Corporate comm. often involves complex information spanning dry topics. Making this info digestible and accessible without turning your audience off in seconds is the challenge!
Explainer videos are one clever way of getting points across in an engaging way. Structure and style play a big role in effective explainer videos. But with the right creative approach you can tap into your audience’s imagination and create a communications piece that’s set to grab attention, even across the trickiest topics.
Making it accessible
Our brains work in a certain way when it comes to processing information. The more intricate the subject, the bigger the need to break it down and make it easy to digest. Think from your own point of view. Everyone’s been in a situation at one time or another where they felt overloaded with information.
To work effectively, explainer videos can’t simply dump huge amount of detail within the first few moments. Instead, they need to follow a clear structure to guide the viewer through the points one at a time. This all starts with a hook. Forget about conveying a range of messages in the first seconds.
To really engage your audience, you’ll need to grab attention with something that’ll pique interest. From there, you can guide them through a journey of awareness, moving onto basic information, then delving into the more complex core of the piece once the viewer is comfortable and engaged.
Let’s take as an example the latest explainer video we have produced for the European Space Agency on 5G technology:
Within the first few seconds the narrator states a fact relevant to all audience members: “being connected is everything”. Through this one sentence, the audience is able to relate to the video’s topic – a hook prompting them to keep watching until the end.
What about style?
Style matters in explainer videos. Because they’re all about appealing to viewers in a novel way, the look and feel of the video will be an important factor in grabbing attention and keeping the audience involved.
Stylised characters are a tried and tested way of enticing an audience to identify with scenarios in explainer videos. Adding a personality to the comms, animated characters, such as the ones created for the 5G video, open doors for people to relate to the complex topic of the video.
Make the story feel personal
A narrative with a personal angle is the best way to create a link with your viewer. That means developing a specific story with a certain point of view that’s likely to appeal to your audience. But it shouldn’t end there.
Tying this in with your personal angle as a brand will help you bridge the gap between audience and message, as well as conveying your overall identity. In the ESA video for example, following an explanation of the 5G network and its benefit to the public, the video highlights how the European Space Agency is involved with the technology – thus bringing back the discussion to its core business.
Do it right, and this is what will really make your explainer video stand out from other content pieces. Interested in learning more? We’ve previously written about our production process for explainer videos on our blog: