July 29, 2020 / Creative Humans
Explainer videos are short videos that outline the essentials about your brand or product for your target audience. Because an explainer video is often the very first glimpse a consumer sees about your product, it needs to have an immediate impact. Here’s how to make an explainer video that engages your audience, promotes your message, and gets results.
Want to create outstanding video content for your brand? Browse the Creative Humans Explainer Video Production Directory or Post Your Job on our job board to hire experienced production talent for project.
The most important goal of your explainer video is to share a clear message. After watching, your audience should know how and/or why they should use your product or service. Determining your ideal messaging and writing a script upfront will save you both time and money, since you will be going into your shoot with a clear plan that a production team can expand upon to make your video.
When drafting your script, detail the key points your audience needs to know about your brand and your offering. You should work from the assumption that your viewers have never heard of your brand before. Consider important questions, such as:
- Who is your target audience?
- What problem does your audience have that your product or service can solve?
- How can your offering solve that problem?
- Why is your product or service the best choice for consumers?
- What is the clearest way to illustrate these concepts for the viewer?
It’s best to keep your script brief. While there is no “perfect” length for an explainer video, shorter is generally better to help ensure you keep your audience’s attention. Ideally, your video should be under two minutes—but consider striving to get your message across in no more than 30 seconds. Shorter explainer videos can also be repurposed as social media content!
The current trend in explainer video production is to utilize animation to deliver key messaging. Animation allows you to easily illustrate concepts with simple imagery and to use art and character design to best appeal to the sensibilities of your target audience.
There’s no need to overshadow your message with flashy, expensive graphics. Instead, many effective explainer videos utilize simple, clean animation styles. The goal is to use visuals that best illustrate your point without distracting from your message.
To find the best animation production talent for your project, browsing the Animation Studio Directory at Creative Humans.
While there are many benefits to animated explainer videos, animation may not be the best way to present every offering. For instance, if you are hoping to promote a new product, a live-action video may be the better choice, allowing you to demonstrate how the product works firsthand.
Be sure to shoot the product being used several times at different angles to give your editor several options when cutting together your footage. Quality lighting is also extremely important to ensure that your product looks its best.
Another option to consider is an explainer video featuring a combination of both live-action and animated content. Live-action footage can be used to show your product in action, while animation can be used to help explain key concepts.