Just because you’ve decided to add explainer videos to your online marketing approach doesn’t mean all types of this content are appropriate or suitable for your organization. There are many factors involved, not the least of which are cost and your company’s goals. Here are a few of the more popular styles of explainer videos along with why businesses tend to choose them over other formats.
An animated explainer video is great for companies with low marketing budgets. You have a few options when you want big impact at a low price.
• 3D Animation: It may be time-consuming to create, and expensive to produce, but 3D really separates your explainer video from 2D and 2.5D animation. The style works well when you want it to communicate more expression or show intensity, such as doing a product demonstration. You’re looking at an investment of around $10K - $30K.
• Whiteboard Animation: As the name suggests, this animation is exactly what you’d see if someone was drawing on a whiteboard right in front of you. Typically, whiteboard animation involves the creation of images and text in sequence, with a voice-over explaining what’s going on. Though similar to a slide presentation, it’s actually more effective because you see the hand drawing the images and texts. Even simple movements keep a viewer engaged.
Live action explainer videos enable your personality to come through. The images you see on television are similar in concept to live action explainer videos. There’s an actor or presenter who delivers information via a script, a camera to capture everything and recording equipment to collect audio. Live action is quite effective when you want personality and emotion to be transferred to the viewer. You’ll build more of a personal relationship than you would through produced animation; however, the shooting, editing, and production process requires a more significant investment.
A screencast explainer works well for how-to’s and tutorials. When you’ve got a product that’s so easy to use you want to emphasize it, consider a screencast. The process involves recording a screen capture in digital format, then adding audio to explain what you’re demonstrating. When your product is software or technology, it’s a great way to show the exact graphic user interface to your prospects.
Testimonials are excellent for establishing trust and reputation. There’s possibly no better way to showcase your reputation and reliability than by creating an explainer video featuring satisfied customers. Your prospects tend to be doubtful of claims when faced with buying decisions, so they're more likely to listen to the experiences of unrelated parties. Show your subjects some appreciation by offering incentives, discounts or bonuses if they are featured in your video.
After perusing this list, you can probably pick out a few types of explainer videos that would be a good fit for your organization. Your decision will come down to balancing the considerations that are most important to your company, which may be cost, goals or the preferences of your target audience.
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