Key Elements of the Best Explainer Videos
Having a high-quality, concise explainer video for your brand is essential for marketing your services. In this day and age, customers and clients are so inundated with content that they are likely to simply ignore marketing that is of poor quality or isn’t sufficiently concise. By making yours among the best explainer videos, you harness the kind of viral marketing that is certain to dominate the future of the internet. Here’s what you need for success.
Qualities of the Best Explainer Videos
As with any content on the internet, producing a successful marketing video is an art as much as it is a science. Humor, aesthetics, and language can all play large roles in a campaign’s success so long as they are integrated appropriately. Doing so depends entirely on your audience. When making your video, carefully consider the kinds of sights and sounds that your audience is most likely to respond to.
A Good Script
A script is the skeleton of your entire production. As you write, think logistically. How is everything going to work once the cameras are rolling? Make sure to take editing seriously. A simple grammatical mistake can stick out like a sore thumb and put potential customers off.
Voice, Music, and Sound
Your message is the most important part of your video. Properly capturing audio is a key quality of the best explainer videos. Poor-quality sound can make your entire production seem amateurish and damage the credibility of your company. Conversely, high-quality voice, music, and sound can elevate the audience and keep them engaged. While it is often a good idea to use music, make sure that you use it sparingly unless it is a key part of your content. Consider the appropriate emotion you want to convey.
Producing and editing videos is something people go to school for years to master. While you may be able to get away with an amateur edit for an extremely short, extremely simple video, longer, more complex shoots tend to require significantly more work. There is no substitute for professional help. Pacing is key and a professional edit can help you get your message across as quickly as possible. Certain considerations like master audio levels can require a lot of experience to get right. If you don’t, you risk ruining your message.
Animations can exponentially increase your audience’s understanding of your message and are extremely common in popular explainers. The animation process, however, is often time-consuming and difficult. If you don’t have a significant background in animation and graphic design, it is best to leave animation to those who know what they are doing.
Key Steps in the Process
While every explainer is different, there are several rules that the best explainer videos tend to follow. Remember, nobody wants to waste time or watch a convoluted message when they could be doing other things, so your overall goal should be to get to the point.
1. Present the Problem
Assuming you are using your video to market your services, your first step should be to present the problem that you can help your customer to solve. You should already be well-versed in doing this, but it is important to catch the audience by explaining the problem accurately without understating it. Remember, you are the ultimate authority. Perhaps there is a problem that the audience doesn’t even realize they have. Make sure to explain this.
2. Explain How You Can Help
Just when the problem seems like it is insurmountable, you come along. Explain exactly how your product or service can help and why your product or service is the best one there is. The best explainer videos do this without forcing the service down the audience’s throat. Simply explain how you can help in the clearest possible manner.
3. Keep It as Brief as Possible
The shorter and more concise your video is, the more likely your audience will remember all of it. If they remember all of it, they won’t forget the most important parts like the name of your brand or instructions on how to get in touch. Generally, videos that reach the three to four-minute mark have lost a considerable portion of their watchers by the end. Your video shouldn’t give the audience time to get bored and turn away.
4. Keep It Simple
Though detailed technical descriptions have their place in the world, explainer videos are not it. Include only necessary information. Unclear descriptions and scientific terms can obscure your meaning and alienate certain audiences. Try to explain abstract concepts in the plainest possible manner. If it is absolutely necessary to include difficult concepts, use visuals, animations, or other aids to make your content as easy to understand as possible.
5. Include a Strong Call to Action
If an audience doesn’t know how to act in response to your video, you have failed in your purpose. The best explainer videos include a strong call to action that clearly states how you can help your audience with their problem. Make sure that the name of your brand is clearly mentioned and that you explain how viewers can get in touch. Combine both text displays of your website or brand and verbal descriptions. You may even want to spell out difficult words.
Need Help Making the Best Explainer Videos for Your Business?
If all of this sounds too complicated for you to do on your own, it may very well be. Explainers work best when they keep the viewer engaged with polished, high-quality visuals and sounds. Consumers often have a keen sense of production value and may be unwilling to give their time to a low-quality production. Fortunately, our production experts are ready with the latest high-caliber video production equipment and techniques.
At E3M, we can guide you through the creative process to meet your marketing deadlines. We create content that you can use for years to come. For professional and seamless video production and creative marketing process, contact E3M today.