What These Three Explainer Videos Can Teach Us About Video Production
With so many production companies in Los Angeles releasing hundreds of videos by the hour, you’d be hard-pressed to agree on a one-size-fits-all format for video production. See, video production can still be considered an art. Ergo, every producer, director, editor, and scriptwriter has their own style. What works for them may not necessarily work for everyone else.
However, there are some cases where a production team pulls off a concept so beautifully, it’s hard not to take notes. If you ever find yourself looking for a new angle or a different approach to creating an explainer video, check out what these three masterpieces did. With a bit of luck and a lot of brainstorming, you could make their concept work for your brand, too.
MAKE THE MOST OF YOUR MUSIC
Spotify is a free app that allows you to search, share, and discover music through recommendations generated by your friends, your recent history, what’s trending, and more. Downloadable for laptops and smartphones, it quickly rose through the ranks and is now named one of the Top 12 Free Music Apps by The Balance.
This explainer video shows what simple visuals can turn into when smartly paired with great music. Just a few seconds over the one minute-mark, the video manages to sum up what Spotify is in a way that is clever, engaging, and downright fun to watch. Turns out, simple—yet cute!—animations that jump, move, and dance to the rhythm of upbeat music is a great way to grab people’s attention.
Spotify is a great example of how production companies in Los Angeles can take a common concept and execute it successfully to yield excellent results. The script isn’t too wordy, the animation isn’t over the top, and the visuals are minimalist and clean. What ties the video together neatly is the fact that the words and animations are all synched perfectly to the beat—proof that you don’t need fancy effects or motion graphics as long as you use your music right.
EMPHASIZE THE PAIN POINTS—AND YOUR SOLUTION
TripCase is a travel app that stores all the information you need for your travel; from reservations to events to directions and travel memos. It’s meant to eliminate the hustle, bustle, and chaos of travelling by keeping everything in one portable place. The intended audience for this app are people who travel frequently—whether for business or pleasure—and may be overwhelmed by all the details they have to keep track of.
This video does what a lot of production companies in LA are starting to do more of now; focusing on the pain points. It uses visual cues and steady, constant movement to physically illustrate the hassle of getting from point A to point B. The narrator is both a relation point and a visual tool. By standing still and calmly explaining how the app works while groups of travellers rush past her (even bumping into her at some point), the pain point is visually reiterated throughout the length of the video.
And instead of walking to emphasize motion (or the illusion of travelling), she simply stands in place and lets a moving walkway do the job for her—a great way to subtly demonstrate further how the app can take care of travelling for you). Whereas Spotify’s video executed music excellently, TripApp’s video is a prime example of visuals done right.
USE REAL-LIFE SCENARIOS TO ILLLUSTRATE YOUR PRODUCT IN ACTION
Amazon Go is an excellent example of a product that needs explaining. Seeing as it’s new, never-before-seen technology that’s only recently been implemented, an explainer video is, in fact, the best way to illustrate what the product is and how to use it.
Amazon Go’s explainer video takes something everyone can relate to—shopping in a supermarket—and uses it to demonstrate how their new technology works. It takes what is obviously a complicated program and breaks it down by using simple terms and a hypothetical—but still relatable—concept. The script is neither wordy nor superfluous and the scenes are highly relatable and normal, but not to the point of mundane.
This video demonstrates a concept that a lot of production companies in Los Angeles use in their explainer videos; start with a question. Starting with a question engages the viewer and gets them to stick ‘til the end of the video to get the answer. In this example, the narrator starts with a hypothetical “what if,” and then it lets the audio and the visuals take it from there.