Effectively communicate with explainers to establish trust

You have innovative technology or a unique service that can solve current problems. Innovation can indeed establish a strong moat around a product, allowing it to stand out in a highly competitive market.

However, this moat can also become a barrier, isolating us from our audience.

Our ideas and technologies are innovative, therefore they are not familiar concepts or existing products. As a result, communication and explanation are needed to help our audience understand WHAT our product is, HOW it solve problems, and WHY it matters.

Another factor is the limitation of time and space. Today, unless we are presenting at a trade show or giving a presentation at a seminar, each product presentation is like an elevator pitch. The time we have to showcase our products is extremely short. Therefore, we need to effectively translate complex technical knowledge into simple, easy-to-understand information within a limited time so that our audience can quickly grasp the core value we aim to convey.

For innovative products, clear and effective communication is even more crucial. Only when we can deliver information in a simple, understandable manner can the audience truly comprehend and agree with the value of our products.

This is where explainers shine.

This type of animation is not just an eye-catching tool. It is a medium that can transform complex concepts into easily understandable and digestible content through visual, auditory, and storytelling.

By communicating in this way, not only can we convey product value, but we can also build deeper trust with our audience. Explainers offer the following advantages:

1. Visual Communication

Visual representation captures attention and helps reduce the cognitive load required to understand a concept. For example, when introducing a new medical material, it’s often hard to form a clear mental image through written or verbal descriptions. Here, visual representation plays a critical role, helping to build a concrete image in the audience’s mind.

For instance, we can simulate how a medical dressing accelerates wound healing or reduces infection risks. This not only leaves a deeper impression but also reduces the risk of misunderstanding during communication.

Another aspect is the visualization of data. You’ve probably seen messy charts or unclear screenshots of data. A bigger issue might be that you don’t even know how these numbers relate to the topic at hand.

Here, visualization proves useful again. By organizing, simplifying, and highlighting key information, data can be contextualized within the product’s value narrative, strengthening the product’s persuasive power.

2. Building Trust

To begin with, companies willing to invest resources in communication already earn a significant level of trust. Think about how we’d react if a salesperson suddenly knocked on our door and immediately tried to sell us a new product. Most of us would likely become defensive, as we don’t know the person, let alone the product they’re trying to sell.

On the other hand, consider a scenario where we visit a doctor. The doctor diagnoses our problem, explains it to us with a report, and suggests ways to improve our health. If the doctor then recommends a product, we, as patients, are much less likely to feel resistance and might even feel grateful for the suggestion.

This is because the doctor first communicated with us—explaining the problem, the potential consequences, and how to resolve it. Similarly, using explainer animations or other methods to reach our audience involves first identifying and explaining the problem, then proposing a solution. We tend to trust those who can clearly define a problem, as they are seen as capable of solving it.

3. Translating Product Value

Animation can tell a story, not just deliver a message. The value of our product is often not something that can be easily conveyed through verbal declarations.

It’s like encountering someone on the street who claims to be trustworthy. Would you believe them just because of their words? Probably not. We base our judgment on the person’s behavior, past actions, and track record.

The same concept applies to our product’s value. An innovative idea often stems from a desire to solve a particular problem and improve people’s lives. Through storytelling in animation, the audience can understand the product's background, the pain points it addresses, and the tangible benefits it provides. Only then can the value be effectively communicated to the audience, and trust can be established.

Technical specifications and experimental data may not resonate with everyone, but if we can effectively narrate how these technological advantages solve real problems in various settings and demonstrate tangible results, this narrative approach will create a stronger connection with the audience.

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Every innovator aims to improve people’s lives through innovation. However, if our ideals are drowned out due to a lack of communication, it would be a great pity. We hope to solve this problem through the power of animation.

If your product faces similar challenges, we would love to chat and explore how animation can help your innovative technology and ideas reach the people who need them.