3 of our Favourite Explainer Videos (And Why They Work!)By Imogen Hibberd | 2:00 PM on October 13, 2020
Explainer videos do what they say on the tin - provide a quick and easy explanation to help your audience understand your product or service and how it solves a problem.
Explainer videos are ideal for companies that have a product or service that is difficult to describe to potential customers in a way that is easy to comprehend. They're an excellent way to illustrate complex ideas in clear, engaging, and meaningful ways in less than 2 minutes. However, they are useful for any business, large or small, who wants to showcase what they do.
Explainer videos can take many forms and it is something you can get really creative with, but they can simply be categorised into:
From small businesses to market leading brands, explainer videos are becoming a core part of marketing mixes, as they are one of the most effective ways to communicate your core message to prospects.
We've rounded up 3 of our favourite explainer videos created by our talented team to help inspire you to make an explainer video part of your marketing strategy - check them out below!
1. European Investment Bank
European Investment Bank (EIB) is the lending arm of the European Union. They are the biggest multilateral financial institution in the world and one of the largest providers of climate finance.
Skeleton were tasked with creating an animated explainer video to outline how EIB fosters entrepreneurship, encourages the creation of new companies and helps small businesses grow.
Why it works:
This explainer video has a very specific target audience, small business owners, and has successfully tailored it to that audience. Too often brands get caught up in their product and service, and forget the target audiences wants and needs.
The animation tells the story of a young man who wants to open a small business and the process he has to go through to get started. The video begins by identifying the situation or problem that the audience faces (access to finance), and then shows how EIB can solve this and ultimately make your dream a reality.
By using this story-telling structure and positioning their brand as the finance solution for small businesses, EIB show their understanding for their audience's situation meaning the audience are more likely to connect with the story and take the next steps.
Key take away: Don't forget your audience! Tailor your video to them and, if relevant, tell a story.
olo is a mobile and online food ordering platform that allows customers to order food from online menus and prepay from their mobile or desktop device. They are the interface between restaurants and the on-demand world.
Skeleton were tasked with creating an animated explainer video to show how their online ordering platform works, from the customer interface to the restaurant back-end.
Why it works:
Explainer videos are the ideal video format for SaaS brands as their product or service is intangible and can be difficult to explain.
Restaurant owners are typically not the most tech savvy target audience. This animated explainer video breaks down olo's complex software systems in a way that's easy to understand whilst showing how the tech can be applied in a practical way and will benefit the user. The use of animation visualises abstract concepts, such as congregating orders, and showcases their platform in a way that is engaging for the viewer.
Key take away: Animation is a great route for tech or software brands and can make the complex, simple through visuals.
3. Softomotive - WinAutomation
Softomotive is one of the leading worldwide providers of Robotic Process Automation solutions. They provide the smoothest RPA journey by allowing you to start small, learn quickly and scale seamlessly.
We were commissioned to create an animated explainer video to promote their new desktop automation software, WinAutomation.
Why it works:
Alongside this animation being visually impressive with its paired back colour palette and Scandinavian illustration style, it is an effective explainer as it gets to the point quickly!
The software is anything but simple, but within the first 15 seconds the video clearly outlines the key benefits of the software. It is positioned as revolutionary for the audience in terms of time efficiency and accuracy through the use of the language "imagine" in the script. This will improve viewer retention by ensuring the audience knows straight away what the video is about, what the software is and why they should be interested in it. They know exactly why they should continue watching and the rest of the video shows in more detail how the software can help them and their business.
Much like olo, the use of animation visualises abstract concepts in a clear and easy-to-understand way. It demystifies the tech and software for the audience, which will improve conversion-rate.
Key take away: Tell your audience straight away what the video is about and why they should continue watching!