Explainer Video MVP

Back at the beginning of time (ok, 2007), we didn’t have ways to easily share files on the internet. At that point, if I promised file-sharing software that was easy to use, it would have sounded like science fiction, and you wouldn’t have believed me. Instead of building science fiction and risking no interest, Dropbox first validated demand with a simple landing page description while simultaneously building prototypes. Once initial demand was confirmed, they created a simple video explaining how their product worked, targeting early adopters. In the process, Dropbox acquired 70,000 new customers (I might have been one of them).

Explainer Video Key Elements

• Process: Create a short, simple video that tells the story of a real person solving a real problem with your product. This is not a sales pitch. You’re telling a story.
• When to use it: Use it when your solution requires education. It can gather feedback on your product idea before there is anything to show or after initial market evaluation. It’s low-cost and so low-risk. It can be used in multiple situations: Business-to-Consumer, to attract people through advertising or word of mouth; Business-to-Business, in addition to ads, to get your sales team to use it. Inside a company or government, share with your internal audience.
• Measurement: How much do they watch? Click-through rate or call to action? Conversion rate?

In a world full of AI slop, I would be tempted create Explainer Videos with simple hand-drawn images. Something that conveys the idea and makes it clear that real people are involved.

Pros and Cons of Explainer Videos

Pros: They’re easy to make and low-cost. You can build them in-house, and before you have any product.

Cons: There are many videos on the internet; it’s hard to stand out, and you need to spend advertising dollars to get people to watch them.

Explainer Videos are one type of Minimum Viable Product.