Why your tech brand needs to use explainer videos

Are you feeling like your B2B marketing is a bit, well, static? As a tech marketer, you know that explaining complex technology is no easy feat. You need to demonstrate how your product or service helps people. The difference it makes to their work, their team, their company, or their industry.

You also need to build a memorable brand image, and do it in a way that lands. An animated explainer video has the power to do all of that in less than a minute or two.

How tech explainer videos can spice up your B2B marketing

Explainer videos are short, punchy videos that help tell your brand’s story in a memorable way. They’re perfect for showcasing your complex technology in a way that’s easy to understand and relatable.  

Despite what we like to think, it’s emotion that drives our decision, with rational thought bringing up the rear. To be effective you need to make people feel. Luckily, you’re working with a format that gives you flexibility in style and can be designed for different marketing funnel stages, languages, channels, or partners.

Nothing is off the table. Motion adds impact and personality and explains complicated systems and services in mere movements. Check out our thoughts with a few examples sprinkled in for good measure.

Keeping the viewer hooked

To make an explainer video that really pops, you need to keep your audience hooked. We created an explainer video for Nutanix that demonstrates their partnership between Nutanix Xi Frame and Google Cloud. We used bright colours and engaging animations to keep the viewer absorbed from start to finish. It’s simple, short, and easy to follow, improving the odds of people sticking around for the entire explanation of the product.

Deliver a clear and powerful message

They say a picture is worth a thousand words, but did you know that visuals are processed 60,000 times faster than text? That’s why explainer videos are such a powerful tool in tech marketing.

We helped electric utilities company RWE create a video to educate residents about the financial and environmental benefits of the development site for Tilbury Power Plant. By combining constantly moving animation with a voiceover, we kept viewers engaged while giving them the context they needed to understand.

Introduce your complex concept creatively

We remember 80% of what we see, 20% of what we hear and 10% of what we read. That means if you want your marketing to be memorable, it needs to be visually impactful. For example, we created an explainer animation for autonomous flight company Volant. Now, explaining what exactly that is tricky. But this format allows you to do it more effectively. By using a unique animation style, we struck the balance of a brand that extols high-end technology while still coming across as accessible, humanised and above all, safe and trustworthy.

More bang for your budget

As B2B marketers, you’ve got a lot on your plate. Sometimes you need something that works across different countries, languages, and for different products. Well, explainer videos might be your new best friend.

It’s all in the planning. Once you’re clear on audiences, channels & usage, you can take a concept and make it adaptable and scalable, so you get more from your initial investment. We created a series of sector specific films ranging from beauty to travel; finance to retail – to explain the core features, benefits and UX for their products and services in a human, and relatable way.

Building your brand in their mind

When you’re launching a product or service, you can tell your product story the way you want to. You can skip to the most impactful parts and take people on a whistlestop journey. You can also make different product demos for each stage of your sales process. But they need to be instantly recognisable as you to build those memory structures and associations as people watch them.

We created this explainer animation for Rubrik and their Backup & Recovery product. Not only does it land all the key points in 90 seconds, but its visual language makes it distinct and recognisable as Rubrik builds those all-important memory associations.

Before you go…

As we’re a B2B tech creative agency, we get the B2B buyer journey can be a tricky one. But we’re here to help! If you’re interested in using tech explainer videos in your B2B marketing content, or if you have any questions about the best approach to take, give us a shout here.

We love getting creative and helping brands like yours stand out from the crowd. ✌️

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