Video Production

The History of Explainer Videos

An explainer video is a short animated video commonly used by businesses to quickly tell their brands’ stories in a memorable way. In 2007, these videos started gaining popularity when the company Common Craft created one explaining how to use the new social media platform Twitter.

With its simple graphics and straightforward language, the video garnered nearly 10 million views and people understood how they could use Twitter, resulting in millions of users. It ushered in the era of the explainer video. Since then, thousands of businesses big and small have found that incorporating a short, compelling video has helped them expand their brand presence.

Explainer videos work perfectly well for companies like Twitter, which provide services that may be very hard to describe in a clear and succinct way. However, they are also useful for any business with a message they want to be heard.

Explainer Video Example (1 min 20 sec)


Why Use an Explainer Video?

Many businesses can have a difficult time expressing what it is they do in a way that potential customers can easily comprehend. When a web user visits a business’s website, how often does he or she leave it with a genuine idea of what the services the company provides are? This is where animated video comes in. By harnessing both the visual and auditory senses together, animated explainer videos increase retention rates and clarify their value proposition in a succinct way.

The human brain is programmed to respond to narratives, particularly ones that engage with ideas that are familiar to them. By mixing unfamiliar ideas with familiar ones, stories told through video help introduce viewers to new concepts. An explainer video gives consumers a reason to care about a business.

How an Explainer Video is Different from a Branded Video

Most companies are jumping on board with video by implementing branded clips into content marketing strategies. However, not all videos are created equal. Branded videos, like internet commercials, tutorials or case studies provide content meant to engage viewers. These videos can be animated, but often aren’t.

What an explainer video accomplishes is somewhat different. Explainer videos distil often wide-ranging and complex ideas into a viewer-friendly package, allowing users to walk away with a better idea of what a company does and why its products or services are important. While these two approaches can be used together, explainer videos perform an essential function that branded video’s don’t. They use a simple story to convey something much bigger: why a business exists.

How Explainer Videos Work

By harnessing the knowledge of brain science, MikeSaidWhat? crafts simple, compelling videos that increase memory retention. Brain science tells us that when utilized correctly, video is the ideal medium for providing information, because it stimulates both auditory and visual senses.

This two-pronged approached gives new data several different avenues to enter long-term memory, which increases retention of new information overall. More than 1 billion unique users visit YouTube every month, which comes out to more than 6 billion hours of video watched on the website each month. Businesses can tap into this ever-growing audience today by creating an explainer video with MikeSaidWhat?

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