What is the difference between a good video and a great video? Results! A great explainer video has the potential to turn visitors into valuable customers and that is a key factor in the online marketing business.
We’re no strangers to the advent of video content. It’s an easy way to convey complex messages in a short amount of time, they captivate, entertain and attract viewers, which is why it’s no surprise that by 2019, video content will account for 80% of all internet traffic. Using video for your business is a no-brainer, and explainers can work wonders!
There are a few important details in this process that could make a difference. Read on and discover how you can plan and make your video with the goal to reach as many potential customers as you can.
1. Make your characters relatable
Most explainers are character-based, that means the animation develops from the perspective of an individual. It is from this subjective viewpoint that the classical video structure unfolds.
But the question arises: what should the characters in your video be like? It is crucial that you base your characters on your buyer persona, that way, your audience will identify with them; an essential effect if you want to attract the right people and keep them watching your video until the end. After all, 85% of people say they’d like to see more video from brands in the future.
For this reason, actionable buyer personas reveal profound insights into your buyers’ decisions that include specific attitudes, concerns, and criteria that should drive prospects to choose your product or service.
For instance, pay attention to the characters in this video. They have a life of their own!
2. Write a captivating script
As with your characters, your script should be planned to appeal to your audience. We recommend you stick to the classical video script, a simple yet effective way of communicating your value proposition while keeping your video content relevant to your prospects.
The classical marketing video script unfolds in three acts:
1. “What”: First, the script should explain the problem that your target audience (the main character) has that can be solved by your product or service. In this way, your prospects will feel identified with right away and will want to keep on watching. A good first act will be the reason why your target audience will watch for your video, so make the “what” super clear right away.
2. “How”: Next, you should focus on how your product or service solves that specific problem you addressed in the introduction. It is key that you explain the solution as simple as you can and without revealing too much about your specific product or service yet.
3. “Why”: This is where the magic happens! The third act is the moment where you need to differentiate your brand from the competition by sharing your value proposition with the viewers. Now your audience knows how to solve their problem, tell them what makes you unique: your product or service’s key features, benefits and so on.
3. Making it fun and entertaining also makes it memorable
“God is in the details,” said Mies van der Rohe with respect to architecture. Well, the same goes for videos! Gags nods to the audience and entertaining scenarios will make your video captivating and memorable.
The fun of animated audiovisual content is that, when it comes to creativity, the sky’s the limit. Dreamy scenarios and imaginative content are highly appreciated: people love to feel transported by videos! Watch this example to get the feeling:
As with all other tips, remember humor greatly depends on character, so the type of captivating details you include in your explainer video should appeal to your target audience. (See now why getting to know your buyer persona to the very bone is so important?)
4. Use your logo wisely
Explainers are not advertisements: they appeal through valuable content and insight and not just sales information. Therefore, it is highly recommended that your video doesn’t appear as overly promotional. 55% of internet users watch videos on a daily basis, so if your video feels like it’s too commercial, your viewers will stop watching.
Being as important as it is, we recommend that your logo appears at the end of your video. This not only helps seal your message and link the content on your video to your brand, but it will also account for a clean and tidy piece of content. Overly promotional content is usually seen as unprofessional, and you don’t want to relate your brand to that!
Use your logo as you would use a signature on a letter and you will be able to brand your video adequately while you don’t disturb viewers.
Does this mean you can’t brand your video until its very end? Not at all!
5. Paint your video with your brand identity
The right way to brand a marketing piece is to do so with delicacy. As your brand has a logo, it has other traits that can help you style your video so that the audience can subtly identify it with you while they watch.
The main way of doing so is through a visual characteristic such as applying your color palette to it. Make scenarios, character clothing and highlights stand out with the colors of your brand.
But an identity is so much more than colors! When planning the look of your video, also think about a tone of voice, typography and even animation, transition styles, visual effects, music and sound effects that are aligned to your brand’s aesthetic. It is easier to decide if you ask yourself questions like:
- Is my brand young or old?
- Is it serious or playful?
- Is it intellectual or relaxed?
- Is it slow or fast?
- And so on!
Having a clear answer to these questions will enable you to add subtle cues that also make for the overall message in your video. Planning them consciously will account for a concise and simple to understand video that will develop clearly and smoothly.
Making an explainer video that will turn viewers into valuable customers is possible! After all, it’s one of the top choices businesses use in their video marketing campaigns.
Have clear objectives before making your content, pay special attention to every detail throughout the preproduction, production and postproduction stages and you’ll have a masterpiece in no time!