Deciding to invest in video for your business is one thing. Actually creating content around your chosen type of explainer video is a whole other animal.
Across the board, there are elements of any good explainer video you’ll need to keep in mind.
- For starters, there’s the length — short and sweet. On average, viewership drops by 20% (from 77% to 57%) after the 2-minute mark, making a total length of 1 to 2 minutes the sweet spot.
- Then, you have to consider where to place the video on your website. How will it aid your customer experience?
Targeted landing pages with a video can increase conversions by 80%. But you can also increase effectiveness across your website, as a whole, with explainer videos incorporated into your homepage, about page(s), product pages and so on.
Before we jump too far ahead in the process, let’s consider the many different types of explainer videos you have to choose from. The style, feel and subject matter covered should all be relevant to your business’ brand and goals.
Types of Explainer Videos
- Whiteboard Explainer Videos
- Animation Explainer Videos
- Silhouette Explainer Videos
- Motion Graphic Explainer Videos
- Stop Motion Explainer Videos
- Infographic Explainer Videos
- Live-Action Explainer Videos
- Screencast Explainer Videos
- Typography Explainer Videos
- Kinetic Typography Explainer Videos
- Business Explainer Videos
- App Explainer Videos
- Product Explainer Videos
- Startup Explainer Videos
Whiteboard Explainer Videos
Whiteboard explainer videos are one of the most commonly used styles among businesses. They are animated videos using black-line graphics, drawn sequentially on a white background (hence the name “whiteboard”). These visuals are then paired with a voice-over to help in narration.
These types of videos are often used to illustrate more complex concepts. This may involve diving deeper into a product or service — or a relative process in conjunction with the two.
Here’s an example of a whiteboard explainer video from Born to Learn:
Animation Explainer Videos
Animation explainer videos are just that: short, animated videos. What varies from one animated video to the next is its style of animation.
Explainer videos with an animated treatment perform well on account of their entertainment value. This is especially important when you consider the distinct attention span gap between mobile and desktop users — 20% of those watching video on a desktop will leave a page if they’re not interested in your video within 10 seconds. And those numbers are even smaller for mobile users.
Take a look at this animated explainer video from Panorama9
2D Animated Explainer Videos
Sticking with the animation theme, 2D animated explainer videos center around two-dimensional storyboards. Think of them as less detailed than that of their 3D counterparts.
2D animated explainer videos are especially great for startups. They can explain what a company is to new customers simply and effectively, while also keeping them engaged with cartoon-like visuals.
Here’s an example of a 2D animated explainer video from Zebpay
2D Character Animated Explainer Videos
2D character animated explainer videos are a subset of the 2D animation category. The differentiator here is the use of two-dimensional characters.
For companies looking to add an emotional appeal to their videos in a 2D format, user-inspired character animations are a great way to bring the message home. This format allows users to visualize how a product or service might be used, while still appealing to the whimsy of a cartoon-like treatment.
Here’s an example of a 2D character animated explainer video from Slack
2.5D Animated Explainer Videos
We’re getting technical here, but stick with us.
2.5D animated explainer videos involve giving motion to 2D objects in a 3D environment. It’s all about perspective and a step-up on the visual styling scale — think three-dimensional cutouts laid out on a two-dimensional background.
For companies that want to breathe more life into their explainers, 2.5D animated videos are a great way to go about it. They also tend to cost less than a video done completely in 3D.
Here’s an example of a 2.5D animated explainer video from Triple R Oil Cleaner
3D Animated Explainer Videos
This is where animated explainer videos start to get especially technical (and more expensive). 3D animated videos bring animation to life with three-dimensional objects and backgrounds.
For companies looking to stand out above the rest, this is a great way to engage audiences visually. If you have more lead time to play with, from ideation to finished product, 3D might be worth considering — especially if your company wants to channel a highly technical, state-of-the-art feel.
Here’s an example of a 3D animated explainer video from General Electric:
Silhouette Explainer Videos
Silhouette explainer videos are designed around animated environments and characters. But instead of characters or backdrops shown in detail, there are only silhouettes.
As the types of animated explainer videos get more particular, what you choose to go with, design-wise, should be a factor of the overall look and feel preferences. Silhouette-centered videos offer a way for your company to stand out on a budget.
Here’s an example of a silhouette explainer video from Cloud Real Estate
Motion Graphic Explainer Videos
Simple animated graphics are the foundation of a motion graphic animation explainer video. What separates these videos from your standard 2D animation video is the constant movement throughout. This type of video is fluid — keeping viewers engaged from one scene to the next.
For those in the tech industry, a motion graphic video can be perfect for breaking down complex subject matter. Just keep in mind that the more detailed you want your motions to be, the more money it’ll cost to bring them to life.
Here’s an example of a motion graphic explainer video from Uptake
Stop Motion Explainer Videos
If you’re a fan of old claymation movies (e.g., Rudolph the Red Nosed Reindeer or Santa Claus is Comin’ to Town), then this is the section for you. Stop motion-style videos involve the stacking of individual pictures taken frame-by-frame to compose fluid motion.
While it may be less complex in animation, compared to some previously mentioned techniques, the process of actually combining shots is a painstaking one. Especially when you consider that hundreds of pictures may result in a video that’s only a few seconds long.
Here’s a creative example of a stop motion explainer video from Xbox 360
Infographic Explainer Videos
Infographic explainer videos are another type of animation that makes the everyday, static infographic more interactive. They rely heavily on a rotation of information — bringing emphasis to statistics, data, charts and facts.
With a scripted voice-over, infographic explainer videos serve to educate an audience about a particular subject. Paired with animation, it’s a more engaging way to keep your user’s attention while providing context around a company’s mission and values.
Here’s an example of an infographic explainer video from Adhesive
Live-Action Explainer Videos
Live-action explainer videos achieve the same goal as animated versions — just substitute real people for cartoons. Creating these videos will require working with actors or employees.
If the primary focus is an emotional appeal, there’s no better way to connect with an audience than to put an actual person in the scene. Therefore, these explainer videos are a no-brainer for people-oriented products and services.
Here’s a popular example of a live-action explainer video from Dollar Shave Club
Screencast Explainer Videos
Screencast explainer videos involve the recording of a screen. Channeling a point-of-view perspective, the end result is made to look as though the viewer is sitting at their computer, performing actions taking place on the screen.
On product-specific landing pages, screencast videos are a great way to provide more context around specific functionality. They give users a better sense of how a tool can be used without the upfront commitment of a purchase.
Here’s an example of a screencast explainer video from Cirrus Insight
Typography Explainer Videos
Typography explainer videos come in several forms. However, at their core, all of them rely on using text to educate the viewer. These types of videos are best when a lot of statistics and data are central to the story.
Executed poorly, such videos can be compared to dull slide shows. However, when engaging typefaces, background music and graphics are used, they can be an especially effective explainer video style.
Here’s an example of a typography explainer video from Dissolve:
Kinetic Typography Explainer Videos
Typography, by definition, is the art of incorporating letters and numbers into unique typeface patterns. In relation to explainer videos, kinetic typography refers to a style of animation that relies heavily on text.
Often paired with other forms of animation, these types of explainer videos spell the message out for viewers – literally. If you’re concerned about users watching without sound (something 85% of Facebook users do), incorporating typography is one way to get around the issue without relying on closed captioning.
PayPal nails their kinetic typography explainer video
Business Explainer Videos
Business explainer videos are incredibly powerful ways to build your brand and demonstrate your business’s expertise. One of the reasons business explainer videos are so useful is because of the useful information they provide to viewers while integrating aspects of branding to reinforce the company’s image and voice.
A business explainer video will usually be created as a 1-2 minute rundown of who the founder is, what the company does and why people should care. It’s a tall task, but the vast amount of creative license marketers that exist today, makes it possible.
Here’s an example of playful business explainer by Panorama9
App Explainer Videos
With more than 2 million apps available through Google Play and another 2 million available in the Apple Store, it can be hard to build brand recognition and get consumers to download a specific app.
An app explainer video is a great way to introduce how an app works and why people need to download it. Just telling consumers what an app does isn’t sufficient. It’s much better to be able to show them how easy, powerful and fun it is to use.
A company can do all of that with an app explainer video. This type of explainer video usually opens with either a problem that the app fixes or with the name of the app. It will then move through the features and benefits of the app, ending with a call-to-action.
Here is an app explainer video from Groundswell – App Explainer Video
Product Explainer Videos
A product explainer video is particularly helpful for products being brought to market that are not instantly understandable. This is useful for products that are either complicated or so revolutionary that a consumer won’t understand their various benefits at first glance.
The key to this type of explainer video is that it runs through the primary features of a product, making a clear argument for why a user would want it.
Here is a production explainer video from Nuviz:
Startup Explainer Videos
Pitching to investors is a huge part of getting a startup off the ground. Good pitches not only demonstrate the market potential of a product and profits – they also explain what the startup and its product actually are.
In many ways, a startup explainer video is similar to a product explainer video. However, in addition to reviewing the product, a startup explainer video spends a little more time focusing on establishing a brand voice. That voice is important in a startup explainer video because it shows the startup’s ability to create polished marketing material, while giving investors a better idea of the company’s ethos.
Here is a startup explainer video from Zopim:
