Have you ever wondered why a top explainer video is? How much time should it be? How should the script be structured? What style is best for your market? These are generally all great questions and given how effective a great video can be, questions that should get clear answers to.
Here’s a few ideas that may help you make sense of the choices facing all companies considering making an animated video to clarify their product or service.
First, most top explainer videos follow the same general format. They start by identifying the problem. For example, if the business has made an application for young people that makes text messaging free, the video might open with a narrative like this.
“Meet Dave and Michele, Dave and Michele are two young enthusiasts that met while on holiday in Hawaii. Unfortunately, when their holiday ended they returned to different states and stayed in touch by text information which ended up charging them a fortune”.
Thus that’s the problem.
If you don’t spend enough time establishing the problem, you don’t need to create any pain that the solution solves. Since much as we like to think people act because of positive things, the truth is that pain is motivating than anything else.
Think of smoking. All smokers know is actually bad for them but change often doesn’t happen until a Doctor says – “Stop or you will die – soon. Inches
Next, your explainer video clip should introduce the solution.
“Then they heard about Free Text, a great new application that makes text messages free!”
The solution should feel like water to a dry mouth. This particular links positive feelings with your product.
From this point, the video might describe one or two features and benefits and it will then close with a call-to-action.
“To get more info, go to iTunes or Google Play now and search Free Text. Is actually only 99c and you’ll save a lot of money! ”
It is very essential that you tell watchers what to do of course, if possible, provide the website link or other information local or within your video.
Therefore the format is just:
– Proactive approach
This formula has been used for decades in sales and it still works today.
In conditions of length, most top cartoon videos run for less than 90 seconds. These kinds of days, people are attention-poor and over loaded with the sheer mass of information available. To set this in perspective, a ninety days second explainer video is a script with about 250 words. That seems like a lot but it’s not when begin to write it.
The key is to pick one or two emotive ideas and not to make the mistake of trying to cram too many features in. If you do, the video will become bloated and impotent. Clarity, simplicity, simplicity of use are all virtues of a top animation.