What is an Explainer Video?

An explainer does exactly what its title suggests: It explains something. Many times, an explainer video is animated, sometimes presented as a hand drawn or doodle video. In general, the tone is casual, conversational and real.

On the other hand, I’ve recorded authoritative-sounding voice over for medical explainer videos created for an audience of healthcare providers. Depending on the message, many explainers are upbeat, with a person-to-person feel. I’ve voiced explainers for Fortune 500 corporations explaining new policies, small startups in the brand awareness phase and just about everything in between.

While its causal feel may seem counterintuitive, an explainer video is a good style to choose when presenting difficult or serious information. It lightens the mood without going overboard.

For example, many insurance companies use explainer videos to dive into employee health plan options during the open enrollment period. Explainer videos are ideal for breaking down complicated plan options in a way employees can personally relate to their own needs.

Many of the explainers I’ve voiced are walking viewers through highly technical information, and the style of the animation makes the information much less intimidating to the viewer.

Interesting Facts about Explainer Videos

In his book 60 Seconds: How to tell your company’s story & the brain science that makes it stick, Andrew Angus says the principal of dual-coding “reveals when auditory senses alone are stimulated, people retain about 10% of what they’re told, but when both visual and auditory senses are stimulated, that number goes up to 68%.” This finding explains the value of using explainer videos.

In its blog, Video Brewery states the top 10 reasons to do an explainer video are:

• Increase Audience Information Retention
• Livens Up Your Pitch
• Attention Grabbing
• Sharable
• Spotlights Brand Personality
• Increase Conversions
• Clarifies Purpose
• Generate Interest
• Helps with SEO (Search Engine Optimization)
• Increases Web Traffic

Explainers Growing in Popularity

During the pandemic, many different businesses of all sizes began to use explainer videos as key components of their marketing strategies, since their sales reps couldn’t visit with customers in person.

In my opinion, while nothing can replace personal relationships when it comes to B2B selling, the casual, personal feel of an explainer video puts the viewer at ease and helps them feel less pitched.

Difference Between Explainers and Infographics

Infographics is another term you may have heard affiliated with explainers. The two are different animals with the same feel and goal. An infographic is usually a static image breaking down a complex process into easily digestible bits of information presented in simple graphics. Explainers are motion graphics-animated videos.

The fun part of voicing explainer videos is that the talent is likely to learn something new with each project. I’ve learned some great personal finance and healthcare tips and tricks simply from voicing explainers.

Samples of Explainer VO:

Explainers effectively engage their target audiences through friendly, engaging artwork. I loved the images used in this patient-facing video for Claritin.

I loved voicing this explainer video about a hair replacement therapy called Hair By Robotics. It’s lighthearted take on male pattern baldness and great script made for a fun session.