If you not already aware, an explainer video is a
short online marketing video that should be used to simply, yet effectively, explain
your brand’s product or service.
Having become increasingly popular in recent years, a top-quality
explainer video can completely transform your business. In fact, sites can
expect to see a massive surge in conversion rates after adding an explainer
video to their website, with some converts boasting of an unbelievable 144%
That being said, an explainer video is only effective if
it is made correctly, with a poor-quality explainer having the ability to not
only push potential customers away, but even exclude existing ones.
However, there are steps that you can take to ensure
that your explainer video works well for you and your business.
Starting with . . .
Choosing the right type of explainer video
The first, and arguably most important choice that you
need to make, is what type of explainer video you are going to create.
Currently, the most popular choice is an animated explainer video, and here’s
- Animated videos allow for more creativity and originality
- Animations are easier to edit and change than real life characters
- Animated videos are more cost efficient
- Animations are ideal for explaining intangible products such as software
If you do decide that an animated explainer video is
the right decision for you and your business, you may want to consider enlisting
the help of a motion graphics
studio to ensure that your animations are as slick and engaging as possible.
Other options you may wish to consider for your
explainer video include whiteboard explainer videos and live-action explainer
Creating a solid script
Along with the graphics, the script is one of the most
vital aspects of creating a stellar explainer video. As a rule, an explainer
video should be no longer than 90 seconds and therefore, what you say is
crucial. You do not want to waste a single second saying something that does
not add value to the user experience.
Top tips for writing a great explainer video script
- Get to the point, quickly!
- Use simple language – no jargon
- Focus on using words like “you” and “your”
- Opt for a casual tone
- If suitable, try and inject some humor
- Always end with a call to action
Focusing on benefits, not features
Whether you are promoting a new product, an app or an
online service, users want to know about what it can do for them, rather than
the exact details and features of your product.
For example, you need to focus on how your product can
actively help make their lives easier or provide a solution to their problems.
As an explainer video is so short and sweet, you should avoid listing the
characteristics of your product and instead, get to the point as soon as
As a rule, you can’t go far wrong with the below
- Address the problem
- Introduce your solution
- Explain briefly how your product/service works
- Finish with a CTA
Not being afraid to have fun
Although it is important to get the basics right when
it comes to creating an effective explainer video, it should also be seen as an
opportunity to convey your personality as a
Maybe you want to be a bit cheeky if that is what you
are about, or perhaps you are keen to add an element of surprise and mystery to
your brand? Whatever it is, if it directly correlates with your brand values
and identity, then it cannot fail to resonate with your intended audience.