Explainer videos have a number of things going for them. They present the “elevator pitch” for your product or service. They employ visuals to reinforce the messaging. They’re succinct and to the point. The only thing that can really work against them is not making them or presenting them the right way.
I’ve done other posts about explainers, outlining how to write a good one, why your business needs one in the first place, and more. If you’ve taken my earlier advice and still find yourself stuck when it comes to engagement, there are myriad reasons why this could be true. As the head of a successful custom writing service, I can tell you with certainty, though, that the following reasons are all in the top five (I am, however presenting them in no particular order).
So, what’s actually wrong with your explainers? See if any of the following five problem areas apply to them:
1. You Aren’t Saying Anything New
Most brands deal in products and services that people can find elsewhere. Your job is to provide a compelling reason or two why people should choose you as the source of that product or service. The immediate inclination here is to present a laundry list of features and benefits to compel the viewer to at least want more information.
Ideally, you want anyone who clicks through to your website or landing page (I think the second option is way smarter) to already be ready to buy. That might be the ideal outcome, but you will always be bound by one simple rule of marketing: you cannot drag people through the buyer’s journey or lead them somewhere they don’t wish to be. The point is that people are going to listen to you if they trust you and are excited about the concept of working with you. You simply won’t get there riding the coattails of features and benefits.
So, what will get you there? The answer here is simple: Instead of trying to elicit an intellectual response, (“I think this might be a good product…”), what you really want is an emotional one (“Wow… I really, really need to have this!”). You get there not by zeroing in on what’s great about the product, but rather what it is about your brand that delivers a unique experience. That segues well into my next point …
2. Your Video Looks Like Everybody Else’s
There is nothing more frustrating about delivering a great explainer script to a client only to search for it weeks or months later and discover how average and uninventive it is. Visuals need to be unique, and they need to tell the viewer as much about your brand as possible.
Too many video production companies follow a formula when developing videos. The problem with that approach is that the market isn’t static. Moreover, the market for one product or service is always going to respond differently to brand messaging than that for another. If that’s the case, then why do so many explainers look so much alike? Either they employ too much text or they use the same kind of poorly plotted animation.
When working with video producers and graphic designers, always insist that they deliver a unique message about your brand. Don’t get roped into selecting a template. If the company you hire can’t deliver something that is directed at your specific audience, get out of there. Find a company with the time, desire, and talent to do things your way.
3. You’re Presenting Problems Without Solutions
Most explainers follow specific patterns of formulas, usually beginning with driving home the pain points. The problem with this kind of short-form messaging is that the pain points tend to dominate.
The solution to this is to just not spend all that much time on the pain points. They are important for relatability, but most people know why they need or want something without having to be told. Two to three sentences on the pain points should be plenty.
4. Your Calls to Action Are Too Vague
If you want people to do things to advance your brand, they need to be told to do them. I’ve touched on this one a few times in the past as well, but it’s also worth mentioning here.
Solid calls to action get results. If you don’t believe me, split test your next video this way: Edit one version to have a solid call to a specific action alongside one that neglects to be specific enough. What’s the difference? Here’s a glowing example:
Too vague: “We hope you’ll take the time to learn more about us and how we can…”
Just right: “We invite you to click on the link in the description to learn more about…”
5. It’s Just Too Darn Long
One of the major issues we run into while developing explainer content is the insistence that every piece of information that the client sees as important gets included in the script. The problem with that is twofold. First, you’ll lose most of your audience dealing with points that aren’t important to them. Second, you want people to have a good reason to follow your CTA and click through.
Here’s the thing: you have a limited amount of space and time to accomplish this. I always suggest developing two versions of your script and split testing them: one that’s 30 seconds long and one that’s about a minute. Anything longer and you will motivate people to click past rather than clicking through.
The longest any explainer should be, in words, is about 200, but 150 is better. That doesn’t leave much time for jabbing pain points or offering solutions, so you’d best figure out how to do both in short order.
If you aren’t sure how to rectify this or any of the other problems I’ve presented, it’s time to reach out to a professional writer (or group of writers) with the experience necessary to get the job done right. At BeezContent, we work with a talented group of both staff and freelance writers who know explainer video copywriting. Contact us today to learn how we work around these problems to deliver a finished script that captures and retains the viewer’s attention.
