PRODUCT EXPLAINER

Must Have Elements In An Animated Explainer Video

Picture of Rishabh Pugalia
Rishabh Pugalia

June 12, 2024

Must Have Elements In An Animated Explainer Video

While promoting a product or service, animated explainer video is a go-to option for the B2B industry. Because they tend to educate and engage with the audience in equal measure.

To highlight the value of explainer videos, consider this HubSpot finding: 96% of users watch explainer videos to learn about a product.

At this point, you may have such questions in mind:

  • For successful B2B video production, what visual and auditory elements separate generic animated explainers from actionable ones?
  • How early in the explainer video should I introduce my product as the solution?
  • How do I repurpose my explainer video for different funnel stages?

The key lies in understanding that your video shouldn’t simply explain your offering. It needs to connect with your audience’s core challenges.

Because you don’t want your prospect to go like this:

Another generic animated explaner
Content
    Add a header to begin generating the table of contents

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    Important Components of an Animated Explainer Video

    There are some elements in an animated explainer video that you can’t miss. Read on:

    1. Script

    Script forms the basic structure of the video. Consider the following factors while writing it:

    • B2B scripts are not about telling people what you do. Address a specific challenge your target audience faces frequently.
    • Forget corporate speak. Use language your ideal customer would actually use.
    • According to CNN, attention spans are getting shorter. Hook viewers in the first 10 seconds and get to the point quickly. Aim for around 90 second explainer videos for maximum impact.
    Time Scene Audio (Narration) Video
    0:03 Title Slide "Welcome to the Recurly product tour." The Recurly logo and video title appear along with a screenshot of their app interface.
    0:05 0:12 Introduction Slide "Recurly helps direct-to-consumer businesses launch, adapt, and scale subscriptions." "Here's how you can grow faster, smarter, and stronger with Recurly." Screenshare of interface highlighting key objectives like 'Plans and Pricing,’ ‘Churn management,’ etc.
    0:17 Main Scene 1: Subscriber Acquisition "Accelerate subscriber acquisition. Quickly launch new offers and confidently experiment with flexible plans, pricing models, and promotional tools." Key points are the text and visuals of flexible plans and pricing models.
    0:28 Main Scene 2: Subscriber Relationships "Build long-term subscriber relationships. With a single view, you can send automated, personalized, and contextual communications throughout the subscription experience." Text on screen; supporting visuals of communication tools.
    0:40 Main Scene 3: Payment Strategy "Make it easy for subscribers to purchase as they like with a seamless, secure, and scalable payment strategy." Key points are the text and visuals of the payment system.
    1:26 Recap Scene "Recurly works with leading global brands to grow their subscription businesses." Supporting text or abstract visuals summarizing the benefits of Recurly.
    1:32 Final Scene with CTA "Let’s start the tour." Shows brands who worked with Recurly and then ends with the logo on the screen.

    This is the finished version of the video –

    Making a video for B2B & SaaS products needs a different mindset.

    2. Visual Storytelling

    Visual storytelling involves the art of communicating narratives and emotions. Be mindful of the following factors:

    • The animation style should align with your brand guidelines. Is it playful, cutting-edge, or more formal?
    • Complex concepts need clear visuals to break them down. Use metaphors or analogies to simplify.
    • Well-thought characters (human or otherwise) can build an emotional connection and make viewers care about what you’re saying.

    3. Voiceover

    With a proper voiceover, you set the right mood and tone for the explainer videos. Here, consider the following:

    • Invest in a voiceover artist who can bring energy and emotion to the content. It feels more personal compared to robotic text-to-speech.
    • Match the pace according to the video’s needs. A slow, easy-to-follow pace allows for information to sink in. Use an upbeat style for a high-energy production.

    Making a video for B2B & SaaS products needs a different mindset.

    4. Music and Sound Effects

    The music and sound effects blend seamlessly with the visuals, creating an immersive experience. Combined, they make every moment feel like it’s unfolding directly in front of you. Don’t forget to check these factors:

    • Music creates an atmosphere and sets the tone for the entire video. Sound effects enhance transitions and emphasize on-screen actions. Be careful not to overdo them.
    • Aim for a balance where music and sound effects complement your message without distracting it.

    5. Animation

    Using animation, you break down complex concepts into simple visual elements. Consider the following as you work on animation:

    • Avoid stiff or robotic animation. It should flow smoothly to maintain viewer engagement.
    • Small touches, like subtle transitions and visual effects, add a professional finish.

    Making a video for B2B & SaaS products needs a different mindset.

    6. Call to action

    After an effective explainer video, use a call to action to tell viewers what to do next: visit a website, book a demo, etc. Remember these points:

    • Include clear on-screen or verbal instructions.
    • Use words like “today” or “now” to gently encourage viewers to act.

    7. Optimization

    Explainer videos work as a powerful tool for SEO (Search Engine Optimization) by attracting viewers and providing valuable content that search engines love. Consider the following factors:

    • Include relevant keywords in the title, description, and tags for better SEO.
    • Design an impactful thumbnail image that encourages clicks.

    Best Practices for Using Animated Explainer Video

    Ready to get the most out of your animated explainer video? Here are some key things to keep in mind:

    1. Keep it Short

    Think about creating shorter highlight clips from your main video for social media. Bite-sized content is more likely to grab attention in a fast-paced feed.

    2. Use Captions

    Many people watch videos on mute, especially on social media. Adding captions or subtitles makes your video accessible to everyone.

    3. Learn from What Works

    Most video platforms track how people watch your content. Check for parts where viewers drop off. Use this data to improve future explainer videos.

    4. Prioritize Cohesive Branding

    Ensure the video’s look and feel match your brand voice. Consistent branding helps reinforce your message.

    5. Add Entertainment Value

    The animated explainer should be enjoyable to watch. A bit of humor or clever storytelling can keep people engaged.

    6. Maintain Clarity

    Get to the point quickly. People won’t stick around if your video is confusing or rambling.

    Bonus tip: Think beyond the video itself. See if it’s possible to repurpose video content into a blog post.

    Why Choose Content Beta?

    Animated explainer videos turn complex concepts into clear, digestible narratives. You need them to tell people what your product/ service does. However, making a great explainer requires a different strategic approach. That’s where Content Beta comes in.

    Why us?

    • With Content Beta, you get videos that explain, connect, and drive action from your viewers.
    • We follow the Creative as a Service model which includes an experienced team of scriptwriters, animators, and voiceover artists.
    • Forget paying a huge amount for just one video. Also, our pricing plans don’t have any hidden charges.

    Book a demo call now.

    Conclusion

    Animated explainers are necessary for your video marketing journey. And chances are, your busy target audience will ignore fluffy, feature-focused content.

    To get your viewers’ attention, you need to simplify complex ideas quickly. An animated explainer video can do all that. But the tricky part is that the video needs to be done right.

    High-quality animation, engaging music, and a clear call to action all contribute to a lasting impact. By investing in these elements, you’ll transform your explainer video from a marketing tool into a memorable brand experience.

    Frequently Asked Questions (FAQs)

    An animated explainer video should include:

    • A clear problem statement
    • A solution
    • A call to action

    Plus, the video needs to have a well-made script and engaging visuals.

    An animated explainer video costs around $2,000 per minute if you’re looking for 2D animation. For 3D animation or ones with custom illustrations, it will cost between $5,000-$20,000 per minute.

    Some emerging trends in animated explainer videos include:

    • Using 3D animation, interactive elements, and personalization.
    • Incorporating visual storytelling
    • Using humor or emotion to connect with the prospects
    • Optimizing the video for marketing purposes

    Common mistakes to avoid in explainer videos include:

    • Putting in too much information
    • Using jargon or complex language
    • Neglecting the call to action
    • Poor audio quality
    • Inconsistent branding

    We have made videos for 150+ B2B & SaaS companies.

    Explainer Video, Product Demo, Remote Video Testimonials, and more.

    "Fast turnaround" "Easy to work"

    Content Beta