Explainer Movie™ Masterclass #5/5:
Cinematic Sorcery
Transform Your Explainer Movie™ Into An Emotionally Engaging, Oscar-Worthy Blockbuster

“Only 1% of B2B content gets to me stop and say ‘I want to consume this in my spare time’. This is that 1%”
DEVIN REED
HEAD OF CONTENT @ CLARI
78k followers

“Only 1% of B2B content gets to me stop and say ‘I want to consume this in my spare time’. This is that 1%”
DEVIN REED
HEAD OF CONTENT @ CLARI
78k followers
To risk sounding like a broken record…
We believe that explainer videos aren’t working anywhere near as well as they used to and that by making your video content feel more like a movie, you’ll get:
- better engagement
- more excited prospects
- stronger brand affinity
- more pipeline
- and ultimately, a greater ROI.
The reason why is simple:
Because Movies Are Fascinating
Videos talking about products and services?
Not so much.
And one of the reasons movies are so fascinating and keep people glued to screens for hours at a time – aside from the compelling plots, the fascinating storytelling, and the epic music – is the cinematography.
Namely – the use of camera angles to enhance the storytelling.
Because with a simple shift of the camera angle, you can change the entire meaning, perspective, and emotion of the story you’re trying to tell.
Yet when you study most of the explainer videos out there, they only ever seem to have one camera angle – a rather mundane eye level shot.
Case In Point:
Notice how this explainer video only has one camera angle
Compare That To:
This Explainer Movie™, which has 8 different camera angles in the first 30 seconds
The lack of cinematography in most explainer videos makes them feel flat, unengaging, and uninspiring.
This is especially true in this day and age where content creators, TikTokkers , and YouTubers have habituated people to expect slick, attention-jacking, and instantly gratifying video content.
How To Command And Retain Attention With Camera Angles
Camera Angles affect your video content in 3 key ways (all of which impact your engagement):
1. Perspective
When giving multiple angles of the same scene, you offer your audience multiple perspectives of what they’re looking at.
2. Novelty and Stimulation
25 years ago, the average shot length in Movies was 5 seconds.
80 years ago, it was 10 seconds.
Nowadays?
It’s only 3 seconds.
This is largely because – thanks to the YouTubers and TikTokkers brainwashing our attention spans – audiences are accustomed to faster-paced media.
3. Emotion
Different camera angles help convey different emotions, and emotions play a crucial role in engaging our audience.
When viewers connect emotionally with a story or characters, areas of the brain associated with attention are activated, deepening their level of investment and, ultimately, making them more engaged (1).
The Core Camera Angles
The Wide Shot

Image: PayByCar Explainer Movie™
A wide angle is typically used to establish context and location.
It helps set the scene by showing the setting and surroundings, providing viewers with a broader understanding of the characters’ environment and the overall atmosphere of the scene.
They can also be used to portray emotion like loneliness, insignificance, or isolation.
The Long Shot

Image: BabySteps Explainer Movie™
This can also be used to establish context and location, but it places more emphasis on the subject (i.e. the character), with their full body showing in the scene.
The Medium shot

Image: BabySteps Explainer Movie™
A medium shot helps the viewer feel closer and more connected to the subject, as it closely represents the distance we view people from when we converse with them in our daily lives.
The Tight Shot

Image: Geode Finance Explainer Movie™
The tight shot contains only the head and shoulders of your subject, used mainly for dialogue or to show the detailed expression of your subject.
They’re usually used for important, intense, or intimate pieces of dialogue or action to help the viewer know they should really pay attention to what’s being said.
The Extreme Close Up

Image: Geode Finance Explainer Movie™
Puts emphasis or importance on a specific detail in your shot. They’re a great way to create mystery and depth in a story, and to draw the viewers attention to the common theme.
The Low Angle

Image: People.ai Explainer Movie™
By positioning the camera below eye level, low angles elevate characters, making them appear larger than life.
It evokes a sense of authority, strength, and dominance, enhancing the presence of villains, superheroes, or any character intended to command attention.
Contrastingly, they can also express vulnerability – evoking empathy and showcasing the struggle against overpowering forces.
The High Angle

Image: Yield Yak Explainer Movie™
The high angle is excellent at eliciting emotions of vulnerability, fear, and “being smaller than one’s problems”.
This is a great angle to use when trying to convey that someone is overwhelmed.
The Dutch Angle

Image: NEXA Explainer Movie™
With a Dutch Angle shot the camera is slanted to one side, creating a sense of unease, disorientation, or chaos.
The dutch angle hints to the viewers that something is wrong, building suspense and adding visual intensity to the scene. During intense moments, conflict, or climactic sequences, the Dutch Angle can be a great addition to heighten the emotional impact.
Over The Shoulder

Image: LearningQ Explainer Movie™
The most commonly used in moments of dialogue. It gives viewers the perspective that they are the person being talked to, while connecting the two subjects in the shot.
The Point of View Shot

Image: Kasada Explainer Movie™
The point-of-view (POV) shot places the viewer in the characters perspective, so they’re looking through the eyes of the subject. It helps them connect on a more personal level with the character.
This is excellent for action scenes, to help give the viewer the “thrill” of being in the driving seat, as well as for suspense.
Summary
In conclusion, understanding the power of camera angles is essential for creating engaging and compelling video content.
Incorporating strategic camera angles not only adds depth and intrigue to your videos, but can also foster stronger connections with viewers.
References:
- The Storytelling Brain: How Neuroscience Stories Help Bridge the Gap between Research and Society – https://pubmed.ncbi.nlm.nih.gov/31619498/