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 about what makes an explainer tick. Here are four main ways to explain your product in the most simple way.
1. Keep it super simple
We always ask to explain what a company offers in one sentence, but that's not always as simple as it sounds. Don't worry, keeping it simple takes some practice! Focus on the USPs of your product or service and show them with live or animated video. This visual representation helps the viewer remember all the information a lot more easily! Don't believe us? See for yourselves whether you remember what makes Balta's rugs so unique...
💡Did you know that 70% of people are more likely to buy a product after seeing it in an explainer video?
2. Script writing means strategic thinking
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 everything, 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. Finetune 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 the 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 your message rather than burying it.
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 storyteller knows how to dive into different worlds at the flick of a switch! Psychographic Segmentation is a great way to define 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: brand loyalty status, special occasions
Want us to help you with the art of explaining? Let's have a chat!