Marketing videos are your secret weapon when it comes to sharing your story. They can help you pull off the eternal challenge of making complex ideas not only understandable but memorable to your audience.


% of Global Internet Traffic From Videos

Source: Inc.


Over the past 2 years marketing videos have exploded in popularity due to their affordability and proven effectiveness in engaging an audience and helping grow a business. People these days get bored quickly, the more information you can communicate in a short time, the better.

Related: [Infographic] 2017 Video Marketing Trends And How They Can Catapult Your Business

Average attention span = 8 seconds

Source: Time

Check out these five reasons why your business needs an explainer video:


According to a recent survey conducted by Video Rascal:

"85% of people are more likely to buy a product once they see an accompanying explainer video"

One of the most striking cases illustrating this is Dropbox. Founded in 2010 Dropbox grew from zero to 100 million users in 5 years, using an effective viral campaign and the simplest web design – their landing page had only an animated explainer video and a download button.

The video campaign had its affect, increasing conversions by 10%. Considering the fact that it was viewed about 750,000 times in a month, it converted nearly 1 million of the visitors into registered users yearly.



Text alone is not enough, given the vast number of ways people can interpret what they read. People gain a better understanding of a product/service once they see it explained.

Explainer videos take the guess work out of explaining often complex business ideas. They allow you to better engage with your potential customer and show them why they should choose you over a competitor.



According to Nielsen Research, Training and Consulting Group:

"The average user spends about 10-20 seconds on a site if there is no compelling reason to stay longer"

And the first ten seconds are critical for giving the user this reason to stay, by clearly setting out your value proposition.

The best explainer videos will immediately engage an audience with beautiful animations and powerful stories. They can make you laugh, cry, and learn, which is why they are a fantastic tool for brands. Explainer videos are a great way to engage your viewers in an increasingly competitive and distracting digital landscape.



The use of voiceover is a powerful tool and one reason why explainer videos are so effective. Research has found presentations with words and images double the marketing ROI when the words are communicated verbally.

The Effectiveness of Presenting Words and Images

Source: VoiceBunny

Why is this? The Dual Channel Hypothesis (or Dual Coding Theory) - our brain receives information from two channels, our eyes and ears. Each channel has a limited capacity for comprehension. Too much information through one channel can cause an info overload and reduce comprehension.

However, if some of the information is directed to the unused channel (the ears), there’s no longer an information overload.

Dual Hypothesis Theory

Instead of people needing to juggle pictures and words through the same channel (their eyes) they can focus on the pictures through their visual channel and the words through their audible channel. Meaning they will quickly understand your product or service before being distracted.



The inauthentic and standardised communication that plagues the business world is boring and exhausting. People buy into authenticity, a brand that has a strong voice and personality will attract the right customers. What better way to express your brand’s personality than through a punchy 2 minute explainer video.

Particularly an animated explainer video where the characters can fly, dance, sing and wear any costumes, while the action may take place at any historical period and in any geographical location. This makes it possible to create an inventive storyline for better presentation of a product and really bring your brand’s personality to life.


A quick summary. 5 reason for hitting the record button on Video Marketing:

  1. Increase Conversion Rates

  2. Clarify Your Message

  3. Keep your audience engaged

  4. Help them retain your message

  5. Showcase Your Personality


Want some more video marketing inspiration?

Interested in your own killer explainer video? Let’s chat about it.


Matt Smith Creative Director and Founder of Hatch

Matt Smith
Matt is the Creative Director and Founder of Hatch.
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