The Power of B2B Explainer Videos: Why They Matter and How to Create Effective Ones?

In the fast-paced digital landscape, businesses need to communicate complex ideas in simple and engaging ways. This is especially true for B2B companies, where products and services often involve intricate processes, technical jargon, and multiple decision-makers. So, let’s enter the B2B explainer videos—a powerful tool for capturing attention, conveying value, and driving conversions.

This article tries to bring out the significance of B2B explainer videos, how they work, and what makes them so effective as well as relevant in the present times. We’ll also showcase some of the best examples to inspire your own video marketing strategy. So let’s find out!

Why Are B2B Explainer Videos Essential?

The B2B buying process is vastly different from B2C or D2C. It often involves longer sales cycles, multiple touchpoints, and decision-makers at different levels to make a call. Hence, B2B explainer videos are uniquely suited to address these challenges by:

1. Simplifying Complex Information: B2B products and services can be difficult to understand, especially if they involve technology, software, or specialised knowledge. An explainer video breaks down these complexities into easy-to-digest visuals and narratives, making it easier for a potential client to grasp the USP of your product or service.
2. Engaging Decision-Makers: Visual content is more engaging than text in this fast-paced economy. Studies show that people retain 95% of a message when it’s watched in a video compared to only 10% when read. Explainer videos can capture the attention of busy executives and stakeholders, allowing them to quickly understand what your business offers.
3. Boosting Conversion Rates: Explainer videos are known to increase conversions. According to research, including a video on a landing page can boost conversion rates by up to 80%. For B2B companies, this translates into more qualified leads and shorter sales cycles, only because consumers can understand the product or service faster and thereby, they can make a call immediately, without any room for confusion.
4. Building Trust and Credibility: B2B buyers want to be sure of the fact that they’re making the right decision. An explainer video can showcase your expertise, industry knowledge, and the real-world impact of your solutions. This not only builds trust but also positions your brand as an authority in your field, building trust and aiding in conversion.

What Are the Key Elements of an Effective B2B Explainer Video?

Not all explainer videos are created equal. Here are the essential elements that make a B2B explainer video stand out:

1. Clear and Concise Script: The foundation of any great explainer video is a well-written script. The script should be clear, concise, and focused on addressing the target audience’s pain points. It should avoid jargon and focus on the benefits of your solution.
2. Compelling Visuals and Animation: Visual storytelling is what makes explainer videos unique. The animation should be clean, professional, and aligned with your brand’s tone. Whether you opt for 2D animation, motion graphics, or whiteboard style, the visuals should enhance the story, not distract from it.
3. Strong Call to Action (CTA): Every explainer video should guide the viewer toward the next step, whether it’s scheduling a demo, downloading a whitepaper, or contacting your sales team. A strong CTA is crucial to driving engagement and conversions.
4. Relatable Narration and Tone: The tone of the video should match your brand’s voice and resonate with your target audience. A relatable, friendly narration can make even the most technical content feel accessible and engaging.
5. Solution-Oriented Messaging: B2B buyers are problem solvers. Your explainer video should focus on how your solution addresses specific pain points. It should clearly highlight what sets your product or service apart from competitors.

What Are the Best Examples of B2B Explainer Videos?

Every B2B explainer video will differ when it comes to the tone of the content and what you want to highlight or identify with as a brand, besides the products and services offered. Let’s explore some of the top B2B explainer videos that have successfully captured the attention of their audience, simplified complex concepts, and driven results:

1. Dropbox Business: Dropbox’s B2B explainer video is a perfect example of how to break down a service into its simplest form. The video uses straightforward animation and narration to explain the key benefits of Dropbox Business for teams, focusing on collaboration and file-sharing in a seamless and engaging way.
2. Slack: Slack’s explainer video is known for its relatable storytelling. It presents a day in the life of a typical office worker and how Slack helps streamline communication and improve productivity. The video effectively uses humour and relatable scenarios to engage viewers while clearly communicating the platform’s value.
3. HubSpot: HubSpot’s explainer video showcases how their CRM platform helps businesses manage customer relationships more effectively. The video uses clean, professional animation and concise messaging to highlight the benefits of using HubSpot’s tools for sales, marketing, and customer service.
4. Intercom: Intercom’s explainer video stands out with its minimalist design and clear focus on how the platform helps businesses communicate with customers. The video is solution-oriented, showing exactly how Intercom’s tools can be applied in real-world scenarios, making it easy for viewers to understand and take action.
5. Mailchimp: Mailchimp’s explainer video combines humour with clear messaging to explain how businesses can use their platform for email marketing. The video’s quirky animation and playful tone make it memorable while still delivering key information about the product’s features and benefits.

You can also refer to these references mentioned below:

How to Create Impactful B2B Explainer Videos by Analytive: This piece focuses on the production process, including scripting, visual design, and sound. It emphasises the importance of aligning your video content with your brand identity and creating an emotional connection with your audience. This article is great for understanding the technical aspects and strategic considerations involved in creating impactful videos​.

B2B Video Marketing: The Essential Guide for 2024 by Storykit: This article dives deep into the role of different types of videos in B2B marketing, including explainer videos, product demos, and customer testimonials. It emphasises using a mix of content across various stages of the sales funnel, highlighting that explainer videos are excellent for introducing complex concepts in a simple and engaging way

12 Best B2B Explainer Videos That Actually Work by Vidico: This article highlights successful B2B explainer videos, explaining what makes them effective. Examples like Nutrislice, Tatari, and Google Drive are discussed, focusing on their use of concise messaging, engaging storytelling, and visual appeal. This article is useful if you want to highlight best practices or case studies​

How to Create a High-Converting B2B Explainer Video?

Creating a successful B2B explainer video involves several steps:

1. Understand Your Audience: Before writing the script, research your target audience’s pain points, preferences, and behaviour. Tailor your messaging to address their specific needs and challenges.
2. Focus on Storytelling: Start with the problem your audience faces, introduce your solution, and then explain how it works. Storytelling helps keep the viewer engaged and makes the content more memorable.
3. Invest in Quality Production: Whether you choose to work with an agency or handle production in-house, ensure that your video is of high quality. Crisp visuals, professional voice overs, and smooth animations contribute to the overall impact of the video.
4. Promote Your Video Across Channels: Once your video is ready, promote it on your website, social media, email campaigns, and paid advertising channels. The more visibility your video gets, the more likely it is to generate leads.
5. Analyse and Optimise: Use analytics to track how your video is performing. Pay attention to metrics like view duration, click-through rates, and conversion rates. Optimise your video and distribution strategy based on this data.

Conclusion

B2B explainer videos are an indispensable tool for any company looking to stand out in a crowded marketplace. By simplifying complex information, engaging decision-makers, and driving conversions, these videos can have a significant impact on your business growth. By following best practices and learning from successful examples, you can create an explainer video that not only captures attention but also turns viewers into customers.

Start investing in high-quality B2B explainer videos today and see the difference they make in your marketing strategy!