In recent years, the increasing trend of video marketing has been the spread of explainer animations, which are becoming increasingly popular among SME-s as well as large corporations. The genre itself is not new, but rather a combination of previous advertising materials. It is an informative animation video that combines the sleek look of PR films with elements of motion typography and kinetic typography popular around 2010, data visualization, and the dynamism and humor of animated films.
Explainer animations came to life thanks to two factors: first, as services become more complex, so do descriptions become longer and more complicated. As a result, the main obstacle to sales is sometimes that the user doesn’t understand what they are trying to sell to them or why it would be good for them. Our company often encounters this problem, especially in the IT sector. An innovation may not immediately seem like a good idea or even a coherent idea, which can often discourage people from exploring it.
The other problem is the increasing immunity of potential users to advertising films. This is a trend that has been present for decades and is becoming stronger as companies can produce content more easily thanks to the digital revolution. We encounter advertising everywhere we look. However, an explainer video is an indirect advertisement; it doesn’t want to sell, but rather to explain, understand, and inform. The advertising content itself is hidden, not immediately noticeable. If we watch a good explainer animation, we still learn something useful even if we decide not to buy. We encounter this every day with our medical clients: they sell their products and services more easily if they produce material about the disease and possible treatment methods, which the target audience watches more enthusiastically.
Mimicry has been producing explainer videos and explanatory animations for corporate clients for years. In our work, we pay special attention to two points. The first is that the explainer, as a sales tool, always reflects the company’s brand and visual world. Our competitors often go overboard, producing humorous but still template films for cost-saving or simplification purposes. Mimicry gives each of its explanatory videos a unique brand, reflecting the customer’s values.
Our other point of content is that the main appeal of such materials is authenticity and reliability. In contrast to PR films where the focus is on emotions and atmosphere, the explanatory video, due to its genre, has to work differently. Its main strength is intellectual persuasion, its main weapon should be comprehensibility, followability, and credibility.
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