Explainer video definition: What is an explainer video?
- Von: Mag. Dominik Mikulaschek
An explainer film, often referred to as an explainer video, is a short video format that aims to explain complex information or concepts in a simple and easy-to-understand way. These films usually combine clear, concise language with visual elements such as animations, graphics and illustrations to aid the viewer’s understanding. Explainer films are designed to convey essential information in a short space of time and are usually between 60 seconds and three minutes long. This enables the viewer to quickly and efficiently grasp the most important points of a topic.
In today’s digital world, explanatory films have gained enormously in importance. They are an effective means of communication used in various fields such as education, marketing and corporate communications. The ability of explainer videos to present complex topics in simple, easily digestible formats makes them an indispensable tool. Companies use them to explain their products and services, educational institutions use them to teach complicated concepts, and marketers use them to increase engagement and conversion rates. The visual and auditory approach of explainer videos appeals to different learning styles, increasing the likelihood that the message will resonate with the audience.
Explainer video definition
Explainer videos are short, informative videos that serve to explain a specific topic, product or service in a simple and understandable way. They often combine visual elements such as animations or live action scenes with a clear, understandable voiceover to give the viewer a comprehensive understanding. The aim of an explainer video is to present complex information in a concise and engaging way so that the viewer can quickly grasp the key points. These films are particularly useful for making technical or abstract concepts understandable that would otherwise be difficult to explain.
Unlike traditional commercials, which often use emotional or persuasive elements, explainer films focus on the factual delivery of information. They are not designed to entertain or persuade the viewer, but to help them better understand a particular concept or product. Compared to training videos, which are often longer and more detailed, explainer videos are short and concise, making them ideal for use on social media, company websites or in presentations. Their specific focus on explaining and informing clearly sets them apart from other video formats.
Areas of application for explanatory films
Explanatory films are used in a variety of areas, as they can convey complex information in an easily understandable way. Whether in education, marketing or corporate communications – the possible applications are diverse and offer numerous advantages. In the following, we take a closer look at the different areas of application of explanatory films and their specific advantages.
Education and training
Explainer videos are widely used in the education industry as they explain complex topics in a way that is easy for pupils and students to understand. They are used in classrooms, online courses and training sessions to visualize learning content and promote understanding. By combining text, images and sound, explainer videos can appeal to different learning styles and improve retention of information. They are particularly useful for making abstract concepts tangible and keeping learners’ attention.
Corporate communications
In corporate communications, explanatory films serve as an effective means of informing internal and external stakeholders about various aspects of the company. They can be used to induct new employees, explain company guidelines or explain how products and services work. Explainer videos are also an excellent tool for communicating complex processes or changes within the company. By presenting information clearly and concisely, they help to avoid misunderstandings and increase the efficiency of communication.
Marketing and advertising
Explainer films are a powerful tool in marketing and advertising. They help to present products and services in an appealing and easy-to-understand way, convincing potential customers more quickly. By combining visual and auditory elements, explainer videos can evoke emotions and convey the company’s message effectively. They are particularly useful for new product launches as they present the benefits and features in a clear and understandable way. Explainer videos can be used on the company website, social media or in email marketing campaigns to maximize the reach and impact of marketing efforts.
Social media and online presence
In social media, explainer videos are an effective way to attract users’ attention and increase engagement. Their short and concise form makes them ideal for platforms such as YouTube, Facebook, Instagram and LinkedIn, where users’ attention spans are often limited. Explainer videos can also strengthen a company’s online presence by providing content that is frequently shared and discussed. This helps to increase visibility and reach and can improve SEO ranking by increasing time spent on the website and reducing bounce rate.
The different types of explainer videos
Explainer videos come in different formats and styles, each with their own strengths and uses. From animated videos to live-action films and whiteboard animations, each type of explainer video has its own merits and is suitable for different purposes. In this section, we present the most important types of explainer videos and explain their specific features.
Animated explainer videos
Animated explainer videos are one of the most popular types of explainer videos. They use digital animation to explain complex concepts in a visually appealing and easy-to-understand way. These films can contain simple 2D animations or more complex 3D animations, depending on the requirements of the project. The great advantage of animated explainer films is their flexibility: they can represent almost any idea or concept, no matter how abstract or technical it is. Through the use of color, characters and dynamic scenes, animated explainer films can capture the viewer’s attention and convey the message effectively.
Live-action explanatory films
Live-action explainer films use real people, places and objects to explain a topic. This type of explainer film can be particularly effective when it comes to creating a personal connection with the viewer or presenting real products and services. Live-action explainer films are ideal for conveying authenticity and credibility as they show real scenarios and interactions. They are particularly suitable for tutorials, product demonstrations and case studies where physical presence and demonstration are of great importance.
Whiteboard explanatory films
Whiteboard explainer films are another popular way of presenting information in a simple and clear way. In these films, a hand is shown drawing and writing on a whiteboard to explain the concept. This technique is particularly effective because it gives the impression that the information is being created in real time, which keeps the viewer’s attention. Whiteboard explainer videos are inexpensive to produce and are ideal for presenting complex ideas and processes in an easy to understand form.
3D-animated explanatory films
3D animated explainer films use three-dimensional animation to explain a topic or product in a highly visual and impressive way. This type of explainer video is particularly useful for technical or industrial applications where an accurate and detailed representation is required. 3D animations can provide realistic representations of products, processes or environments that would be difficult to achieve with traditional 2D animations or live action videos. However, they are usually more expensive and time-consuming to produce.
How is an explanatory film produced?
The production of an explanatory film is a multi-stage process that requires careful planning and creativity. From concept development and storyboarding to animation and post-production – every step is crucial to the success of the film. In this section, we provide an overview of the entire production process of an explanatory film and explain the individual steps in detail.
Concept development and scripting
The first step in the production of an explanatory film is the development of the concept and the creation of the script. In this phase, the main objective of the film is defined and a clear message is formulated. The script forms the basis for the entire film and must be both informative and appealing. It should present the main points of the topic in a clear and concise way and guide the viewer through the story. A good script is crucial to the success of an explainer film, as it forms the basis for all subsequent production steps.
Storyboarding and design
After the script is written, a storyboard is developed to provide a visual representation of each scene in the movie. The storyboard helps the production team to plan the visual sequence of the scenes and ensure that the visuals support the message of the script. Design elements such as characters, backgrounds and graphics are also created during this phase. A well thought out storyboard and design are crucial to ensure that the explainer film is both visually appealing and coherent.
Animation and production
The animation and production phase is where the design elements are brought to life. For animated explainer films, this means that the characters and scenes are animated, while for live-action explainer films, the scenes are filmed and edited. This phase requires close collaboration between animators, directors and other creative professionals to ensure that the film achieves the desired quality and impact. Animation and production are often the most time-consuming parts of the process, but also require the most creative energy.
Post-production and distribution
Once the animation or filming has been completed, the post-production phase begins. In this phase, the various scenes are put together, the sound is edited and effects are added to complete the film. The music and voiceover are also integrated to make the film a finished product. After post-production, the film is distributed, be it through social media, company websites or other channels. A carefully planned distribution strategy is crucial to ensure that the explainer film reaches the intended audience and is effective.
Advantages of explanatory films
Explainer videos offer a variety of benefits that make them a valuable tool in modern communication. They can make complex information easy to understand, increase audience awareness and engagement, and boost brand awareness and conversion rates. In this section, we look at the key benefits of explainer videos and why they are so effective.
Explaining complex information simply
One of the biggest advantages of explainer videos is their ability to explain complex information in a simple and understandable way. By combining visual and auditory elements, explainer videos can break down difficult concepts into easily digestible chunks. This makes them particularly useful for technical or abstract topics that are difficult to explain. The use of animation and clear explanations helps the viewer to better understand the topic and remember the information.
Increase attention and engagement
Explainer videos are excellent at capturing audience attention and increasing engagement. Their visually appealing nature and concise presentation of information make them an effective way to capture and hold viewer interest. In a world where attention spans are getting shorter and shorter, explainer videos offer an entertaining and informative way to present complex content. By using appealing visual elements and a clear narrative, explainer videos can increase viewer engagement and interaction.
Increase brand awareness and conversion rate
Explainer videos can also help to increase brand awareness and boost the conversion rate. By clearly presenting the benefits and features of a product or service, explainer videos can persuade potential customers and get them to take a desired action. They are an effective means of communicating a brand’s core message and gaining the trust of the target group. Explainer videos can be used on the company website, on social media or in email marketing campaigns to maximize the reach and impact of marketing efforts.
Tips for creating an effective explanatory film
An effective explainer film requires more than just good animation and a clear narrative. It requires careful planning and execution to ensure that the film reaches its target audience and achieves the desired impact. In this section, we provide practical tips for creating a successful explainer video and explain what is important during production.
Clarity and simplicity: An effective explainer video should be clear and simple. Avoid complicated language and technical jargon that could make it difficult to understand. The key is to present the information in a way that is easy to understand without neglecting important details. A good explainer video should convey the main points in a way that is easily accessible to the audience.
Appealing design and animation: An appealing design and high-quality animations are crucial to capture and hold the audience’s attention. Invest in professional design and animation services to ensure your explainer video is visually appealing and high quality. A well-designed explainer video can make all the difference and get your message across more effectively.
Target group-oriented content: Make sure that the content of your explanatory film is tailored to your target group. Understand the needs and interests of your audience and design the film accordingly. A targeted approach will help maximize the relevance and impact of your explainer video.
Include a call-to-action: Don’t forget to include a clear call-to-action (CTA) in your explainer video. Ask your viewers to take a specific action, whether it’s visiting your website, subscribing to your newsletter or buying your product. An effective CTA can significantly increase the conversion rate and measure the success of your explainer video.
Performance measurement and optimization
Key performance indicators (KPIs): To measure the success of your explainer video, you should track key performance indicators (KPIs). These include the number of views, dwell time, bounce rate and conversion rate. These KPIs will tell you how well your explainer video is being received by your audience and how effective it is.
Obtain and analyze feedback: Get feedback from your audience and analyze it carefully. Use surveys, comments and other feedback to find out what works well and what can be improved. Feedback is a valuable tool to continuously improve your explainer video.
Continuous improvement: Use the insights gained to continuously improve your explainer video. Adjust the content, design and distribution strategy to maximize the effectiveness of your film. Constant optimization ensures that your explainer video remains relevant and effective.
Conclusion
Explainer videos are a powerful tool for communicating complex information in a simple and understandable way. They are extremely useful in various fields such as education, corporate communication and marketing. By combining visual and auditory elements, they can increase audience attention and engagement and boost brand awareness and conversion rates. When creating an explainer video, the focus should be on clarity, appealing design, target group-oriented content and a clear call-to-action.
As digitalization progresses and visual content becomes increasingly important, the demand for explanatory films will continue to rise. They will continue to play an important role in modern communication and help companies to convey their messages effectively. As technologies and creative techniques continue to evolve, explainer films will become more sophisticated and effective.
