Short and effective animations are a great tool for telling stories about products, services, and companies that offer them. A good Explainer will not only tell your story, but will also make it more attractive and will encourage your audience to take the actions that you expect.

An animated video allows you to visually showcase a problem. As the viewers are watching, they will think to themselves, “hey, that’s the same problem I’m dealing with.” This captures their attention. It entices them to keep watching to learn how to fix the problem. Not only are they hearing or reading how to fix the problem, but they get to watch animated video characters acting out the solution. They will relate with those characters and think, “I really need to purchase this product now so that I don’t have to worry about it anymore.”

Visual aspects in an explainer video evoke emotion and create a strong connection with the audience. Studies show purchasing decisions are largely fueled by human emotion, particularly B2B purchases. This means your marketing strategy must integrate tactics and strategies that directly build an emotional connection with your target audience. To do this, you must first create and study your buyer personas. This allows you to pinpoint the unique wants and needs of your customers. From there, you can create explainer videos that appeal to those wants and needs on an emotional basis.

Modern emotions are derived from four core feelings: Happy, sad, surprised/afraid, and angry. Explainer videos give you the opportunity to connect with your audience by evoking any of those feelings. You can present a rational argument in a very easy-to-understand, visual format that leads to your desired effect. This greatly improves the chances of the viewer following your call-to-action.