A well written script is the key to a successful explainer video. It’s the foundation upon which everything else is built. In most cases, it helps to have an “outsider” write the script. We can take a fresh look at your company and explain it in a way that anyone can understand.
The Shorter the Better
According to writer and creative director, Helen Klein Ross, “the less you say, the more likely people are to remember.” We realize you have a lot you want to tell people about your business, but this video is meant to be an overview, the “hook” that gets people interested in taking the next step.
KISS (Keep it Simple Silly)
In order to keep it short, you need to keep it simple. Good explainer videos focus on 4 simple things:
1. The problem – Address the pain your customers are having (0:00-0:20)
2. The solution – Introduce your product or service as the answer (0:20-0:25)
3. How it works – Briefly describe how it works or how to get started (0:25-0:50)
4. A call to action – Tell people what to do next (0:50-0:60)
Benefits, not Features
Whether you have a new product, app, or web service, the temptation is to try to show off as many features as possible – 100GB of storage, 60” HD screen, unlimited users, etc. The list goes on. However, it’s the benefits that really matter to customers.
Use a Professional Voice
Nothing can ruin a video faster than poor audio. We’ve all heard it – the crackly voiceover seemingly recorded on a Talkboy. Or maybe the quality is fine, but the voice just doesn’t have the polish and delivery that a professional might provide. Either way, investing in professional talent is a must. We have plenty of options with our voiceover talent pool.
Have Some Fun
It’s important to develop a video that resonates with your audience. But we’ve found that regardless of who’s watching (CEOs, marketers, working moms, children), one thing is always true – people love to be entertained.
Visuals are Secondary
Like having a polished voiceover, professional looking visuals are important. However, they are not as important as you might think. I’ve seen plenty of effective, professional videos that use simple visuals that help illustrate the story and reinforce the voiceover.
Set the Tone with Music
It’s amazing what a song can do. Like video, music can evoke all types of emotions, and it has the ability to set the tone and pace of your explainer. Sometimes we’ll have the perfect song in mind when developing a video, but most of the time we research music after the video is complete, locating a tune that fits the mood.
Plan for the Launch
A lot of people get so excited about creating a video that they forget to plan for the launch. Let’s face it, your video probably isn’t going to go viral, but you can take some steps to get some extra eyes on it. Wherever you place it, it should integrate seamlessly with your brand and content.