Breaking it down: the value of explainer videos
Are you looking for ways to elevate your brand’s editorial output, showcase your expertise and better engage your audience? Explainer videos could provide the perfect solution. Still not convinced they can support your comms strategy? Allow us to tell you why…
It’s no secret that short-form video has dominated newsrooms, corporate websites and social media channels in the last couple of years. Audiences have limited time and are inundated with digital content – so the snappy nature of short-form video has become an effective way to attract attention and tell a story quickly.
The popularity of this format has shown no signs of slowing down. In fact, research from research from HubSpot revealed that short-form video will see the most growth of any trend in 2023.
With audiences having a clear appetite for video content, marketeers should consider what this means for their brand and comms strategy – and whether now is the best time to invest time and resource into increased video output.
There are a host of ways to approach video content – from filmed ad campaigns on TikTok to sharing employee stories on LinkedIn. On the surface, explainer videos might seem like a high-cost and high-effort format, but they have great potential value for your brand to discover. So, why should you consider creating explainer videos?
Let us explain
Break down complex – or boring – concepts, quickly
Perhaps you want to build awareness of a complicated financial concept or show the rationale behind a new service that your organisation is offering. Explainer videos can be a fast way to convey intricate details or messages in a relatable format that is tailored to your target audience.
Financial services firm JP Morgan recently created a video that unpacked the concept of supply chain models, showcasing how they work and what happens if an issue were to arise. The company used a combination of animation and graphics to create a digestible and easy-to-follow video that summarised the “complex web of logistics”.
A well-written and effectively edited explainer video can also add energy to a subject that might initially seem boring. By using concise language, vibrant colours or a commanding voiceover, you can help bring a topic to life. If reaching a wide audience is a priority, short-form video is a format that’s likely to attract more attention on socials than long-form written features that require a bigger time commitment. Best of all, you’ll still maintain the opportunity to develop and link to more in-depth content for anyone keen to learn more.
Showcase brand expertise and build trust
Explainer videos also offer the chance to showcase the different areas of expertise in your workforce. Putting senior colleagues in front of the camera can provide an ideal chance to position your brand as a leader in the market – your content will also feel more authentic when it comes straight from your staff.
Take this explainer series, ‘The Insight’, from Goldman Sachs investment bank. In their two-minute talking-head videos, which are complemented by background animations, different employees take centre stage to share their commentary on core topics they work on, from capital markets to sustainability. This adds variety and a human touch to the bank’s editorial output, showcases the skills and talent within the business and gives the audience a chance to see the real people at the company.
A chance to get creative
You don’t need to restrict explainer videos to a to-camera interview format. In fact, if you do, you might miss out on the opportunity to display some of the different aspects of what your organisation can do. Brands can get creative and explore a dynamic range of visual approaches – whether it’s developing a slick animation, incorporating graphics or adding text overlays.
Holiday rental firm Airbnb tested out animation styles in this customer-focused explainer video, talking through how they’ve taken feedback on board and rolled out new tools to enhance the customer experience.
And there are plenty of publishers out there who are also thinking outside the box. Over at US business magazine Inc., they used clips with pop-culture references, from Saturday Night Live to Spiderman, in their video on non-fungible tokens (also known as NFTs), putting an intangible digital concept into more relatable, everyday terms for their intended audience.
It’s versatile
You can make the most of your investment in an explainer video by sharing it across your channels. With a few quick edits, it can be easily adapted and promoted on your corporate blog, subject-specific landing pages and across social media platforms. If you have more time (and more budget) to invest, you can efficiently brief a project by gathering raw footage that you can adapt, with a carefully tailored approach, for the different audiences on your website, LinkedIn, TikTok, Instagram and more.
Take the time to test out an explainer video format that will stop your audience when they’re scrolling. You might be surprised by the impact you make.
Want to find out how Speak can help with planning, producing and distributing standout video content?
Let’s Speak… Contact Ellie from our production team at eleanorgascoigne@speakmedia.co.uk