Explainer video or overview videos are among the most popular tools for promoting a product. Why? Because they work. They can improve conversion rate by 15-75%, help consumers digest information faster and make it easier for the press to cover your brand. Not only that, but the cost of explainer videos is relatively affordable compared to ad campaigns. So, here’s how to make explainer video that works.
Like a good recipe, an effective explainer video is made of many ingredients. Four, in particular, you should pay attention to:
1- Well-crafted script
2- Captivating visuals
3- Powerful voice-over and music
1- The script
A well-written script is the building block for any explainer video. Without it, the whole project will come crumbling down. And to write a good script, you need to ask your customers questions. Ask them what are the problem they are facing, would they find your product a suitable solution to their problem? If not, then why?
The next step would be listing the most important three to four features you have and then turning those features into benefits, the solutions to your customers’ problems. You might be tempted to list all the features you have, but this will just increase the length of the video. Keep in mind that the optimum length is 45 – 90 seconds.
Finally, you need to turn this data into a story. Storytelling is one of the most effective methods for communicating information to your customer. It educates the clients while at the same time entertaining them. Before we delve in, remember to use some of the same words and language that you collected from customers feedback and add a hint of subtle humor where applicable
1- Start by introducing your brand and key message.
Example: Mintrics – Comprehensive social video analytics tool with benchmarks
2- Present the problem your customers are facing
Example: The overwhelming number of video metrics over different channels making you scratch your head in confusion?
3- Now you swoop in with the solution or service you provide
Example: Analyse your video’s performance in one dashboard and test it against industry benchmarks, contextual data, and Mintrics unique metrics.
4- Direct your audience where you want with a call to action
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2- The visuals
There are three types of visual you can go with. Based on your audience, industry, and budget, you can determine the right fit for your brand.
Animated product explainer videos:
One of the most popular visual styles there is when it comes to explainer videos for a couple of reasons: it’s easier to edit, more cost effective and you get more freedom with the video concept.
Live action product explainer videos:
If you have a physical product or service, this is the right for your brand. Nothing will convince your audience of your product more than seeing it in action.
Whiteboard product explainer videos:
If your budget is your primary concern and your brand has a friendly tone of voice, consider going with this type of video. It’s fun, quirky and doesn’t take much time.
3- The voice-over
After putting all this effort and money into your video, you have to be careful when you select the voice-over artist. Voice-over can make or break your explainer video, so make sure you pick someone that matches the pace of your video and has the ability to embody the brand’s tone of voice.
Now that your video is up and published on the right social media channels, you need to track your video’s performance and tweak it constantly until you reach the objective you have set and achieve the desired ROI. Here are the most important metrics you should keep a close eye on:
Mintrics score: we aggregate all the below metrics to get an all-in-one metric that makes it easy to track your video’s performance from just one glance.
Reach: The number shows how many people have your video reached.
Relevance rate: The percentage of how many people actually watched your video from people reached.
Number of views: Indicates the number of people who have watched your video.
Retention: It’ll help you determine when does your audience get bored and ditch the video
Bounce rate: If it’s very high, consider editing the opening.
Click-to-play rate: If this number is low, consider changing your video’s thumbnail and caption.
Average duration watched: The higher the number, the more likely that your content is relevant to your audience. Likeability, Shareability and Interactivity rates: Pay close attention to those metrics because they determine how well your video has resonated with the audience.
To sum up, in order to produce an explainer video that gets your message across to your audience, you need to focus heavily on your script, then choose the fitting visual style. And make sure the video and the voice-over are aligned. Finally, analyze your video’s performance and optimize it.