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5 Reasons Explainer Videos are Effective Marketing Tools

Updated: May 24

If your goal is to attract and influence your audience, video still reigns supreme. Even when presenting in person, a well-crafted video will immediately attract an audience's attention in a way a live speaker can’t. A recent survey of marketing professionals and online consumers found that:

  • 89% of people say watching a video has convinced them to buy a product or service.

  • 96% of people have watched an explainer video to learn more about a product or service.

  • 91% of people say they want to see more online videos from brands.

Keep clients attention by creating an effective explainer video
Explainer Videos Grab Your Audience's Attention

What Makes Explainer Videos So Effective?

But why do videos, and specifically explainer videos, hook your audience and boost sales? Five key elements make them especially effective marketing tools.

1. Story

Humans love stories. It’s how we interpret the world around us and how we communicate with each other. A well crafted explainer video not only explains your product, service or idea, but also tells a compelling story. Stories have a beginning, middle, and end. They take your audience on a journey and keep them engaged.

2. Clarity

Most products or services are at least somewhat complex. This complexity can make prospects slow to hit the buy button. According to Stanford professor Jesper Sørensen, consumers don't buy what they don't understand. Before buying your product or service, they want to make sure they understand your product or service and that it’s the right fit for their needs. An effective explainer video delivers your value in a way your audience can easily understand. It doesn't try to impress (and confuse) them with how smart it sounds. It wows them with clarity. It gives them an, “Ah, I understand” moment. Your audience is left clearly understanding why your product, service, or idea is important and how it can help them.

3. Time Savings

You value your time and so does your audience. A well-crafted explainer video takes about 100 hours to make, if not more, but only runs for about a minute or two. A concise explainer video adds immense value to your prospects’ decision-making process because it removes the non-essential elements and delivers important information in a way they can quickly understand. As the great Blaise Pascal said, "I would have written a shorter letter, but I did not have the time." Short and sweet is a challenge for you, but it's the elevator pitch your audience can retain. Save them time with a concise explainer video.

4. Say/See

When delivered via video, viewers claim to retain 95% of a message. Explainer videos take recall one step further by reinforcing what’s being said, with what’s being seen. It activates the auditory and visual learning areas of the brain. This powerhouse coupling of a well-crafted script with complementary visuals makes your message memorable and impactful.

5. Emotional Appeal

Explainer videos include the emotional trifecta: voice, visuals, and sound design (music/sound effects). This helps you to tell a story that tugs on heartstrings, gets a laugh, or makes a serious point. Emotions are a critical way for brands to connect with their customers, according the the Harvard Business Review. For marketers, emotions drive sales; for buyers, emotional appeal gives them a push to purchase your product or service or to take the next step.

Ready to Add Explainer Videos to Your Marketing Toolkit?

If you want to engage your audience and boost sales, consider adding explainer video to your marketing strategy. Don’t know where to start with your video? Contact Wienot Films and let's talk about your animation and video production goals.


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