We're big believers in keeping it simple. Even the most complex product or service deserves to be condensed down to its core! A good explainer video showcases your company's personality, explains what you’re doing, shows a clear benefit, and tells a compelling story. Also, explainer videos are a great way to introduce your business, product or service to a (potential) client without overwhelming them. With the 1,000+ explainer videos we've made in the last 4 years, it’s safe to say we know a thing or two what makes an explainer tick. Here are four main ways to explain your product in the most simple way.
1. Keep it super simple!
Seems counterintuitive, but an explainer video is NOT a detailed introduction of your business. Think of it instead as an overview of the services or products your business provides. If you can't explain what your company offers in one sentence, you don't know the essence well enough. Don't worry, keeping it simple takes some practice! Focus on a problem or a question your audience has, ending with a clear call to action. But beware: don't use more than one call to action or you’ll pollute your main CTA.
2. Script writing means strategy!
The heart of explaining your product or service really starts in the script. Hate to break it to you, but if the script’s no good then your video won’t be either. That’s why video companies invest in professional scriptwriters; If you’re in a pinch and not sure how to go about it, here are some key things to keep in mind.
- Do the research. What do clients find difficult to understand, what is your main focus towards clients, what is your core business etc?
- Don’t rush the creative brief. The creative brief is a document with everything that should be considered when something is being designed, created or advertised. The creative brief is the foundation for eveything, if not, how can professionals visually translate it? So don't rush it and know what message you want to convey to your audience.
- Stay classic. When in doubt, stick to the classic three acts in any script: a beginning, a middle and a conclusion. Some types of video, such as animated explainer videos, have similar steps but can need a little reworking.
💡Go for humor only if it feels organic!
3. Fine tune your creative vision
‘Detail’ sounds like it’s only a very small part of the main message, but getting all the ‘details’ right makes for a much stronger video. What do we mean by this?
- Choose visuals that work best for your message. Is it a tangible or intangible product? Would animation, live or stop motion work best? A video for a corporate environment for example should be sleek and minimalistic with a more sensible or neutral color palette.
- Choose the right sound. Leave the funny voices behind and opt for a professional voice-over with a native speaker (or near native speaker) and background music that carries and doesn't bury your message.
4. Know your audience
The secret to connecting to your target audience is to show them that you understand them. Putting yourself in their shoes means focusing on the customer and writing from their perspective. A great script writer knows how to dive into different worlds at the ick of a switch! Psychographic Segmentation is a great way to de ne your audience.
Here’s a magnifying glass to look into the world of your market segment!
- Demographics: male/female, marital status, education, age
- Psychographics: personality, values, opinions, attitudes, interests, and lifestyles.
- Geographic: country, culture
- Behavioral patterns: loyalty status, special occasion
Want us to help you with the art of explaining? Let's have a chat!