Explainer videos serve as a powerful tool in modern marketing, designed to convey complex information in a concise and engaging manner.
They typically range from 60 to 90 seconds and leverage storytelling, visuals, and sound to captivate and inform an audience. Their primary purpose is to provide a clear overview of a product or service, highlight key features, and demonstrate value in a way that’s easily digestible for viewers.
With the mass of social media, advertisements and fast paced media these days, consumer attention is at a premium. This makes capturing interest swiftly and effectively all the more crucial.
Explainer videos have emerged as an essential component of marketing strategies because they cater to these shrinking attention spans. By combining vibrant visuals with compelling narratives, they help brands stand out and make a memorable impression on potential customers.
They are not just a tool for engagement but a strategic asset that enriches the customer journey, moving prospects seamlessly from curiosity to conversion. In fact, 99% of video marketers say video has helped to increase user understanding of their product or service (Wyzowl). And, 83% of consumers want to see more videos from brands in 2025 (Wyzowl).
Understanding the Customer Journey
Stages of the Customer Journey:
- Awareness Stage: This initial stage is where a potential customer first realizes they have a problem or need. It’s critical for brands to make a strong first impression here. By delivering content that resonates and educates, businesses can significantly influence how their audience perceives their brand. Explainer videos, with their capacity to simplify concepts and capture interest, are particularly effective at this stage. An impressive 96% of video marketers say video has helped them increase brand awareness (Wyzowl).
- Consideration Stage: Once awareness is established, customers begin exploring possible solutions. They become more discerning, evaluating which products or services can best meet their needs. Detailed explainer videos can serve as educational tools, providing the necessary information that helps prospects weigh their options and consider your offerings as a viable solution. Consider that a staggering 98% of people have watched an explainer video to learn more about a product or service (Wyzowl).
- Decision Stage: At this point, the customer is almost ready to make a purchase decision. Effective explainer videos can reinforce the benefits of choosing your brand, address lingering doubts, and highlight unique selling points. The goal is to empower customers with confidence in their decision-making. Indeed, 87% of people have been convinced to buy a product or service by watching a video (Wyzowl).
- Delight Stage: Post-purchase, the relationship with the customer must be nurtured to build long-term loyalty. Explainer videos can play a crucial role in enhancing customer satisfaction by offering guidance, support, and further engagement to ensure they remain loyal advocates of your brand.
At Wyzowl, we’ve seen firsthand the power of explainer videos at every stage of the customer journey. They serve as a dynamic tool not only to introduce a product but also to educate and reassure customers, ultimately guiding them from initial interest to brand loyalty.
Explainer Videos in the Awareness Stage
Capturing Attention: In the awareness stage, your explainer video must capture interest within the initial moments. Using vibrant visuals paired with a captivating storyline can hook viewers and encourage them to continue watching. A well-crafted opening can go a long way in making your brand memorable and intriguing to a potential customer.
Simplifying Complex Concepts: Many companies face the challenge of communicating intricate products or services to their audience. Explainer videos are the perfect solution, as they distill complicated ideas into easy-to-understand components. By breaking down information into manageable parts, you not only educate your audience but also position your brand as approachable and knowledgeable. 72% of customers said they would rather learn about a product or service by way of video (revavideo.com).
Building Brand Awareness: Introduce your brand effectively by clearly presenting your unique value propositions through explainer videos. They provide a platform to articulate what sets your brand apart from competitors and why your solutions are the answer to your audience’s challenges.
Our insight: It’s crucial to remember that the goal of an explainer video in the awareness stage is to intrigue and educate. By clearly conveying what problem your product solves, you set the stage for deeper engagement as the viewer continues along the customer journey.
Explainer Videos in the Consideration Stage
Providing Detailed Information: As customers delve deeper into their research, explainer videos can expand on the specifics of your offerings. By detailing the features and benefits, you help prospects make informed decisions, positioning your products as strong contenders in their decision-making process.
Addressing Customer Concerns: Explainer videos can proactively tackle potential questions or objections a customer might have. By anticipating these concerns, you not only provide clarity but also reduce friction in the buyer’s journey, making your solution more attractive. Interestingly, 84% of video marketers say video has directly increased sales (Wyzowl).
Showcasing Unique Selling Points: Highlighting what makes your product or service unique is vital during the consideration stage. Explainer videos can vividly illustrate these distinguishing features, educating prospects on why your offering is superior and perfectly suited to meet their needs.
Our experience: Having created thousands of explainer videos, we understand the importance of addressing and dispelling doubts at this stage. When potential customers feel informed and reassured, they are more likely to proceed with the purchase. Always aim for clarity and transparency in your messaging.
Explainer Videos in the Decision Stage
Reinforcing Benefits: As prospects near the decision to purchase, reinforcement of key benefits can tip the balance in your favor. An explainer video that emphasizes the advantages of your solution can serve as a final nudge, allaying any doubts and persuading a prospective customer to act.
Including Clear Calls-to-Action: Explainer videos should guide the viewer to the next steps with a precise call-to-action. Whether it’s signing up for more information, starting a free trial, or making a purchase, a strong call-to-action can harness viewer interest and convert it into action.
Building Trust and Credibility: Trust is an essential factor influencing purchase decisions. Explainer videos can bolster trustworthiness and professionalism, demonstrating transparency and authenticity. This in turn increases the viewer’s confidence in both your brand and its offerings.
Our insight: An effective call-to-action is both inviting and prescriptive. It should leave the viewer in no doubt about the next steps they need to take. By integrating this seamlessly into your video, you provide a smooth transition from interest to action, reducing potential barriers to conversion.
Explainer Videos in the Delight Stage
Enhancing Customer Experience: The relationship doesn’t end with a purchase. Explainer videos can be employed to enhance customer experience post-purchase by offering additional support, guides, or educational content, ensuring that customers continue to find value long after the initial transaction.
Encouraging Repeat Business: Engaging content, like explainer videos, can foster deeper connections with customers, encouraging them to return for future purchases. By offering added value and maintaining communication, businesses can cultivate a loyal consumer base.
Soliciting Feedback and Testimonials: Encouraging happy customers to share their experiences can be achieved through explainer videos. Not only can they prompt feedback that guides improvements, but they can also generate testimonials that fuel social proof, attracting more potential customers. Interestingly, 88% of video marketers say video has helped them generate leads (Wyzowl).
Our insight: A focus on post-purchase engagement can transform satisfied buyers into brand advocates. We’ve seen that providing consistent value through educational content and soliciting testimonials can have a profound impact on customer retention and brand reputation.
Best Practices for Creating Effective Explainer Videos
Keep It Concise: To maintain viewer engagement, it’s crucial to keep explainer videos short and to the point, ideally between 60–90 seconds. Focus on delivering impactful content that quickly conveys key messages without dilution.
Focus on Storytelling: A compelling narrative is at the heart of every great explainer video. Craft a story that resonates and connects emotionally with the target audience, ensuring the content is memorable and impactful.
Ensure High Production Quality: The quality of visuals and sound reflects your brand’s professionalism. Investing in high production value demonstrates that you value your audience and ensures the video is taken seriously.
Include a Strong Call-to-Action: Conclude your video with a definitive call-to-action, directing viewers on what to do next. This clarity can be the difference between a viewer’s passive interest and proactive engagement.
Our insight: When creating an explainer video, always keep the viewer’s journey in mind. High production quality combined with engaging storytelling and a strong call-to-action can significantly boost the video’s effectiveness and the viewer’s overall experience.
Conclusion
Explainer videos have an enriching impact across all stages of the customer journey, from capturing attention in the awareness stage to fostering loyalty in the delight stage. They simplify communication, build trust, and enhance engagement, making them indispensable in effective marketing. Including a video on a landing page can boost conversion rates by up to 80% (revavideo.com).
We strongly encourage businesses to integrate explainer videos within their marketing strategies. By doing so, they can significantly improve customer engagement and conversion rates, securing a competitive edge in the modern marketplace.
