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5 September 2023

What is an explainer video?

What is an explainer video? What does it look like? And what is it good for? You can find the answers to these questions in this blog post.

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Explainer videos have long since become an indispensable marketing tool. Statistics show that online users consume an average of one and a half hours of video content every day. According to a Google survey, 85% of social media users consume video content exclusively. In other words, if you're looking for a cooking recipe or instructions on how to plug in a light bulb, for example, you'll prefer online tutorials that illustrate that very thing. Explainer videos therefore correspond to the user behavior of people who surf the World Wide Web. But what exactly are explainer videos?

Explainer videos correspond to user behavior. Image copyright: Ivan Samkov

Information transfer par excellence

Explainer videos (also explainer film or explainer video) are audiovisual short films with a typical running time of 15 to 120 seconds. They are characterized by a thematic and creative diversity and an informal communication style. Due to their striking and at the same time reduced animation style, they are particularly suitable for communicating complex facts and contexts in an easily understandable way. Companies and institutions typically commission them to present the functionality and scope of their products or services, to highlight the central USP, to illustrate internal processes, to present their own company or institution, and even to pitch project ideas. Compared to text, 40% more information sticks with the viewer. Statistics show that. Explainer videos are suitable for strengthening brand and company awareness, social media engagement and a company's own online presence. What's more, 95% of Internet users have already seen at least one explainer video. It's an established format. This makes explainer videos a valuable medium for conveying information.

The attention span of a goldfish lasts nine seconds, the human one eight seconds. Image copyright: Imso Gabriel

What does an explainer video look like?

The classic explainer video consists of two main components: an animated short presentation and a voiceover. However, this is only a rudimentary description of the format. Explainer videos usually follow a basic storytelling dramaturgy: The focus is on a problem presentation. This is followed by approaches to a solution, which initially lead nowhere and do not lead to the desired result. The story concludes why the product/company/project presented is indispensable for successfully solving the problem outlined at the beginning. The conclusion is a call-to-action: a call to action to the viewer. This can be a request to visit a website, contact the provider, or watch more videos. The storytelling is supported by animated illustrations. Because the average attention span has now dropped to eight seconds (people also talk about the goldfish generation), explainer videos are designed to convey information in an entertaining and varied way. Explainer videos are shown, for example, on social media channels, websites or trade fair booths. Their "field of application" depends on the video context. \n

The advantages at a glance

Audiovisual appeal: By combining animated illustrations and a voiceover, an explainer video appeals to viewers on several levels.
Short running time: Explainer videos are usually designed to present complex issues in an understandable and comprehensible way within a few minutes or seconds.
Emotional storytelling: By means of dramaturgy, animation style and the type of voiceover, an emotional connection can be created between the target audience and the product or service presented.
Increase conversion rates: Studies show that explainer videos can ensure greater customer gain by making the usefulness of the product or service comprehensible.
Stylistic diversity: Companies have different target groups. Addressing them therefore requires approaches that are tailored to the target group. This also affects the choice of animation style.
Easy to integrate: Explainer videos can be easily shown on websites, social media or in presentations and trade shows. This significantly increases the reach.

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Your contact persons

My team and I are always available to answer any questions you may have about your explainer film project. Just call us spontaneously or send us an email!

+44 178 547 22 30

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Sohail Khokhar

Our video expert for your questions

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Step 1: Fill in the kick-off form

We are experts in our field - but when it comes to your idea, you are the real professional.

To understand your product and be able to present you with a tailor-made solution approach, we want to learn more about you and your product.

To do this, you will find the most important questions in our kick-off form.

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Step 2 StartUp conversation

We will then present our ideas to you in a non-binding 30-minute meeting.
From the target group approach, to the content, to the design of the video and its use, your future project manager will advise you personally.

Step 3: We create your video.

In our four-stage production process, our entire team gets really creative for you - of course, you'll be there live during production.

We think about how to untie the knot in your customer's mind to help your product gain more attention and success.

Step 4 Integration of the video

The best explainer video in the world won't help you if it's not staged properly. We know exactly how effective a video can be and where it should be integrated so that it can unfold its full potential. Whether it's as a promotional tool in Facebook Ads or as a customer magnet on your website. We know what to do and are at your side as a competent partner as a matter of course.

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