Ever felt the magic when an explainer video unfolds the complexities of a product or a concept with such simplicity that you go, "Aha! Now I get it." That’s the power of a well-crafted explainer video. And here's the best part: You can weave this magic too! Let’s delve into the production masterclass to learn the art of creating an explainer video that stands out.
Understanding the Basics
Explainer videos are short online marketing videos used to explain your company’s product or service. They can be hosted on landing pages, homepages, or prominent product pages, but the aim remains the same – to educate and convert your audience.
Finding the Perfect Story
The heart of a standout explainer video is its story. Yes, technology matters, visual effects matter, but in the end, your audience will remember the story you told. The key is simplicity. The more complex your product or service, the simpler your story should be. Remember, you're not just selling a product; you're selling an experience. So, center your story around the problem you're solving, how your product solves it, and what life looks like after the problem is solved.
Getting the Script Right
The script is the backbone of your explainer video production. It's the initial draft of your story. Start with a brief introduction of the problem, followed by the solution your product provides, and finally, how to get that solution. The classic 'Problem-Solution-Call To Action' framework always works wonders.
Here's a secret sauce: Always write your script from the viewer's perspective. Yes, your product is fantastic, but your viewers are more interested in what it can do for them. So, tailor your script to focus on benefits rather than features.
Crafting the Visual Elements
While we're avoiding certain terms, remember that explainer videos are all about visual storytelling. Your visual elements should align with your script and enhance your story. Consistency is key. Your visual style should reflect your brand identity and communicate your message effectively.
The usage of metaphors is also a great way to convey complex ideas in a simpler manner. For instance, if your product is a fitness app, a 'before and after' visual metaphor could be powerful.
Choosing the Right Voice
The voiceover is one of the most impactful elements of your explainer video. A pleasant, clear voice that matches your brand persona is ideal. While professional voice actors can be hired, remember to guide them about the pace and tone of the script. A rushed voiceover can make your video feel stressful, while a slow one can make it seem dull. So, find the sweet spot.
Sound Decisions
Sound design can make or break your explainer video production. Background music sets the tone of your video. It should complement your story and visual elements. Sound effects, when used aptly, can significantly enhance the viewer's experience. For instance, a soft 'ding' sound effect can be used every time a key point is made.
The Perfect Length
Less is more when it comes to explainer videos. The longer your video, the lower the retention. An ideal explainer video is between 60 to 90 seconds long, enough to deliver the message without overwhelming the viewer. Remember, your goal is to create interest, not to explain every detail about your product.
Quality Matters
While we focus on the creative aspects, let's not forget the technical side of things. High-quality videos are a must in today's digital era. Blurry visuals or distorted sound can take away from your message and make your brand seem unprofessional.
Test and Refine
Once your explainer video is ready, test it out. Gather feedback and refine it. Check if your video is understandable without sound, as many viewers watch videos on mute. Also, ensure that it's mobile-friendly since a significant chunk of your audience will be viewing it on their smartphones.
Final Thoughts
Crafting an explainer video that stands out is not a one-size-fits-all deal. What works for one brand might not work for another. The key is to understand your audience, find a unique way to tell your story, and experiment until you hit the right note. Remember, your explainer video is not just a marketing tool; it's a reflection of your brand. So, make it count! Good luck on your journey to create great video content. It's a thrilling ride, and the results are totally worth the effort.
