B2B explainer videos are a great way to explain your product or service to potential customers concisely and engagingly.
But how do you go about creating one? In this blog post, we’ll give you 7 easy ways to create B2B explainer videos that will help you win over customers, generate leads, and close more deals using their sales and marketing power.
We will also see animated explainer video examples produced by top explainer video companies that offer explainer video services via remote video production.
What is an Explainer Video?
Explainer videos can help companies engage with potential customers and help them understand complex concepts. For example, if you are selling financial software, an explainer video could describe how this software works to potential customers.
Because these videos can communicate with customers in an easy-to-understand manner, they can be particularly useful for B2B brands for their marketing campaigns.
The best explainer videos are concise as busy executives--the audience--are always pressed for time. So focus on explaining your product or service in the shortest time possible. 30 second explainer videos are currently the most popular trend.
How to create Explainer Videos for B2B brands?
Since the internet is primarily a visual medium, video has become a powerful tool for reaching out to your customers and leads.
Many businesses are aware that they need to be using video content to promote their products or services, but they don’t always know where to start. Here is a general outline:
- Determine the target audience.
- Consider the tone, style, and format.
- Use a good story.
- Add a human touch.
- Decide on the length and budget.
- Use a to-the-point script.
- Produce in-house or use remote production services.
- Optimize and promote.
In the next section, we will see how to create an effective B2B explainer video in detail:
Step 1. Prepare the ground
Before creating an explainer video, it is important to understand your target audience.
Answer these questions:
- What type of person will be interested in your video?
- What are their interests?
- What type of message do they need to hear?
- What do you want people to know about your business?
- How do you want them to feel about your business?
Next, research the audience that you hope to reach and create a user persona:
- Who are they?
- What are their preferences and interests?
- What do they care about?
- What am I saying that will resonate with them the most?
Watch this explainer video on how to create a user persona for your B2B business:
Step 2. Design your narrative
Once you have a good idea of who your audience is, create a script that tells a story and engages your viewers.
Think about how you are going to sell your products and services:
- What problem are you solving for customers?
- What is the solution to that problem?
- Why does your solution work better than the competition?
- What is your value proposition?
- How are you different from your competition?
- Is there any research or data to back up your claims?
- How long does it take before you see results from using this product or service?
By doing this, you will ensure that people are drawn in and want to learn more about what you have to say. To convince them of the product's or service's value, follow these tips:
- Demonstrate how the product or service solves a problem for people in your audience. People will be more likely to purchase the product if they can see its benefits.
- Showcase specific examples of how people have used the product or service and how it has helped them.
- Demonstrate to the audience that you believe in what you are saying and make them want to learn more.
Here is a B2B explainer video, created by Explainer Video Hero, for Spinify, the workplace gamification company, on how to use their product to improve sales and productivity:
Step 3. Use script and storyboard
With explainer videos, businesses can communicate in a way that is quick, concise, and to the point. When done correctly, animated explainer videos are an excellent tool for marketing and they can be used to increase ROI.
B2B brands have a lot to gain from investing in explainer videos. It is an excellent way to communicate with your target audience and build trust.
But being a visual medium, the videos need a script--a good tight script can make a big difference. If you can manage a storyboard, that would be even better.
By writing a script or storyboard, you can ensure that your video is clear, concise, and engaging.
Here are four tips on how to create successful B2B explainer videos:
- Keep your target audience in mind.
- Use on-screen text and descriptions that will help viewers understand what’s happening on screen.
- Use strong visuals and graphics to hold viewers’ attention and communicate your message clearly.
- Finally, don’t forget to include a call to action.
Here is a script template from Content Beta you can use:
Step 4. Use human touch
Adding a human touch to an explainer video can be accomplished by adding more information about the characters in the video.
One way is to make animated explainer videos more interactive. Video can have more interactivity when they engage the user in some way. For example, they can ask a question at the end of the video, or have an interactive quiz to see how much you learned from watching.
When it comes to hiring a voiceover artist, it’s important to understand what you are looking for. A good voiceover artist will have experience with your brand and will be able to deliver the script engagingly.
Additionally, they should have the ability to add personality to your video, so that viewers can connect with them on a personal level.
Other ways include adding text overlays and an on-camera interview with the person behind the business.
Here is an example of a B2B explainer video created by Explainer Video Hero for VWO, the A/B testing tool, featuring a voiceover artist. Having a real human explain a product can make a real difference to viewers:
Step 5. Use animation
As businesses strive to engage their customers and communicate complex information in a concise format, explainer videos have become popular.
Animation is a great way to bring your explainer videos to life and make them more engaging for your audience. Not to mention, it can also be used to convey complex concepts and ideas in a way that is easy to understand.
There are many different software platforms that you can use to create your animations, each with its own set of features and capabilities. The key is to find the right tool for the job and then learn how to use it effectively.
However, animations should be used judiciously because they can be a distraction from the main message. They can make an explainer video confusing and difficult to follow, which can lead to lower conversion rates.
Instead, use simple, easy-to-understand techniques and keep the focus on the main points of your video.
Here is an example of an animated B2B explainer video created by Explainer Video Hero for NASTEL, the Integration Infrastructure Management company :
Step 6. Use data and statistics
If you want to really drive home your message, use data and statistics to back it up. This will not only make your video more credible, but it will also help your audience to better understand your message.
Data and statistics are often used in explainer videos, but not always. They can be used to make a video more convincing if the data is used in the right way. For example, using numbers and statistics to back up a claim about a product can make it seem more legitimate.
However, if the data is used incorrectly, it can come off as manipulative. Data and statistics must be used fairly because viewers will be able to tell when they're being manipulated.
A few ways to use data is to show how much something has changed over a period. For example, if you wanted to show how many people have signed up for a new subscription service in the last month and year, you would use data and statistics.
Here is an example of a B2B explainer video, created by Content Beta for Flipkart, the eCommerce platform, that uses data and statistics:
Step 7. Polish And Promote
Even though you could use video editing software like Adobe Premiere or Final Cut Pro to create your video, hiring a professional editor can make a big difference to the final product.
Social media has become an integral aspect of any business’s marketing strategy. In order to boost your social media game, it’s important to know which platform is the best for your company.
Once your video is complete, share it on your social media platforms. This will help boost your reach and get more people to watch it.
YouTube offers a wealth of resources (both free and paid) designed specifically for animating short explanatory videos.
The best platforms for advertising B2B products and services on social media are LinkedIn, Facebook, and Twitter. These platforms offer a specific audience that you can target with content that is relevant to them.
Last but not least, be sure to include a call to action at the end of your video. This will encourage your audience to take the next step, whether it's signing up for your newsletter, visiting your website, or making a purchase.
Here is a video by Brian Dean, an authority on SEO, that tells you how to promote your video on YouTube.
B2B explainer videos are a key part of any content marketing strategy - it's one of the most effective ways to humanize your brand and make complex topics digestible.
Explainer videos can be used at various stages of the buyer's journey, from awareness to consideration to decision.
By following the seven easy steps outlined in this blog post, you will be well on your way to creating high-quality videos that will impress your audience and close more sales.
Whatever route you choose, remember that explainer videos are a powerful tool that can help your business achieve its goals. So don't hesitate - start planning your next explainer video today.