What Are Explainer Videos?
An explainer videos is a short, engaging video designed to explain a product, service, or concept in a clear and simple way. These videos are typically between one and two minutes long and aim to educate the viewer on something they may not fully understand. They are often used by businesses to provide in-depth details about their offerings, breaking down complex ideas into easy-to-digest, visual formats.
For example, a product explainer video might demonstrate how a new piece of technology works, or a service explainer might show the benefits of a new app. The main objective of an explainer video is to inform and engage viewers without being overly promotional.
What Are Ads?
On the other hand, ads, especially digital ads, are short promotional videos or visual content that focus on selling a product or service. Ads can appear in various formats, such as banner ads, YouTube ads, social media ads, or television commercials. The primary goal of an ad is to generate immediate action, such as a purchase, sign-up, or click, by persuading the audience with a compelling message or an enticing offer.
Unlike explainer videos, which focus on educating the viewer, ads are more likely to make direct calls to action, such as "Buy Now" or "Learn More." Ads are typically concise and aim to grab attention quickly with an emotional hook, catchy visuals, or limited-time offers.
Key Differences: Purpose and Focus
One of the biggest differences between explainer videos and ads is their purpose and focus.
Purpose of Explainer Videos:
- The goal of explainer videos is to educate and inform. They dive deep into a product, service, or idea, offering a detailed explanation of how it works and why it benefits the viewer. These videos are more focused on providing value to the audience by offering solutions or insights.
- For example, a product explainer video might take the viewer through each feature of a new gadget, helping them understand its benefits and use cases in a more comprehensive manner.
Purpose of Ads:
- Ads are primarily focused on persuasion. Their main goal is to prompt the viewer to take immediate action, such as making a purchase or clicking through to a landing page. They are less concerned with providing in-depth information and more focused on creating a sense of urgency, excitement, or curiosity.
- Unlike explainer videos, which tend to provide more substantial content, ads often feature a quick hook, an offer, and a call to action to generate leads or sales quickly.
Length and Structure
Another significant difference between explainer videos and ads is their length and structure.
Length of Explainer Videos:
- Explainer videos are typically longer than ads, usually ranging between 1 to 2 minutes. The extra time allows for detailed explanations, animations, or even case studies to effectively convey the value of a product or service. These videos are often structured in a way that educates the viewer step-by-step, using visual aids like animations, graphics, or illustrations to enhance understanding.
- An animated explainer video, for example, might go into detail about how a business’s software solves specific problems for customers, walking viewers through each stage of the process in a narrative style.
Length of Ads:
- Ads, in contrast, tend to be much shorter and more direct, often lasting anywhere from a few seconds to 30 seconds. In ads, brevity is essential. The content is designed to be attention-grabbing and impactful, conveying a message in as little time as possible. There is less room for detailed explanations, and the focus is instead placed on compelling visuals and persuasive messaging.
- A typical advertisement might show a product in action or make a bold claim, followed by a call to action. The pace is faster, and the content is structured to keep the viewer engaged without getting into the nuances of the product.
Engagement and Viewer Interaction
The way viewers engage with explainer videos and ads also differs significantly.
Viewer Engagement with Explainer Videos:
- Explainer videos are often seen as a more engaging format because they provide valuable information. People are more likely to watch an entire explainer video if it piques their interest because it offers a comprehensive understanding of a product or service.
- These videos tend to have a longer shelf life because they can be shared across various platforms, and the audience may return to them for reference. Explainer video services often focus on creating content that resonates with the viewer’s needs and questions, leading to higher engagement.
Viewer Engagement with Ads:
- Ads, while effective in generating quick engagement, may not lead to the same level of sustained viewer interest. While they can grab attention immediately, viewers may skip ads or stop watching if they feel the message is too pushy or irrelevant to them.
- However, ads are still highly effective in creating brand awareness or driving impulse purchases due to their direct calls to action.
Emotional Appeal vs. Educational Value
Emotional Appeal in Ads:
- Ads often play heavily on emotional triggers. Whether it's humor, excitement, fear of missing out (FOMO), or the promise of instant gratification, ads use these emotional appeals to provoke immediate action. The effectiveness of an ad is often measured by how quickly it compels viewers to take action or make a purchase.
- A typical ad might use a catchy jingle or a compelling offer to drive a sense of urgency, creating an emotional connection that encourages immediate consumer behavior.
Educational Value in Explainer Videos:
- In contrast, explainer videos focus on delivering educational value. They are more about educating the viewer on how a product or service works and why it’s relevant to them. While ads are more likely to appeal to the viewer's emotions, explainer videos engage the viewer’s intellect and curiosity, providing clear information that helps the viewer make an informed decision.
- Whether through an animated explainer video or live-action content, the objective is to create a better understanding of the offering, which can ultimately build trust with the audience.
Conversion Goals: Immediate Action vs. Long-Term Value
Conversion Goals for Ads:
- The conversion goal of ads is typically immediate action. Ads are designed to drive sales quickly or lead viewers to take a specific action, such as clicking a link or signing up for a newsletter.
- The success of an ad campaign is often measured by the conversion rate and how well the ad performs in terms of sales or lead generation.
Conversion Goals for Explainer Videos:
- The conversion goal of explainer videos is often more about building trust and educating potential customers. While an explainer video may not result in an immediate sale, it helps establish long-term value by fostering a deeper understanding of your product or service.
- A product explainer video might not directly lead to a purchase but could play an important role in moving a prospect through the sales funnel by addressing their questions and concerns.
Which One Should You Use?
Deciding whether to use an ad or an explainer video depends on your marketing goals. If you need to generate immediate sales or awareness, ads are an excellent tool. They work well for limited-time offers, flash sales, or new product launches where you want to drive quick action.
On the other hand, if your goal is to educate your audience and build trust over time, an explainer video company or explainer video services may be your best bet. Explainer videos are ideal for introducing new products or services, explaining complex concepts, or enhancing customer understanding of your offerings.
Conclusion
In summary, both explainer videos and ads are valuable components of a digital marketing strategy, but they serve different purposes and require different approaches. While ads are short, direct, and designed to generate immediate action, explainer videos focus on educating the audience, building trust, and providing long-term value. Understanding the unique characteristics of both types of video content can help you decide which one to use based on your marketing objectives.
