Whether you’re using them for marketing, education or internal communications, creating an explainer video is a great way to explain complex information to your audience.
Explainer videos are typically 1-2 minutes long and use animated graphics, typography and voiceover to explain what something is or how it works in an engaging, easy to understand way.
They are often placed on a website homepage, a dedicated landing page or a prominent product page and can help increase brand awareness, drive website traffic or boost sales – 96% of consumers said that they’ve watched an explainer video to learn more about a product or service. (Wyzowl)
In this article, we’ll explore 6 steps you can take to ensure your explainer video helps to excel your marketing strategy.
Have A Clear Message
It’s essential to start with a clear message. Define the problem you’re solving, your solution, and the benefits your audience will derive from your product or service.
The most successful explainer videos are always brief, straight to the point and most importantly, have a clear call-to-action at the end.
The ideal script length for an explainer video should be 150 words per minute, so a voiceover should be 300 words maximum for a 2 minute video.
Keep It Short And Engaging
Your audience’s attention span is limited, so it’s crucial to get your message across quickly and in an interesting way. According to Adage, the average attention span for consumers is 8.25 seconds.
It’s therefore crucial that you grab the viewer’s attention in the first 30 seconds, otherwise they will lose interest. Also, make sure your video has a clear structure and flows smoothly from beginning to end.
Focus On The Benefits And Include Statistics
People care more about the benefits they’ll get from your product or service than its features.
Use your explainer video to highlight how your solution will make their lives easier, save them time and money or solve a particular problem they’re facing.
Incorporating data and or figures within the script can also help to reinforce your message. Explainer videos lend themselves particularly well to this style of animation.
Consider using brand colours and or visuals within the video as this can strengthen the connection to your brand and help to make it more identifiable.
Use A Conversational Tone
The main benefit of an explainer video is that it simplifies complex information, so language should be accessible. Your explainer video should have a conversational tone, as if you’re talking to a friend.
Avoid using jargon or technical terms that your audience may not understand and instead use simple language and explain your information in a way that anyone can comprehend.
Video is often watched by people with the audio switched off, particularly when viewing on mobile, so always include subtitles to ensure viewers are not reliant on the voiceover.
Subtitles are also a great way to maximise the reach of your video and enhance viewer experience across the board, and so should be considered for all your video content.
Include A Call To Action
Your explainer video should end with a call to action that encourages your audience to take the next step. This could be visiting your website, signing up for a trial, or making a purchase.
Ensure your call to action is clear and visible, so your audience knows what to do next.
Test And Refine
Once you’ve created your explainer video, it’s essential to test it with your target audience to see how they respond to it.
Use analytics tools to track how many people view your video, how long they watch it and what actions they take after watching it.
In Summary
Explainer videos are an effective tool for engaging and educating your audience on complex ideas, products, or services. By following the above steps you can ensure that your videos are not only entertaining but also informative and impactful.
So, start with a clear message that addresses your audience’s needs, keep your video concise and engaging, highlight the benefits of your product or service and use a conversational tone that is easy to understand.
Additionally, include a clear and compelling call to action that will encourage your audience to take the next step towards becoming a customer and finally, test and refine your video based on feedback – this will ensure you can continue to improve and optimise your explainer videos for maximum impact.
If you would like to discuss how Dead Ready Productions could help you to further enjoy the benefits of video for your business, please get in touch via the button below or by calling +44 (0)208 339 6139.
