5 Key Elements Of An Explainer Video
What do you think happens when somebody recently heard about a product that they don’t understand yet? They research it. On Google, or some other search engines. Because chances are, that there will be somebody on YouTube explaining exactly what that product is. That video is categorized as an explainer video.
Formally, an explainer video is one that is a short-form video, aimed to market or generate sales by highlighting a brand’s product, services, or business idea in the best possible way. Most brands have an explainer video on the homepage of their website. Others may blast their explainer videos across all the social media platforms. Explainer videos are assets to engage potential customers and teach them about your brand.
Because of the impact it carries, your explainer video should pack as much punch as it possibly can. We’ve listed the 5 most crucial elements that an explainer video needs to have in order to deliver your brand on a silver plate for your potential customers. Here we go.
Script/Storyboard
Not just an explainer video, but every single video starts with an interesting script. This script needs to be concise to fit the ideal explainer video’s length of 60 to 90 seconds. The fewer words you put in, the more your audience will remember what you say. Less is more. Show your audience, don’t merely tell them.
Not just that, know that you must craft your first 10-20 seconds in the most exciting and enticing way you can. Because if you don’t and you leave your key message towards the end of your video, there is a high chance that your audience leaves before hearing your message. Keep the language simple and easy to understand. Place a smile on your viewer’s face, it can be through wholesomeness, humor, or any other ways you can think of. Just don’t create a puzzle for your viewers unless that’s your brand.
An engaging lead
Although the main subject is your product, the lead character plays a tremendous role in making it believable. This lead character serves as the bridge between your product and your viewers. Work with your actor/actress to build the script into something that your viewers can connect or relate to.
A good example of this is the movie The Big Short, a movie that portrays the event of the 2008 financial crisis. As you might already expect, there will be a lot of business jargon that people who are not in the financial industry will not understand. The director, Adam McKay dealt with this problem by having breaks in the middle of each scene to explain some of this jargon. McKay used celebrities such as Selena Gomez and Margot Robbie for these explanation scenes. In doing so, it engaged audiences even more, rather than just telling the audience what it is or forcing an explanation.
Show the benefits, not the features
An explainer video is mostly targeted at the customers who are currently considering the product but not really sure yet. Let’s close this deal by blasting your audience with the benefits they’re gonna get if they decide to purchase your product or services.
What your explainer video should aim to identify is your target audience’s pain point, a problem that they have. And using that, show them how what you’re offering can solve this issue. Circle and pivot the storyline to bring your audience on a journey. Let your audience be immersed with the character that is similar to them and how that character becomes after their purchase. The notion is to capitalize on demand by stepping in to supply the solution. Any other piece of information that does not have this goal in mind is just noise. Reminder: Less is more.
Production quality
It doesn’t matter if you have the best scripts in the world that can sell ice in Antarctica. It doesn’t matter if you’re the only company that has the solution for your customer’s desperate problems. If you don’t have a good production team that can produce high-quality videos, it will end up looking amatuer-ish and consequently damaging your brand image for the long-term. Effective immediately.
You can’t afford to skimp on the production quality of your videos. Not now, not ever. The cost of doing so is much higher than the cost of getting a good production team. A good production team that ensures the audio and the visual quality is sophisticated enough to make your brand look like an industry leader.
We just started the era of digital marketing. Research has shown that there is so much more room for growth and it is not slowing down. If you notice that your competitors aren’t capitalizing on producing good quality videos, be the first one to do so. I can guarantee that this will boost your brand image exponentially over the next few years.
The next step
Remember that the sole reason for your explainer video is to push potential customers closer to making that purchase. Because of this, it should have a clear CTA (call-to-action) to shepherd this interested group to the next step.
Many marketers make the mistake of thinking the project is done once the video is online and distributed. That couldn’t be further from the truth. Firstly, you still need to constantly promote it, monitor it, and respond to the feedback/comments. After that, there comes a point where this video has reached the end of its shelf life. That’s when you need to measure the effectiveness of it. Prioritize how many viewers actually went on to the next stage and where they dropped off. Use this information/analysis and pay attention to the lacking bits next time.
Using an explainer video is like using a strong magnet to pick up your screws. But after picking them up, you still have to place them into a container. Only then, you’ll be able to generate revenue from them. It is vital to streamline this entire process and present only the best to your potential clients.
We are aware that this process can seem intimidating because it’s the first time your company is venturing into this type of strategy. Let us, at Annaba Resources help you gain a competitive advantage over your competitors. Our professional consultants will guide you in tailoring your process to fit your brand.
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