How to Use Explainer Videos for Ecommerce (2024)

YouTube videos were crucial to Luxy Hair’s marketing strategy. The company released a mix of educational content that showed how to use the brand’s hair extensions, how to braid your hair in different ways, how to keep your hair healthy, and how to imitate celebrities’ hairstyles. Through a mix of product videos and informative videos that didn’t promote products, the brand was able to build trust with its target audience. Over time, Luxy Hair gained millions of followers on YouTube – and lots of sales.

You can create a similar connection with your audience by creating your own explainer videos.

What is an explainer video?

Explainer videos are relatively short videos that describe how something works. Companies can use this medium to explain how their product or service works, giving customers an easier way to learn how to use a product. While explainer videos can be straightforward, they can also be funny or silly to connect with your audience. When you create an explainer video, you can share it on your website, social media accounts, and email newsletters to maximize reach and return on investment (ROI).

Types of explainer videos

The best video production method depends on your product, budget and message.

• Live action: Live explainer videos show real people using products. This style of video works well for physical products, such as setting up a home security camera.

• Screen recording: These recordings capture your screen while you use software tools or Internet-based services. These videos often show a step-by-step guide to a process, such as how to create a GIF in a photo editing program.

• Animated: Animated explainer videos are a great way to explain creative, abstract or difficult concepts like a financial service. Depending on the theme and your brand identity, you can create a hand-drawn, computer-illustrated, or stop-motion animated video.

• Whiteboard: Whiteboard explainer videos combine aspects of live action and animation techniques. These videos feature a hand drawing or writing on a whiteboard to illustrate ideas or processes, such as a warehouse logistics partner demonstrating how they get your products to customers.

How to create an explainer video

1. Choose a focus
2. Write a script
3. Plan your shoot
4. Edit your video
5. Publish and share

The best explainer videos are clear and easy to understand. Use these steps as a guide to develop your idea and start creating your own explainer videos:

1. Choose a focus

For each new explainer video you create, decide what you want to say about your product and what elements you want to focus on. Ask yourself:

• Why are you making a video?
• What problem are you trying to solve?
• What questions or problems do customers regularly ask?

Think about your target audience and where they are in the sales pipeline. A video aimed at new customers could include setup instructions and product tips. Targeting undecided buyers allows you to focus on your product’s unique selling point. Review customer service requests and look for recurring topics. For example, if multiple users are experiencing the same issue while navigating your self-service portal, this may be an area that requires additional explanation.

2. Write a script

A video script keeps you on track with what it takes to produce engaging content. Your video format can impact how you approach your script. For example, animated videos and screen recordings often use voiceover narration, giving you more flexibility in the final product.

Aim for a script that gets to the point. Most explainer videos are short. A 90-second script is between 180 and 240 words, which doesn’t leave enough room for asides or irrelevant information.

In addition, Mimi Ikonn, co-founder of Luxy Hair, suggests an understandable script. “If you can simplify your topic, people will watch and engage [more]“, she says. Focus on using simple language and avoid niche industry terms. The goal is to help viewers understand your product.

3. Plan your shoot

This step includes hiring talent, scouting locations, and sourcing props. Think about how you want your video to look and feel. When working with freelancers, consider putting together a mood board and shot list to help them understand your vision.

Watching similar videos might help you find inspiration. “Observe other YouTubers and find out what works for them,” says Mimi. “Don’t copy [them] but do similar things with your own content.”

4. Edit your video

Edit your footage to merge your video. Editing is more than just removing mistakes; It also helps you set the tone. You can add music, sound effects, and additional graphics such as text or animations to give your video personality. If you work with music, use royalty-free tracks to avoid platform or copyright infringement.

5. Publish and share

Choose a media player and upload your video. YouTube is a popular choice for hosting videos – it’s free, easy to use and discoverable. Follow the best practices for your chosen platform to optimize your video. On YouTube, this means uploading a thumbnail, writing an engaging title, and including relevant keywords in your video description so more people can find it.

Once your video is live, share it across different platforms for maximum visibility. Post it to your social media accounts, embed the video on your website, or feature it on product-specific landing pages. Thinking about the video’s audience will help you determine the best placements. For example, if you produce an explanatory demo video that shows new customers how to assemble your product, including a link in a post-purchase email can help reach the right people.

Examples of explainer videos

These examples may inspire you to create your own videos:

Setup video: U-Turn Audio

U-Turn Audio created a short video to support existing customers. Combining live-action footage with a simple voiceover, the company demonstrates how to set up its turntable. Clear and easy to understand, this video provides advice on troubleshooting common setup errors.

Value Proposition Video: Ember

Ember is an e-commerce company that markets temperature-controlled drinking vessels. To market its smart baby bottle warmer, the live explainer video clearly and concisely demonstrates the value of the product. This video appeals to potential customers by focusing on the product’s benefits, such as the bottle’s ability to warm to body temperature in just five minutes.

Value Proposition Video: Endy

Endy, an online mattress manufacturer, used an animated explainer video to provide a quick overview of their customer experience. Because mattresses are large and heavy, depicting the entire ordering, shipping and delivery process with live-action footage would require an extensive, multi-set shoot. By using stop-motion animation, Endy can cost-effectively demonstrate how easy it is to order mattresses using its service.