Need some inspiration for an upcoming B2B explainer video?
You want something great, not just good. Something tasteful and creative, not tacky and bland. You want something that represents your brand well while getting the message across to your ideal buyers in target industries.
We get it. And we’ve put together some of the best B2B explainer videos to show you exactly what’s possible and highlight aspects of each that put them on our list.
The Common Formula
All of these videos are wildly different (as you’ll see). Not just different companies and products but themes, production style, and tone. That said, there are a few things they all have in common.
- Customer = Hero: Many, if not all of these begin by calling out to those meant to watch the explainer. You’ll hear things like, “You’re a business owner” very early on. Each video is tailored specifically with particular viewers in mind.
- Problems Personified: Products and services solve problems. Explainer videos highlight those pains in order to showcase the usefulness of the company’s offer. All of our top B2B videos include pain points.
- Simple Solution: Some on our list go into more detail than others, but none of them give a detailed expose on their gadgets. However, they all paint a scenario that is possible by using the solution.
- Call-to-Action (CTA): There is always a next step. Even though explainers are sometimes the introduction into an organization, they can still call people to action. If there isn’t a button, there is a clear CTA in each of our top videos.
Here are our top 7 videos.
Number One: DexterEdward (by Explainify)
DexterEdward is a cyber defense firm that knows how to protect the world’s most sensitive data. Their product, Fognigma, helps those who need to keep their intel secure while working in a collaborative online environment.
What’s Awesome: It’s Exclusive
The product isn’t a firewall for gamers and home networks. Fognigma is a highly sophisticated system for keeping important data safe without slowing down progress. The video is technical enough to attract only those people who could use the product, but it’s also got a cool spy vibe that sets the tone.
Number Two: Dropbox (by Demo Duck)
Who doesn’t know what Dropbox is, right?
But the company also has a product for businesses. It helps them collaborate and edit documents and virtually never lose any data ever again.
What’s Awesome: Highlights the Problem
Unlike Fognigma, Dropbox is for just about anyone.
This video had to highlight a pain amongst business owners and managers that would prompt them to move to a paid solution. If you’ve been in an office at all, certain parts of this explainer will make you cringe. Needing an older version, losing data, not being able to work from other devices — all nightmares that some still deal with today.
Number Three: Xenial (by Explainify)
Many entrepreneurs worry about the money coming in and the money going out. Xenial allows retail and restaurant business owners to maintain orders, local taxes, payroll, payments and so much more.
What’s Awesome: Great Introduction
There are so many business owners in the retail and restaurant space. These are busy people who are constantly being “sold”. This explainer points out the pain and paints a simpler life with more time to live life. If those owners are in the right place, they’ll be ready to find out more.
Number Four: AT&T (by VeracityColab)
AT&T is a huge company that traverses all telecommunications. This particular explainer is for their network firewall to protect businesses from the increasingly hostile internet.
What’s Awesome: It’s Really Pretty
Technical, right? Watching this thing makes you feel like you’ve got your popcorn and have sat down at a movie theater and this is the first preview. It looks good. The whole thing has a Tron feel and some nice bass sound to go along with it. All of this helps to differentiate an otherwise complex message.
Number Five: Hightail (by Explainify)
Hightail is a collaborative tool for creative and marketing teams who put out content. The amount of content that agencies and some businesses push out is staggering. Managing that process has been difficult. Hightail has a goal to change this.
What’s Awesome: It Taps Into Desire
This video is for the creative person who wants consistent content without the headaches and understands the value of great marketing collaboration. Content marketers and creators want this product. They gush over it and if they don’t have the authority to buy, they’ll be forwarding it on to their boss.
Number Six: Practicus (by Golden Wolf)
Practicus is an outcome delivery firm that works with a plethora of industries and businesses. Essentially, when a business wants to change, implement a business plan, or consult about major changes — Practicus can help.
What’s Awesome: Vague in a Good Way
This company is trying to sell easier change. No one likes change. In fact, most people are terribly afraid of uncertainty. Usually, you want to be precise, but sometimes you have a broad offer. Take a cue from Practicus.
The Weidt Group (by Explainify)
The Weidt Group wants to help building designers lower energy usage and costs. This is done with in-depth analysis, 40+ years of experience, and the data from over 2000 buildings.
What’s Awesome: A Good Ratio
Most explainers are heavily weighted toward pointing out the features and good points of the company. However, focusing on a well-balanced mix of what you do and how your buyers benefit is the perfect recipe for an effective video. The Weidt Group pulls this off well. There is no mistaking who they’re after, what they can help designers do, and the process that will be used to make it all work.
That’s our list of top B2B explainer videos. Got any favorites of your own? Let us know on Twitter: @explainify
If your organization is researching putting out it’s own explainer video, we’d love to chat.
Contact us to see if we’re a good fit for one another.