An explainer video is a short-form video that is used for marketing or sales purposes that highlights a company’s product, service, or business idea in a compelling and efficient way.
Most businesses host explainer videos on their social media or feature them on the homepage of their website. If done correctly, an explainer video can serve as a virtual elevator pitch for your company.
Right now, there are probably millions of existing explainer videos online, and hundreds more are added daily. Consumer expectation is always evolving, so, in no particular order, here are 12 tips on how to create an effective, succinct, and compelling explainer video.
1. Write a compelling storyline with your script
Even the fanciest explainer video would not be effective without a compelling script. The best way to start is to first establish a purpose for the video and your company as a whole. From there, you can now craft a storyline that clearly delivers the message you’d like to convey to your audience.
2. Use The Problem-Solution Script
Use a concise problem-solution script that is not too trivial and not too advanced. Create a purpose inspired by real problems that customers have experienced. Once you settle on one, let your script flow naturally. Start by introducing the audience with a quick explanation of the problem, then describe the steps that lead to a solution.
3. Create A Storyboard Based On User Input
Creating a storyboard helps you organize and flesh out key points you want to highlight. Refine the storyboard by having experts, peers, and regular users review and comment on it. Make sure to meet the audience at their level, not too technical so everyone can understand and follow your message.
4. KISS (Keep it Super Simple)
Modern humans have short attention spans. You can only keep the viewer’s attention for so long. Keep the whole thing short by focusing on these four things: addressing the problem, introducing your product and service as the solution, describing briefly how it works, and then telling them what to do next.
5. Engage in Customers’ Social Comments For Clues
Hire marketing experts to mine consumer data like keyword research, social comments, site search data, and forums to determine tonal clues. These will guide the tone and creation of your video as well as ensure that your message resonates with the audience.
6. Start Strong With Movement And Branding
It is important that the first few seconds of your video feature movement and branding. Movement grabs the viewer’s attention, while branding assists in viewer recall for succeeding videos. Utilize captions to reinforce your key points and accommodate viewers who watch on mute.
7. Avoid Unnecessary Distractions
Explainer videos should be straightforward in explaining your service or product. There is a temptation for creatives to overdo it by overcrowding the presentation with unnecessary things. Fewer distractions mean a more focused audience.
8. If You Ain’t First, You’re Last
We are living in a world where instant gratification is a requirement. Avoid long, drawn-out dialogue and backstories. The video should be short and straight to the point because viewers want to receive answers fast. You can always redirect them to your website for additional information.
9. Use Graphics To Add Understanding
Using graphics in your explainer is a great way to add understanding and context to the story you are trying to tell. One good example of a company that does this well is Vox. They use illustrations and images to break down topics, and that is why they appeal to sound and visual learners.
10. Don’t Shortchange The Production Quality
Audiences today, especially the younger generation, are very particular when it comes to aesthetics. Your product, service, and message should not just be useful or practical, they also have to look and sound good. This also applies to your explainer. If you skimp on the production budget, you might go viral for the wrong reasons.
11. Answer The Burning Questions
This one might seem obvious, but it is often overlooked: In addition to being aesthetically engaging and entertaining, your explainer video should answer the audience’s FAQs.
12. Benefits Over Features
Your product or service can be the most innovative thing out there, but what is in it for the consumers? Instead of showing off the features, tell them more about the benefits and then back them up with real reviews, genuine accolades, and authentic awards as social proof.
Bonus Tip: Hire Influencers To Boost Traffic
Your company or brand’s message will get more credibility and feel more authentic if your explainer features an equally credible and popular personality audiences relate to. Doing so will also get you more traction on social media via that influencer’s existing audience.
