Wednesday, 21 March 2018

Explaining the Explainer Video


A recent voice over and video trend over the past decade is the rise of the explainer video. This video is as the name suggests, explains a brand, product or service to the viewer in a short 2D animation format. The style can be as simple or as complicated as you require depending on what information and needs you want to convey. A voice which acts as the brand, product or service representative is there to connect the dots that visually appear in a verbal manner. The aim is to explain to the viewer what the brand, product or service can offer in a clear and concise way.

                                                        
The video is usually embedded on the client’s website and/or youtube or other social media channel. As the rise of youtube in search functionality and SEO becomes more important we are seeing an increase in the production of these voiceover led explainer videos. Google has made it crystal clear that your company, service or brand will be favoured upon in search functions if there is a related business video and they would be in the know as they own YouTube. These days according to Google, more and more people are using youtube as a search function. It is important to note that this video usage on a clients website is different than if and when it is used on their youtube channel.

The video aims to explain and inform the brand, product or service but it is not an advert. If the explainer video explains then the advert entertains. The advert is much more a conceptual piece or visual art and the explainer video spells things out a lot more. An example would be for a smart phone. The advert would be sleek, entertaining and informative showing off the phone and its key unique selling proposition. The explainer video would a step by step guide about how to use the phone, what it does, how it works etc. Our voices haveworked in both styles so understand the difference – do you?

Explainer video maybe animation driven but this is different from animation videos/work as per below. Voices used are generally engaging, professional and confident yet friendly. An offshoot to this are the myriad of corporate or B2B videos that are also popular. These are similar to explainer videos except they are range from being more informative and about the company. They often show a brand, product and service but are not likely to be a “how to” video which most explainer videos are. We excel in this type of genre as all our voices are very experienced in corporate narration. Examples include videos shown at conferences, in company presentations, from one client to another. You may have seen these in dentists/spas/hairdressers where you see videos showing off the technical product. They are not adverts (see first entry) as they are for a specific business to attract. 


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