Explainer videos are more popular than ever. From animation to whiteboard to live-action, explainer videos are created in all shapes and sizes. For this blog, we will be focusing on animation. Animated Explainer videos are the most frequently used form of explainer video in marketing.

ANIMATED EXPLAINER VIDEOS

Video is everywhere. From TikTok and Instagram to gas pumps and stadium screens. Video is dynamic, attention grabbing, informative, but most of all, it’s engaging. The old adage that people retain 10% of what they read, 20% of what they hear and 80% of what they see speaks to the power of the medium, especially as it relates to marketing products and services.

For marketers, video represents a significant opportunity to connect effectively with prospects and customers at various stages of the customer journey. Since there are many styles of video, selecting the right one will ultimately become a function of your goals as well as budget.

In this article, we’ll talk about simplifying a complex story through animated explainer videos.

ATTRIBUTES

ILLUSTRATED
CREATIVE
ARTICULATE
ENTERTAINING
APPROACHABLE
INFORMATIVE

WHAT IS AN ANIMATED EXPLAINER VIDEO?

It’s a descriptive term given to a genre of videos that excel in telling a complex story, simply. Animated Explainer videos bring illustrations to life through movement. Animation is the key component to making these videos visually engaging. Executions can range from simple sketches to complex, multi-layered, original illustrations woven into a sophisticated storyline.

FINGERHUT

Bolin developed a series of animated explainer videos to communicate new credit services being offered by Fingerhut. Each video walked through a unique offering tailored to your credit score and spending ability. It was important for the campaign to be educational and provide potential customers with a clear understanding of the program and how it could work for them.

PERFECT FOR…
  • When live action filming isn’t an option or feasible
  • There’s a complex storyline that needs simplification
  • Right brain (logical) story arc
  • Social videos, with or without sound
NOT SO PERFECT FOR…
  • Long-form communications
  • Content that focuses on highlighting humans
  • Viewed in high distraction environments
RULES OF ENGAGEMENT

LENGTH
Shorter is better. Keep it under 2 minutes.

FORMAT
Ensure the storyline flows in a logical direction. Be clear. Brevity is your friend.

ALIGNMENT
Avoid ultra-low cost, templated options that are inconsistent with your brand.

LEGAL
Be aware of the law. Claims made without actually showing product may require legal disclaimers.

TYPOGRAPHY
Be aware of multiple languages. Use of titles and typography does not always translate.

PRICE RANGE

$10,000 – $22,500
Based on the level of complexity, original illustrations, animation style, length of video, music, sound effects and voice-over talent.

THE BOTTOM LINE

Explainer videos are an excellent way to engage an audience and tell a complex story in a simple, compelling manner. Care must be taken to simplify the storyline to its most basic elements and be sure to invest in ‘brand appropriate’ animation styles and production as budgets can vary widely, you get what you pay for.