The importance of video marketing has already been realized across the marketing community.
A sharp rise from 63% to 87% is seen throughout businesses that opt for Video Marketing over other methods.
Creating a video for product explanation (commonly referred to as explainer videos) needs more than just platform optimization and a great script. There’s so much more than what meets the eye!
Today, we bring expert insights and tips on how to keep explainer videos for your product simple.
1- Subtle is the New Suave
KISS (Keep it Simple Silly)
The importance of video content for explaining a product is undeniable, as 70% of people are likely to buy the product after viewing the explainer video.
The secret to keeping explainer videos simple is to laser focus on a few indicator points. A good explainer-video focuses on 4 substantial things:
● The problem: Address the fuss or pain that the customers are having. Usually for the first 10-20 seconds of the video.
● The Solution: Introduction of your product or service as the remedial answers to the problem. Ideally for a duration of 5-10 seconds after addressing the problem.
● How it Works: A brief description of the working of the product or how to get started with the service. This forms the bulk of a good video and should last for about 20-25 seconds.
● A Call to Action: At the end of the video, tell people what to do next for about 5-10 seconds.
The Shorter, the Better
While working on an explainer video, treat it as an overview and not a detailed video. The ‘hook’ is to keep it short and crisp for people to develop an interest to take the next step.
Watch this professional explainer video by our team to gain a better insight.
The longer your video is, the lesser attention you receive from the audience. The typical rule of thumb of the industry is to keep it down to 150 words per minute of a video, for breathing room and time for the message to sink in.
2- Make Script Writing a Top Priority
The script is the heart & soul of the video, and if it doesn’t live up to the mark, then sadly, neither would the video. In most cases, it helps to let an ‘outsider’ write the script as they tend to take a fresh look at the company, and explain it in a way that anyone can easily soak-in.
If hiring a professional scriptwriter is not in your M.O., then some key pointers like focusing on the research, staying classic, etc. help you have a ‘smooth-sail.’ A creative brief should be circulated and asked to be filled-out by all the employees.
What questions to address while researching your audience?
How to Conduct Research?
A creative brief should be circulated and asked to be filled-out by all the employees
For starters, include these:
● What is your core business?
● What is your main focus towards the clients?
● What do clients find difficult to understand?
● Who is the target audience?
How to Ace the Creative Brief?
Before designing, creating or advertising anything, consider the creative brief and use it as the foundation for the whole video’s message. Once you know what message you want to convey, you know how to visually translate it in the video.
How to Stay Classic and Suave?
When in doubt, always stick to the tried-and-tested 3-act video script with- beginning, middle, and conclusion. With a tad bit of reworking and a pinch of ‘organic-humor’, even animated-explainer videos can be used efficiently.
3- Get the Details Right
Set the Tone with Music
Music evokes all types of emotions and sets the pace/ tone of the explainer. You may research or have the perfect song in mind for the video.
Treat Visuals as Secondary
Visuals are pivotal for a video, but we’ve seen explainer-videos with simple visuals that are equally effective. Visuals are usually a binder that reinforces the voiceover and helps you illustrate the story, not to create the next ‘Avatar’.
Choose the Visuals and Sounds
Getting all the details right is the final step to create a much stronger explainer-video that delivers the promised message.
Ask yourself whether the product is tangible or intangible and choose the style of animated motions that work best. Minimalistic approach for designing visuals would be advised by corporate video producer with a neutral and pastel color scheme.
Correct background music can carry your message with more emotions
4- Know Your Audience like the ‘Dorsal of Your Palm’
Knowing and connecting with your target audience is the secret. Writing from the perspective of the target audience, and focusing on the customer always gives you a head-start.
A great storyteller has mastered the art of diving deep into different worlds at the push of a button. Psychographic Segmentation is another impactful way to define your niche audience. Here’s an example of doing it the right way:
● Behavioral Patterns: Special occasions, brand loyalty status.
● Geographic: Culture, Region, and Country.
● Psychographics: Lifestyles, interests, attitudes, opinions, values, and personalities.
● Demographics: Age, education, marital status, and gender.
With the segmentation of your audience, it’s easier to focus on and develop a deep knowledge of the target audience.
While it’s important to develop a video that resonates with your target audience, our expert advice is to keep things simple yet entertaining. It takes practice to get there, but as long as you focus on the USPs of the product and services, you’re golden.
When in doubt, you could always rely on our professional services to etch the perfect video for your business. With more than 15 years of experience, we understand how explainer videos have the potential to accelerate product sales.