How to Make Creative Explainer Videos for Your Business

Ilfusion Creative
3 min readMar 27, 2019

Marketers use videos for a variety of purposes, but more often as an educational tool to enhance brand awareness and understanding of a product or service.

One popular video marketing strategy is the use of explainer videos — a type of video that’s designed to promote a brand’s products or services and explain how they work, typically within 60 to 90 seconds.

What advantages do brands get from explainer videos?

Using explainer videos for your business is an effective method in engaging potential customers while boosting sales. In fact, Wyzowl’s “State of Video Marketing 2019 Report” confirms the following statistics:

  • 96% of consumers reported that they have watched explainer videos to learn more about a product or service
  • 68% of consumers prefer to learn more about a new product or service by watching a short video
  • 79% of consumers claim that a brand’s explainer video was one of the main factors that convinced them to buy a certain product

Social Media Today also reports that including videos on a landing page can increase conversion rates by a whopping 80%. Since explainer videos are most effective when placed on your website’s homepage, and thus they’re the first thing that customers see, it’s crucial to make a good and lasting first impression.

How to Make Creative Explainer Videos for Your Business

1. Conceptualize your script

A well-thought-out script is the very foundation of a successful video, and it all starts with a concept. As you plan your script, think about how you would position your brand message and deliver it in a creative and captivating way.

During the conceptualization and planning phases, it’s important to conduct a creative brief wherein the following are discussed: your target audience, marketing goal, brand message, key benefits of your product, visual style, music, actors, budget, and more.

2. Tell a story

Explainer videos are a form of brand storytelling. Telling a story about your brand begins with knowing what your message is. The most effective brand stories are grounded in a business’ core values, so it’s essential that your video’s message is consistent all throughout.

One way to infuse the element of storytelling into your explainer videos is to show a common problem that your customers have, and then demonstrate how your product or service can solve it. Another idea is to make your message personal and emotionally charged. By doing so, you give depth to your story and therefore connect better with your audience.

3. Focus on the benefits, not the features

Customers care about the benefits of using your product or service, not their technicalities. That said, when creating your explainer videos, it’s best to focus on the benefits and not the features.

Instead of saying, “Our SEO services include monitoring of so-so,” rephrase your message to “Our SEO services will help your business grow.” Show people how your product or service is going to affect and make their lives better, happier, and a lot easier.

4. Keep it short and sweet

One of the common mistakes that marketers commit when creating an explainer video is that they cram in too many storylines. Explainer videos are best kept short, sweet, and simple, which is why it’s advised to focus on one story line per video.

Explainer videos are not meant to showcase your entire product line or service offerings; think of it as more of an elevator pitch. As was mentioned, explainer videos are typically just 60 to 90 seconds. Remember that most of these videos are viewed on mobile devices, so the attention span of your audience is quite short. Pack a punch in your first 10 seconds by creating a captivating introduction.

Wrapping It Up

Once the script and the concept have all been decided, the next challenge is bringing your ideas into fruition. Creating your own explainer video is very doable nowadays even with basic equipment. However, if you’re not confident with your video making skills, it’s best to tap into the help of expert video production professionals.

At Ilfusion, we specialize in creative digital marketing, including video production, design, branding, web development, and social media. Here is a sample explainer video we created for white label services:

Sample explainer video

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Ilfusion Creative

Ilfusion Inc. is a full-service creative agency located in Fort Worth, TX with talents in web, design, video, social media and marketing consultation.