Video marketing continues to be one of the most important channels for businesses, brands, and influencers across the world.
In fact, a staggering number of websites use video as a marketing tool. Therefore, if you’re yet to jump onto this trend, 2021 is probably the best time for you to do so.
This is particularly the case when you consider how accessible video marketing is these days. We all have high definition (or higher) cameras in our pockets and providing you have a good story to tell, there are lots of platforms on which you can distribute it – for free.
There’s also plenty of reason to invest in the services of a professional video agency who will add sheen, polish and years of experience to your marketing efforts.
A classic example of this is the ‘explainer’ video, and in today’s blog, we’re going to cover perhaps the most important element of that form of content: the script.
After all, without a script, you don’t have an explainer video, and without a great script, you simply won’t find an engaged audience.
What is an explainer video?
Explainer videos are basically quick, eye-catching pieces of content which summarise the most important aspects of a product or service.
Their use extends beyond that though. For instance, if you want to educate your users on how to use your product, a series of explainer videos will work perfectly.
The best explainer videos are bite-sized (no more than 90 seconds in length) and are typically animated – although there’s nothing wrong with a ‘live’ to-camera explainer video, if that’s what you want to create.
Why do I need an explainer video?
If you want to introduce a new product or reveal exactly how it can enrich your customers’ lives, you need to create an explainer video.
It’s that simple. People love video content; it’s why customers often like to see more video from the brands and businesses they support.
You can waste a lot of time on other forms of content which are long and laborious to put together but nowhere near as effective as a quick explainer video.
But let’s get back to that script because your explainer videos can’t survive without it. Here are the steps needed to create the perfect explainer video script.
Step 1: Promise yourself you’ll keep it short
Remember – explainer videos shouldn’t really be any longer than 90 seconds if you’re to retain your audience’s attention.
This means, right from the start, you need to promise yourself that the script will be short and to the point.
Sure, it might start off quite large because you have so many ideas to get down, but that’s why you need to continually take the knife to it until it feels almost too short.
Step 2: Ensure the key message is within the first 30 seconds
Your audience has limited time, and even if you present them with an explainer video that’s only 90 seconds long, you still need to deliver value – quickly.
This is why the best explainer videos contain the key message within the first 30 seconds.
Consider it the meat of your elevator pitch; the reason they should engage with your business. Make it just a sentence long and insert it as close to the start of the video as possible. That’ll keep ‘em hooked.
Step 3: Speak to your audience (as one person)
Here’s a great trick when writing any kind of video script: write it as though you’re only presenting the video to one person.
That person is your ideal customer – the type of person to whom your products and services speak directly.
Depending on how long your business has been around, you should have a pretty good idea of what that person is like and the type of messaging to which they’re likely to react positively.
Don’t waste time telling them what they already know – focus only on the stuff that will make a difference to their lives.
Step 4: Find your tone
This will take practice, but finding the right tone is the only way you’ll create a unique series of explainer videos which are instantly recognisable.
It’s important to once again keep that ideal customer in mind; your tone needs to resonate with them and not jar. It also needs to fit in with the rest of your brand aesthetic and the way in which you communicate with customers.
If you need to be light-hearted – go for it. If a more serious tone is more appropriate for your audience and offering, opt for that instead.
Step 5: Tell a story
Humans love stories. This is why the best explainer videos are almost mini movies.
They have a beginning, middle and end. There’s probably also a character involved who goes through that classic transformation: from identifying a problem to finding the solution for it.
It might sound like a challenge to get all of that into a super-short video, but if your explainer video doesn’t have a story, people won’t continue to watch it after they hit ‘play’ – it’s that simple.
Boring facts, stats and naval gazing about your business achievements don’t create a story worth telling. The reason you can enrich people’s lives does.
Step 6: Inject some humour
Don’t be afraid to have fun with your explainer video. While you need to be careful about removing all legitimacy and authority from it, a dose of humour will go a long way.
Once again, you know your audience and you probably know what will raise a wry smile or laugh from them.
Humour can come in the form of words within the script or via on-screen animations, but use it wisely.
Step 7: Pace it perfectly
You don’t have long to tell your explainer video story, so pacing is vitally important.
Dialogue for voice overs is best kept to 125 to 150 words per minute. At that pace, it’ll be clear, engaging and unhurried.
Remember that silence is a good thing, too. Just like white space in web design, it lets the video breathe and gives the audience a chance to digest the previous sentence.
Remember – keep refining that script with the editor’s knife until there’s barely anything left and practice it constantly until it feels right.
Don’t worry – if you’re still feeling a little overwhelmed about how best to craft your explainer video, you’re not alone. If you’ve never created this form of content before, you’ll probably need some help.
We recommend sketching out a few ideas and doing trial runs to camera yourself. Then, keep refining until you’re happy with the script. And if all else fails, remember we’re here and can help you develop this form of video marketing perfectly.