Did you know that whiteboard videos increase memory recall by 15%, and they can also increase the brain’s level of dopamine, which is a pleasure chemical? According to Sparkol it’s true, and that’s partly why whiteboard videos are so wildly successful for marketers.

Whether you can believe those fantastically outrageous facts or not, there’s no question that whiteboard videos are extremely popular. They keep audiences engaged and focused as the story constantly unfolds before their eyes. They’re great for pretty much any age demographic, and can even be more easily understood across language barriers. You’ve probably considered using them in your own marketing efforts.

But maybe you’ve thought whiteboard videos aren’t appropriate for your company because the style doesn’t fit with your branding. Well, a whiteboard and marker might not match a highly polished tech brand or a construction company brand, but marketers can use a whiteboard approach to what suits them best. A restaurant, for example, could create a marketing ‘whiteboard’ video on a napkin for example.

So now that we have that out of the way and you’re excited about the potential of using whiteboard videos in your marketing strategy, let’s talk about when to use them.

When you need to explain something…

Whiteboard videos are often referred to on the web as whiteboard explainer videos because they’re perfect for…you guessed it, explaining things to your audience. Whether you have a product you want to showcase or a complex idea you need to communicate, whiteboard videos are a perfect way to engage the viewer’s imagination and draw out a story for them.

…Like a product

Have some top-funnel awareness content about your product that you want to turn into video? For some inspiration, watch this video by Adobe that explains their EchoSign product. The video keeps viewers interested while avoiding a whole video filled with boring close-ups of someone holding a product, or software screenshots that, at best, can’t tell an engaging story, and at worst, don’t depict very well what the product actually does for the user.

The whiteboard video style helps video viewers understand not just what the product is, but why they should care about the product, what’s in it for them, and how it will affect (and improve) their lives.

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Do you want to market a product still in development? Perfect. A whiteboard video is a great way to provide prospects and customers with an idea of where you’re going next and what they should get excited about, without needing to show screenshots or devices that don’t currently exist.

…Or a service

Maybe you need to market a service. But how do you depict a service that performs in abstract, rather than tangible ways? Through the creative, often-amusing and visually-helpful whiteboard format, of course!

You can use your imagination to depict abstract or intangible concepts in ways that help the viewer understand what you’re talking about. Then you won’t just be filming talking heads that talk at your prospects, you’ll be engaging viewers, getting their buy-in, and converting them.  Check out this video that helps the audience easily grasp what the company’s service really does for their customers.

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…Or a learning concept

Whiteboard videos are also perfect for e-learning. The video style uses both telling and showing techniques to explain concrete and abstract messages to its audience. Combining both techniques helps different types of learners embrace content quickly, and remember it easily.

The whiteboard explainer video uses tools (like a ‘whiteboard’, marker and eraser) that are remembered from our school days, which encourages audiences to focus and prepare themselves to learn something useful. Because the whiteboard style is highly engaging, you can even make a video that’s longer than a typical video. If you have some detailed, complex information to share, or perhaps some mid- or bottom-funnel tutorial or webinar information, break out the whiteboard! Here are two great examples of how you can teach concepts through the whiteboard style:

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Not only are whiteboard videos effective for engaging, teaching, and converting prospects and customers, they can also be quicker and cheaper to produce than live-action videos that require location shoots, logistics and other production requirements. So the next time you need to explain something–anything!–to your target audience, consider the whiteboard video. You’ll likely have as much fun creating it as your viewers will watching it!

Emily Ross