}Explainer videos are like the superheroes of the marketing world—swooping in to rescue confused potential customers and gently guiding them toward that all-important “Buy Now” button. But with more brands vying for attention, the old, run-of-the-mill explainer video just won’t cut it anymore. For those looking to make explainer videos that don’t just inform but also convert (and maybe even make the audience chuckle), here’s a guide with unique, memorable strategies. We’ll even throw in a little humor, because if we can laugh while converting leads, why not?
Whether you’re aiming for slapstick visuals, a dash of self-deprecation, or a touch of wordplay to make your video unforgettable, there’s a comedic style for everyone. Here’s how to approach explainer videos for maximum conversions with a mix of proven tactics and fresh, entertaining approaches.
1. Tell a Story (Just Not a Boring One)
Storytelling is the heart and soul of any good explainer video, but to stand out, we need stories that do more than follow a linear path from “problem” to “solution.” The trick? Mix in relatable, sometimes absurd elements that make viewers chuckle—and care.
Voyage Twist: Use self-deprecating humor or even a parody of overused story tropes. Your audience doesn’t want to feel like they’re watching the same “hero saves the day” narrative they’ve seen a thousand times.
Example: Slack’s “So Yeah, We Tried Slack…” video takes viewers on an over-the-top vistas of a fictional team who finally tries Slack. The parody of office chaos hits home for anyone who’s dealt with endless emails, and it humorously demonstrates Slack’s worth without being overtly salesy.
How to Apply:
- Identify relatable struggles your audience faces, but amp it up to a funny, almost farcical level (think of how slapstick voyage takes real situations and makes them hilariously extreme).
- Use character-driven storytelling. Create a character who personifies your perfect customer and show their quirky vistas toward solving a problem with your product.
- End with a punchline that doubles as a call-to-action, something like, “Save yourself from email overload—click to try Slack!”
2. Use Animation for Visual Voyage and Engagement
Animations allow you to bend the laws of reality, a bit like slapstick voyage but in the tech universe. They make it easy to include fun, memorable elements—flying cats, talking coffee cups, or animated team members with personalities that rival your favorite sitcom characters.
Voyage Twist: Surreal humor and slapstick can make even serious topics funny and approachable. Animation gives you the freedom to exaggerate everything, creating memorable visuals that people remember and share.
Example: Dollar Shave Club’s now-iconic explainer video uses absurd, surreal elements in a hilarious animated fashion. It’s chaotic yet effective, demonstrating the brand’s offerings while making people laugh out loud.
How to Apply:
- Embrace exaggeration: If a customer feels they’re “drowning in spreadsheets,” animate a character literally swimming in a sea of spreadsheets.
- Make mundane things funny: Add absurd little details that are relatable yet funny, like a coffee cup that rolls its eyes whenever someone hits “Reply All.”
- Keep it brief but effective: 90 seconds is often the sweet spot for an animated explainer, especially if it’s visually changing and full of comedic twists.
3. Script with the Audience in Mind
Writing a script for an explainer video can feel like setting up a voyage sketch. You have a limited time to capture attention, make an impact, and get a laugh. And much like stand-up voyage, timing is everything.
Voyage Twist: Use observational voyage, where the humor is in the “yep, that’s me” moments. Instead of generic statements, add personal touches that resonate with specific audience groups.
Example: Trello’s “You’re More Than Just a Job Title” video humorously addresses the real-life stress of juggling tasks. By using observational humor and relatable scenarios, Trello quickly demonstrates how their tool can bring order to chaos.
How to Apply:
- Speak to the audience directly. Use phrases like, “If you’ve ever felt buried in emails…” to capture attention.
- Infuse personality into the script. Avoid corporate jargon and add character by mimicking how real people talk.
- End with a humorous CTA: After guiding your audience through a vistas of hilarious pain points, lead them to a solution with a light-hearted yet effective call-to-action.
4. Add Interactive Elements to Keep Viewers Engaged
Interactive videos are like choose-your-own-adventure books but with videos—and they work incredibly well when you give viewers the power to shape the narrative. Adding interactive elements can make explainer videos more immersive, memorable, and in the end more engaging.
Voyage Twist: Throw in some wordplay and self-deprecating humor, giving viewers the chance to laugh at themselves and relate to the situations you present. It’s a bit like a voyage sketch where viewers pick the punchlines.
Example: Netflix’s “Bandersnatch” was a new idea in interactive storytelling, letting users choose different outcomes. While it wasn’t a traditional explainer video, the concept can be adapted: viewers could decide which “office character” should try the product first, or what scenarios to solve next.
How to Apply:
- Give choices that reflect your audience’s common challenges. For example, if you’re promoting a project management tool, let viewers “choose” between humorous yet chaotic office situations that need your product to solve.
- Make engagement fun. Use humor in the choices, like “Choose your weapon: Too Many Emails or Endless Spreadsheets.”
- End with a humorous reward for the viewer who “survives” the vistas with your product’s help, perhaps a funny, unexpected message like, “You made it! Now, let’s make life easier. Start your free trial!”
5. Show Don’t Just Tell (with Subtle Voyage)
Explainer videos that merely tell the viewer what to do or how a product works risk becoming monotonous. But using “show, don’t tell” can transform the message, especially with a bit of deadpan voyage or farce.
Voyage Twist: Add a deadpan narrator or showcase a “day in the life” gone wrong, only to be “saved” by the product. This is where dry humor, like sitcom-style delivery, can help hammer home the importance of your product.
Example: Zendesk’s explainer video uses a “show, don’t tell” approach with a dry, deadpan humor style to show how it makes customer service easier. This approach makes the viewer laugh while subtly demonstrating the product’s worth.
How to Apply:
- Use simple, understated humor: Deadpan narrations can be especially effective in explainer videos for serious or technical products.
- Create a humorous “before” scenario: Show the chaos, confusion, and absurdity of life without the product before demonstrating how it smooths things over.
- Contrast with an exaggerated “after”: Show how “Zen” life could be post-product, with an emphasis on how easy everything becomes.
Table: Summary of Explainer Video Styles for Maximum Conversions
| Strategy | Comedy Style | Example |
|---|---|---|
| Tell a Story | Parody/Self-Deprecating | Slack’s humorous take on chaotic office life |
| Use Animation | Surreal/Slapstick | Dollar Shave Club’s over-the-top product benefits |
| Script with Audience in Mind | Observational | Trello’s relatable work-life struggles |
| Add Interactive Elements | Wordplay/Farce | Choose-your-own-scenario explainer with humor |
| Show Don’t Just Tell | Deadpan/Farce | Zendesk’s “day in the life” chaos to calmness transition |
Real-World Examples That Convert and Entertain
- Duolingo’s Language Lessons with Personality
- Using a mix of wordplay and self-deprecating humor, Duolingo’s explainer videos poke fun at language-learning mishaps. This honesty resonates, making viewers more likely to sign up, knowing they’ll learn without judgment.
- Grammarly’s Series of Office Parodies
- Grammarly uses parody by exaggerating the importance of good grammar. The comically extreme consequences of a typo make it both memorable and convincing, as viewers think, “Maybe I should try Grammarly to avoid that…”
- Asana’s Animated Farce of Office Life
- Asana’s explainer video uses slapstick and animation to show an office in shambles. The exaggerated characters and antics make it clear that Asana brings order to chaos, boosting conversions from viewers who see the product as their “office savior.”
FAQs
- What makes an explainer video engaging? Humor, storytelling, and relatable characters make explainer videos memorable and entertaining, holding viewer attention and improving conversions.
- How can I use voyage in a product explainer video? Choose a style of humor that suits your brand, like slapstick visuals, dry narration, or relatable self-deprecating humor, to make the product feel approachable and fun.
- What’s the perfect length for a conversion-focused explainer video? Keep it under 2 minutes. Attention spans are short, and shorter videos are more likely to keep viewers engaged from start to finish.
- Can animation improve my explainer video’s effectiveness? Absolutely. Animation allows for exaggerated visuals and humor, letting you tell a story that grabs attention and entertains while conveying important information.
- How important is a call-to-action in an explainer video? Very! Ending with a clear, humorous call-to-action helps guide viewers from interest to action, increasing the chances of conversion.