Explainer videos are trending big right now because they are designed to deliver a large amount of information in a bite sized format. They don’t dive deep into features, but instead designed to introduce the audience at the high level lead capture phase. And this is exactly what your audience appreciates – they save time plus they get a more complete overview of what you’re offering them.
But explainer videos only work if they’re done right. A poorly designed explainer video can have adverse effects, leaving the viewer confused, overwhelmed, or turned off.
Explainer videos are only effective if they are built on the foundation of a good script. Explainer videos by definition could read: “Sell your product in a minute and a half.” You only have a minute or so to pitch your product, meaning every word and frame matters more than ever. But instead hitting your viewer immediately with technical features, I recommend framing your explainer video as a story.
It won’t be as complex as a Pixar film, but it should have a beginning, a middle, and concrete end. No two explainer videos are alike, so you should spend as much or as little time on each section as your product needs.
They all follow this basic structure in a one to two minute format:
- Setup the Problem
- Provide the Solution
- Explain How it Works
- Call to Action
1. Setup the problem
You want to set up the problem as quickly as possible in your explainer video script, in no more than fifteen seconds. A problem can be explained quickly in a precise visual, or a series of shots showing the same problem over and over again for each person.
Whether you chose to use disembodied voice over, or someone on screen, you should portray the problematic experience through eyes of your key customers.
Your antagonist is the problem your product solves. For the app Coin, it’s having too many cards in your wallet. For Airbnb, it’s not being able to find cheap hotels.
2. Provide the solution
All hope seems lost. Will their problem persist forever?
When you present your product as the solution, focus more on what your product does, but not how. Providing the solution is not the same as explaining the product. Explaining why you created the product also offers an opportunity to provide credibility.
It may seem like you should explain all the ins and outs at this moment, but don’t. Just get across the what. It gives the viewer something concrete to latch onto. It also instills curiosity as to how you’re going to make good on what you just laid out.
3. Explain how it works
This is the meat of your video, about one minute long. Here you should provide focus on the two main solutions and 1 powerful sub feature.
Be selective with what factoids you chose to highlight. It may seem like you want to get into all the nuances, but leave those for the next series of videos. Instead, address a few natural questions that would come from your product. I frequently recommend describing what a customer can achieve after they solve their problems with your product. Thinking beyond the sale, you’re not just there to solve a problem and disappear, you are helping them succeed.
4. Call to action
Your “Call to Action” should be short, but effective.
Restate the problem and your solution again in one concise sentence. Clearly state your product’s name at least twice, and flash it onscreen.
A pitch is only as good as a follow up, so point the viewer in the direction for the next video, webpage, or form. Remember where you are posting your video. If it is on Youtube, you can point out an onscreen annotation to click and bring the viewer to your page. However, if it’s on Facebook, you can reference “the link below” to bring them there. Or, if it’s on your webpage, will your player automatically pull up the next video.
Finally How Much Does an Explainer Video Cost?
This is a difficult answer. It all depends on your explainer video script and desires. With Houston Video, I have created explainer videos costing between $1000-$15,000. Some videos require multiple days of filming in difference office branches, hiring actors, or renting expensive locations. Every business need is different, so please contact me for a free consultation.
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