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 An explainer video is a short animated video commonly used by businesses to quickly tell their brands’ or product stories in a memorable way. 

Many businesses can have a difficult time expressing what it is they do in a way that potential customers can easily comprehend. When a web user visits a business’s website, how often does he or she leave it with a genuine idea of what the services the company provides are? This is where animated video comes in. By harnessing both the visual and auditory senses together, animated explainer videos increase retention rates and clarify their value proposition in a succinct way.

The human brain is programmed to respond to narratives, particularly ones that engage with ideas that are familiar to them. By mixing unfamiliar ideas with familiar ones, stories told through video help introduce viewers to new concepts. An explainer video gives consumers a reason to care about business.

Most companies are jumping on board with video by implementing branded clips into content marketing strategies. However, not all videos are created equal. Branded videos, like internet commercials, tutorials or case studies provide content meant to engage viewers. These videos can be animated, but often aren’t.

What an explainer video accomplishes is somewhat different. Explainer video distills often wide-ranging and complex ideas into a viewer-friendly package, allowing users to walk away with a better idea of what a company does and why its products or services are important. While these two approaches can be used together, explainer videos perform an essential function that branded video’s don’t. They use a simple story to convey something much bigger: why a business exists.

A product video is an explainer video that effectively demonstrates the benefits of a product. While many product videos focus on the features of the product, we concentrate on how the product relieves the pain points these clients may encounter.

A demo video increases conversion rates by providing a creative and engaging story that demonstrates how your product functions in the real world, and what kind of impact it has. By using narrative and metaphor, a product video can create a better lasting impression in the consumer’s mind, leaving the product features to be experienced rather than explained.

The findings of neuroscience suggest there may be a reason for the continued popularity of Internet videos, and a good business case to incorporate video into your product launches. People are more likely to retain information received through video because the information is presented through audio and visual channels. Therefore, when companies need to express something about a product quickly and memorably, video is the best way to do it.

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