Visualization in an explainer video or banners explains what your product or service is and what benefits those who use it will get. At a glance, it may seem that there is nothing particularly complicated about it – after all, who knows your product better than you do? However, in reality, it turns out that boiling it down to such an extent, finding the right words, choosing compelling visuals and telling your story is a much more difficult task than most people imagine. So how does one achieve the results with them? Let’s find out.
1. Script Is Everything
First, let us answer the question: why are explainer videos important in the first place? Because they serve as a way to quickly learn the most essential information about your brand and your product without reading lots of boring text, Googling it, asking questions and so on. In other words, what your potential customers need is information given to them in short, easily understandable, memorable and interesting form. Nothing of this is possible without an excellent script. And vice versa, if you have a good script, everything else is secondary.
To write an effective script, you first have to answer a number of questions. What is the most important feature of your product? Who is your target audience? What problem do you solve? What benefits do you provide?
2. Use the Colors of Your Brand
An excellent way to send an additional message to the viewer is to use your brand’s colors when designing characters and objects in your video. Why? Because it adds brand presence throughout the video and makes it easier to remember and associate with you and your company. If you’ve ordered custom uniforms for your business that are easy to recognize, make sure to use the images of people wearing them in your explainer videos – this will leave another imprint in the minds of the viewers.
This is why it is important to customize every video and avoid using templates whenever possible.
3. The Right Choice of Visuals
Contrary to what many may think, visuals are not the most important part of an explainer video, video though it is. Yet having high-quality video is still very important for its success and effectiveness. However, “high-quality” here doesn’t necessarily mean “highly detailed” or “sophisticated.” Many extremely effective explainer videos use simple visuals (e.g., created with the help of whiteboard animation). In fact, concentrating too much on visual effects can even have an adverse effect, distracting the viewer from what you are trying to say and obfuscating the message. If you want to learn more about preparing suitable visuals for your explainer videos, you may find interesting tips in this guide.
4. Ask Yourself if You Are the Right Person for the Job
If you don’t have writing experience and aren’t known for your creative streak, how do you create an explainer video that will boost your sales?
The right answer here is that you don’t. Hire an expert instead. It may cost you some, but it will give you a certain guarantee of quality and results. Otherwise, you can spend a lot of time torturing yourself and finally producing a forced, poor-quality video that will do more harm than good. In addition to that, often hiring somebody from outside is valuable because this somebody has another perspective. He can look at your product in the way that is different from the viewpoint of its creators, closer to that of your customers.
5. Brevity Is Your Friend
The shorter your video is, the more people will watch it to the end and remember what you say. There is no going around it. Of course, you have a lot to say about your product and cannot explain everything about it in 90 seconds or so, but this case study shows that the ideal retention is achieved with videos that are 1 to 2 minutes long, which means that this is the length you should move toward. You will have to compromise – cut every unnecessary word, rely on visuals to supplement your story, trust your target audience to know the basic information necessary to understand what you are talking about, etc.
Explainer videos done right are an extremely powerful marketing tool, both providing information and promoting your product and your company. Learn to use it, and you will acquire a significant edge over your competition.
