Your software video is a crucial aspect of your marketing campaign. However, explaining the product with helpful insights while keeping engagement high is challenging.
In this post, we explore 20 of the best software explainer videos to help you understand which methods are proven to be successful. After watching our selections and reading the analysis, you will hopefully be inspired and ready to produce your next marketing video.
Our first video is from Tilder, an Ai-powered audio transcribing service that breaks down long-form conversations into organized text files. Tilder is a unique application that uses proprietary technology to deliver more value to users.
We highlight the explainer because they do an incredible job of walking viewers through the entire user journey with clear audio and visuals directly from their interface.
First, the user uploads an audio file. In the video, viewers follow along as the cursor clicks upload, and a detailed transcript is made. The transcript is broken into chapters with breaks in text and a summary of each section. Viewers are given a visual representation of the delivery to help them understand the service and set realistic expectations.
If you are producing a software explainer video, ensure you are utilizing the medium to help the viewer understand your product or service. Otherwise, they will be left confused and uninterested.
Rotageek is a cloud-based data-driven scheduling technology to help business owners schedule staff and improve operational efficiency.
The mission of an animated explainer video production company is to find the best solutions and methods for explaining and demonstrating. This software explainer video is a shining example of this statement. Watch this video once and you get all the answers to questions about the product. Everything is clear and simple, crafted in a way that everyone can understand.
The script, sound design, and visuals merge into a perfect trio to make this video highly engaging. And the tone of this video complements the organizational and disciplinary issues this cloud-based software solves.
Jamboard is a collaboration space from Google. If your team is more focused on creating collaborative content, then this can be a handy tool for you. You can work on your project in real-time with your team members using different devices. And you’ll be able to easily share your ideas. It also has a 55-inch cloud-powered digital whiteboard that will give you even more tools for working on big projects.
What I like in this software explainer video is that it is dynamic; it inspires creativity and a desire to use the product. Switching between scenes from different environments keeps you focused so that you’ll never miss any information. In a 90-second explainer video you get everything you need; the producers effectively convey the main idea and benefits of using Jamboard. And by filming in live-action, they also invoke the positive emotions you can experience from using it.
Shopify is a leading digital platform for designing and creating an online store. It gives sellers the power to accept credit card payments, track orders, and respond to customer service requests (among other things).
Instead of going with the usual problem/solution method, the producers of this video have chosen to talk more about the benefits, making this explainer video even more engaging. This video focuses entirely on positivity and the ways a viewer’s life will get better from Shopify.
A simple yet original visual style and the right sound design easily guides you from the opening seconds all the way to the end of the video.
Pinnacle Studio is a video editing software that provides a near-professional level editing system. Watching this explainer video, you can see the combination of explaining the process of editing while at the same time showing the improvements the program has over its competitors. It informs and sells at the same time, showing examples like how much the video changes just by easily adding effects.
They show how this can work both for professional and hobby levels by choosing to show the example on different segments; one being a pro level user and the other two hobbyist users. Then they smoothly transition the explainer video from one scene to the next while keeping the look original and non-disruptive to the story.
Intuit – Power of Giants
Intuit is a software program that provides financial, accounting, and tax preparation solutions for individuals and small business owners.
When you finish watching this video for the first time, you feel like going back and watching it all over again. It’s a great piece of content. First the style is great, designed in a 3D animation format and executed with a high and professional level. It grabs your attention and locks you right in. I rarely pick an explainer video that is created in a 3D animation format, as in most cases the level of execution is very poor (3D is hard to do right, but cheap explainer companies love to use it as a selling point). But in this case, we can say for sure that these guys did great work.
Another point I would like to mention is that the narrative story is warm and positive. It’s a high level of work, and puts a positive spotlight on the brand. In this case, after watching this video the viewer not only gets the idea of what service this software offers, but they’ll also be instilled with the right message about professionalism and reliability.
A practical guide for any company planning to create a 3D explainer video.
Final: Take Back Control of Your Credit Card
You don’t have to use the same credit card password everywhere and every time you purchase something. Instead, Final offers a smarter and more secure payment solution. Final will give you a new and unique password every time you buy something. That way, when you purchase something you don’t take the risk that somebody will steal and reuse your same password.
Shooting an explainer video in live-action can be tricky. There are many more variables at play, like set conditions, lighting, random noises, and of course the actors. In this example, this guy not only plays his role perfectly but turns out to be a good storyteller. He talks about the pain points of customers, takes them through a detective story, then gives them a reliable solution.
At first glance, it may seem like a traditional way of developing an explainer video. But in this case, high-performance execution and an intriguing story approach make this video great and highly watchable.
Mailchimp- Facebook Ads
Mailchimp is an online marketing platform to create email campaigns, run social media ads, analyze statistics around your campaign, etc.
The creators of this video had a clear view of the segment and the audience they wanted to target. That’s the reason this video is so effective and catches the eye of the viewer with modern and attention-grabbing designs. These visuals have now become a recognizable signature of Mailchimp. They’ve branded themselves successfully and this is a further step to build and strengthen their identity through marketing and digital content.
Zenoti is a cloud software solution for beauty and wellness services. You can manage all of your daily routine like scheduling appointments, making online bookings, sending service reminders, and more – all from one place.
The explainer video with all its style and design decisions ties in perfectly with the service it represents. Whether you’re looking at the characters or the color palette, you see the business behind it as well. It’s amazing that the producers of this video could find and use all the appropriate visual techniques that correlate so well with the voiceover part of the video. They get you to understand the point with just one watch of the video – no need for repeat views. Another great example of a software explainer video!
Everyone knows what Dropbox is – the place where you can share all your content with your team. It makes for a great communal workplace for sharing and saving files, documents, and photos.
No doubt Dropbox would want an explainer video that would be something special and specific. That’s why we have this – live-action combined with animation – breaking through all the traditional elements of explainer videos. Watching this explainer video, you can’t take your eyes off the visuals that look like art scenes of old with new system technologies. The pace of the video stays fast and indirectly points to the time-saving benefits of using the software.
Notarize is a new approach to the notarization process. Instead of scheduling and then visiting a notary public, you can use Notarize and meet a notary public 24/7 any time you want – without even leaving your place!
Even with that great product hook, this video goes one step further. Humor is a powerful weapon for getting engagement – who doesn’t love humor? It’s especially effective for building repeat views. Most people not only don’t mind hearing a funny message multiple times, but will even make an effort to find it and watch it again, especially if it is well crafted. That’s why so many viral commercials are funny.
Now, if you have ever visited a notary public you’ll know what a dull process it is to get your document notarized. The video producers understood that they had to reimagine that experience and transform the stereotypes of boring into something very funny. And they succeeded.
Another vital fact about this video is that it breaks one of the big rules of explainer videos; that anything over 90 seconds is going to lose people’s attention and they won’t watch it. Coming in at 2 minutes and 30 seconds, this explainer video is one of those rare cases where breaking the rules works.
Logitech x Ring Central
Incorporating trending language is a great way to catch the attention of your viewers. The software explainer above from Logitech and Ring Central uses the COVID era phrase "new normal" to create a connection with the audience.
Viewers who hear trendy sayings, catchphrases, or slogans feel close to the subject matter. Using the "new normal" to advertise technology that helps people connect digitally is extremely smart. When viewers hear the phrase, they associate the products and brands with the unprecedented historical moment rather than just devices that help them video chat.
We featured the Dropbox software animated video to demonstrate the importance of inclusion. The animators feature a diverse group of characters communicating how Dropbox can add value to anyone's workflow.
Not only is inclusion socially ethical, but it's also good business. You want to cast the broadest net possible when advertising your products or services. Creating one type of character is a great way to immediately turn off a significant number of people.
If your video can benefit from multiple characters, ensure you are conscious of optics. You want to make sure as many viewers see themselves using your products as possible.
Pendo offers product experience and digital adoption solutions. The company has the difficult task of explaining how its platform can help other brands present their software to their users. Pendo's animators solve the problem through the creative use of shapes, colors, and textures.
The software marketing video above begins with a jumble of shapes moving independently without any sense of order, a clear representation of software without a refined product experience. The shapes are then reorganized into a custom dashboard, Kanban board, forms, and instructive pop-ups that help users navigate software.
Providing order to software companies is Pendo’s main selling point. The solution is communicated through the visual journey from chaos to an organized user interface.
Some of the best software videos use multimedia to explain products while keeping users engaged. We choose an example from everyone's favorite video conferencing application, Zoom.
Zoom combines animation, live action, and still photography for a visually appealing explainer that stands out from all our other examples. The blend of different types of media allows the producers to demonstrate the UI and how it's used in fresh, creative ways.
Don't be afraid to try different types of styles in your advertising. Taking a chance could be the difference between an OK software video and going viral.
No Code Conf
The following example is from No Code Conf, the software industry's leading no-code conference. The fast-paced explainer leverages a comparison of living in darkness to the current state of web development.
No Code Conf's analogy hooks the viewer and creates urgency bringing attention to the conference's cause. Throughout the video, the imagery slowly shifts, bringing more color into the frames, clearly representing the value offered by no-code CMS platforms.
Analogies are a highly effective way to get viewers to think about another perspective. However, when implementing this method, ensure your comparison is apparent, or you will lose the viewer.
The next software animated video uses storytelling to capture the audience's attention. Microsoft's characters are represented with 3D objects and recount their experience moving to a new city.
Stories like this are extremely relatable and help build a relationship with your target market.
While your brand may not be able to get away with only telling a story, using minimal branding, and no mention of a product, you can still draw inspiration from Microsoft's creative delivery. The use of shapes and VO is a fresh way of storytelling that stands out from other videos and keeps viewers watching.
Text can be a powerful way to deliver a message, even within the video format. Twilio Engage's software explainer video is highly engaging, fast-paced, and effective without a voice-over.
Throughout the video, viewers are presented with quick frames of text overlay to deliver the brand's message. While plain letters would likely put viewers to sleep, the use of sizing, color, and animated text effects helps potential users get to the end of the video.
The 60-second video flies by because there's so much excitement. If you use text without a VO, we recommend applying action to every frame.
Most of the best software videos demonstrate the product by featuring examples of the UI. However, the Slack video above is one of the most effective and creative ways we've seen implemented.
Slack provides a visual representation for every USP in the video, some more subtle than others. For example, chatting in the huddle is shown by simply toggling a headphones icon. We also watch Slack emojis fall into a funnel, a less obvious reference to the interface accompanied by the VO encouraging viewers to "channel success."
While you don't need to develop clever double entendres to communicate how your interface compliments the software, it definitely helps to be creative.
Our final software marketing video does a great job of identifying a problem and maybe exaggerating just a little for effect.
Asana uses animated characters to demonstrate "letting our work worries run wild." The worries come to life in the form of annoying little monsters imposing on everyday, non-work-related events, like getting a drink, putting a baby to bed, and checking out of a hotel.
An email may not be as problematic as a gremlin hiding in your suitcase, but the viewers get the point and can relate to work issues imposed after hours. After identifying the relatable problem, Asana is presented as the solution to keeping the perfect work-life balance.
Whether you’re in the explainer video industry, you just like interesting videos, or you’re actually looking to get an explainer video made, it’s always fun to take a look at successful examples. We’ve been doing this for years now, and we always enjoy sharing examples that work well. If you’re in the market for an explainer video, or just have some questions about how it could help your business, send us a message. We’re always happy to chat with no cost or obligation and can answer any questions you may have.
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