Explainers

What Are Explainer Videos?

Explainer videos were so cool and so obviously brilliant as a marketing tool when they first burst onto the scene that it’s hard to believe they didn’t even exist until a few years ago. Take an average Jane (or Joe, or Jess) with a problem, explain the trouble that problem is causing, offer a solution, explain how that solution will put an end to her (or his, or their) worries, and show Jane/Joe/Jess living happily ever after - all in about 90 seconds. Easy peasy! Of course, there’s slightly more to it than that, and explainer videos can vary a lot in their style and their content, but the basic idea of problem/solution storytelling hasn’t changed much over the years.

A Successful Formula

Commercials have always been great for short breaks in programming on television and the radio when you’ve only got 15 or 30 seconds to make an impression. But when the internet exploded and video became cheap(er) and easy to produce, businesses suddenly discovered that the sky was the limit in terms of what kind of content and advertising they could create. Enter the explainer video! No longer constrained by pesky time limitations, companies were free to talk about their story or their product in a little more detail (to “explain,” if you will). They realized that people would be far more likely to take an interest in their offerings by way of a gentle introductory video that presented some key elements in an engaging and easy to digest way than by writing scads of copy that most website visitors would not have the time or the inclination to read.

Let Me Explain...

The creativity of explainer video production companies took off, and while there are now certain common tropes that are instantly recognizable in explainers, these tropes found expression in a wonderful variety of ways, from the old school whiteboard animation, to the now classic cartoon character piece (see Jane above), to the slightly more formal graphic designs of the more serious explainer video crowd. But one thing most explainers had (and still have) in common is the friendly, approachable tone that, regardless of what was being explained, struck a chord with consumers. That tone created just the kind of comforting and appealing feeling that people were yearning for in a big, scary new digital world, and it led to a number of well-known benefits for companies. It kept people engaged and on their website. It developed brand awareness and trust. And it turned casual window shoppers into paying customers.

A Friendly and Approachable Male Voice for Explainer Videos

One reason why Brian Arens is an award winner for his explainer video voice overs is that the profile of an explainer video matches his own profile so neatly. Friendly and approachable? Check. Loves to explain things (but not in a man-splain-y way) and teach the curious? Check. Brian is endlessly fascinated by ideas and inventions and human ingenuity in general. Combine this enthusiasm with his naturally open, friendly and sincere personality, and the result is a way of talking about things that fits perfectly with the tone and feel that so many explainer videos are trying to convey. Plus, Brian used to be a third grade teacher (a profession he pursued happily for several years before pivoting to voice over full time). In the crucible that is the attention span of eight-year-olds, he quickly learned how to explain things to people in a way that makes them feel like they’re participating in an interesting conversation instead of sitting through a dull lecture. This skill has made Brian a favorite of many explainer video producers, and he continues to voice their content regularly.