How to make an explainer video: Creating engaging explainer videos

In the digital age, where attention spans are as fleeting as the swipes on a screen, capturing and maintaining audience engagement has become a pivotal challenge for brands. Enter the hero of our digital narrative: the explainer video. A dynamic, engaging tool that has proven its worth in the marketing arsenal of businesses, from startups to corporate giants. In this blog, we delve into the art of creating compelling explainer videos, guided by the expertise of Genesis Motion Design, a front-runner in animated explainer video production. 

The vital role of explainer videos

Explainer videos have emerged as a cornerstone of modern marketing strategies. Their ability to distill complex ideas into digestible, engaging narratives makes them invaluable. Whether introducing a new product, explaining a complex service, or telling a brand’s story, explainer videos bridge the gap between businesses and their audiences, fostering understanding and connection. 

By condensing information into a concise and appealing format, explainer videos serve as an effective tool for communicating key messages. Here’s a closer look at the benefits and use-cases of high-quality explainer videos:

• • Enhanced comprehension: They simplify intricate concepts, making them easily understandable to the audience, thus improving their comprehension of the product or service offered.
  • Increased engagement: With the integration of compelling visuals and storytelling, explainer videos capture and retain the viewer’s attention, making the information more engaging than static text or images.
  • Boosted conversion rates: Effective explainer videos can significantly increase conversion rates by effectively communicating the value proposition and encouraging viewers to take action.
  • Improved SEO performance: Videos are favoured by search engines and can help improve a website’s SEO ranking. An engaging explainer video on your landing page can increase the time visitors spend on your site, which is a positive signal to search engines.
  • Stronger brand recognition: Customised animation styles and brand-specific storytelling in explainer videos help in reinforcing brand identity and improving recall among the target audience.

• Versatile use-cases:

• • Product launches: Introduce new products by highlighting their features and benefits in an easily consumable format.
  • Educational purposes: Explain complex services or concepts related to your business, providing valuable knowledge to your customers.
  • Brand storytelling: Share your brand’s mission, vision, and values to build a deeper emotional connection with your audience.
  • User onboarding: Guide new users through your product or service’s functionality, ensuring a smooth onboarding experience.
  • Social media engagement: Short explainer videos are shareable and can significantly increase brand engagement on social media platforms.

Elements of a compelling explainer video

A captivating explainer video is more than just its content; it’s a symphony of script, visuals, pacing, and sound, each element harmoniously combined to tell a compelling story:

• Script: The script is the first and most crucial step in creating an engaging explainer video. It should succinctly convey your message, focusing sharply on the problems your product or service solves. Remember, a well-crafted script is conversational, directly addressing the viewer’s needs and how you can meet them. Think of the script as a condensed story that takes your audience from identifying a problem to seeing your offering as the solution, all within a minute or two.
• Visuals: The visual component of an explainer video is what captivates and retains the audience’s attention. Whether it’s through 2D motion design, which offers a flat yet dynamic storytelling method, or through more complex 3D animation that brings depth and realism, visuals should complement the script in a way that enhances understanding. Utilising brand colours, consistent graphic styles, and clear visual metaphors can help make abstract concepts tangible and keep the viewer engaged.
• Pacing: Effective pacing ensures that the video maintains the viewer’s interest from start to finish. It’s about finding the right balance between providing enough information to explain the subject thoroughly without losing momentum. The pacing should align with the natural rhythm of the narrative, allowing for moments of emphasis and reflection where needed. Adjusting the speed of transitions and animations to match the tone and flow of the script keeps the audience engaged and prevents cognitive overload.
• Sound: The auditory elements of an explainer video play a significant role in reinforcing the message and enhancing viewer retention. A clear, well-articulated voiceover that resonates with your target audience adds a personal touch, making the content more relatable. Background music and sound effects should support the emotional tone and pacing of the video, elevating the overall impact without distracting from the information being presented. The right sound design can turn a simple explainer into an immersive experience. 

Storytelling in explainer videos

Effective storytelling transforms an explainer video from a simple presentation into an engaging experience. It’s about creating a narrative that resonates with the audience, making the brand’s message both relatable and memorable. By focusing on the viewer’s challenges and how the brand can solve them, explainer videos can weave stories that viewers see themselves in, fostering a deeper connection with the brand. 

Here are some tips on how to craft compelling stories when making your next explainer video:

• Identify the audience’s pain points: Start by understanding the specific challenges or needs of your target audience. This enables you to tailor a story that directly addresses these issues, making your video immediately relevant to the viewer.

• Use a relatable protagonist: Introduce a character or scenario that your audience can identify with. This character’s journey from encountering a problem to finding a solution through your product or service makes the narrative engaging and persuasive.
• Follow a clear structure: Every compelling story has a beginning, middle, and end. Begin with the problem, show the search for a solution, and conclude with how your product or service provides the resolution, all while keeping the narrative focused and concise.
• Emphasise the transformation: Highlight the positive change that comes from using your product or service. This transformation should be the climax of your story, showcasing the tangible benefits the viewer can expect.
• Incorporate emotional triggers: People are driven by emotions, not just facts. Weave emotional elements into your story to create a stronger connection with your audience. This could be through humour, empathy, excitement, or inspiration.
• Keep it simple: While your product or service might be complex, your story shouldn’t be. Simplify the narrative to focus on the core message, ensuring it’s easily understood and remembered.
• End with a strong call-to-action (CTA): After engaging the viewer with your story, direct them towards the next step with a clear and compelling CTA. Whether it’s visiting a website, signing up for a demo, or contacting your team, ensure the action you want the viewer to take is unmistakable.

Animation techniques for animated explainer videos

The choice of animation technique is a pivotal decision in the creation of animated explainer videos, significantly impacting the overall aesthetic, engagement level, and comprehension of the presented information. Different animation styles can convey different tones and atmospheres, from professional and sophisticated to fun and whimsical, directly influencing how the message is received by the audience. 

• 2D Animation: This classic animation style is celebrated for its broad stylistic versatility, capable of conveying complex messages through clear and engaging visuals. It can range from simple and flat designs to more complex and layered compositions, allowing for a wide spectrum of tones — from serious and informative to light-hearted and whimsical. 2D animation is particularly effective for storytelling, making it a staple in explainer videos where narrative and message delivery are key.
• 3D Animation: For explainer videos that require a sense of depth, realism, or detailed product visualisations, 3D animation is the go-to technique. It enhances the visual experience by adding volume and perspective, creating a more immersive viewing experience. Ideal for demonstrating how products work in real life or for adding a layer of sophistication to the video, 3D animation brings concepts to life in a tangible and impactful way.
• Stop Motion & Mixed Media: These distinctive animation techniques offer a unique and creative approach that can set your explainer video apart. Stop motion brings a handcrafted feel to the video, imbuing it with charm and a personal touch, while mixed media combines various techniques, such as live-action footage with animated overlays, to create a rich, multi-layered visual experience. Both approaches are excellent for explainer video production, capturing the viewer’s imagination and ensuring your message stands out.

Common mistakes to avoid in explainer videos

While explainer videos offer numerous benefits, certain pitfalls can undermine their effectiveness:

• Overloading with information: The temptation to cover all aspects of your product or service in a single explainer video can lead to information overload. This often results in a cluttered message that’s hard for the audience to follow or retain. A focused, streamlined narrative that addresses the key points is far more effective in capturing and maintaining viewer interest, facilitating a clearer understanding of the core message.

• Neglecting the audience: A successful explainer video is one that resonates with its intended audience. Failing to consider the audience’s perspective, interests, and needs can result in a video that misses the mark. It’s crucial to tailor the content, tone, and message of your video to match the preferences of your target demographic, ensuring that it engages them effectively and addresses their specific questions or concerns.
• Underestimating the script: The script is the backbone of your explainer video, guiding the narrative flow and conveying your key messages. An underdeveloped script can lead to a lacklustre video, regardless of the quality of the visuals. Investing time and effort into crafting a well-structured, engaging script that clearly communicates your value proposition and compels action is essential.
• Ignoring branding: Your explainer video is an extension of your brand and should be consistent with your overall branding strategy. Overlooking the incorporation of your brand’s visual identity, tone of voice, and key messaging can result in a video that feels disconnected from your other marketing efforts. Ensuring that your video aligns with your brand’s identity helps to reinforce brand recognition and trust among your audience.

Craft your next explainer video with Genesis Motion Design

At Genesis Motion Design, we understand the power of a well-crafted explainer video. Our animated explainer video service combines creativity, technical expertise, and strategic storytelling — to produce videos that not only explain but also enchant. 

With a team skilled in everything from animated explainer videos to corporate video production in Singapore, we tailor our services to meet your unique needs, ensuring your message resonates with and captivates your target audience.

Are you ready to transform complex messages into engaging narratives?

Benjamin Ang

Benjamin Ang, the Creative Director of Genesis Motion Design, has more than 10 years of experience in motion graphics, design, and animation, Benjamin embarked on his own journey in 2015 with the birth of Genesis Motion Design, a studio focused on brand-driven storytelling.