Is an explanation video something you’re thinking about trying this year? You know, those videos where you pitch your wares in 90 seconds or less?
Customers can be engaged and educated about your company with the help of an explainer video. The challenge is in doing so accurately.
Getting an explainer video right the first time is crucial because it could be the first thing people see when they go on your webpage. If you are wondering how to make an explainer video, follow these 9 tried-and-true guidelines. And you’ll have an explainer video that does double duty as an informative marketing tool for your company.
Table of Contents
The Script Is King
The backbone of any effective explainer video is a well-written script. A script written by an “outsider” is often more effective. You should hire someone who can step back and see your business objectively while explaining it in terms the layperson can grasp.
You should expect to fill out a creative brief before working with many professional video studios. Taking a step back and looking at the big picture of your company helps you determine what matters most. Before beginning, it is best that you perform a similar exercise.
After you’ve finished coming up with ideas, you may start working on the script. Write more efficiently by referring back to your creative brief.
The Shorter, The Better
Helen Klein Ross, a writer and creative director, says, “the less you say, the more likely people are to remember.” We know you have a lot to say about your company, but this video is just supposed to give folks a taste, the “hook” that makes them want to learn more.
The industry standard is considered to be a rate of 150 words per minute. It’s possible you can read more quickly, but remember that your brain needs some time to relax and process the information.
Furthermore, the longer your video is, the less attention it will get:
The hardest part can be keeping your mouth shut about your product. The key is condensing your script to the bare minimum necessary.
Keep It Easy
A concise piece of writing avoids unnecessary details. There are four main components of any good explainer video:
- Start with the root of the issue: the suffering your consumers are experiencing
- Introduce your product or service as the answer to a problem.
- Functional Description: Give a quick rundown of how things function or how to get started
- A request for action; instruct readers on what they should do.
Concentrate On Results Rather Than Capabilities
When launching a new product, software, or website, there’s always the desire to brag about all of the cool features it has (like 100GB of storage, a 60-inch HD screen, or the ability to support an endless number of people, for example). That’s just the beginning of a long list. But the advantages are what buyers care about the most.
Tell individuals how your product or service will improve their lives rather than boring them with technical jargon. Put “enough space to store your family photos” instead of “100GB of storage.” It’s not hard to grasp the concept.
Speak In A Businesslike Tone
Bad quality or poorly done audio is the quickest way to completely ruin a video. The voiceover sounds like it was recorded on a Talkboy, which we have all heard.
Another possibility is that the recording quality is great, but the reading lacks the professional sheen and diction that a trained reader would provide.
In either case, it’s critical to put money into skilled experts. There are many choices available, but Voices.com is a fantastic starting point.
Have a Good Time
A simple answer to the question “how to make an explainer video?” is to create a video that speaks directly to your target demographic. We have found, however, that the one constant is the desire to be entertained, no matter who is watching (chief executive officers, marketers, working mothers, or youngsters).
Including a humorous, surprising, or just bizarre element in your video can significantly increase its overall effectiveness. It makes people happy and facilitates connections with your brand in ways that a website can’t.
The Visuals Come Second
Having a well-rehearsed voiceover and high-quality visuals go hand in hand. But don’t put too much stock in them because they aren’t as crucial as they seem. The video for Eventbrite below is just one example of the many professional videos I’ve seen that use straightforward images to great effect.
The trick is to use images that complement and enhance the voiceover. You aren’t trying to make the next Avatar, after all. Adding too many bells and whistles to the presentation can detract from the message.
Use Music to Set the Mood
What a song can accomplish is quite astounding. Music, like video, has the power to elicit a wide range of responses; it can also set the mood and tempo of your explanation.
Occasionally, we’ll have the ideal song in mind as we’re creating a video, but more often than not, we’ll look for music after the fact and find something that works. Premiumbeat.com, Tunefruit, and Audiojungle are just a few of the sites we frequently utilize because they offer thousands of selections for under $100.
Preparation for Takeoff
Many people get carried away with the production phase of making a video and neglect to make any preparations for the release. There are three components to an effective video release:
- Choose a video hosting service: many are available, but we recommend Wistia, Vimeo PRO, Brightcove, or Vidyard.
- Create a marketing strategy: Your video won’t go viral without some help from you, but there are things you can do to increase its exposure. Spread the word about your film through your website, email list, social media profiles, email signatures, and upcoming events.
- Don’t just embed the video on your website: Most businesses now feature a video on their homepage. The best placements are those that are consistent with the rest of your brand and its content.
In case you’re thinking about making an explainer video this year, I hope these suggestions will help you kickstart the process. They can help you save both time and money, and more significantly, they can guide you toward making a film that has a quantifiable impact.