How Explainer Videos Drive Real Results

Ever found yourself struggling to articulate the core value of your product or service? In today’s fast-paced digital landscape, making a strong first impression is paramount. That’s where explainer videos come in.

At Mevan Studio, we believe that complex ideas don’t have to be complicated. We specialize in crafting compelling, bite-sized video narratives that cut through the noise, inform your audience, ignite their interest, and ultimately, drive conversions. From innovative tech solutions to groundbreaking new services, explainer videos are the bridge between what you offer and why it matters to your audience.

Having partnered with businesses of all sizes, we’ve seen firsthand the transformative power of explainer content. When executed strategically, an explainer video isn’t just a marketing asset; it’s a dynamic sales tool, an invaluable onboarding resource, a powerful pitch deck enhancement, and a piece of content that continues to deliver long after its initial launch.

In this article, we’ll delve into the fundamental elements that make explainer videos so effective, explore various use cases and styles, and share insights that can inspire your own brand’s visual storytelling journey.

Let’s dive in.

What Exactly is an Explainer Video?

An explainer video is a concise, engaging video designed to introduce your product, service, or concept in a way that’s both easy to grasp and memorable. Imagine your best elevator pitch, but amplified with captivating visuals, compelling narration, and a clear storyline that works in harmony to convey your message and its significance.

Typically, explainer videos are between 60 to 90 seconds in length. This optimal timeframe ensures they capture attention quickly and communicate efficiently. You’ll commonly find them embedded on landing pages, integrated into email campaigns, and shared across social media platforms, all with the goal of simplifying complex offerings and converting viewers into loyal customers.

Explainer videos come in several distinct styles, each suited to different communication objectives:

• Animated Explainers

  Ideal for abstract or highly technical concepts that are difficult to visualize, such as intricate software workflows, data security protocols, or future-state scenarios.

• Live-Action Explainers

  Perfect for showcasing real individuals interacting with your product or service, adding an authentic, human, and emotional dimension to your message.

• Whiteboard or Screencast Videos

  Best for educational content, step-by-step tutorials, or detailed walkthroughs, particularly valuable for internal training or instructional purposes.

• Hybrid Explainers

  A versatile blend of live-action footage and animation, offering the best of both worlds. This style is particularly effective for B2B or product-centric brands that need to demonstrate both functionality and human connection.

Regardless of the format, the core objective remains consistent: to distill your message into something your audience can effortlessly understand and act upon. It’s not just about informing them about what you do; it’s about enabling them to clearly see the direct relevance to their own needs.

When done right, explainer videos are more than just informative. They are persuasive, impactful, and often the crucial catalyst for transforming casual interest into genuine engagement.

Strategic Applications for Explainer Videos

Explainer videos are inherently versatile. Their adaptability makes them an intelligent choice across various departments, campaign types, and stages of the customer journey. Here are some of the most common (and impactful) ways brands leverage explainer videos:

1. Product & Service Showcases

   When a prospect lands on your website or encounters your advertisement, you typically have mere seconds to convey your value proposition. An explainer video offers a rapid and effective way to demonstrate what your offering is, how it functions, and why it warrants their attention, without requiring them to sift through extensive text.
   • Best for: Homepage or landing pages, paid advertising campaigns, new product launches.

2. SaaS & Tech Demonstrations

   Software platforms and technological solutions can often be intricate, especially for first-time users. Explainer videos transform abstract tools into tangible experiences, guiding viewers through key features and benefits with visuals that resonate with their potential interactions.
   • Best for: User onboarding, new feature announcements, app store previews.

3. Internal Training & Onboarding

   Explainer videos aren’t limited to external audiences. Many organizations utilize them for onboarding new employees or training teams on updated processes. They provide a consistent, repeatable, and often more engaging alternative to traditional slide decks or handbooks.
   • Best for: HR initiatives, product training for internal teams, operations rollouts.

4. Sales & Investor Presentations

   In a pitch scenario, clarity is paramount. Whether addressing potential investors or enterprise clients, an explainer video helps distill your pitch to its core essence, keeping your audience captivated and focused.
   • Best for: Pitch decks, sales enablement materials, venture capital meetings.

5. Email Campaigns & Social Media Ads

   A compelling explainer video can significantly enhance your outbound marketing efforts. Whether your aim is to nurture leads or re-engage your audience, a concise video can achieve more in 60 seconds than a dozen emails.
   • Best for: Retargeting advertisements, email drip sequences, social media engagement campaigns.

The Anatomy of a High-Impact Explainer Video

Not all explainer videos are created equal. While the concept is straightforward—explain your offering in a short, engaging video—it’s the execution that truly dictates its impact. A truly great explainer video goes beyond mere information; it commands attention, fosters trust, and seamlessly guides viewers toward a desired action.

Here are the crucial elements we’ve identified that make all the difference:

1. A Crystal-Clear, Concise Script

   The script forms the bedrock of your video. If it’s overly technical, viewers will disengage. If it’s too vague, they won’t grasp your offering. A powerful script is direct, avoids jargon, and follows a logical progression:
   • What is it?
   • Who is it for?
   • Why does it matter to them?
   • What should they do next?

2. Audience-Centric Messaging

   The most effective explainer videos are crafted for the viewer, not just about the brand. They anticipate questions, directly address pain points, and unequivocally illustrate how your solution solves a real problem for them. It’s less about reciting features and more about demonstrating tangible value.

3. Compelling Visual Storytelling

   Explainers leverage visuals to amplify and clarify the message. This could involve using dynamic animation to illustrate data flow within an application, or showcasing real individuals using your product in relevant contexts. Exceptional visual storytelling ensures that even without sound, the core message remains discernible.

4. Optimal Pacing & Timing

   Online attention spans are notoriously short. This is why most explainer videos aim for a duration of under 90 seconds. Every second is valuable, necessitating tight pacing: no superfluous elements, no filler, just clean, efficient communication.

5. Emotional or Conceptual Resonance

   Great explainers often utilize metaphor, humor, or emotional appeal to make the message stick. Whether it’s a lighthearted tone or an insightful analogy, giving the viewer something to feel in addition to understanding significantly enhances retention and connection.

6. On-Brand Visuals & Tone

   Your explainer video should never feel generic. It should authentically reflect your brand’s unique personality. This encompasses your brand colors, typography, voiceover style, and animation approach. A superior explainer seamlessly integrates into your broader brand ecosystem.

7. A Strong Call to Action (CTA)

   The conclusion of your video must leave viewers with a clear, actionable next step. Whether it’s signing up, scheduling a demo, or visiting your website, the CTA should be direct, highly relevant, and frictionless.

At Mevan Studio, we reject the notion of one-size-fits-all videos. We meticulously tailor every explainer to your specific brand, target audience, and desired outcome. The precise combination of creative vision, strategic planning, and powerful storytelling is what transforms a good explainer into an exceptional one.