Why publishers are flocking to explainer videos

http://digiday.com/publishers/publishers-flocking-explainer-videos/

The world is complicated, and it’s increasingly being explained in video clips. In recent weeks, the “Vox Explains” video series broke down the Ebola outbreak, the 2014 midterm elections and the importance of flu shots. “Mashable Explains” videos tackled Uber, 4chan and stop-motion animation. Mental Floss videos addressed common food misconceptions, tortoises’ laggardly speed and the origin of April Fools’ Day. From BuzzFeed to Business Insider, explainers have become a go-to gambit for digital publishers, offering to go beyond quick hit news stories and in the process produce content with a long shelf life. It’s no surprise then that publishers are shifting the format into video, especially considering the comparatively high ad rates video fetches.