We’ve said it before. Animation is a powerful tool for growing your business, with explainer videos paving the way for helping to sell products and services. Since an explainer video is likely to appear on your homepage and on social media, it’s vital to get it right the first time. Here, we’re providing you with five secrets on how to create a great explainer video.
1. Your script is your number one priority
A well-written script is vital for a successful explainer video. Without a script, people will not know what your business is about or how your products or services can help customers. In most cases, it’s a good idea to ask someone else outside your business to write the script. That way, this person will have a fresh look at your company and will be able to explain it in a way that anyone can understand.
However, should you go with an agency, here is a rough idea of questions to ask yourself before filling out a creative brief.
- What product or service are you trying to sell?
- How would you describe your product or service in a couple of sentences?
- Who is your target audience?
- How does your product or service work?
- Before your business came to action, what kind of problem would you say consumers were facing?
- What kind of tone would you like your video to use?
- How would you describe your company’s personality?
- What call-to-action do you want to feature at the end?
A successful script relays your audience’s problem, explains how you’re the solution and then how your product or service works. If your script doesn’t do this, it’s unlikely that your audience are going to buy into what you’re selling.
2. Find the right tone
After the script, tone is probably the second most important element when it comes to explainer videos. Why? Your tone is what personalises your video and makes it speak to your audience. Tone adds personality and this comes hugely down to your script, voiceover and the music you use.
When considering tone, it’s crucial to look at all of your marketing collateral and how it matches your brand voice. Therefore, if your business communicates a corporate or formal tone, then your video should communicate this too. However, feel free to explore and have fun, especially if you’re explaining a topic that’s particularly dry. Adding a small amount of humour can keep your viewers engaged and may even encourage them to share your video.
Voiceover also plays a huge part in your explainer video’s overall tone. For example: if you’re trying to appeal to a more local audience, you may want to consider a voiceover artist who has a local accent. It’s also important to consider the overall delivery of your voiceover. Do you want your script to be read in a lively and upbeat manner or would you prefer a more serious tone? Remember to match your brand voice too.
3. Tell a story
Most explainer videos present a problem, introduce a solution and explain how it works. By using animation or live action, you can show your audience how your company has helped real people, as well as how customers have benefited from your product or service. You can almost think of it as like a case study on your website.
4. Less is more
We’ve all heard this saying before, but how does it apply to explainer videos? While you may want to tell your audience all about your business, an explainer video is only meant to be used as an overview, which encourages interest in your product or service.
You want your explainer video to be memorable, so the less you say, the more people are likely to remember. As a general rule of thumb, with your script, try not to exceed more than 150 words per minute. Some people may be able to read faster than that, but you also need time to let the message sink in. Our advice is that you ensure your explainer video talks about the benefits of your business, but less about the features. Your audience may not know what each feature means, so by keeping it to the benefits, your customers are more likely to understand what you’re selling.
5. Choose the right illustration style
While visuals come second to the script and tone of voice, professional looking visuals are important and a big part of this comes down to the illustration style.
The key to using great visuals is that they help illustrate the story and reinforce the voiceover but in the simplest way possible. As an example: You can adopt the infographic or the ‘flat design’ approach, which is used to convey a message through the use of icons and using two-dimensional elements and bright colours. Typically, these kind of illustrations aren’t very detailed but are a great, minimalistic approach to show how your business works. This example for PinPoint does just that.
If you want your explainer video to be successful, it’s vital to prioritise your script and your tone of voice. Together, these are what truly connect with your audience and encourage them to buy your service or product.
While you’re here, we have a question to ask. Are you in need of an explainer video or animation to explain your business? BranchOut is for businesses of all shapes and sizes and it’s where brand success is made, covering strategy, websites, social and animations. To find out more, please contact the team at firstname.lastname@example.org