Explainer videos allow businesses to present a process, product or story in a straightforward manner. Stereotypically, they will include a voice over with illustrated visual aids and animated text to highlight keywords. They are usually short videos, between 1-2 minutes long, which break down complex messages into short concise pieces that are easier to digest. You will have seen explainer videos before even if you haven’t realised it. They are used widely across social media sites, websites, TV adverts and in educational videos. A successful explainer video should have a fun colour scheme, deliver the intended message and leave a lasting impression in the consumers mind.
Here are hi-impact media’s 6 top tips for planning and creating an effective and successful explainer video.
1. The most important step is to first establish what you want the goal of your explainer video to be. To do this you must think about what you want to achieve by releasing the video. Do you want to; generate interest in a new product or service, inform or teach your audience something, demonstrate a technique or process or drive sales and use it as a marketing tool?
2. Once you have a clear goal in mind you can begin to plan who your target audience will be. Have a think about who your video is aimed at or who it is addressing. Make a note of the age range, background and existing product knowledge of the people your video will be addressing. These factors will help you decide on the style, design and content to use.
3. Videoscribe outlines 4 key structures for text explainers to follow when deciding on what message to convey. Make sure you only share one key message in any one video to avoid bombardment and oversharing. Remember an explainer video is just meant to hook your audience’s interest in your topic or business, not tell them absolutely everything.
- The problem – highlight your audience’s pain points* and their impact.
- The solution – introduce your product or service as the answer.
- How it works – briefly describe ho in w it works with evidence of success.
- A call to action – tell people what they need to do next
*Pain points – What keeps them awake at night? What are their 3 daily frustrations? What or who do they secretly admire the most?
4. Now, for the most challenging part, writing the script. More often than not the first draft of your script will be completely different from the final one and this is completely normal. It’s important to start off with a draft and keep rewriting and making changes until you are 100% happy before you start creating. Here is a simple framework you can refer to when writing a script.
- Introduction – Here you set the tone for the video and introduce potential characters
- Problem – You then explain the problem you are solving, making sure your target audience can identify with it
- Solution – Then you present your solution
- Benefits – And continue to show how your solution improves your customer’s life
- Call to Action – At the end, close with a super clear call to action
5. Once you have you have your finished script you might already have ideas for characters and the visuals you wish to include which is great. If you are still unsure of how to illustrate your text here are three common styles to use.
Whiteboard animation: this is one of the most popular and preferred styles because whiteboard animation videos are often simpler in design but develop in front of your eyes to reinforce your message. Allowing the key points to shine through and capturing attention with the constantly changing graphics.
Animation: more traditional animation is a great choice if you want to evoke emotion and encourage people to share the video. Again the animation shouldn’t be complicated but having more detail in characters and images can be a powerful tool to convey feeling and stories.
Live-action: live-action videos are recorded using a camera and so if you want to build a more personal relationship between your organisation and your audience, showing real people in real situations can be the best option. Of course, you can also add animation to live-action videos for further depth and personality
6. Get shooting! Now that you have worked your way through the previous steps you should have a clear outline of what you want your finished video to look like and you will have a finished script for the voice-over. Get creative and film with the equipment that you have readily available at in your home such as; a phone, a DSLR, the microphone on your headphones, voice recorder on your phone or a makeshift tripod.
We hope these tips will help you to think creatively when thinking up your next business video and why you should use a text explainer. However, if you still feel that making one on your own would be out of your depth or if you want to achieve a professional high-quality standard then get in touch with our team who would be happy to help you move forward with ease.
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