Explainer Video vs. Traditional Ads: Which Works Better?
Marketing campaigns have evolved over the years, with brands constantly competing for consumer attention. Standing out in a crowded digital space is no easy feat, so marketers have turned to creative formats like explainer video and traditional ads. But which one works better for your brand?
This blog will provide an in-depth comparison of explainer videos and traditional advertisements, discussing their effectiveness, strengths, and potential drawbacks. By the end of this article, you’ll gain clarity on which approach aligns best with your business goals and target audience.
What Are Explainer Videos?
Explainer videos are concise, engaging video content created to explain a concept, product, or service in an easily digestible format. Typically lasting between 60 seconds and 2 minutes, these videos use a mix of animations, voiceovers, and visuals to highlight key features and benefits.
Explainer videos are often featured on landing pages, social media channels, and product pages. They aim to educate and persuade viewers, simplifying complex information in a way that resonates.
The Benefits of Explainer Videos
- High Engagement Levels
Studies reveal that videos generate 1200% more shares on social media than text and images combined. People are naturally drawn to colorful visuals and easy-to-consume content, making explainer videos perfect for grabbing attention.
- Improved Knowledge Retention
The combination of visuals and audio appeals to both the visual and auditory learner. Explainer videos help viewers retain 95% of the message compared to only 10% from reading text.
- Elevates Brand Credibility
Explainer videos can showcase product functionality or illustrate your value proposition in a highly polished way. Professionally-made videos give the impression of expertise and creativity, enhancing brand trust.
- Boosts Conversion Rates
According to Wyzowl’s video marketing survey, 84% of consumers say they’ve been convinced to make a purchase after watching a brand’s video. An explainer video can quickly move prospects down the funnel.
When to Use Explainer Videos
Explainer videos are ideal for when your product or service is complex or unfamiliar. They work wonders for tech companies, startups, SaaS platforms, and even educational institutions looking to present information quickly. They’re also a smart choice to showcase new product launches.
What Are Traditional Ads?
Traditional advertisements are a tried-and-tested format for promoting brands, products, or services across mediums like TV, radio, newspapers, and billboards. While digital marketing dominates today, traditional ads still remain effective in various contexts.
The Benefits of Traditional Ads
- Broad Reach
Traditional ads like TV commercials and newspaper spreads can reach a massive audience, especially in non-digital demographics. They play an extremely important role in national or local campaigns where scale matters.
- High Frequency of Exposure
Consistent exposure on TV or billboards ensures the message sticks. This level of visibility increases brand recognition over time.
- Credibility
Appearing in prestigious magazines or on primetime TV gives brands an authoritative edge. These mediums are perceived as trustworthy by many audiences.
- Works Well for Certain Industries
For FMCG (Fast-Moving Consumer Goods) or lifestyle brands, traditional ads remain indispensable for driving mass awareness.
When to Use Traditional Ads
Traditional ads suit established brands with the budget to invest in large-scale campaigns. They excel in situations where non-digital communities are the target audience or when creating an emotional connection through dramatic storytelling via TV is the goal.
Key Comparisons Between Explainer Videos and Traditional Ads
1. Cost
Explainer videos are generally more cost-effective than traditional ads. Producing a 30-second TV commercial can run into thousands of dollars, factoring in airtime, production crew, and post-production costs. On the other hand, a high-quality explainer video might cost significantly less while offering replayability across digital platforms without added expense.
2. Audience Engagement
Explainer videos have the edge in audience engagement, especially on social media. Digital consumers are used to short, captivating clips and are more likely to interact with explainer videos than traditional ads.
3. Length of Impact
Traditional ads, like billboards or TV slots, are often fleeting in nature. Once the campaign ends, the visibility decreases. Explainer videos, however, can live on your website or YouTube channel indefinitely, continuing to educate and convert new audiences over time.
4. Purpose and Use Case
Traditional ads are effective for creating top-of-the-funnel mass awareness, while explainer videos are more suitable for mid-to-bottom-of-the-funnel goals, like explaining product features or securing conversions.
5. Metrics
Tracking success is easier with explainer videos as everything from views to click-through rates (CTR) can be monitored digitally. Traditional ads often rely on vague metrics like reach or Nielsen TV ratings, making ROI harder to assess.
6. Brand Personality
Both formats provide an opportunity to showcase your brand, but explainer videos allow greater flexibility. Animation, unique illustrations, and creative voiceovers can convey a playful or distinct vibe, while traditional ads often align with broader, more conventional expectations.
Which Should You Choose?
The decision ultimately depends on your specific goals, budget, and audience.
- Use explainer videos if you need to explain something complex, target digital-first consumers, or want a cost-effective way to convert leads.
- Opt for traditional ads if you’re working with a large budget and aiming for broad awareness through physical or traditional media channels.
A Winning Combination
Why not combine the two? Some brands create explainer videos for their website while using traditional ads for branding, ensuring a holistic marketing strategy that capitalizes on the strengths of each medium. For example, a TV ad could generate initial interest in your product, while an explainer video on your website closes the sale.
Elevate Your Marketing Game
Whether you’re ready to invest in an explainer video or are considering a traditional approach, the key is understanding your audience and aligning with their preferences. By leveraging the right format, you’ll successfully communicate your brand message and meet your marketing goals.
Explore your options today and uncover what works best for your business strategy.
