MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY FACULTY OF FOREIGN LANGUAGES ----------------------------- PROJECT 2 REPORT BRAND ENGAGEMENT AND VIDEO MARKETING’S EFFECT ON CONSUMER BEHAVIORAL INTENTION HUỲNH GIA HUỆ 2192416 NGUYỄN GIA LƯƠNG 2191509 NGUYỄN BẢO HÂN 2193878 HOÀNG THỊ CÁT TƯỜNG 2198934 HOÀNG HOA HƯỜNG 2193966 NGUYỄN HÀ YẾN MY 2190841
INSTRUCTOR: MS. NGUYỄN THỊ HỒNG LIÊN HO CHI MINH CITY, 2022
MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY FACULTY OF FOREIGN LANGUAGES ----------------------------- PROJECT 2 BRAND ENGAGEMENT AND VIDEO MARKETING’S EFFECT ON CONSUMER BEHAVIORAL INTENTION STUDENT: HUỲNH GIA HUỆ 2192416 NGUYỄN GIA LƯƠNG 2191509 NGUYỄN BẢO HÂN 2193878 HOÀNG THỊ CÁT TƯỜNG 2198934 HOÀNG HOA HƯỜNG 2193966 NGUYỄN HÀ YẾN MY 2190841
INSTRUCTOR: MS. NGUYỄN THỊ HỒNG LIÊN ACKNOWLEDGEMENT
We would like to express our sincere thanks to all the people who have
supported us in order to finish our project 2. First of all, we give many thanks to
our lecturer, Ms. Nguyen Thi Hong Lien, to be enthusiastic with us during the
whole course of the study. She gives us a lot of detailed guidelines in all
sections of the study, especially in the section that required making a
questionnaire, which is the most challenging part for us. Moreover, she is very
patient in instructing us on how to correct our mistakes and that makes us feel
grateful to her. Secondly, we thank our friends, HSU students, for supporting us
in doing the questionnaire. If it had not been for their support, we could not
have had enough data to analyze and generate the results for our study. Finally,
we want to thank each other for becoming a strong team on this project. Thank
you for not giving up and making a great contribution to the team. Sincerely thank! i HOA SEN UNIVERSITY ABSTRACT
The study attempts to investigate the influence of customer acquisition and
connection in businesses across digital industries. In addition, the study also
focused on identifying brand engagement in marketing, on social media
platforms, and in virtual brand communities. Identify the importance of video
marketing in the strategic development of businesses. Advertising challenges,
trends, and the transition to digital marketing. The effects of explainer videos,
which are concise and highly educational, attract a large audience In addition,
the studies were evaluated through a survey with 105 participants. The
questionnaire samples were collected and analyzed and described in detail. To
accomplish this goal, several recommendations have been made to customers
for brands to improve the effectiveness of video marketing. i HOA SEN UNIVERSITY TABLE OF CONTENTS
ACKNOWLEDGEMENT.............................................................................................i
ABSTRACT..................................................................................................................i
TABLE OF CONTENTS..............................................................................................ii
TABLE OF GRAPH....................................................................................................vi
1.2. Research Problems.............................................................................................1
1.3. Research Objectives...........................................................................................2
1.4. Research Questions............................................................................................2
1.5. Research Structure.............................................................................................2
2.1. Brand engagement..............................................................................................3
2.1.1. Overview of brand engagement in marketing..............................................3
2.1.2. Brand engagement in social media platforms..............................................4
2.1.3. Brand engagement in virtual brand communities........................................5
2.2. Video Marketing.................................................................................................6
2.2.1. The importance of video marketing in developing the strategy of
companies.............................................................................................................6
2.2.3. Advertisement trends and the shift to digital marketing..............................8
2.2.4. Definition of explainer videos.....................................................................9
2.2.5. Characteristics of explainer videos..............................................................9
CHAPTER 3: METHODOLOGY...............................................................................11
3.1. Participants.......................................................................................................11
3.2. Instruments.......................................................................................................11
3.3. Method of data analysis....................................................................................11 ii HOA SEN UNIVERSITY
3.4. Data collection.................................................................................................12
3.5. Data analysis....................................................................................................12
3.6. Procedure and time frame.................................................................................12
CHAPTER 4: FINDINGS AND DISCUSSIONS.......................................................13
4.1. Selective questions...........................................................................................13
4.1.1. Age............................................................................................................13
4.1.2. Do you think joining the review community is valuable to you?..............14
4.1.3 Do you often recommend or invite friends and family to join the review
community?.........................................................................................................15
4.2. Research question 1: How brand engagement impacts social media users’
purchasing intensions?............................................................................................16
4.2.1. Do you frequently share information about a product or service in review
communities?......................................................................................................16
4.2.2. How can you learn more about a product before you buy it?....................16
4.2.3. Are evaluations from Influencers, KOLs, Youtubers, TikTokers, etc. readily
persuading you to make a purchase or use a service?..........................................17
4.2.4. Do you believe the network's influencers that advocate products are
reliable?...............................................................................................................18
4.2.5. Do you typically remain loyal to a brand because?...................................18
4.2.6. In your opinion, which factor plays the most important role in connecting
you with the brand?.............................................................................................19
4.2.7. If there are not many offers and discounts, do you still want to stick with
that brand?...........................................................................................................20
4.3. Research question 2: Why explainer videos are the current trend?...................21
4.3.1. Do you enjoy watching videos promoting products or services?...............21
4.3.2. Is a brand promoted by visual, color, and sound content attract you?........22 iii HOA SEN UNIVERSITY
4.3.3. How often do you see promotional videos?...............................................23
4.3.4. Where do you usually see promotional videos?.........................................23
4.4.4. Do you argee with the following factors?..................................................24
4.4. Discussion........................................................................................................25
CHAPTER 5: RECOMMENDATIONS AND CONCLUSION..................................28
5.1. Research Summary...........................................................................................28
5.2. Research Implications......................................................................................28
5.3. Research Limitations........................................................................................28
5.4. Research Recommendations.............................................................................28
REFERENCES...........................................................................................................30 iv HOA SEN UNIVERSITY TABLE OF GRAP v HOA SEN UNIVERSITY
GRAPH 1: NUMBER OF AGES PARTICIPATING IN THE SURVEY...............................................................................14
GRAPH 2: THE PERCENT OF THE ANSWER FOR THE QUESTION: “DO YOU THINK JOINING THE REVIEW
COMMUNITY IS VALUABLE TO YOU?”..........................................................................................................14
GRAPH 3: THE PERCENT OF THE ANSWER FOR THE QUESTION: “DO YOU OFTEN RECOMMEND OR INVITE
FRIENDS AND FAMILY TO JOIN THE REVIEW COMMUNITY?”......................................................................15
GRAPH 4: NUMBER OF PARTICIPANTS WHO ANSWERED THE QUESTION: “DO YOU FREQUENTLY SHARE
INFORMATION ABOUT A PRODUCT OR SERVICE IN REVIEW COMMUNITIES?”..........................................16
GRAPH 5: NUMBER OF PARTICIPANTS WHO ANSWERED THE QUESTION: "HOW CAN I LEARN MORE ABOUT A
PRODUCT BEFORE I BUY IT?”.......................................................................................................................17
GRAPH 6: NUMBER OF PARTICIPANTS WHO ANSWERED THE QUESTION: " ARE EVALUATIONS FROM
INFLUENCERS, KOLS, YOUTUBERS, TIKTOKERS, ETC. READILY PERSUADING YOU TO MAKE A PURCHASE OR
USE A SERVICE?”..........................................................................................................................................17
GRAPH 7: NUMBER OF PARTICIPANTS WHO ANSWERED THE QUESTION: "DO YOU BELIEVE THE NETWORK'S
INFLUENCERS THAT ADVOCATE PRODUCTS ARE RELIABLE?”......................................................................18
GRAPH 8: NUMBER OF PARTICIPANTS WHO ANSWERED THE QUESTION: " DO YOU TYPICALLY REMAIN LOYAL TO
A BRAND BECAUSE?”...................................................................................................................................19
GRAPH 9: THE PERCENT OF THE ANSWER FOR THE QUESTION: “IN YOUR OPINION, WHICH FACTOR PLAYS THE
MOST IMPORTANT ROLE IN CONNECTING YOU WITH THE BRAND?”.........................................................19
GRAPH 10: THE PERCENT OF THE ANSWER FOR THE QUESTION: “IF THERE ARE NOT MANY OFFERS AND
DISCOUNTS, DO YOU STILL WANT TO STICK WITH THAT BRAND?”.............................................................20
GRAPH 11: THE PERCENT OF THE ANSWER FOR THE QUESTION: “DO YOU ENJOY WATCHING VIDEOS
PROMOTING PRODUCTS/SERVICES?”..........................................................................................................21
GRAPH 12: THE PERCENT OF THE ANSWER FOR THE QUESTION: “IS A BRAND PROMOTED BY VISUAL, COLOR,
AND SOUND CONTENT ATTRACT YOU?”.....................................................................................................22
GRAPH 13: THE PERCENT OF THE ANSWER FOR THE QUESTION: “HOW OFTEN DO YOU SEE PROMOTIONAL
VIDEOS?”......................................................................................................................................................23
GRAPH 14: THE PERCENT OF THE ANSWER FOR THE QUESTION: “WHERE DO YOU USUALLY SEE PROMOTIONAL
VIDEOS?”......................................................................................................................................................23
GRAPH 15: THE PERCENT OF THE ANSWER FOR THE QUESTION: “DO YOU AGREE WITH THE FOLLOWING
FACTORS?”...................................................................................................................................................24
GRAPH 16: HUMANS CAN ABSORB AND REMEMBER INFORMATION IN THE FORM OF VISUALS (IMAGES,
VIDEOS) FASTER THAN TEXT (SOURCE: TECHWYSE, 2015)..........................................................................25
GRAPH 17: 88% OF CONSUMERS SAY THEY TRUST ONLINE REVIEWS AS MUCH AS PERSONAL
RECOMMENDATIONS (SOURCE: SEARCH ENGINE LAND, 2014)..................................................................26 vi HOA SEN UNIVERSITY CHAPTER 1: INTRODUCTION
1.1. Research Background
Attracting and connecting with customers is one of the principal objectives according
to the majority of businesses in modern days, particularly after the world pandemic of
the century. Consumers have experienced a massive revolution in their hobbies, and
living standards which lead the digital industries to become even more expanding. As
a result, most companies have switched their strategy to a whole innovating way to
approach potential consumers as well as maintain customer retention via multiple
platforms and channels. In order to be successful at engaging the first interaction and
building a stable bond of trust among consumers, it is essential for brands to not only
explore the whole potential and increase the relevance of the Internet but also to
encourage the development of profitable partnerships (Rock, 2019). The more
intriguing the brand content for hedonistic pleasures, social interaction, self-
expression, and financial benefits, the better chances for brands to create impressive
interactions with the audience (Jahn & Kuntz, 2012). Users are the brand-consuming
content source and play a role in transmitting and producing brand-affiliated content
on social networks which has the capability to alter how consumers perceive and act
toward brands (Smith, Fischer, & Yongjian, 2012). According to Scott (2017), types of
content are in the form of blogs, press releases, webpages, and video streaming allows
businesses to communicate with customers directly. Using video as a marketing
technique has numeral advantages, particularly in the current business environment.
This explains loads of large corporations often incorporate video into their marketing
campaigns as well as employ video as a marketing tactic Wyzowl (2019). 1.2. Research Problems
Despite video marketing being expected to lead to engagement with brands, this
connection has not been widely researched (Baldus, et al., 2015). Voorveld (2019)
claims that “academic research is scant”, whilst many questions about if video
marketing and brand engagement are actually related to each other (Hollebeek, 2011;
Sprott, Czellar, & Spangenberg, 2009). Even though this model has gained the interest 1 HOA SEN UNIVERSITY
of researchers and marketers since 2005, (Brodie, Hollebeek, Jurić, & Ilić, 2011),
most of the studies are conceptual (Vivek, Beatty, Dalela, & Morgan, 2014). Thus, this
paper attempts to shed light on the unclear relationship between video marketing and
brand engagement, which hopefully, becomes a useful reading source for further research.
1.3. Research Objectives
This report is made to help people better understand the concept of brand engagement
and explainer videos in promotional marketing and its importance in connecting with
brand customers. Moreover, the study aims to collect real survey results on consumer
habits through video marketing from Hoa Sen University students. Then assess
consumer behavior for interacting with the brand to offer the most effective solutions
to improve consumer brand recognition. 1.4. Research Questions
Question 1: How brand engagement impacts social media users’ purchasing intentions?
Question 2: Why explainer videos are the current trend? 1.5. Research Structure
The report consists of five parts. The opening part is chapter 1: Introduction, which
includes the background of the research, the problem to be researched, the purpose
and significance of the study, the research questions, and the structure of the research
paper. The following part is chapter 2: Literature Review is a review of the literature
on brand engagement and video marketing. Chapter 3: Methodology covers the
research process, analysis, and data collection methods. Chapter 4: Findings and
Discussion including examination and discussion of the data produced to answer the
research question. Finally, the conclusion and recommendations part of the report
contains the research summary, implications, limitations, and recommendations to
improve the effectiveness of brand engagement and video marketing. 2 HOA SEN UNIVERSITY
CHAPTER 2: LITERATURE REVIEW 2.1. Brand engagement
2.1.1. Overview of brand engagement in marketing
According to Islam (2011), the definition of brand engagement in academic marketing
studies in 2005 has attracted considerable attention. Brand engagement indicates a
shopper's emotional and behavioral attachment to a brand. It can be measured by
attention to the brand, interaction effects, and the time and effort invested in the
shopper's actual brand experience. Brand engagement has emerged as a valuable
construct for building and maintaining lasting relationships with shoppers (Vikas,
2019). It also demonstrates customer loyalty and the brand's ability to market through
word of mouth. It refers to creating a bond between the brand and the shopper. This is
one of the foremost necessary promoting goals of any business. These connections can
be emotional or rational and construct brand loyalty over time. This improves the
patron's understanding and facilitates making the brand stronger. According to Brodie
(2011) and Mollen (2010), most current concepts define engagement as a
multidimensional concept that includes emotional, affective, and cognitive
dimensions. The brand engagement strategy is a necessary part of any smart business
selling strategy. Sales strategy and marketing strategy as well as the quality of its
services and products contribute to a company's success. Brand engagement is an
essential component of brand management. Interaction with the brand contributes to
the effectiveness of the company's marketing strategy by increasing brand awareness
and attracting new potential shoppers to the company. According to Hollebeek (2014),
many definitions and sub-variables of shopper involvement, including shopper brand
attachment have emerged. This emotional connection is generally characterized by a
shopper's loyalty and recurring business. Shoppers are invited to interact with a
company or its products through social media and other means of communication.
Shoppers might get emotionally involved in a product or service using this method.
They may even become brand ambassadors. Consumers can not only receive brand- 3 HOA SEN UNIVERSITY
related material but also actively contribute to its development in today's increasingly
online world. As a result, the two-way nature of brand involvement is revealed by
Hollebeek and Chen (2014). There are two forms of brand engagement include:
Internal brand engagement happens between workers or other close stakeholders and a
brand. External brand engagement, also known as brand awareness, happens between public consumers and a brand.
2.1.2. Brand engagement in social media platforms
Social media platforms are internet-based applications built on the foundation of Web
2.0, and they are a tool for Internet users to generate and exchange content (Kaplan &
Haenlein, 2010). In terms of marketing, social media platforms facilitate online
engagement and change the way consumers interact with brands (Hanna et al., 2011).
In the past, consumers acted a passive role as receivers who got information from
producers and traditional mass media; however, at present, they can be more active in
searching for brands’ names (Batra & Keller, 2016) and creating brand content
through the online network (Okazaki & Taylor, 2013). As a consequence, companies
cannot hold full control of the content of their brand messages anymore, and that
power has been shifted to consumers (Fournier & Avery, 2011). However, social
media platforms are an opportunity for brands to connect with their customers more
regularly. Of the numerous social networks, YouTube, Facebook, and Twitter have
been important tools for advertising (Anghelcev, 2015). Specifically, marketers use
promoted videos on YouTube, banner advertisements on Facebook, and promotional
tweets on Twitter to attract customers’ engagement. This promotion is usually seen as
hidden advertising because consumers seldom notice the ‘promoted-by’ label; thus,
they do not feel that they are being persuaded to buy products (Boerman &
Kruikemeier, 2016). In addition, buyers tend to place more faith in online reviewers,
who experience products and then give feedback by making videos or writing articles
(Dijkmans, Kerkhof, & Beukeboom, 2015). Therefore, these reviews are also a crucial
source of information that can affect brand preferences and buying intentions of
customers (Morra, Ceruti, Chierici, & Di Gregorio, 2018). 4 HOA SEN UNIVERSITY
2.1.3. Brand engagement in virtual brand communities
Thanks to technological advancements, consumers not only search for information
about brands but also create online communities which gather individuals who have
shared the same interests (Thomsen et al., 1998). This is particularly called
communications of consumer-to-consumer (C2C) that happen on social media
(Hoffman & Novak, 1996). Some popular virtual brand communities are discussion
forums, chat rooms, newsgroups, and blogs (De Valck et al., 2009). Throughout
virtual brand communities, consumers can find bonding and social interaction, which
highlight the reciprocal and two-way nature of consumer engagement (Algesheimer et
al., 2005). There are two ways that consumers' purchase intention can be affected
through virtual brand communities. Firstly, the members who contribute to groups
more enthusiastically than the others will be considered more truthful when they make
comments on brands or products (Wiertz & de Ruyter, 2007). Therefore, it can be seen
that voluntarism, reciprocity, and social trust can have an impact on consumer
engagement. Secondly, people are likely to be influenced by electronic word-of-mouth
(e-WOM) in online groups (De Valck et al., 2009). Particularly, consumers are
inclined to negative e-WOM when they cannot find enough information or negative
reviews of brands (Richins and Bloch, 1991). To illustrate, in their research, Chevalier
and Mayzlin (2006) show that the number of book reviews may affect book sales,
especially negative reviews have a more significant impact on sales than positive feedback.
2.1.4. Brand engagement with social media influencers
As social media has played a vital role in society for decades, especially after the
world pandemic, humanity has gone through a comprehensive change in
communication, connection, needs, and payment methods for purchasing goods (Ryu
& Park, 2020). One of the most phenomenal trends recently in marketing is that most
brands are partnerships with social media influencers (SMIs) to attract consumers’
attention and push sales of their products and services via online platforms. Indeed,
the digital sphere become more and more diverse and reinforced online commerce
since democratic media consumption has entered a whole fresh era where consumers 5 HOA SEN UNIVERSITY
now have self-control in choosing whom they decided to trust (Forbes, 2021). Some
research has shown that the majority of followers often drive by the influencers whom
they follow mostly because of the content, whether is it entertaining or aesthetic (Lou
and Yuan, 2019) as well as SMIs’s personal characteristics and intimacy (Lou and
Yuan, 2019). SMIs are indicated for engaging a community on a specific topic through
expertise and knowledge via their main media channels as well as holding a certain
power that can affect the audiences in making decisions when purchasing products.
Therefore, SMIs are accelerating brand engagement through their influences as well as
certain digital content on social media in three attributes: (1) cognitive processing, (2)
fondness, and (3) stimulation. This lead to the conclusion that the social relationship
between influencers and brands is bonding since they collab to aim toward significant marketing objectives. 2.2. Video Marketing
2.2.1. The importance of video marketing in developing the strategy of companies
The operation of international markets is a major focus of many businesses marketing
strategies nowadays (Ruzzier, 2013). Many businesses have been affected by the
globalization process, which has caused the globe to alter tremendously and is
constantly changing. It has become clear that businesses cannot protect themselves
against international competition by focusing on domestic demand. For many
businesses around the world, operating and competing globally is a reality and the
primary motive is survival. Hence, businesses should take international marketing
seriously (Keegan and Green, 2011). The changing significance of SMEs in the global
economy is influenced by their impact on the global environment. SMEs must benefit
from working internationally and having a broad knowledge and understanding of
strategic marketing that can continuously offer clients better value (Harrison, 2010).
According to Ruzzier (2013), marketing must be viewed as a strategic function that
also plays a significant and unifying role in the context of SMEs. Companies must
keep track of both general and marketing trends in order to effectively execute global
marketing. The value of video marketing in marketing communication has been
affirmed by numerous authors (Krämer and Böhrs, 2017; McCue, 2018; Scott, 2017; 6 HOA SEN UNIVERSITY
Mowat, 2018; Wolf and Rummler, 2011). In the 21st century, there have been
significant changes in how strategic marketing operates and interacts with its target
audience. The practice of video marketing has become increasingly popular in recent
years, especially in digital marketing. Videos are increasingly being used as a learning
tool as well as a source of information (Krämer and Böhrs, 2017).
2.2.2. The main challenge in the company's promotion
Making the choice of the channels—often referred to as media or tools in papers or
research—that will be most effective in communicating the product, service, brand,
project, etc. is one of the key challenges in marketing. Numerous academic writers
(Scott, 2017; McCue, 2018; Mowat, 2018; Wolf and Rummler, 2011; Bortone and
Shankman, 2017), as well as more online specialists, consider video to be one of the
best ways to draw in new clients in a sincere and genuine approach. Businesses can
use video marketing to generate feelings and appeal to the needs of their viewers.
Mowat (2018) states that affirms it appeals to people's emotions.
Furthermore, Scott (2017) says that in addition to blogs, news releases, and other
types of web material, online video enables businesses to engage with customers
directly. Prior to recently, only the most well-known brands in the market and
companies with substantial marketing budgets were allowed to use video as a
marketing tool. Today, SMEs as well as big businesses frequently use video in their
marketing strategies. Wyzowl (2019) proposes that 87% of businesses now use video
as a marketing strategy, a dramatic increase from the 81% of businesses that did so in
2018 and 63% of businesses that did so in 2017. There are several benefits to using
video as a marketing tool, especially in the contemporary company climate.
According to Mowat (2018), technology and consumer preference have led to video as
moving images becoming a completely new marketing alternative on their own. One
of the major platforms where users spend more and more time each day is YouTube, a
platform for hosting videos. Since YouTube's founding in 2005, it is currently
regarded as the largest video-sharing website (Schwemmer and Ziewiecki, 2018). In
addition to YouTube, the most well-known and popular video hosting website, there 7 HOA SEN UNIVERSITY
are other well-liked platforms that are frequently utilized, including Vimeo, Wistia,
Sprout Video, and many others (Krämer and Böhrs, 2017).
2.2.3. Advertisement trends and the shift to digital marketing
More than 20 years have passed since the beginning of the digital transformation.
Daradkeh et al., (2018) propose that in order to stay up with digital time, describe
digital transformation as the use of brands throughout all business operations. The
expanding significance of global marketing is one facet of sweeping upheaval
(Keegan and Green, 2011). The 'Information Revolution' or 'Information and
Communication Technology Revolution. Harrison (2010) states that began in the early
1970s and is characterized by the growth of the 'knowledge economy,' which includes
the usage of the internet and the ways in which ICT has changed work practices in
daily life. This time is not only characterized by the widespread use of computers. ICT
has the ability to enhance workflows and procedures. ICT very definitely has the most
pervasive ramifications, while technology has many other applications (Harrison,
2010). According to Tiago and Verssimo (2014), one of the largest shifts in human
contact is the recent explosion of online social networks. We live in a globalized
society and in a period of unprecedented technological advancement (Sedej and
Justinek, 2013). The social media phenomenon is one area that is the center of
practically daily rapid development. In addition, many authors concentrate their
studies and viewpoint on altering consumer behavior and demands (Keegan and
Green, 2011; Scott, 2017; Rogers, 2016; Ruzzier et al., 2013). Digital technologies are
changing how we interact with and provide value for our consumers, and the latter's
active engagement has turned into a key factor in corporate success (Rogers, 2016).
According to Rogers (2016), the use of digital technology has altered how we interact
with and generate value for our consumers, and the latter's active engagement has
turned into a key factor in corporate success. Social media and the Internet have
permanently altered the marketing environment.
The success of a business is also greatly influenced by strategic marketing because it
establishes the "road map" for getting better results. All businesses these days operate 8 HOA SEN UNIVERSITY
in global markets, and in order to provide real value to customers, they must
concentrate their attention on global opportunities and dangers.
2.2.4. Definition of explainer videos
The term "Explainer videos" has gained popularity among youthful audiences over the
past few years as a result of numerous start-up businesses and crowdfunding
initiatives using them to explain the goals of and how their products or services work.
In this section, we will focus on the definition of explainer videos and how to do them.
According to Ivanova (2017), explainer videos are typically brief and educational
videos that mix an interesting narrative, various animated visual and text elements,
and carefully chosen musical tones to create a compelling piece of media to watch.
They are ideal for teaching and presenting information in a humorous, imaginative,
and inspiring style since they efficiently attract and hold viewers' attention more than
utilizing only static images or a combination of static images and text in a film.
Although presentations are typically employed to achieve specific marketing goals,
audiences readily accept them when more complicated ideas are presented.
Krämer and Böhrs (2018) explain that Explainer videos efficiently and quickly
provide complicated information to a specific audience. Storytelling and a
multisensory experience are distinguishing features. The duration of each explainer
video is about 1 to 3 minutes. Tu (2015) said that explainer videos are one of the
Internet video flavors, which are typically used to explain difficult topics such as
complex processes, training, guidelines, etc.
2.2.5. Characteristics of explainer videos Script
A strong script is necessary for an explainer video to be effective. Knowing the key
point that has to be made to the audience and having a clear script outline are crucial (Krämer and Böhrs, 2017). Reduced duration
It is imperative that the videos are brief. According to Bond (2008), more than 1,000
participants participated in the project. It is noted that "small YouTube videos, which 9 HOA SEN UNIVERSITY
last three to four minutes, can be used by teachers to communicate critical points
without requiring a large amount of time" and that short videos, lasting 1 to 4 minutes,
are ideal." The benefits of learning are enormous, since students can retain the
material both verbally and visually. Focus
It's important to keep the information as straightforward as possible in order to keep a
video brief and deliver the main point to the target audience. It's crucial to concentrate
on the "why" in the first stage rather than the "what" or the "how." By doing this, a
causal framework for the explanation is created without the need for more
explanation. The explanation may be constructed utilizing cause and effect by
employing straightforward, engaging language and focusing on what the listener
already understands about the subject or circumstance (Schmelzle, 2014). Storytelling
Storytelling is a crucial and highly effective component of explainer videos. People's
brains get stimulated when a good narrative is being delivered, making it the most
powerful technique to engage and persuade an audience (Wright, 2004). Visuals
Strong visuals have a significant impact on viewers and may capture their attention
and imagination. By contextualizing an explanation's essential ideas with metaphors,
the listener can better grasp and remember the main points (Schmelzle, 2014). 10