Explainer videos are much more than just a pretty extra on your website. Used correctly, they can have a real impact across various channels – whether in an email campaign, on social media, or at a live event. But how does this work in practice? And what makes a good video in each context?
Emails that get clicked – thanks to video
In the flood of newsletters, even good content struggles. However, studies show: The word “video” in the subject line alone can increase the open rate by up to 19%. And if the video is also short, precise, and visually appealing, recipients are more likely to stay engaged.
Personalised content is particularly effective – for example, a short onboarding video for new customers or a clear product presentation for leads who are in the decision-making process. Important: The video should be directly visible in the email layout or well-linked – no detours via external platforms.
Social media: Capture attention in seconds
On social media, the first two seconds decide whether someone stays or scrolls on. Explainer videos can be a game-changer here – if they get straight to the point and are visually striking.
Short clips (30–60 seconds) that show a problem and immediately offer a solution are ideal – clear, visual, with subtitles, and without much preamble. This works particularly well for products or services that require explanation, such as those in the SaaS, tech, or finance sectors.
These videos are even more impactful when presented as a series or storyline: A problem, multiple use cases, real customer voices – this creates a connection. Animated tutorials or FAQ formats are also perfect for Instagram, LinkedIn, or TikTok to demonstrate expertise and build trust.
Events and trade fairs: Video as an introduction and amplifier
Events – whether live or digital – thrive on attention. A good explainer video can help clarify the topic right from the start, engage the audience, and facilitate the introduction.
At trade fairs, a loop video at the stand works particularly well to attract passers-by and make complex content understandable in just a few minutes. In webinars or presentations, a well-placed clip can liven up a dry presentation – or deliberately evoke emotions.
The context is important here: At events, a video can certainly be more elaborate or emotional than on social media. Music, sound design, and dramaturgy play a larger role because the audience usually has more time.
Conclusion: Same content – different impact
One and the same video does not automatically work in every channel. What needs to convince in an email must be short and clear. On social media, the first impression counts. And at events, a little more emotion and storytelling is welcome.
Those who adapt the content and style of their explainer videos to the respective channel reach more people – and most importantly: the right ones. Because good video marketing doesn't just mean producing videos. It means using them strategically where they have the greatest impact .
