In today’s guest post, we welcome Michael Cardwell, Founder and Creative Director of Digital Brew, a video production company headquartered in Orlando, FL.
Explainer Video Checklist
When it comes to crafting an explainer video for your company, preparation matters – and more than you think. To create a successful video that will take your marketing to the next level, you'll need a solid plan and a determined attitude.
But don’t you worry, we're here to give you a hand. In the end, you'll love your video. And when you start seeing a positive return from it, you'll be glad you did.
To help you prepare your plan, we created a checklist to keep you on track.
1. Set a Goal
Yes, the main goal of your explainer may be to explain, but what exactly are you trying to explain? And why? Why is it important for people to understand that specific aspect of your business?
Figuring out this step will help you answer the “will this help me accomplish my goal” question. And you should be asking yourself this question every step of the way. That’s how you'll ensure you're on the right track.
2. Determine Your Audience
You need to know who you are speaking to before you understand what type of message you should deliver and how.
Yes, you do want as many people as possible to watch your video, but that doesn’t mean you want your video to be too generic. One size doesn’t fit all. We know it may feel like a compromise to focus only on one group of people, but that’s not true. Focusing on a smaller group can make your video a lot more effective because you will be speaking directly to them.
3. Shorter is Better
The average attention span of humans is 7 seconds--that’s it. Not a lot of time. That means you don’t have all the time in the world to explain to your audience how your product works, or why you're better than the competition. You’ll need to be succinct, and sometimes, you’ll need to leave some parts out.
The secret here is to make your video short enough that people stick around for the whole thing. After all, you invested in a full video, not just a few seconds of it.
4. Great Script
Remember, you only have a few seconds to create an impression on your audience. Make it count with a good script. Be creative and make a video you’d like to watch. Don’t be surprised if you spend more time working on the script than you’ve anticipated. A good script takes time to write and revise.
5. Keep it Simple
Use language that everyone can understand. If your audience leaves your explainer video with more questions than when they started, the video didn’t accomplish its mission. Do, however, leave your audience intrigued for more information about your company. That will lead them to your website where they can learn more.
6. Sprinkle in Some Fun
Who doesn’t like fun? Everybody likes a little humor – so add it to your video! Even serious corporations can do it. Adding humor to your video will spice things up and make your brand more relatable, just be sure to find the right dose for your company and industry.
7. Awesome Transitions
Transition is what happens between scenes. And awesome transitions will give your video a professional look. Make sure that they not only look great, but that different transitions are used throughout. That will make your video a lot more interesting to watch.
8. Professional Voiceover
The timing, intonation, audio quality and character are all aspects that will help you tell a more compelling story. Using a professional voiceover is like the icing on the cake. It finishes everything with a very professional touch.
At the end of your video, give your viewers some direction on what to do next with a clear Call-to-Action. It may seem obvious to you what they should do after watching the video, but it may not be obvious to them. The Call-to-Action is your chance to guide your viewer through the steps it takes to receive the benefits of your product or service.
10. Share, Share, Share
With so many videos out there, you can’t expect yours to be found on its own. Don’t be shy. Share away. Share it on social media (consider making a 30-second version of your video for this purpose), blog posts, your website or emails. A great way to share your video is to send it to your leads prior to your sales call. That way they will know more about your company when you call them.
Don’t forget to be creative when sharing your video. Write a nice description about it. The point here is to make people want to click the play button!
Want to learn more about producing and promoting an animated explainer for your business? Digital Brew and Roger West have you covered. Contact us.