Five Steps to Making an Awesome Explainer Video
Explainer videos have
become one of the most powerful tools in video marketing strategy for
a reason: They allow companies to promote their product or service's benefits
while also sharing valuable pieces of information to the audience. Explainer
videos are both effective and useful branded content.
At the outset,
drafting your explainer can feel daunting. A video requires you to juggle a lot
of things in your head: scripting, storytelling, animation, illustration,
editing…
But don't worry! This
article will break down the basics of how professionals produce a successful
explainer video, guiding you through the production process from the early
script stages to the final touches of your masterpiece.
1. Writing Your Script
Every video starts
with a script; it's the backbone that will help you structure not only your
video but also your production process.
If the blank page
scares you or you're dealing with writer's block, a useful trick is to just sit
down and write every idea that comes into your mind. At this stage, nothing is
off the table, so don't restrain yourself—let your creativity flow. Once you
have enough material, you can polish your message to its core while also coming
up with new and more focused ideas.
Three rules should
guide the improvement of your script:
- Be relevant. Explainer videos are equal parts promotional and
educational. Your main objective could be to promote and make the sale,
but you can't do that without explaining to your audience how your product
or service will benefit their life. The message of your script should
balance what you think is important with what interests your audience.
- Be concise. Time is precious; don't waste it. Most explainer
videos shouldn't go over the 90-second mark, which translates roughly to a
200-word script (or even less!). Grab your customer's attention within
the first 15 seconds so you hook them into staying and watching the whole
thing.
- Be entertaining. This is one of the most overlooked pieces of
advice for creating branded content, but it shouldn't be! Your script
should be clear, educational, and, above all, entertaining. If
you're covering a complex topic, find ways to explain it in a memorable
and exciting way (as exciting as possible, at least). Writing an
entertaining script can be challenging, but it's what will captivate your
audience and inspire them to take action.
This whiteboard video
from ViGlobal, a company that offers software solutions for employee retention,
is an excellent example of a good script because it's full of creative
narrative twists:
2. Creating a
Storyboard
What makes video such
a compelling medium is the way it shows instead of tells. So once you've
finished writing the first draft of your script, you should start thinking
about its visual presentation.
Storyboards help you
get a clearer idea of how your video's key moments will unfold with all of its
main elements combined: script, visuals, animations, brand logo, etc.. You can
even include transition marks to guide you through editing and post-production.
As a companion to the
script, your storyboard can also serve as a platform for making tweaks and
adjustments to your project. You might notice a continuity error and fix it
before it's too late, for example.
3. Nailing Effective
Characterization
Contrary to what many
marketers believe, the main character of an explainer video isn't the product
or service they're trying to promote—it's the prospective customer!
The first thing that
should appear in your video is the animated character that acts as a
representation of your buyer persona. Your piece will follow the story about
how the character encountered a problem (the same problem your viewer has) and
solved it using your product or service.
For your video to
influence your audience, you need to know who they are and what they care
about. Defining your target audience is
the first step toward building a loyal customer base. Get to the root of what
your audience needs and which problems you can help them with, or else it'll be
difficult for your story to connect with them.
Note: relatable does
not equal average. The protagonist of your video should have specific
characteristics that resonate with your viewer and beget empathy.
4. Making the Most of
Animation
Video offers unique
communication advantages, and animation lets you make the most out of those.
Your script and storyboard come alive through movement and visual
effects. Every second of your piece should feature dynamic
animation that makes the viewer feel as if the story is going somewhere.
Whether you choose to
use 3D graphics, whiteboard drawings, traditional animation, or another style,
keep in mind that every visual feature of your piece should engage your viewer.
The following example is an explainer piece from a tech startup that offers remote work solutions. Notice how captivating fast-paced animation can be.
5. Branding Your Explainer Video
Your brand is more
than just a logo and the types of product or service you offer. Your company's
identity is also formed by the consistent look, feel, and tone across all the
content you produce.
Your explainer video
should be no exception. Use your brand's color palette and fonts to
create a shared experience that generates brand awareness.
Furthermore, your
brand's logo should appear at a critical moment in your video—which
usually means right when you introduce your product.
And last, finish
with a clear call to action. Include simple step-by-step instructions on
how to acquire your products or services, or just how to learn more about your
company.
In the time of COVID, reaching and persuading buyers can be difficult. More than ever, audiences are looking for companies that speak directly to them and their real-life problems.
A well-scripted explainer video is like a
direct one-on-one conversation with your customers that proves you understand
their needs and know how to help them. The tips in this article will help you
start that conversation and build a lasting relationship from scratch.
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