Have you ever come across one of the “Will it Blend” videos by Blendtec? Now, even if your answer is “no”, you might have an idea what they’re offering. Yep, a blender. Even with my fair share of time in the world of animated explainer videos (six years and counting, folks), and having seen a lot of videos with amusing concepts, I still managed to find their approach hilarious. What a way to show people what their blender is capable of doing!
From a pack of cards, a golf stick and figurines of Bella and Edward from Twilight to Apple products, Blendtec’s blender managed to shred them all to what looks like a handful of dust. Just to add some fun to this article, I want to share with you one of the newest ‘Will it Blend’ videos featuring some Apple products. If you’re a hardcore Apple fan, be prepared to have your head spin watching an iPhone 5c and iPhone 5s — in four different colors, the transition from the gadgets you’d wait in line for hours to…well, just watch it.
See all that silver and gold dust? While it might seem like a waste of a good product – a great product with a gigantic fan base even – Blendtec knew that by tossing them in their blenders they’d make a statement. It’s their message.
Which is important when creating an explainer video for your business. What message would you like to convey through your video? Well, there are several types of messages that you can go for. We’ve divided them into 4 categories. Let me guide you through the possibilities.
First is the kind of message that shows your customers the benefit they’ll get by using your product or service. In my opinion, Blendtec completely owns this message. By blending an iPhone 5c – worth almost $700 – into non-existence, it’s like they’re saying “if this thing right here can turn to dust imagine how easy it would be for you to make smoothies – no more chunks or bits of fruit left unblended!” …something like that. This type of message is a great strategy to differentiate yourself from your competitors.
The second type of message provides your customers with an answer to a well-established problem. So your message will look a lot like this: Here’s a problem many of us share. You’re dealing with it as well. Now here’s the good part; we can fix that for you. End of message. A fine example of this can be seen in our video for Next Glass in which the message is absolutely clear: Since there are many different varieties of wine, choosing the right one to match your taste buds can be confusing. Listening to a recommendation might not always work either, as people’s preferences differ. However, by using Next Glass, you’ll never have to taste another bad wine ever again.
The third type of message is a mix between an introduction and a tutorial for your customers. This is an ideal strategy for those of you who have created a service or product that’s completely new. New is not always perceived as better. Remember that no matter how awesome the service or product you’re providing might be, if the public finds it confusing at first, not many of them will stick around to figure it out. That’s why you need to shape the message to allow you to introduce the product while pointing out its awesomeness through a simple how-to. Like Pinterest.
The fourth and final type of message is one that focuses on inspiring your customers. You are going to inform and educate them on an issue they may not yet be aware of. The message will still be related to your product or service of course, but your main goal is not selling or acquiring, but to grow awareness. We’ve worked on several explainer videos with this type of message. One of them is this video which we created for Hearing Aid.
Since the aim is to inspire, this type of message will work best when your message is not profit-oriented. Like I mentioned before, your main goal is not to sell or acquire. So those are the 4 categories of message you can use to further your goals – showing a benefit, providing an answer to a problem, giving a tutorial, and inspiring.