When it comes to presenting a service or product to customers in an appealing and understandable way, explainer videos are the method of choice today. With short videos, even complex issues can be explained in a short time.
Explainer Video: What makes a good explainer film
Statistics have already shown that explainer videos are the ideal format for achieving increased attention from the audience. Short films are therefore an important tool to reach the target group and generate interest in one’s own products and services. In addition, video formats simultaneously ensure a wider reach.
But what actually distinguishes a good and professional explainer film? The following article presents the most important features.
The right length of an explainer video
Its length plays a decisive role in the success of an explainer video. The short video should attract the attention of viewers and explain the respective facts in a simple way.
Of course, more complex topics require a few more seconds, but the playback time of the video should not exceed two minutes. Within this time, the respective topic must be presented in an appealing and understandable way. At the same time, all potential questions from the target group must be answered. Explainer films must not be too long under any circumstances, otherwise there is an increased risk of losing the audience’s attention at a certain point.
The overarching goal of the explainer video is always to awaken the desire in the viewer to own the depicted product or to use the service.
The target group-oriented style
The chosen style is also crucial for the success of an explainer video. In the field of explainer films, there is a selection of different styles. For example, 2D videos are often used in the form of pictograms or animated films. Live-action films, on the other hand, correspond to a 3D explainer film. However, the chosen style naturally also influences the costs for the explainer video.
Today, companies often opt for the cartoon or animation style, as these offer a particularly high entertainment factor. In addition, the visual representations facilitate the explanation of complex issues. The animations make it easier for viewers to understand different emotions and actions.
When searching for the right style, in addition to the available budget, the respective target group is always decisive. Among other things, it plays a major role whether this is to be located in the B2C or B2B sector.
Professional Storytelling
If the explainer video appears dry and bland, viewers quickly lose interest. The video can then hardly fulfill its purpose. In explainer video production, professional storytelling is therefore of great value. This must be taken into account already during the initial conception of the short film.
To generate enthusiasm for the respective product in viewers, not only rational facts should be conveyed – emotions are primarily needed. These can be created with the help of a captivating story, at the center of which is the respective service or product. The tension curve must be built up in such a way that the attention of the target group never wanes. This is generally achieved with the help of meaningful cinematic details and a creative narrative style.
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Companies can win over the target group by conveying motivating or inspiring messages with their explainer video. The stories must be authentic and honest – at the same time, this also strengthens the trust of customers in their own company.
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