Based in Greenville, South Carolina, Primeau Productions one of the southeast’s leading video production companies. As part of our work, we are frequently called upon to help our clients make “Explainer Videos.”
According to the latest market research (Wyzowl 2024 Video Production Statistics), the explainer video (nationwide) accounts for about 39% of all videos made. The way the industry has been trending, we would not be surprised if 2025 brings the explainer video to more than 40% of all videos – which is remarkable.
However, our first task here is to explain what explainer videos accomplish and why they are so popular.
Chances are strong
We would guess that over the last two or three days you may have viewed an explainer video without even knowing it. Perhaps it was on the website of a computer software company introducing a new payroll product, or a dentist explaining why they love working with children or a motivational speaker explaining what makes their presentations memorable. The list of important things explainer videos can do, is wide-ranging.
An explainer video explains an organization’s products or services. In study after study, it has been shown explainer videos outperform text. It brings things to life. Whether the explainer video is embedded in a website, appears on social media, becomes an advertisement, is used for training purposes or as a motivational tool, it gets results.
The average length of an explainer video is between two and four minutes. Whether it is used to introduce, sell, market or train, the message is focused, clear, creative and engaging. In short, an explainer video should answer questions. For example, “When should I bring my car in for an oil change?” “What kinds of life insurance do we sell?” “Why is our bread so delicious?” “Why should you come to our gym?”
More than words
The Hubspot market research blog has found, “68% of marketers say content showcasing their products and services generates the biggest ROI.”
Researchers such as psychologist Dr. Haig Kouyoumdjian have delved into the world of explainer videos and concluded: “Words are abstract and rather difficult for the brain to retain, whereas visuals are concrete and, as such, more easily remembered.”
However, it is important to remember that as much as a good explainer video might accomplish, unless it is expertly crafted, it can get lost in a sea of poorly developed ideas. Though a wonderful explainer video can add to your organization’s values, or its character or its very “nature,” it can also fall flat.
Here are 10 common mistakes when organizations try to produce their own video.
10 Common Explainer Video Mistakes
- Not having a clear-cut goal.
- Not knowing your target audience.
- Not having a call to action.
- Not knowing the best kind of video format e.g., “Live action” versus “Animated”
- Deciding to “wing-it,” rather than having a logical flow or some kind of story, including the best people to be in the video.
- Not having some kind of script.
- Having too much unedited material.
- Having poor pacing (slowing down, speeding up, too much-too fast)
- Forgetting the story.
- Forgetting “you.”
Primeau Productions will not let your explainer video get lost in the shuffle. Your organization’s values (whether one person or thousands) must be celebrated. It is your brand. From script to screen, Primeau Productions will be your trusted partner to produce the very best, professional and focused explainer videos.
At the end of the day, the highest quality explainer videos celebrate and appreciate what makes your organizational special.