There’s a quote from German philosopher Friedrich Nietzsche that goes, “He who has a why to live for can bear almost any how.” What’s interesting about this quote is how it can apply not just to our lives, our psychological state, and our most basic response to the human condition… but also to explainer videos.
Okay, hear me out. It might seem shallow at first to compare the very human psyche to something as deeply commercial as branded video content. But just like the way we interact with humans every day, the way consumers interact with your brand is an indicator of their understanding and trust of you. And building understanding and trust all comes back to having a clear purpose: a coherent bigger picture in which we can base our opinions and decisions. A hurtful action can be easier to forgive when understanding the purpose behind the action, and more trust can be placed in someone who is transparent about their purpose. Likewise, beyond visuals, sound, or style, an explainer video is most effective when it has a clear purpose.
To help build more trust and engagement around your brand, today we’re taking a look at five things to keep in mind to help make the purpose of your explainer video clear to your viewers.