In the digital age, where attention spans are shorter than ever, businesses are constantly seeking innovative ways to convey complex ideas and products to their audience. One powerful tool that has gained significant popularity in recent years is the explainer video. But what exactly is an explainer video, and how does it work its magic in capturing the audience’s attention and delivering a clear message?
The Power of Visual Communication
The power and use of visual aids is nothing new; from cave paintings to flipcharts, people have used them throughout history to give their stories and messages a lasting impact. Back in 1996, the United States Department of Labor found that audiences remembered just 10% of information given in an audio presentation, but over three times as much information when supporting visuals were used.
That makes sense, as vision is a super-sense. We have more brain cells dedicated to handling visual data than any other. More than 50% of our cortex, the surface of the brain, is devoted to visual information. So why shouldn’t we play to that strength? Using visual aids like whiteboards help keep your audience engaged and focused on the information at hand, and hand is the operative word!
Defining Explainer Videos: A Visual Storytelling Marvel
At its core, an explainer video is a short, engaging, and informative video that explains a business idea, product, or service in a simple and compelling manner. These videos are designed to deliver complex messages succinctly, making them accessible to a wide range of viewers. Explainer videos are crafted to engage viewers from the very beginning and keep them captivated until the very end.
Ok, So What Is A Whiteboard Video?
We pioneered the whiteboard video format and whiteboard animation process back in 2004 when we started worked on the RSA Animate series. These explain a series of complex ideas and we’re delighted that today they’ve had over 100,000,000 views. It all starts with whiteboard animation. You may or may not have heard of it, but it’s the process that turns an idea or message into a rich and engaging whiteboard video. Whiteboard animation brings together the strengths of a well-written script, powerful and relatable illustrations, engaging animation and strong voiceovers. This process allows a presenter to bring their ideas to life, drawing on these four communication pillars to send their thoughts, ideas and personality scribbling across the blank, but limitless, canvas that whiteboard animation provides.
The effectiveness of whiteboard videos can be seen in the research. We carried out some research with Richard Wiseman, Professor of the Public Understanding of Psychology, into how whiteboard explainer videos perform. Together we compared ‘talking head’ videos with whiteboard videos. Our whiteboard animation research found that a whiteboard video resulted in a 15% increase in the audience’s information retention and a 33% increase in how entertaining they found it.
Why Are Explainer Videos Effective?
Simplicity: Explainer videos distill complex ideas into simple, understandable concepts. By breaking down intricate topics into digestible information, these videos eliminate confusion and help viewers grasp the key points effortlessly.
Engagement: The combination of visuals, audio, and sometimes text keeps viewers engaged throughout the video. The dynamic nature of animations and the creative storytelling elements prevent viewers from losing interest, ensuring the message is delivered effectively.
Emotional Connection: Well-crafted explainer videos evoke emotions. Whether it's humor, empathy, or excitement, tapping into viewers' emotions creates a memorable and relatable experience, strengthening the connection between the audience and the message.
Increased Conversion Rates: Businesses using explainer videos on their websites often experience higher conversion rates. When visitors understand a product or service better, they are more likely to make a purchase or engage with the business.
A Better Way of Producing Explainer Videos And Whiteboard Videos
Now that we’ve established the fact that whiteboard videos are a way to supercharge presentations and audience engagement, we want to share a few tips that will help you make great whiteboard videos. The steps below should help you inform and convince your future audiences.
Choose Your Words Wisely
On-screen text allows you to highlight key points and details. Sometimes words can be used to label things, particularly helpful with technical presentations, or when specific acronyms are being used. Speech balloons can also be a great way to improve engagement with and relatability to characters, while also clarifying points and ideas. They are also very handy when it comes to your call to action.
Illustrations Bring Your Words To Life
“A picture is worth a thousand words” is a proverb/truth that can be traced all the way back to Confucius. However, in modern times, the phrase can be attributed to legendary illustrator, Frederick R. Barnard, who is believed to have coined the current phrase nearly 100 years ago. Even after at least a century, this idea holds true. However, when it comes to whiteboard video effectiveness, your attractive graphics need to accentuate your words instead of standing in contrast to them or dominating them. Illustrations can add new dimensions your explanation, and present difficult ideas in new ways that are more accessible.
Animation Frames The Message
In addition to words and illustrations, animation is the third critical component of whiteboard videos. Animation has a big impact on your whiteboard animation’s effectiveness. At a character and illustration level, a well-timed element of animation can increase attention and engagement, while at a broader level it frames the scene and focuses your viewer’s attention on what is important in that moment.
In the fast-paced digital landscape, explainer videos have emerged as a vital tool for businesses, educators, and content creators. Whether it's an animated explainer video, a whiteboard animation, or any other style, these videos offer a compelling way to communicate ideas, simplify complexities, and engage audiences.
By harnessing the power of visual storytelling, explainer videos not only capture attention but also leave a lasting impression, making them an indispensable asset in today's communication toolkit. As businesses continue to adapt and evolve, integrating explainer videos into their marketing and communication strategies will undoubtedly play a pivotal role in conveying messages effectively and leaving a mark in the hearts and minds of viewers.
By combining simplicity, creativity, and visual storytelling, whiteboard animation offers numerous benefits that can help companies improve their communication strategies. In this blog post, we will explore some of the key advantages that whiteboard animation brings to the table.