Have you ever wondered what makes a top explainer video? How much time should it be? Just 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 products or services.
First, most top explainer videos follow the same general format. They start by identifying the problem. For example, if the company has made an application for young people that makes text messaging free, the video might available with a narrative like this.
“Meet Dave and Michele, Dave and Michele are two young enthusiasts that met while on holiday in Hawaii. Sadly, when their holiday concluded they returned to different states and stayed in touch by text message which ended up priced at them a fortune”.
So that’s the problem.
In case you don’t spend enough time establishing the problem, a person create any pain that your 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 it’s bad for them but change often doesn’t happen until a Doctor states – “Stop or you will die – soon. inch
Next, your explainer video clip should introduce the solution.
“Then they heard about FreeText, a great new application that makes text messaging free! ”
The solution should seem like water to a dry mouth. This links positive feelings with your product.
From this point, the video might make clear one or two features and benefits and it will then close up with a call-to-action.
“To learn more, go to i-tunes or Google Play now and search FreeText. It’s only 99c and likely to save a bundle! ”
This is very important that you tell watchers what to do of course, if possible, provide the website link or other information local or in your video.
So the format is merely:
– Call To Action
This specific formula has been used for decades in sales and it still works today.
In conditions of length, most top animated videos run for less than 90 seconds. These days, people are attention-poor and over loaded with the sheer mass of information available. To set this in perspective, a 90 second explainer video is a script with about 250 words. That sounds like a lot nevertheless not when begin to write it.
The key is to pick one or two emotive ideas and not to help make the mistake of trying to cram too many features in. Should you choose, the video will become bloated and impotent. Clarity, simplicity, convenience are all virtues of a top animation.