Getting your money’s worth out of your product explainer video can be a tad bit hard. Creating an animated explainer video is a lengthy process and one which demands time, patience, and a whole lot of dedication.
There are many aspects that go into making an explainer video great and converting. You need to encapsulate the voice and aesthetic of your brand in a 60-second animation while also getting your message across… we know, it’s challenging.
This is why we have compiled a list of tips and pointers that you should look out for before getting into your explainer video production process.
Make it all about the customer
Don’t make the explainer video all about you or your brand or what you’re doing, or have achieved, etc. Make a list of all the customer’s pain points and problems you hope to solve for your users.
When a viewer watches your explainer video, they should instantly know what value they will be getting if they sign up or buy your product or service. They should be able to relate to the problem and feel it enough to convert from a visitor to lead, or even better, a customer.
Pick the right agency
Picking the right explainer video company is super important if you want your idea to get converted into reality. The company’s goals and values should align with yours and they should be just as dedicated to the video as you.
Before making a commitment, go through their portfolio, testimonials, and don’t be afraid to ask them questions. If you want a customized and unique animation, let them know so you both are on the same page.
The video script is key
Your explainer video script shouldn’t sound robotic. Make it warm, funny, and personal. Your viewers should feel like they’re listening to a person talking and should be able to agree with everything.
It’s imperative to start off very strong to capture your viewer’s attention so they don’t click away immediately. As mentioned earlier, the script should focus solely on the customer and what they want from you. Only talk about how good your brand is when you think it’s absolutely needed in order for a user to convert.
Avoid jargon and technical terms, and create the script as simple as possible. If a 6th grader can understand what the message is about, then you know you’ve done a good job.
Choose the right video style
This is where many companies and brands get stuck. Since there are so many explainer video styles (2D animation, motion graphics, live-action, screencast, stop-motion, whiteboard animation, kinetic typography, and hybrids), it can be daunting to get lost between them and not be sure of which one to choose.
There are some basic guidelines to get you out of this though. For example, if your explainer video is about software and you wanted to explain how it works, then a screencast video will be the way to go. If it’s just about promoting a service, 2D animation is for you.
Need to explain something? Go for motion graphics or whiteboard animation. And if you just need to send a message, then kinetic typography is your best bet.
If you’re still unsure of a style, feel free to mix and match. There’s no limit to creativity.
Pay attention to the visuals
Visuals play a huge role in your product explainer video. Just choosing the right style isn’t important, you should also make sure the animation is as smooth as possible, the transitions are flawless, and the video is cohesive overall.
The character and aesthetic of the video should remain constant throughout. Don’t add too much detail in one frame and make the next frame plain. People will notice and it will put them off.
The animations on the screen should be at the same pace and match whatever is being said by the voice-over. The frames and pairing should make sense rather than being random.
Tie it all together with sound effects
An explainer video with just the voice-over and animation can sound lacking and plain. Don’t get it wrong, your explainer video will be complete, but it just won’t provide the full experience.
Most viewers won’t be able to point out why the explainer video is lacking, but we’ll tell you. It’s because of the sound effects and music! You would think they are minute details, but they are actually the reason behind a lively explainer video.
Keep it simple
Don’t overdo your explainer video. This goes for the tone, script, animation, and sound effects. Keep the design clean, simple, and visually appealing. Less is more in this case. If you crowd the screen with too many visuals and characters, while the voice-over is at its full intensity, then your viewer will lose focus and click away in frustration.
The viewer shouldn’t feel stressed while watching your explainer video. It should be executed in a calm manner and touch every main point before closing in around the 60-90 seconds mark. Too long, and you might lose a possible lead.
Market, market, market!
Once your explainer video is complete, you wouldn’t want to hide it right? You’d want it to unleash its full potential by sharing it with the world as you sit back and witness your conversion rates rise. It’s a great feeling.
Have your marketing team share it across all social media, put out a press release, and embed your masterpiece on your website’s landing page. This way, the first thing your visitor will see is the explainer video, click on it, then be blown away by how amazing your brand is!
Explainer videos are often the first impression of your brand, and you know what they say, the first impression is the last impression.
Think of your product explainer video like your brand’s digital representative that roams all over the internet, selling your product. Keeping this in mind, you would want to give your utmost best and be involved in your explainer video production, so you can make changes on the go without compromising on the time.
We hope this article was able to provide you with valuable insights. You’re ready to create an eye-catching explainer video now. Best of luck!