YouTube videos were essential to Luxy Hair’s marketing strategy. The company published a mix of educational content showing how to use the brand’s hair extensions, how to braid your hair in different ways, how to keep your hair healthy, and how to mimic celebrities’ hairstyles. Through a mix of product videos and informative videos that didn’t plug any products, the brand was able to build trust with its target audience. Over time, Luxy Hair gained millions of followers on YouTube—and lots of sales.
You can make similar connections with your audience by making your own explainer videos.
What is an explainer video?
Explainer videos are relatively short videos that describe how something works. Businesses can leverage this medium to walk through how their product or service operates, giving customers an easier way to learn how to use a product. While explainer videos can be straightforward, they can also be funny or silly to connect with your target audience. When you make an explainer video, you can share it on your website, social media accounts, and email newsletters to maximize reach and return on investment (ROI).
Types of explainer videos
The best video production method depends on your product, budget, and message.
- Live action: Live-action explainer videos depict real people using products. This style of video works well for physical products, like how to set up a home security camera.
- Screen recording: These recordings capture your screen while you’re using software tools or internet-based services. These videos often show a step-by-step walkthrough of a process like how to create a GIF on a photo editing program.
- Animated: Animated explainer videos are a great way to explain creative, abstract, or difficult concepts, like a financial service. Depending on the subject and your brand identity, you might make a hand-drawn, computer-illustrated, or stop-motion animated video.
- Whiteboard: Whiteboard explainer videos combine aspects of live-action and animation techniques. These videos depict a hand drawing or writing on a whiteboard to illustrate ideas or processes, like a warehouse logistics partner showing how it gets your products to customers.
How to make an explainer video
The best explainer videos are descriptive and easy to follow. Use these steps as a guide to develop your idea and start making your own explainer videos:
1. Choose a focus
For each new explainer video you make, decide what you want to say about your product and which elements you’d like to focus on. Ask yourself:
- Why are you making a video?
- What problem are you trying to solve?
- What questions or issues do customers regularly bring up?
Think about your target audience and where they are in the sales pipeline. A video aimed at new customers might include setup instructions and product tips. If you’re targeting undecided buyers, you can focus on your product’s unique selling proposition. Review customer service inquiries and look for any recurring themes. If multiple users have the same issue navigating your self-service portal, for example, it can be an area that could benefit from additional explanation.
2. Write a script
A video script keeps you on task, which is necessary for producing engaging content. Your video format may affect how you approach your script. For example, animated videos and screen recordings often use voiceover narration, so you have more flexibility over the final product.
Aim for a script that gets to the point. Most explainer videos are short. A 90-second script has between 180 and 240 words, meaning there’s not enough room for asides or irrelevant information.
Additionally, Mimi Ikonn, co-founder of Luxy Hair, suggests having an accessible script. “If you can simplify your topic, people will watch and engage [more],” she says. Focus on using simple language and avoid any niche industry terms. The goal is to help viewers understand your product.
3. Plan your shoot
This step involves hiring talent, scouting locations, and sourcing props. Think about how you want your video to look and feel. If you’re working with freelancers, consider putting together a mood board and a shot list to help them understand your vision.
Watching similar videos might help you find inspiration. “Watch other creators and see what works for them,” Mimi says. “Don’t copy [them] but do similar things with your own content.”
4. Edit your video
Edit your footage to bring your video together. Editing is more than just removing mistakes; it also helps you set the tone. You can add music, sound effects, and additional graphics such as text or animations to give your video personality. If you’re working with music, use royalty-free tracks to avoid any platform or copyright violations.
5. Publish and share
Choose a media player and upload your video. YouTube is a popular choice for hosting videos—it’s free, easy to use, and discoverable. Follow best practices for your chosen platform to optimize your video. For YouTube, this involves uploading a thumbnail, writing an engaging title, and including relevant keywords in your video description so more people can find it.
Once your video is live, share it on different platforms for maximum visibility. Post on your social media accounts, embed the video on your website, or feature it on product-specific landing pages. Thinking about the video’s target audience can help you identify the best placements. For example, if you produce an explanatory demo video showing new customers how to assemble your product, including a link in a post-purchase email would help it reach the right people.
Examples of explainer videos
These examples can inspire you to create your own videos:
Setup video: U-Turn Audio
U-Turn Audio created a short-form video to support existing customers. Pairing live-action footage with a simple voiceover, the company demonstrates how to set up its turntable. This video is clear and easy to understand and provides advice on troubleshooting common setup errors.
Value proposition video: Ember
Ember is an ecommerce company that markets temperature-controlled drinkware. To market its smart baby bottle warmer, its live-action explainer video demonstrates the value of the product clearly and succinctly. This video appeals to prospective customers by focusing on the benefits of the product, like the bottle’s ability to warm to body temperature in just five minutes.
Value proposition video: Endy
Endy, an online mattress company, used an animated explainer video to provide a quick overview of its customer experience. Mattresses are big and heavy, so depicting the whole process of ordering, shipping, and delivery with live-action footage would require an elaborate shoot with multiple sets. By using stop-motion animation, Endy can cost-effectively demonstrate how easy it is to order mattresses with its service.
Explainer videos FAQ
How do you make explainer videos?
To make an explainer video, develop a concept and write a strong script. Focus on explaining your product’s usefulness, addressing frequently asked questions, or demonstrating your brand’s appeal. Choose a visual style that supports your message and capture high-quality footage to create a professional video.
Are explainer videos still effective?
Yes, a good explainer video can help you reach a new audience. Video is a compelling and efficient way to explain your value proposition. Incorporating explainers into your video marketing strategy can help answer customer questions, increase brand awareness, and boost conversion rates.
Why should a business consider making explainer videos?
A short video provides valuable, easy-to-digest information in an engaging format. Businesses may choose to create an explainer video to reach a new audience or enhance their existing customer relationships. Instructional videos and product demonstrations can ensure current customers have a good experience, and storytelling videos can explain a product’s appeal and motivate potential customers to purchase.
