Which kind of explainer video is right for you?

Whether you’re a new startup looking for investors, a small business introducing a new product, or a large corporation with a new initiative you want to share with the world, a good explainer video gives you a sharable, engaging marketing tool.

Studies show that animated explainer videos work, but how do you know which style of video is right for your subject matter and audience? There are many ways to present your idea, but for us, it basically breaks down into two categories: The character-driven video and the conceptual video. Of course, videos can and often do employ a combination of the two, but for the sake of understanding it’s helpful to consider the two approaches separately.

Character-driven Explainer Video

If you’re looking for a personal, emotional connection that your audience can relate to, we recommend the character-driven video, like this outreach video we created for Roca. Usually these concepts focus on a person’s journey or success story.

Conceptual Explainer Video

If you’re presenting an abstract idea, we recommend a more conceptual approach that imparts the big picture. Videos like the one below, which we created with Harvard Business Publishing for Insight, use abstract imagery to convey large-scale technology industry trends.

If you’re still not sure which kind of explainer video is right for you, consider these key questions to help you decide:

  • Who is your target audience and which style will they respond to best?
  • Which style complements your brand the most?
  • What do you hope to achieve with your video?

If you want help answering these questions and more, get in touch. We’d love to discuss your communication challenge and help you find the best approach.