Explainer videos are growing in popularity and it’s not hard to see why. They present a powerful yet simple way to communicate the major points of even a complex product or service and help you bridge the gap between viewer knowledge and experience. If you want them to experience the product or service, your audience first has to understand how it works and why they need it in their lives.
All that said, if your script isn’t a winner, it’s a killer (and not in a good way), so let’s make sure it’s set up correctly from the start.
#1 – Develop a Creative Brief
If you are going at this yourself or hiring a freelancer, it is important to map out the key elements of the script so you know how it will flow and develop that plan into a creative brief. If you are working with a copywriting company, it should have a brief or questionnaire ready for you to fill out. Be sure to add any information you deem pertinent to the brief if you feel like certain elements have been left out.
The creative brief typically has headings like:
• What is the key message you want to be conveyed in the script, in 1-2 sentences?
• Who is the target audience?
• What problem or “pain point” will you be addressing in your script?
• How does your product solve that problem?
• What key benefits do you wish to highlight?
• What specific tone do you wish to communicate (professional, humorous, conversational)?
• Do you have specific ideas or creative objectives that you want addressed in the script?
• What specific call to action would you like included?
#2 – Shorter Is Better
The most effective explainer videos run 90 seconds or shorter. Tread too far past the minute mark, and you will lose a large chunk of your audience. If your message has a good hook in the beginning, you can squeeze the extra 30 seconds out of it by holding the audience in suspense (I’ll get to what that means in a minute), but it is not advisable to go longer. The idea is to pique curiosity, not provide an in-depth look at the product. Develop enough interest in knowing more, then call viewers to action by telling them to follow a link, scroll down, or something else. Give them something to do and tell them to do it; that’s the point.
#3 – Pay Attention to Timing and Structure
Powerful explainer videos follow a simple yet concise format:
• Present the problem
• Promise a solution
• Explain how the product or service provides the solution
• Give a clear call to action
When presenting the problem, this is where you want to insert your hook. The hook typically has a “what if…” kind of tone to it and promises to eliminate a problem at the same time.
“What if I were to tell you that there was a way you could solve problem X once and for all and have more time to do the things you really want to spend you time doing?”
It’s a simple, formulaic example, but I’m sure you get the point. Explainers that start off with that kind of tease tend to hold an audience’s attention better. Then, at the end, mention the pain point and solution again as you present your CTA.
“If you’re ready to take back control of your time and have more of it to spend doing the things you want to do, click on the button below.”
Keep in mind that, on the high end, a 90-second explainer video is only about 300 words. A 60-second one is about 225-250. That means you have to deliver the message in tight, focused jabs without any preamble or extraneous details. “Keep it simple” is the name of the game here.
#4 – Drive the Benefits, Not the Features
I’ve gone over this concept before in previous blogs, so I’ll be brief here: The focus of your copy needs to stay on the viewer, not the product. What is the benefit of clicking through for more information? If you successfully answer that question in the script, your video is likely to convert well.
#5 – Go for the Professional Treatment
While it’s probably tempting to do it yourself, you are better off investing in a professional voiceover and production service. You owe it to yourself to protect the investment of time and money spent producing such an awesome script. You can do that by leaving the most important bit – that being the final delivery – to a professional.
There are companies out there that can handle everything from script development to production to voicing, but you might actually find a sweet deal working with a freelancer or team of freelancers. If you take the time to check out their previous work, freelancers can actually save you a considerable amount of money and leave you with a solid, marketable explainer that looks great and communicates your message with the right tone and voice.