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BEST
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Criteria that amount to a good explanatory video

Fifteen years ago, on April 23, 2005, the first video, Explanatory videos can be used in a variety of
only 18 seconds long, was uploaded to YouTube. Two ways
years later, the first explanatory videos were published,
and today a billion explanatory videos are watched You can present your company as a whole and show
worldwide every day on YouTube alone. No wonder which products you have to offer. Explanatory videos
that videos are by now responsible for around 80% of are used along the customer journey in marketing,
global data traffic.
sales, and service to convey complex issues to
Marketing departments contribute in a big way to this interested parties, customers, and sales partners. In
trend: in 2020, videos came in first place for content in the area of HR, they are used to attract applicants and
corporate content marketing, ahead of blogs, e-books, develop employees. And finally, internal and external
and infographics. The fact is that 92% of those communication also benefits from this modern tool to
responsible for marketing consider videos an important keep employees, shareholders and the public informed.
part of their marketing strategy.
There is a variety of styles to choose from
An explanatory video is a film clip that explains a
defined topic emotionally and efficiently with the help of It seems as if people are already over the whiteboard
a story and encourages the viewer to act. It combines and cut-out styles, since 2D animations are more
information and entertainment, addressing both popular today - although some people think the cartoon
hemispheres of the brain in a very targeted manner. style is a bit too childish. Well, then maybe the motion
The combination of multisensory information with graphics style could be the right choice, because it is
very modern and can also be updated and used
entertaining stories has been scientifically proven to internationally. Screencasts and live action styles are
lead to more attention, faster processing, better
understanding, more persuasiveness, more fun, better also widely used. Anyway, the choice of style depends
capacity for remembering, and a greater willingness to on many factors, in particular the aim and content of
share. What more do you want as a marketing the explanatory video, the target group addressed, and
manager? the available budget.

June 2020: Video Marketing & Storytelling: compelling and emotional narratives 16