Creating an explainer video is a highly creative process that entails good planning. The team working behind it needs to lay down the foundation for a successful video that covers all key messages, while capturing the audience’s interest and attention.
There are many ways you can direct your explainer video and a lot of things to consider in the process, such as the message, the audience, and the topics that you want to cover. There are also the goals that you want to target, and the milestones that you want to achieve. Coming up with a successful video is not easy: you need to mold all these factors seamlessly and present them in a short 2D animated presentation that people would want to watch and share with others.
Figuring out what to include and what not to include in your explainer video can be a challenge, so make sure that you brainstorm with your team. Brainstorming lays the foundation of your video, including knowing your audience, what product you are selling, the benefits you want to highlight, etc.
Keep these things in mind when creating your explainer video and you’ll do great!
The sky’s the Limit
Your challenge is to engage viewers and make them watch your video from 00:01 up to the end. So how does one do that? Through creativity. The most successful explainer videos are the ones that were not afraid to go out of the proverbial box, and those that further explore the use of their creativity.
Don’t be afraid to add humor, for example. No brand is too serious or too classy to induce a little laughter. People will appreciate it if you allow your personality to shine through your videos, because it is another way for them to get to know you better. And keep in mind that it is important to treat all your viewers the same; no matter how mixed your audience is, they all want to be entertained. Make your viewers smile, laugh, cry, get angry or even disagree with you; stir up anything except boredom.
K.I.S.S. it Better
Avoid the mistake of trying to address everything in just one video. Keep it simple, and make sure you don’t overload your audience with too much information. They only need to remember the most important things, and focusing on one or two key messages is the best way to write your script.
An average video is from 60 to 120s seconds long. Define your videos purpose, and name what your goals are. Then plan how you’ll utilize the time by arranging your videos into segments that each address your goals. Below is an example for a 120-second video:
This is your hook. This is your chance to stir up the audience’s curiosity. (0:00-0:20)
What is the issue that you want to address? Introduce it to your viewers. (0:21-0:40)
Your product or service is the answer to the problem; discuss. (0:41-0:70)
Briefly explain how your products or services work and what their benefits are. (0:71-0:100)
You made it all the way here! Now, tell the audience what you want them to do. (0:101-0:120)
Your key takeaway? Keep it sleek and simple.
Show, Don’t Tell
You only have a couple of minutes, so make the most out of it by using powerful words that viewers can easily remember. When explaining your product or service’s virtue, it is best to focus on its benefits.
For example, if you want to discuss data, put them on a chart. People respond better to visual cues, and charts and other visual aids help your audience to better retain information.
If your video is about a product that you are selling, show them examples of it that can benefit them as consumers.
Generally, we want to be able to try things before we make a purchase. Or if it’s a kind of service, we read customer reviews and feedback. An explainer video can also serve this purpose, and properly utilize the power of visual information sharing by making sure your video lives up to its intended purpose.
Short and Sweet, Like a Fling
The average length of explainer videos is 120 seconds. But as we’ve been told, time is relative. It means you have the power to steer your video into any direction you want. And since your goal here is to make people watch your video from start to finish, then you better make your video as interesting as possible.
Focus on the key message you want to discuss. Write a fast-paced and direct to the point script. Make sure that your language is simple and relatable, and that you sound like a real human being. Don’t forget that people respond well to audio cues, so if you are using a narrator, make sure that they sound nice and amiable.
You want the audience to remember your message, so it is best not to cram too many talking points into your video. Chances are, people will forget about them if they find themselves overwhelmed by too many things. Choose the most important message and stick to it.
Make your videos short (the 120-second length is not a rule; it is a guide), succinct (discuss your key message in a simple and relatable language), and sweet (does your video hit the right spots?) If it instills a specific kind of emotion and headspace on the viewers, then you’ve done your job well. There are flings that you want to remember because they were good memories; that’s the kind of fling your explainer video should aspire to be.