10 brilliant B2B explainer videos

Video content might not be the first thing that comes to mind when you think about B2B tech marketing. I get it: sometimes it’s hard to picture how you can translate the complex and deeply technical processes that B2B tech is known for into the very visual language of a tech explainer video.

But that’s a lost opportunity, and the numbers back this up:

• Video content can generate up to 1200% more engagement than text and image content.
• Viewers retain as much as 95% of a video’s message compared to about 10% when reading text.
• Companies using video content can have up to 54% higher conversion rates than those who don’t use video.

So, there’s a lot of value to be unlocked from video, especially a well-crafted explainer. Not sure how to go about it? Read our top tips and take inspiration from 5 brilliant brands who successfully implemented B2B explainer videos in their marketing campaigns.

What is a tech explainer video?

First things first: what exactly do we mean by “explainer” video?

It’s what it says on the tin, really: a tech explainer video has to actually explain what and how the technology achieves its goals. The idea isn’t that you create a long, information- and stat-heavy piece of content that will wear your viewer down, or an industry context video that shows things your audience will most likely already be familiar with.

At the same time, it can’t just be a screen grab of your software or live footage of your product. You need something that takes the essence of how your product works and captures it in engaging visual form.

Sounds hard? It’s not a simple balancing act to get right. Here are our top tips to get you started:

3 essential rules for your B2B tech explainer video:

• Make it entertaining: Sure, your video has to convey information, but don’t expect your viewers to be interested just because it’s your product. As with all content marketing, injecting a creative element and making it visually pleasing is always a good idea. Otherwise, your – fallible, human – audience might switch off halfway through, and you will never get the value you wanted out of your investment.
• Be true to your brand: Authenticity is a must across all your content. When experimenting with new formats, many brands fall into the trap of creating something a little too daring and outside of their brand’s vision or scope. Doing so risks harming the image you’ve worked so hard to create.
• Be mindful of length: The average human’s attention span is currently no longer than 47 seconds of screen time. You don’t have to go quite so short, but do try to keep your videos under 2.5-3 minutes to keep engagement high – and make sure you make those first few seconds count.

Want to see how it’s done? Here are 10 of our favourite examples:

Our favourite examples of tech explainer videos

Tatari

Data-driven platform Tatari helps business owners measure and buy ads across both streaming and linear TV.

This video shows that any complex idea can be simple to grasp if the team has experience and communicates with the client to understand their needs.

As B2B explainer videos go, Tatari demonstrates how visual and audio aspects can play on that idea, effectively delivering the message in a simple way.

Hootsuite

Social media management platform Hootsuite is a content powerhouse, allowing users to schedule content for different social media channels in advance, see what content works best, boost content, and more.

Knowing who your target audience is in advance is important so you can create a tech explainer video with those people in mind.

Hootsuite’s target audience are people who are actively using social platforms – for both personal interest and for growing their business. Choosing bright, active colours and showing the spectrum of available social media tools helps deliver the message more effectively.

Makersite

Cloud-based platform Makersite helps manufacturing companies worldwide estimate production costs, make  smart product decisions, and maintain better product quality.

Makersite can estimate the potential costs of the production and supply chain, and check if it’s compliant with industry standards.

This B2B tech explainer video demonstrates how complex ideas can be turned into simple ones. The company clearly explains how the platform solves manufacturers’ problems, and how their business can benefit from using it using compelling visuals.

AZA

AZA is a two-way matching system that helps sellers and buyers find each other.

If your organisation is in one of the two positions described in this B2B tech explainer video, then not only will you understand AZA’s offering, but you may even be inclined to use it.

It demonstrates that tech explainer videos don’t have to be bland, or simply explain a product.  They can actually inspire prospective users to choose an organisation’s product.

Pipedrive

Cloud-based sales CRM platform Pipedrive helps salespeople prepare reports, manage leads and deals, track communications, and integrate other sales-boosting apps.

Pipedrive’s B2B explainer videos describe the product in a simple way, so sales companies understand the benefits they will receive from the platform without using jargony, overcomplicated explanations.

This video is a great example of how companies can use a product’s branding to create fantastic visuals with minimal colours.

Cisco

Cisco’s explanation of routing solutions for hybrid working is truly exemplary, bringing together a straightforward, clear style, beautiful animation, and a peppy voiceover.

Their B2B explainer video strikes the perfect balance between being fun and exciting to look at, keeping the visuals clean and professional. It is a sight for sore eyes among many overly chaotic or tedious corporate videos.

Verdant

Did you know the ice age ended over 11,000 years ago?

This tech explainer video, created by us for Verdant Technologies, starts with a thought-provoking question before going into a comprehensive but snappy explanation of the company’s work. To make it understandable but keep the pace up, we combined a voiceover with on-screen text and minimalistic animation.

The end result is a beautiful visual which delivers crucial information to get a buyer interested in just over a minute. Who knew broccoli could be so photogenic?

Monday.com

It’s amazing what a well-chosen soundtrack can do!

Work management software provider Monday.com’s video could have been a static and one-dimensional run-through of the platform’s dashboards. Instead, the brand’s familiar colour palette and warm tone elevate it into a genuinely engaging viewer experience.At the same time, the functionality of Monday.com’s platform remains visible, so the audience can get a good understanding of the value it can create for their business. Monday.com’s b2b explainer videos demonstrate just how engaging this content can be.

AT&T

Telecommunications marketing isn’t always the easiest to get right, as the industry is full of complex and quickly developing concepts that can be hard to grasp in visual form.

The US-based telecoms company AT&T found an elegant, compelling way to get its message through with this Network Firewall video. It combines a futuristic style with a detailed but uncomplicated voiceover. What’s more, the tech explainer video moves at a dizzying pace to suggest the forward-looking nature of the product and company alike.

Everledger

Sometimes, classic formats are all you need for tech explainer videos! And Everledger proves just that.

In this video, the digital transparency expert company Everledger layers beautifully crafted voiceover over realistic footage of its platform, demonstrating the ease of the user experience and giving a taste of the product’s capabilities.

It’s a polished approach that lets the product shine through. Perfect for a diamond-focused company!

Creating successful B2B tech explainer videos

Have we convinced you of the immense potential of B2B tech explainer videos for your B2B brand?

By taking inspiration from the great examples we have shared here, and following our tips, you can create an engaging, impactful informational video that will inspire your potential buyers to learn more and prompt them to start a conversation.

But if you want some expert help in creating brilliant B2B tech explainer videos, we’re happy to guide you. Speak to us now at hello@isolinecomms.com