4 Ways Explainer Videos Captivate Your Audience

explainer video production

Explainer videos are a great communication tool to grow your brand awareness and increase your conversion rate. For customers, these videos can be used to convey a message or deliver a tutorial in an easy, succinct, and engaging way. 

So, what are explainer videos?

These are short marketing videos that can be used to promote a company’s products/services as well as to serve as a visual aid when pitching ideas to customers. Furthermore, a corporate explainer video is frequently used as part of online marketing strategies that involve engaging with the target audience at various stages of their buyer’s journey.

As the pandemic-induced restrictions are getting lifted, you, as a business owner or marketer, should begin planning your next videos. Take a look at the following tips on how you can stand out from the crowd with explainer videos.

#1 – Effective explainer videos tell a story

84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.” – Wyzowl

When it comes to presenting your company’s product or service in a creative way, storytelling is an undeniable technique. A good story immerses the audience in a situation that they can easily imagine themselves in. Storytelling not only reflects the way we live in the real world but also helps us understand and label what is good/bad.

Because of their storytelling power, explainer videos have the potential to engage viewers. An explainer film can leave a deep and lasting impact on the viewers while amusing them with practical usage of the product/service.

Use storytelling to engage the audience in explainer videos

Photo by Daniil Silantev on Unsplash

#2 – Professional voiceover is necessary

Voice-over is another factor that decides the success of explainer videos. It’s a must-have for marketing any business through an explainer video. When telling a story, the narrator’s voice is considered crucial because it must be clear and easy to understand for the audience to learn about a specific product/service.

The narrator should be able to match the tone of your video and your brand’s personality. A rule of thumb for the voiceover is to stress upon important words. It’s also key for artists to speak at an understandable pace when guiding the viewers through the video.

Ask yourself, “What would my brand sound like if it was a person?”.

professional voiceover recording studio with modern devices

Photo by Jonathan Velasquez on Unsplash

#3 – Bring in your brand’s character(s)

96% of people have watched an explainer video to learn more about a product or service” – Wyzowl

A brand character can leave an impression on the mind of the audience, which speaks volumes. This character represents your brand’s visuals, personality, and what he or she can offer your customers. Consider the character to be a salesperson, representing your brand’s voice and actions while presenting a product/service.

If you find it hard to show your brand’s personality, check out our previous post on how to apply your brand personality in your corporate video production.

Take a look at Apple’s recent video explaining how the company plans to make its products carbon neutral by 2030. By combining animation and live-action shots with funky animated text, the video was straightforward with the environmental message that they wanted to communicate. Of course, they did it with Apple’s style…

Video by Apple

#4 – Don’t wait till the end

At all times, a human’s attention span tends to be shorter than expected. According to a study conducted by Microsoft, people, in general, start to lose concentration after 8 seconds. This further highlights the need to grab your audience’s attention in a short amount of time. That’s why we recommend you to include the hook in the first few seconds of your 60s-video.

So, what is a hook? It’s an interesting content piece that captures your audience’s interest right from the beginning of your video. Check out our top recommendations on how to craft a good hook:

  • Problem-solution technique: Address the customer’s need directly and share just how your product/service is helpful in that situation
  • Story-offering technique: If you can craft a hook that brings a “once upon a time” appeal, it will hold the audience to learn what will happen next
  • Surprise technique: Captivate the audience with your uniqueness. Tell them how your services/product stands out from the rest of your competitors.
  • “What we do” technique: Keeping it clear and simple works wonders, too. Announce with confidence, “We are…” and inform your audience what business category you’re in.

Get ready to upgrade your business explainer videos

Cinemetrix is the leading production company in Toronto that offers high-quality video services, thanks to our years of experience in corporate video production. As Tellers of the Extraordinary Tales, we assist your brand in telling an engaging story that builds an emotional connection with your audience.

If you’re looking to stand out with corporate explainer videos, don’t hesitate to leave us a note!

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