{"id":5950,"date":"2021-10-26T14:10:37","date_gmt":"2021-10-26T12:10:37","guid":{"rendered":"http:\/\/brojka2026.local\/digitalni-video-desert-ilti-explainer-video\/"},"modified":"2022-12-15T14:31:53","modified_gmt":"2022-12-15T13:31:53","slug":"digital-video-dessert-aka-explainer-video","status":"publish","type":"post","link":"https:\/\/staging.brojka.hr\/en\/digital-video-dessert-aka-explainer-video\/","title":{"rendered":"DIGITAL VIDEO DESSERT aka EXPLAINER VIDEO"},"content":{"rendered":"\n

Explainer video differs from classic video advertising. It has a practical purpose, for example showing how something works. It is this feature that makes it convincing and is effectively used to present the company, as well as to upgrade the basic message. There are different names for this type of video; explainer video, explanatory video, animated explainer\u2026 but its basic function is always the same. It’s something like a digital marketing dessert, communicating the message of your brand, product or service briefly and sweetly. You can use it as part of your video marketing strategy on your social media sites or homepage to inform old or attract new customers.<\/p>\n\n\n\n

A good explainer video can be very yummy – we cannot resist it and we have to share it with our followers, clients and colleagues. But for the desired effect one needs to keep in mind some criteria.<\/p>\n\n\n\n

The lenght<\/strong><\/span><\/strong><\/h2>\n\n\n\n

As every chef knows, a delicious dish is eaten in an instant, but it’s preparation takes a long time and has to be done carefully. It is similar with the explainer video – although it’s usually 30 seconds to 2 minutes long, its preparation requires time and effort.<\/p>\n\n\n\n

Here\u2019s one boring but educational graph that shows how much the average user manages to hold attention given the length of the video.<\/p>\n\n\n\n

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Graph visual: Kissmetrics & Wistia<\/sub><\/a>
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As the graph clearly shows, short videos are best to mantain the attention of the viewer, so our recommendation is to create videos from 60 to 90 seconds. The maximum length rarely exceeds 2 minutes because after that the user’s attention decreases rapidly. Shorter is better, but keep in mind that it all depends on the content, as well as the platform the video is intended for. Namely, what is the point of a short video if it does not contain what is important for your product, brand or service?<\/p>\n\n\n\n

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The script<\/strong><\/span><\/strong><\/h2>\n\n\n\n

A good script is crucial for a good explainer video, and like a recipe for a good cake, we have to write down all of the essential ingredients. Since this topic deserves a special blog post, in this short review, we will highlight two things – WHAT<\/strong> is it you want to say and HOW<\/strong> you want to say it.<\/p>\n\n\n\n

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WHAT?<\/strong> \u2013 This question seems expected and obvious, but that is why it is easy to overlook it. Of course, your product is perfect and it has many benefits. Not only will it solve the problems of your customers, but it will make them a tiramisu cake and after that wash the dishes. And here is the catch – too much information will lose the point. Focus on the essentials and ask yourself, what do you want to say in your explainer video? Let that be one thing. So what is new about what your product or service offers? What do you want users to see, hear and remember?<\/p>\n<\/div>\n\n\n\n

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HOW?<\/strong> \u2013 To make your video explainer script short and clear, use short and clear sentences. Let them speak via pictures and be visually strong and striking. Humor is often the reason why some explainer videos catch your eye. But be careful with it! Let\u2019s say, humor is like sugar, if you add to much – you\u2019ll spoil the cake (and your teeth).<\/p>\n<\/div>\n<\/div>\n\n\n\n

Visual techniques<\/strong><\/span><\/strong><\/h2>\n\n\n\n

There are different styles of explainer videos to choose from. Does your brand need the freshness of a whiteboard? Colorful plate of 2D animation? Juicy fullness of 3D animation? Or do you prefer a raw live action approach? Each approach has its advantages and disadvantages that need to be put on the scale before it is kneaded into a biscuit.<\/p>\n\n\n\n

When choosing, take into account the budget at your disposal, some techniques are more expensive than others. Also, keep in mind what the main goal is and what you want to achieve with your video. Think about your target audience and ask yourself what their preferences are, and if they have any specific needs.<\/p>\n\n\n\n


Whiteboard animated video<\/strong><\/strong><\/h3>\n\n\n\n

Sometimes, the concepts we want to convey to clients or users are dry and abstract, and require time. Luckily, there is the whiteboard style. A hand, similar to the one from the Addams family, draws images on a white background, and makes any annoying information interesting. This technique is affordable, but… aside from having flooded the internet, at first glance, one whiteboard is not much different from the other. What used to be innovative and new, is losing some of its juiciness.<\/p>\n\n\n\n

Still, it is a fun approach often used for educational purposes and it is good for conveying longer and more complex advertising messages.<\/p>\n\n\n\n

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