Things to Consider When Making Your Explainer Video
Explainer videos are a great tool to increase exposure and expand your client base. But in order for an explainer video to be effective, there are a number of things to think about when you set about creating it.
Before starting to put your explainer video together, there are some basic questions that you will need to think about in regards to your business, the brand and what you’re trying to achieve. Know what sets you apart from the competition, your stand out selling points. Also consider looking to current and past clients to see what made you unique, any concerns that they had and the benefit that your business provides.
With the rise of so many multimedia platforms, people’s attention span are getting shorter and shorter. According to research completed by Wistia, length does matter! Using two videos differing in length, they found that the average viewer watched 72% of the shorter video and only 50% of the longer video. Furthermore, when looking at a wide range of data, they found that shorter videos consistently were watched the whole way through.
The length of a video is important to consider. You want to maintain the viewer’s attention and engage their interest while still being able to explain your product or service well. The length varies from business to business depending on what each is trying to achieve and say. It becomes a trade off, trying to find that “sweet spot” between captivating the viewer and communicating your message.
Putting together a script is one of the most important steps when making an explainer video. In our own process, we conduct a thorough consultation with the people and companies working with us in order to develop a script that communicates their message effectively and in a watchable way.
The words determine the information you’re trying to explain and the way the language is used helps to develop your company’s brand. People naturally gravitate towards narratives — everyone loves a good, relatable tale. Consider telling a story and put the viewer in the shoes of an everyday user of your product or service. Think about what kind of scenarios usually come up when people meet your product for the first time. Depending on what your offering is, people usually don’t get how you are improving their experiences right away. Introduce the product as the solution to problems that individuals may have, or a key to making their lives easier and better.
The person recording the voiceover for your video tells the story of your brand. It’s important to select someone that will be able to represent your brand based on what you’re trying to convey and who you’re trying to convey it too. Think about the the ebb and flow of his or her voice, the rise and fall of pitch and the timbre and tone of the artist’s voice. It’s all in support of your overall story and message.
Selecting a style for the video is also important in coming up with a video that communicates your message just the way you want it to. The characters and backgrounds can be created with very different looks, and you’ll want to consider which style will suit your brand identity, product, message and target audience best! Keep in mind that the style you choose should work in harmony with the script and the voiceover for the video. Here at Flikli we will always provide style recommendations after our consultations with our customers and clients. Check out our style guide for the different visual styles that we use.
Ready to learn more and explore creating your own video? We’ll be happy to help get you started.
on 4 April 2013
Adelina loves all things digital. She is curious about the world and is a trivia fiend, the more random the knowledge, the better. When she's not out traveling the world, you can find her behind a camera or in the kitchen. Catch up with her on Twitter and Instagram.