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Explainer Videos: From Complex to Clear

As a marketer, one of the key roles in my profession is to clearly communicate the client’s message. Believe it or not, it can be a real challenge to identify and articulate that message. Sometimes, the client doesn’t even know what their message is. This happens when they are so close to their work that they can’t envision what it’s like to learn about their product for the first time.

In some situations, particularly start-ups or new technology, the benefits they offer are enormous but hard to explain. Simplifying complex messages is one of my favorite parts of the job. And clients appreciate an outsider’s perspective as we work through the process. I ask them to (temporarily) let go of buzzwords and internal analogies in order to embrace a more “user-friendly” language. It requires an extra level of trust on their part.

I recently completed an animated explainer video for meQuilibrium. My challenge was turning their science and technology into something anyone could understand. As their Google listing summary says, they are an “engagement and performance platform that harnesses behavioral psychology to unleash your workforce resilience, agility, and full potential with a fascinating, yet complex product.” 

tl;dr

If you work in the HR space, you might be able to make sense of this paragraph. The rest of us, need a tl;dr. (pssst .. “tl;dr” is internet jive for “short summary”). Here is that summary in the form of an animated explainer format:

tl:dr They provide a “digital coaching platform” so your employees can be more resilient.

In our video-crazed age, explainer animations are a terrific way to demonstrate how a product works. A video like this can take anywhere from six to eight weeks to produce as we work through the process of writing, storyboarding, creating assets, animating, etc.

It’s an involved process, but the end result is a piece clients can use on their website, on social media, in email campaigns and even in sales meetings. And if I’ve done my job right, we’ve taken something complex and made it clear and simple.  

I was really pleased with how this video turned out, and so was the client. Wondering if an explainer video would work for your product or service? Let’s talk!

Have a great week,

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