Digital media have become an integral part of our everyday lives: daily vlogs on TikTok, interactive videos on YouTube, reels on Instagram or generative art – the current megatrends of digitalization do not stop at the creative industry.
At the same time, our world is becoming increasingly fast-paced. We are constantly reachable and with the flood of information our attention span also decreases. For companies, this development sometimes poses a major challenge: If you want to attract the attention of your target group and successfully bring your product to the people, you should therefore focus on short and concise content.
An ingenious way to present complicated, comprehensive or even trivial issues in an understandable and appealing way is an explainer video. No matter how abstract your idea or how complex your product: with a short, funny or interesting video clip you are sure to get the attention of your viewers.
From choosing the right format to personalized content to creatively combining live film and motion design, in this article we’ll introduce you to some current trends for creating your explainer video.
Trend 1: Snackable explainer videos
Time is money. And the more stressful and hectic our everyday lives, the shorter our attention span. Especially on social media, you should therefore use the time available to you as effectively as possible. Because only if you manage to get information quickly to the point, it will remain in the memory of your viewers. For this reason, “snackable” explainer videos in particular are enjoying great popularity at the moment. These are short and crisp videos with a maximum running time of 60 seconds – ideal for watching them “in between”, for example during
Trend 2: Explainer videos in portrait format
Trend 3: Interactive explainer videos
Trend 4: Personalized explainer videos
A personalized explainer video is explicitly tailored to the target audience. For this purpose, among other things, already existing (meta) data is used to highlight commonalities or to address the viewers directly and personally. This includes, for example, purchased products or profile pictures. Personalized videos can then be embedded on landing pages or sent via email. This creates a personal relationship, which in turn has a positive impact on the number of conversions and customer satisfaction.
Trend 5: Live Streaming
Live streaming is ideal for building a close bond between provider and viewer. The pandemic has given this trend a boost. Well-known “influencers” often have follower numbers in the millions. Many companies are therefore increasingly relying on “influencer marketing”. Unpacking”, i.e. the unpacking and live testing of new products, is particularly popular. These are then actively promoted in the streams and provided with links in the video descriptions. The viewer thus has the opportunity to obtain further information or to buy the product directly, so-called “shoppable videos”.
Trend 6: Product videos
A product video is an active form of marketing where the focus of the explainer video is on your product. Ideally, it should leave a positive impression on consumers and encourage them to buy. You can embed the finished product video on your website as well as post it on popular social media platforms. Especially on social media, it is important to pick up the viewers within the first 3 seconds and to convince them of the quality of the product during the course of the video. This is the only way to make sure they end up following your “call-to-action”.
Trend 7: Keywords
Trend 8: E-Learning Explainer Video
Nowadays, many companies offer continuing education opportunities in the form of e-learning supplemented with explainer videos. Users can watch these special explainer videos regardless of location and time, for example on the company’s homepage or intranet. This way, they can decide for themselves where, how and at what pace they want to consume the content. In addition, e-learning explainer videos can also be used in presentations and workshops, adding further popularity to this trend.
Trend 9: Minimalist explainer videos
Trend 10: Hybrid explainer videos
Real film or digital video? Maybe you’ve asked yourself which form of presentation is best suited to convince your viewers of the message of your video and to convey complex (learning) content as plausibly as possible. As is so often the case, the answer to the question of the appropriate marketing strategy is also here: Not “either-or”, but “both-as well”. Hybrid explainer videos combine the best of both worlds, because it’s the smart combination of real film and motion design that makes it. Real films meet digital elements here:
- Regardless of the content of the video, real people immediately generate trust and a sense of connection among viewers. Quite a few companies use well-known faces from the public or their own company for this purpose.
- The digital elements add variety and are perfect for spicing up the explainer video. At the same time, the audiovisual processing of moving images (the “motion design“) offers optimal conditions to provide your video with explanations. This additional information makes it easier for viewers to understand your messages.
The clever combination of real footage and digitally created video content, not only facilitates understanding, but also leads consumers to associate your brand, product or service with a positive feeling. Thus, by using hybrid explainer videos, you kill two birds with one stone. However, the quality of the video is also crucial here.
Trend 11: Teasers
You are probably already familiar with this form of presentation from the film industry: nowadays, no cinema presentation can do without a trailer. No wonder! After all, the short film clips are a tried and tested means of arousing the interest of moviegoers. Or to put it another way: a good trailer immediately makes you want “more”. For this very reason, teaser videos are also among the trends that will make their way into explainer videos in 2023.
If everything goes well and your explainer video is of a high production standard, chances are that the teaser will go viral on the internet. As a result, various influencers may analyze every single second of the short video sequence and share your brand message with their followers. That’s why, unlike typical explainer videos, a teaser video isn’t meant to answer questions, but rather to raise new ones . The more questions that remain unanswered at the end, the more effective you’ve been with this form of marketing. A well-made teaser video is thus a cost-effective way to draw the attention of potential customers to your product or the main video.
Trend 12: Focus videos
Lights out, spot on! In a focus video, a photo or animation is incorporated into a digital environment. Thus, the focus of the explainer video is automatically on the product to be marketed. Since all the action here takes place in a fictional world, there are no limits to your imagination. This way you can build a compelling story around your product without losing the actual focus. Ultimately, you increase the recognition value of your brand. You want to showcase your brand with simple means? Then this form of presentation is certainly right for you.
Conclusion about the explainer video Trends 2023
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