In today’s evolving world of consumers and markets, it’s extremely important for a company to be effective in its communication. And explainer videos perform this role with great aplomb. However, to deliver results, an explainer video must have certain features.
Here are the 5 steps that you need to follow to create the best explainer video:
1 – What’s the plan?
Before you even think about how to create the best explainer video, you must be clear about your purpose and you must define your target audience (TG) as precisely as possible. Who’s the TG? Where do they live? What’s their economic status? What are their beliefs? What’s your key message? How is your service/product relevant to them? Ask your agency to send you a creative briefing document to help you to reflect on these and other points.
2 – Keep it short, simple, stimulating
Once you have your plan in place, you can start to structure the script. Remember that while you have a great deal of interest in your own offering, your TG has other priorities and a short attention span. So when you make an explainer video for your audience, talk about their problems, their concerns and how you can help them. Remember your communication should be focused on their issues, rather than your offering.
Entice your TG but don’t get into too much detail in your first explainer video. Your explainer video script should maintain a balance between being engaging, informative and crisp.
This explainer video for SAAS company, Zycus for instance, clearly explains the problems of invoice matching and how the Zycus software provides an effective solution.
3 – Be conversational, not technical
Consider that your explainer video is about a new chat app. Now, while your app may have the coolest, new encryption technologies, that’s not what your TG cares about. What your explainer video needs to say, is that your app takes care of a user’s privacy. Remember, your explainer video isn’t about product/service features but end benefits.
For example, this explainer video focuses only on a medical stockist’s pain points and shows how the Smart Stockist software can help.
4 – The treatment
A compelling explainer video has the right narrative, visuals, imagery and sound effects. When brought together thoughtfully, these set a viewer’s mood, keeping him/her engaged. When careful thought is given to storyboarding, character design, art style, selection of voice over artist and final editing, a great explainer video is born. Each step of this process needs to be carefully thought through and followed.
5 – The platform
Once you have the explainer video that best suits your purpose, make sure that it gets the right visibility. Display it prominently on your home page and social media channels. Also ensure that relevant departments use the explainer video as and when needed, for different pitches and meetings.
So there! You now know how you can create an explainer video that works. But you will still need an experienced explainer video agency to guide you through these crucial 5 steps.
With over a decade of industry experience and clients from a diverse spectrum of industries, Ripple Animation is well positioned to help you create an explainer video that drives business results.