An explainer video is a short, pithy animated video that focuses on explaining a business idea in a simple and engaging way.
These videos are made memorable and compelling through the use of clear and concise language and appealing, eye-catching visuals or animations that grab the viewer's attention. It is important that these visuals are rooted firmly in the brand system of the startup or business, and in this respect the explainer video should be seen as a key marketing tool or recruitment.
An explainer video (or animated explainer video) needs to always be both informational and educational. Often it is informal. Fundamentally it explains what the company offers, how it can help customers with a particular problem and why that product or service is the best option in the market.
Here are Polleni we create animated explainer videos to showcase a startup's idea and / or product. We produce these in-house; and they include script-writing, storyboarding, voice-overs and animations using existing company assets or custom-created visuals.
Some things that we always take into consideration are the points below:
Short. Explainer videos are short, punchy and very straightforward. Generally speaking they should be no longer than 90 seconds.
Simple. They convey a clear message which explains the “what”, “how” and “why”.
User Focused. Explainer videos are made to meet a target audience's needs. This is very important, so think about the end user when story-boarding them, and what problem they need solving.
High Quality. They need to be of the best quality to make them stand out from your competitors.
Animated Characters. There is a trend for explainer videos to use contemporary illustration and animated characters. This adds informality, fun and is a way of using brand assets and colours to generate a stronger connection with the target audience.
Brand Colours. Explainer videos should always reference the brand colour palette so that they chime with the brand identity and messaging.
Music. It is always recommended that explainer videos have some sort of music or sound effects. These help set the mood and pace, as well as tell a specific story and help to increase engagement.
Professional Voice-Over: It is recommended that these videos use a professional voiceover artist, to help reveal to the watcher what is being manifested in the video through the visuals.