In today's digital age, where attention spans are shorter than ever, businesses are on a perpetual quest for innovative ways to explain complex ideas and showcase their products. Enter the explainer video, a powerful tool that has skyrocketed in popularity. But what makes an explainer video so effective? How does it captivate audiences and deliver clear, concise messages? Let's dive into the magic behind this engaging medium and explore how it captures and holds attention in an increasingly distracted world.

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 essence, an explainer video is a brief, captivating, and informative tool that simplifies and showcases a business idea, product, or service. These videos distill complex messages into easily digestible content, ensuring it resonates with a broad audience. Crafted to grab attention from the first second, explainer videos keep viewers engaged and intrigued right up to the final frame.

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 transform complex ideas into straightforward, understandable concepts. By breaking down intricate topics into easily digestible pieces, they eliminate confusion and help viewers effortlessly grasp key points. 

• Engagement: Combining visuals, audio, and sometimes text, explainer videos keep viewers hooked from start to finish. The dynamic animations and creative storytelling maintain interest and ensure the message is delivered effectively.

• Emotional Connection: A well-crafted explainer video can evoke emotions like humour, empathy, or excitement. By tapping into viewers' feelings, these videos create a memorable and relatable experience, strengthening the bond between the audience and the message.

• Increased Conversion Rates: Businesses featuring explainer videos on their websites often see a boost in conversion rates. When visitors clearly understand a product or service, 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 timeless truth that dates back to Confucius, but in modern times, it's often credited to the legendary illustrator Frederick R. Barnard, who popularised the phrase nearly a century ago. Even today, this idea holds strong. In the realm of whiteboard videos, however, it's essential that your visuals complement your words rather than overshadow them. Effective illustrations can enhance your explanation, presenting complex ideas in more accessible and engaging ways.

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. 

Leveraging the power of visual storytelling, explainer videos not only grab attention but also leave a lasting impression, making them a crucial asset in modern communication. As businesses continue to adapt and evolve, incorporating explainer videos into their marketing and communication strategies will be key to effectively conveying messages and resonating with viewers.

We’ve been creating animated explainer videos since 2004 and helped pioneer the medium. We’d love to chat about making your remote training more engaging or sharing your message. Book a free creative consultation or contact us today!