Explainer Videos in Business: Communicating Value Propositions

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Explainer videos stand as a formidable tool for conveying the inherent value of your products or services. Yet, the challenge lies in harnessing their potential to the fullest. That’s where our expertise comes into play! In this comprehensive article, we’ll guide you through the intricacies of creating explainer videos that not only captivate but also convincingly sell your offerings. From conceptualization to execution, consider this your go-to resource for mastering the art of impactful product and service communication through explainer videos.

The Power of Visual Communication in Business

Visual communication wields unparalleled influence in the business landscape, and the impact of visual content is substantiated by a study from the International Journal of Business Communication, revealing that 91% of customers gain greater confidence in their purchasing decisions through product or service videos.

The significance of elucidating your corporate value proposition becomes especially apparent when customers grapple with comprehending offerings solely through textual content on a website or brochure. Even if they manage to understand, the limited time they’re willing to invest in deciphering textual information prompts them to seek more accessible alternatives.

Enter the realm of visuals, where the potency of corporate explainer videos, in particular, comes to the forefront. These videos adeptly distill your message, presenting it in a format that potential clients can swiftly comprehend and appreciate. In this context, animated sales videos, such as a corporate explainer video, prove to be a dynamic choice, bridging the gap between complexity and clarity in a visually engaging manner.

Defining Value Propositions

A value proposition is the reason for a customer to want to buy your product or service. It’s a promise of what they will get out of buying from you, and it has to be compelling enough that they will go ahead and make the purchase.

A benefit statement is different from a value proposition in that it focuses on what benefits customers will receive when they use your product or service, rather than why they should buy from you in the first place. For example: “Our product will help increase sales by 30%.” This is not necessarily true it could just as easily be that your competitors’ products would do just as well at increasing sales by 30%. To really know whether or not this statement is true requires further investigation into each competitor’s product offerings (and whether those offerings are better than yours).

The difference between benefit statements and value propositions can seem subtle but actually makes all the difference in how well people understand what makes up their purchasing decisions. When crafting an effective message about why someone should buy from you instead of another company, focus on making sure there’s no doubt about why anyone would choose to work with/buy from/partner with/hire, etc., whatever type of relationship needs building here – rather than just listing off some facts about yourself!

The Role of Explainer Videos

Explainer videos play a pivotal role in effectively communicating the value proposition of your business. Their primary function is to articulate the benefits of your product or service in a manner that is clear, concise, and engaging. 

These versatile videos extend beyond merely selling products or services; they serve as powerful tools for simplifying intricate ideas or concepts, making them accessible to a broad audience. Whether you’re aiming to showcase the features of a new product, explain the inner workings of a service, or convey complex information, explainer videos offer a dynamic medium to achieve these goals.

One of the key advantages of explainer videos is their adaptability across various communication channels. Businesses can leverage these videos to amplify their message on social media platforms such as Facebook, Instagram, and YouTube. Additionally, explainer videos find utility in blog posts, email newsletters, and other digital communication channels, providing a consistent and engaging means of reaching diverse audiences.

By utilizing explainer videos, businesses can enhance their storytelling capabilities, making it easier for audiences to grasp the essence of their offerings. The visual and auditory elements of these videos contribute to a more immersive experience, ensuring that the conveyed message is not only understood but also retained.

Types of Explainer Videos for Value Propositions

When it comes to showcasing your business’s value proposition, explainer videos can be invaluable. These videos are designed to be concise, engaging, and efficient in communicating your core message. Here are several types of explainer videos tailored for effectively presenting your value proposition:

Animated Explainer Videos

Utilize vibrant animations to simplify complex ideas and highlight key aspects of your value proposition in a visually engaging manner. Animated explainer videos are versatile and can adapt to various industries and business models.

Live-Action Explainer Videos

Incorporate real people, settings, and scenarios to humanize your brand. Live-action explainer videos are effective for businesses emphasizing a personal touch and a direct connection with their audience.

Product Demonstration Videos

Showcase your product or service in action. These videos provide a detailed look at how your offering solves a problem or fulfills a need, emphasizing its unique features and benefits.

Interactive Explainer Videos

Engage your audience by incorporating interactive elements such as clickable buttons, quizzes, or decision points. Interactive videos empower viewers to tailor their experience, deepening their understanding of your value proposition.

Remember, the key to an effective explainer video lies not only in its type but also in its creation. Collaborate with experienced professionals who can craft a visually appealing and compelling narrative to effectively convey your business’s unique value proposition.

Distribution Strategies for Value Proposition Videos

After creating a powerful explainer video, the focus shifts to effective distribution. Maximize your video’s impact with streamlined strategies.

  • Ensure Accessibility: Enable easy sharing across devices and browsers, and maintain high video quality for enhanced credibility.
  • Promotion Techniques: Utilize social media for both paid and organic strategies. Consider targeted ads on platforms like Facebook or Twitter. Encourage organic sharing through relatable content, engaging captions, and influencer collaborations. Integrate videos into email campaigns for existing audience engagement.
  • Optimize for Search Engines: Craft SEO-friendly descriptions with relevant keywords and design eye-catching thumbnails for better click-through rates.
  • Leverage Company Website: Place videos strategically on your website for easy access. Create a dedicated page offering additional context about your video.
  • Monitor and Analyze Metrics: Use analytics to monitor views, engagement, and click-through rates. Refine strategies based on performance data for future optimization.

By seamlessly integrating these strategies, you pave the way for a purposeful and efficient distribution plan. The goal is clear: to guarantee that your value proposition videos not only reach but deeply resonate with your audience effortlessly.

This amalgamation of techniques ensures a targeted approach that considers various platforms and user behaviors. From social media promotion to website integration, every facet aligns to create a comprehensive strategy. The result? A harmonious and effective distribution plan that maximizes the reach and impact of your value proposition videos, establishing a profound connection with your intended audience.

DIY vs. Professional Production for Value Proposition Videos

The crucial first step in crafting a compelling value proposition video is determining whether to embark on a do-it-yourself (DIY) journey or enlist the services of a professional production company. Each approach has its own set of advantages and drawbacks, but the ultimate key to success lies in having essential elements in place—namely, a stellar script, a well-thought-out storyboard, a skilled animator, and a proficient voiceover artist.

The Paramount Role of a Good Script

A well-crafted script stands as the cornerstone of effective and efficient message communication. Its importance cannot be overstated. Conversely, a poorly constructed script can transform even the most captivating idea into an incomprehensible mess, leaving viewers bewildered or, worse, disinterested. The script sets the tone for the entire video, guiding the audience through the narrative and ensuring clarity in conveying your value proposition.

The Power of Visualization

Once your script is refined, the next step involves creating an animatic. Utilize images from stock photography sites such as Getty Images or Shutterstock to construct a visual representation of each scene. This animatic serves as a guide, establishing the pacing and flow of the video. By having a clear vision at this stage, the subsequent animation work becomes more streamlined and coherent.

Whether opting for the DIY route or seeking professional assistance, the key takeaway is that meticulous planning and preparation are non-negotiable. Invest time and effort in perfecting your script and visualizing your concept. Whether you’re navigating the animation process independently or collaborating with professionals, a solid foundation ensures that your value proposition video resonates with your audience effectively.

Cost Analysis

When venturing into the realm of explainer videos, one of the pivotal decisions a business must make is whether to take a do-it-yourself (DIY) approach or to engage a professional production company. This choice is not just about the quality and effectiveness of the final product; it also has significant cost implications. Understanding these financial aspects is crucial for businesses to make informed decisions that align with their budgets and goals.

DIY Production

  • . Equipment and Software Costs: DIY production requires basic video equipment, which might include cameras, microphones, lighting, and editing software. While some businesses may already possess this equipment, others may need to purchase or rent it. Software for video editing can also vary widely in price, from free to several hundred dollars, depending on the features required.
  • Time Investment: The most significant cost in DIY production is often not monetary but time. Learning to use editing software, scripting, shooting, and editing can consume substantial hours. For businesses, this time investment translates into a cost, considering the adage, “time is money.”
  • Skill Level and Quality: While DIY can be cost-effective, the quality of the final product heavily depends on the skill level of the individuals involved. Poor-quality videos can negatively impact a brand’s image and might not deliver the desired message effectively.

Professional Production

  • Production Company Fees: Professional video production companies typically charge for the entire process, which includes conceptualization, scripting, filming, editing, and post-production. These fees can range from a few thousand to tens of thousands of dollars, depending on the video’s complexity, length, and production values.
  • Quality and Expertise: With professionals, you are paying for expertise in storytelling, animation, sound design, and editing. This expertise often results in a high-quality video that effectively communicates the business’s value proposition.
  • Time Efficiency: Professional teams work within set timelines, ensuring that the project is completed efficiently. This can be a significant advantage for businesses looking to launch a campaign or introduce a product within a specific timeframe.

Balancing Cost and Quality

The decision between DIY and professional production should consider both the direct costs and the potential return on investment (ROI). A professionally produced video might have a higher upfront cost but can offer greater ROI in terms of quality, engagement, and effectiveness in conveying the desired message. On the other hand, a DIY video might be more affordable but could fall short in terms of professionalism and impact.

For small businesses or startups with limited budgets, starting with a DIY approach might be more feasible. As the business grows and the need for higher production values becomes evident, transitioning to professional video production can be considered.

Integrating Explainer Videos into Broader Marketing Strategies

Explainer videos, with their ability to succinctly and engagingly convey complex messages, can be a powerful tool in a company’s marketing arsenal. However, their effectiveness is significantly amplified when they are strategically integrated into broader marketing campaigns. This integration ensures that explainer videos not only stand alone as informative content but also contribute to the larger narrative and goals of the company’s marketing efforts.

Aligning with Campaign Goals and Messaging

Ensure that the explainer video aligns with the key messages of your broader campaign. The tone, style, and content should complement other marketing materials to present a cohesive brand narrative.

Whether the campaign goal is to increase brand awareness, drive sales, or educate customers, the explainer video should be crafted to directly support these objectives.

Leveraging Multiple Channels for Distribution

  • Social Media Integration: Share the explainer video across various social media platforms. Tailor the video’s format or length as per the norms of each platform – shorter versions for Instagram or LinkedIn videos, longer for YouTube, etc.
  • Email Marketing: Incorporate explainer videos in email campaigns. Videos can increase email engagement rates, making them a potent tool for newsletters, product announcements, or follow-up emails.
  • Website and Blog Incorporation: Embed explainer videos on relevant pages of your website or in blog posts. This can enhance user engagement on your site and provide a richer experience for visitors seeking information about your products or services.

Synergizing with Content Marketing

Use explainer videos as a storytelling tool within your content marketing strategy. They can be used to tell the story of your brand, or product development, or to explain complex industry topics in an engaging way.

Optimize video content for search engines by including relevant keywords in the video title, description, and tags. This can improve the visibility of your content in search results.

Paid Advertising Campaigns

Use explainer videos in online paid advertising campaigns. Platforms like Google Ads and social media offer options to use video content for targeted advertising, reaching specific audiences more effectively.

Incorporate explainer videos in retargeting campaigns to re-engage visitors who have shown interest in your products or services.

Event Marketing and Presentations

Trade Shows and Conferences: Use explainer videos at trade shows, conferences, or other events where your company has a presence. They can be an effective tool for attracting and engaging attendees.

Sales Presentations: Incorporate explainer videos into sales presentations to make them more dynamic and informative.

Cross-Promotion with Partners

If your business collaborates with other companies or influencers, share your explainer videos with them for cross-promotion. This can extend the reach of your video to a broader audience.

Feedback and Iteration

Use analytics and customer feedback to understand how your explainer video is performing within your marketing campaigns. This insight can guide adjustments in strategy or content for future videos.

Continuously refine the integration of explainer videos in your marketing strategies based on performance data and evolving marketing goals.

Explainer videos should not be an afterthought or standalone element in marketing strategies. Instead, they should be seamlessly woven into the fabric of a company’s overall marketing plan. By doing so, businesses can ensure that their explainer videos not only deliver their message effectively but also contribute to the broader objectives of their marketing campaigns, ultimately driving greater engagement and achieving measurable results.


Explainer videos are a transformative tool in the arsenal of business communication. They offer a unique blend of information, engagement, and persuasion, making them indispensable in today’s fast-paced business environment. By understanding and harnessing their potential, businesses can effectively communicate their value propositions, connect with their audience on a deeper level, and achieve their marketing objectives with greater impact and clarity. 

As we move forward in the digital age, the role of explainer videos in business communication is set to become even more significant, making them an essential component of any successful marketing strategy.

I'm Allison Dunn,

Your Business Executive Coach

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