Introduction

The battle for your target audience’s attention is fierce, and getting your message across is increasingly challenging. The need for sharp and engaging communication has never been greater. An explainer video is the perfect way to convey your content briefly and precisely. They are engaging and emotional, but above all, effective and persuasive.

While explainer videos aren’t a new phenomenon, they are often the medium of choice when conveying something abstract or complex. And that is where their true strength lies.

What is an explainer video?

Explainer videos, also known as animated videos, serve the primary purpose of explaining and conveying a message, product, process, etc. These videos combine clear graphics with voice-overs, sounds, and motion to create a compelling narrative. They can be used for various purposes but are particularly effective when you want to simplify a complex or extensive topic in a straightforward and visual manner. Explainer videos are typically short formats designed to retain the viewer’s attention throughout — ideal for landing pages, marketing, education, etc.

Explainer videos can be created in several ways:

• 2D animation: The simplest form with a “flat” appearance, reminiscent of comics. It can employ various techniques to make it lively and interesting.
• 3D animation: A more advanced approach requiring the design of complex 3D models. It often provides a lifelike quality.
• Motion graphics: Digital animations primarily giving motion to text, shapes, graphs, and other graphic elements, excluding human characters.
• Stop motion: Created by taking numerous pictures of real objects/models, slightly moving them for each shot. When compiled and sped up, it produces movement from initially static images.

This is an example of a 2D animation we made for The Danish Health Authorities.

Why choose explainer videos?

Explainer videos are not just exciting and engaging to watch; they also possess a range of strengths that set them apart from other communication tools:

• Short and precise: The various ways to convey messages in explainer videos allow for ultra-short and precise messaging.
• Tailorable to the audience: With explainer videos, only imagination sets the limits, as everything can be created to fit your recipient’s interests.
• Brand awareness: Visual elements align with your company’s visual identity, making it clear who the sender is.
• Simplifying complex topics: Humor, exciting visuals, and interesting sound design can make the storytelling lighter and more engaging.
• Easy to share across platforms: The nature of explainer videos makes them easy to adapt to various platforms and social media, offering significant exposure.

What can they be used for?

Explainer videos are highly effective and versatile when it comes to conveying both complex and straightforward subjects. Animation operations on various fronts, utilizing elements such as imagery, motion, sound, and speech, both independently and in harmony, to effectively convey and connect with the audience. Virtually any content can be translated into animation. However, it’s crucial to work with your content, ensuring it’s rewritten into a coherent story with a good structure. They are especially good for:

• Strategies
• Product explainers
• Services
• Statistics
• Problems and solutions
• Data visualization

How to write for explainer videos

Explainer videos often revolve around a structure that works exceptionally well to capture the viewer’s interest and then maintain it. A typical explainer video follows this structure:

• Hook: Develop a hook that makes the viewer want to stop and watch the explainer video to the end. The hook often revolves around a problem or challenge the viewer can relate to.
• Solution: Often, the solution to the problem is established right after the introduction. This is done to satisfy the viewer’s curiosity.
• Elaboration: The problem and solution are elaborated upon to provide a deeper understanding of your message.
• Call-to-action: Finally, there should be a clear call to action. It could be to visit your website, sign up for a newsletter, or something else entirely. Encouraging action is essential since the viewer has already surrendered to your message and is inclined to act on it.

Process

There is no generic and linear process for making explainer videos. All projects are different, and the process will, therefore, vary greatly from one project to another. Nevertheless, we have developed a 7-step process that guides us when working with animation. We start with a solid brief to understand and define the project, creating the foundation for the next steps. Subsequently, we develop a script, storyboard, and style to finally bring the film to life through design, animation, and sound.

Get started with explainer videos

Interested in learning more about explainer videos? Or need assistance with your next animation project? We specialize in explainer videos with experience from over 250 video projects. Get in touch with us!