThis simple, low budget format is the ideal education tool for technical guides.
Screencast video is useful to explain how to install and use apps, software, and complicated kit. It’s a great “self-help” tool, frequently used by ISPs i.e. “how to download Gmail into Outlook"Generally published on YouTube, viewers get the benefit of being shown how to use the product in a systematic manner, and they can review the video if they are stuck.
3D AnimationThis is the ultimate in computer-generated imagery. With 3D animation, you ’re only limited by your imagination and budget. The results can be amazing and give your brand real cut-through.
Designed and created entirely from scratch, 3D animation takes time to produce, and so will any changes that need to be made. Ideal for showing concepts e.g. interior design and architecture; also the inner workings of technical products such as motor vehicle engines. Given cost considerations, this format is used mainly by established brands.
Take a look at this and see the power of technology and animation:
2D AnimationThis technique is widely used in a number of television shows, such as The Simpsons and South Park. Given its cartoon style, 2D animation is ideal for storytelling, where characters can be humanised to show emotion that helps build trust.
It is great for both B2B and B2C environments, including small business and start-ups. Also frequently used in advertising, 2D animation is arguably the most popular form of animation used today in a variety of contextsTo create empathy with your message, you need to draw characters that represent the personalities of your target audience. These characters are the thread that keeps your story flowingLike classic comic book characters, yours also need to show emotions that reflect and highlight your story, i.e. problem = sad/angry; solution = happyInjecting humour is a way of encouraging viewer engagement as well as lightening a serious subject without minimising the message
This is a 2D explainer video for Munzit - a content sharing platform:
Stop motion gives the appearance that inanimate figures and objects are moving by magic. This technique involves an object or character set in a pose against a background or green screen (with green screen, the background is laid behind the action at editing stage). Each character is moved a fraction at a time, photographed, then moved again. When the frames are played in sequence, this gives the illusion of motion.
Even 30-second spots can take weeks to create and produce - allow for at least 50% more time for stop-motion explainer videos. Also, be mindful that revisions are extremely costly once production begins. Communications between you and the animator are key to make sure expectations are well managed. While stop motion is time consuming and therefore expensive to create, you will have unique imagery to support your story
This stop motion advertisement for Honda took months to make and features thousands of hand-drawn illustrations. It tells the story of Honda's history in transportation:
Live Video Techniques
Video is probably the easiest and most flexible of explainer video formats. Techniques can range from a hand held video selfie, shot on a mobile device, and directly uploaded to Facebook; through to full production cast, scriptwriters, directors and crew, edit suites etc.
Live to Camera Social Video
To give you an idea of what is possible on a “no budget” but heaps of ingenuity, here’s Simon Gault, one of NZ’s best-loved chef’s, promoting his new restaurant Giraffe. Shot by Simon on his mobile phone and uploaded to his Facebook page. With 43k+ people following him, this is a great way for Simon to talk directly to his fans.
Self-Promotion Video
Being in the business of wedding and special event video and photography, this is a beautiful and emotional explainer video by True Mirage Productions. Based in Te Aroha, True Mirage captures the magic of a client’s wedding, demonstrating how their touch has created a memorable and enduring story.
Full Production
This is the bells-and-whistles of explainer videos including a “cast of thousands”, and the price tag. The results can be outstanding and truly memorable. Here is a range of explainers from NZ, and overseas, for careers through to apps, and more.
Synlait careers explainer video:
Encouraging users to download and use the Unroll Me app:
A humorous plug from The Dollar Shave Club:
Quality explainer videos are an investment to help grow your business. Great creative is all very well, but the success of your explainer should be based on a measurable ROI, whether it be through increased video SEO results, in-bound leads, customer satisfaction, awareness, engagement, sales, or conversions.For more information on choosing the right explainer style of video for your business, go to YumYum Videos .
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