In today’s digital age, capturing your audience’s attention is more challenging than ever.
With information overload and short attention spans, businesses are constantly seeking innovative ways to communicate their message effectively.
One powerful tool that has emerged as a game-changer in marketing strategies is the explainer video.
These animated videos offer a compelling way to convey complex ideas in a concise and engaging manner, making them ideal for businesses looking to stand out in a crowded market.
In this guide, we’ll walk you through 11 essential steps to make an impactful explainer video for your business.
Before putting pencil to paper, you first need to think about and define what your video will be about.
Are you introducing a new product or service?
Educating your audience on a specific topic?
Or increasing brand awareness?
Understanding your goal will guide the rest of the entire creative process.
Also consider your explainer video costs to keep your budget in check.
Once you know what you want to talk about, the next vital step is understanding who it is you’re talking to.
One of the benefits of explainer videos is the flexibility that they bring to the table.
It gives you the tools to mold your message according to your target audience.
Which brings us to the next question:
Who is your audience?
Are you speaking their language?
For example, for our client Raptor Plumbing, the target audience was the typical homeowner.
So the video we crafted for them set out to grab attention, even amuse and entertain with cartoon animation and plenty of humor, and present a friendly personable face.
So for your video, consider factors such as demographics, interests, and challenges to ensure your video speaks directly to your ideal customers.
Your explainer video script is the star of the show that puts everything together.
It’s arguably the most important part of the process, the skeleton on which your video will be built and formed.
If you're going for animation, your script is the foundation of your explainer video animation process.
So invest time in crafting a clear and engaging narrative.
Keep it concise, focusing on the problem your product or service solves and how it benefits the viewer.
Use conversational language and a compelling storyline to captivate your audience from the start.
We mentioned earlier about speaking your audience’s language.
Your visual style can be thought of as a language, too.
Your style has to suit the content of your video and appeal to its target audience.
If live-action isn't your thing, start by understanding the uses of animation.
Get a feel for what your explainer video should look like.
A character animation style is visually appealing, entertaining, and attention grabbing.
It works best where humor is employed and you need to present a friendly, memorable identity.
Meanwhile, mixed media animation is really great at helping communicate a lot of complex information, like PSAs on politics and history.
And 3D animation is often used for more technical fields, like medical / engineering product demos where real-world objects have to be showcased and their functionality explained.
For example: With our client ThermoFisher, the target audience were scientists and laboratory technicians.
So the video had to speak their language and get technical.
Since the aim was to unveil a new product, we used 3D animation to accurately portray their device in use, and highlight its features and usefulness in a typical professional setting.
Here's the video that won the hearts of folks at Thermofisher
Selecting the right animation style is crucial to effectively communicate your message and align with your brand identity.
Once you have the script finalized, create a storyboard to visualize each scene and transition in your video.
This serves as a blueprint for the animation process, ensuring a cohesive flow of visuals that support your narrative.
Pay attention to details such as characters, backgrounds, and visual elements that enhance engagement.
A professional voiceover can breathe life into your script and convey emotion and personality to your video.
Choose a voice that matches your brand tone and appeals to your target audience.
Whether it’s a friendly, authoritative, or playful voice, ensure it complements the overall vibe of your video.
If you're relying on AI-generated videos, there are some amazing AI voiceover tools just a Google search away.
Music sets the tone for your video and evokes emotion in your audience.
Select background music that enhances the mood and reinforces your message without overpowering the narration or distracting from the visuals.
Be on the look out for royalty free music sites for your explainer videos.
Additionally, incorporate sound effects where needed to add depth and realism to your animation, making it more engaging and immersive.
This is an extreme but adorable example: An infectiously catchy song and goofy video to go with it, created for Metro Trains Melbourne. The message is simply to be careful around trains.
But the use of a song and bizarre humor means this otherwise boring and forgettable PSA would grab attention and be remembered– even going viral on the internet.
Keep your explainer video simple and easy to understand, avoiding jargon or unnecessary complexity.
Use visuals and animations to clarify your message and simplify complex concepts.
Remember, the goal is to educate and inform your audience in a concise and accessible manner.
For example, our client Santen wanted to announce their innovative new contact lens.
So we used whiteboard animation and clean, simple graphics to explain a complex topic easily.
The whiteboard explainer video we got is an easy-to-understand video that still delivers detailed information without overwhelming the audience.
With the increasing popularity of mobile devices, it’s essential to optimize your explainer video for mobile viewing.
Study vertical aspect ratios common on Instagram Stories, YouTube Shorts, and platforms where short-form videos are quite popular.
Ensure the text is legible, the visuals are clear, and the overall layout is responsive across different screen sizes.
This ensures a seamless viewing experience for your audience, regardless of the device they’re using.
Every explainer video should have a clear call to action (CTA) prompting viewers to take the next step.
Whether it’s:
Guide your audience towards the desired action.
Keep the CTA concise, compelling, and prominently displayed at the end of the video.
Once your explainer video is complete, gather feedback from colleagues, stakeholders, and target audience members.
Pay attention to their insights and suggestions for improvement, and be willing to make adjustments as needed.
Testing and iteration are essential to refining your video and maximizing its effectiveness.
So in conclusion, explainer videos offer a powerful tool for businesses to communicate their message effectively and engage their audience in a meaningful way.
By following these 11 steps, you can create a compelling and impactful explainer video that captures attention, drives engagement, and delivers results for your business.
It’s time to embrace the power of animation and storytelling to elevate your marketing efforts and stand out in today’s competitive landscape!