What is an explainer video?
When we search online for information on a scientific or medical concept or company, an explainer video will almost certainly be among the results. This is a short-form video produced for sales, marketing, and informational purposes. The video talks about a company’s products or services in a compelling manner.
The About Us menu on a company’s website provides a brief text introduction, but a video is always a great way to convey dense information quickly, in an engaging manner.
The benefits of using an explainer video
An explainer video grabs the audience’s attention early in their buyer’s journey. It’s the ideal medium for simplifying complex information for the general public (link to blog how to explain science to non-scientists). Simple, shareable communication assets make powerful educational tools. If you\’re not sure where to start, SciencePOD is here to guide you through making the perfect explainer video for scientific and medical purposes.
The modern explainer video
In recent years, we have seen digital natives increasingly choosing videos over text content. The popularity of video content is due in part to the eruption of social media, as well as improvements in mobile communication technology.
Reuters conducted a survey which showed publishers prioritising third-party platforms and investing in video communication over textual.
Benefits for professionals
Scientific, medical and marketing professionals use explainer videos for a variety of reasons:
- Accessible – videos give audiences key data without overly complex language
- Understandable – visual content is quicker to digest than text alone
- Relatable – allows the audience to engage with the latest clinical research and remember key details
Video is a useful tool for information dissemination and helps audiences to focus. There are a number of possible formats, so it is important to choose the right one for your message.
Animated video
The animated explainer video has gained popularity over the latest decade, thanks to the emergence of cheap, easy-to-useanimation software.
Advantages
This type of video is cost-effective and quick to create; a simple animation can be created by just one person. There are different visual styles to consider (whiteboard, graphs, cartoon) offering the creator many options when thinking of the best way to convey scientific or medical information. Animated videos also contain motion graphics for versatile storytelling and marketing.
That said, a cheaply animated explainer video is easy to spot. The difference between amateur and professional videos is in the post-production, the quality of the visuals and the video libraries used for distribution.
Anyone can produce a video of this kind, providing they can use the software, but only experienced animators can turn science content into a truly compelling explainer.
Live-action video
Live action is still used for explainers but its popularity has waned among creators.
Advantages
- Authenticity – in interviews with subject-matter experts or key opinion leaders, live footage boosts the credibility of the message
- Enhancement – skilled editors can enhance the live shoot with post-production effects for a professional finish.
Although live-action explainer videos are more expensive and time-consuming to produce, if done well, with aprofessional presenter/interviewer, they can be incredibly engaging.
How to make an explainer video
Follow these simple steps to create a captivating scientific or medical explainer video.
- Start with a strong idea – choose something interesting or find an intriguing angle on the scientific data and information.
- Plan your video – write the script and storyboard for the video before shooting, regardless of format. Without a proper plan, the video may not flow smoothly and may take more time to create.
- Shoot or animate your video – For an interview, you can usually just point and shoot. For animated videos you may choose to enhance the content with a voice-over.
An explainer video should be concise and compelling. A study on eWOM (electronic word of mouth) found that videos have a greater effect on their audience when presented in an interesting and entertaining manner.
Keep your content moving forward
Many companies are investing in video media to combat digital fatigue in their audiences. If you’re keen to keep up but not sure where to start, get in touch. SciencePODoffers free consultations to bring your scientific and medical communications to life.