Truth is, there are too many words in circulation.
You find that some times when you are exposed to a lot of text, your eyes simply glaze over, skipping words and numbers because it’s simply an overload on your system. And this is the case with every single category you can find on the internet.
However, there is something that trumps words…motion!
Most people will endure a horrible video with sub-par quality because it’s visual. You don’t have to do much work to comprehend the message.
Part of Google’s search ranking algorithm puts into consideration the duration visitors stay on your website. This explains the explosive growth of online videos.
Explainer videos have boomed in popularity over the past year due to their affordability and proven effectiveness in growing a business. In 60-90 seconds, these videos will give an apt introduction to your product or service.
Ready to try the videos? There’s just one tiny hitch.
In most cases, this is the first thing visitors to your site experience. Their first interaction with you…you have to get it right the first time.
Below are pro tips you will need to create quality and effective explainer videos that describe your business, encourage interaction and eventually drive sales.
1. What does your script say?
No matter how much you have to spend on promotion and cool animation tricks, the script comes first. Always.
With a well-written script, you are likely to come up with a successful video. It is ide foundation for every other thing to come.
Most businesses prefer to get an outsider to write the scripts. You want to do this because you need someone with a fresh set of eyes. Someone who can explain it in a way “outsiders” can understand.
If you go for a professional video company, you will have to fill a creative brief first. It narrows your focus and helps you define what matters.
The creative brief will require a brainstorming session from you. Below is a typical example from Hubspot on questions you will need to answer when putting your brief together.
Once you have your brief, it is time to put the script together. If you get stuck, refer to the creative brief…it is designed for that purpose. See below this explainer video from unroll.me.
The message is powerful. Your inbox is your private space and we can help you reclaim it.
2. The best scripts are short
Truth is, the longer your video, the fewer people pay attention to it.
You will always have a lot you want to say and that’s a given. However, the less you say, the more likely people will remember.
The video is not the end of your interaction with your visitors. It’s supposed to pique their interest, get them in the front door and then you can prompt them into taking the next step you have planned.
The average speed for voiceovers is 2.5 wps (words per second), which equals150 words per minute (wpm). However, if the video is only 60 seconds, we recommend a script of 140 words instead of 150 words.
Reading is not the same as listening. You need more room for people to ingest the message and truly understand what you are saying to them.
According to a Facebook study by SocialBakers, videos that were less than ~21 seconds performed in the Top 25% for completion rates.
To keep your videos short, there is just one simple trick. Keep it simple.
See below the breakdown of a 60-second explainer video:
- The problem – What are your customer’s pain? Show an understanding of it (0:00-0:20)
- The solution – The reason for the explainer video is because you can solve the problem. Show your solution (0:20-0:25)
- How it works – How will you get this done? (0:25-0:50)
- A call to action – Now push the action to them. What should they do? (0:50-0:60)
This is not rigid in any way, you can completely move the timeframes around to accommodate for the uniqueness of your script.
3. Your features do NOT matter. It’s all about the benefits
The worst mistake you can make in an explainer video is to immediately start showing off just how great your product or service is.
Granted, the temptation is great, but you have to remember at all times, that this is completely about your audience.
Instead of “60cm X 36cm Rectangular Barbecue Grill Charcoal Portable Outdoor BBQ Grilling”, you can try “ get this easy to use grill so you can treat your friends to great barbecue on your next picnic”
At this stage, all you want to do is make their lives easier.
4. Quality matters too
Got a great script? Good!
Now is the time to pay attention to the:
Voiceover. If you are trying to run a video? Try bad audio. Nothing ruins it faster. The quality of the audio might be fine, but if it lacks polish, it just doesn’t work. Invest in professional talent, you get freelancers in places like Fiverr and Upwork.
Visuals. It’s a human instinct. Clean polished and high-quality videos get great responses. People automatically ascribe the word “quality” to you. You should remember, however, that you are not looking to recreate the effects in the Infinity Wars. Too many effects will distract your viewers from the message you are trying to pass across.
Keep things simple.
Music is fabulous for reinforcing your message. You just have to find something that fits the mood you are trying to create.
5. Plan for launch
You can’t have gone through all that stress without planning for launch right?
Because “releasing it on Facebook” is not enough. The first step is to figure out where you want to host your video. Most people use YouTube. Other options include Wistia, Vimeo and Vidyard.
You also need a marketing plan. It is advisable to go the extra mile in getting traffic to the video. If you have existing channels such as your blog newsletter, and social media platforms, you can direct traffic there.
Finally, it is good practice to include the video on your website. It could be on the home page or the about us page. Take note though that you have paid attention to your branding and that the video does not contrast with your website.
What are your tips for creating killer explainer videos? Share with us.