One of the most important stages in every explainer video production process is the scriptwriting stage. A well-written script is vital to get a successful result, it's the foundation upon which the rest of the elements are built.In this blog post we'll take you behind the scenes so that you can learn every detail of the scriptwriting process. Join us!
 

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KEY INGREDIENT: HIGH QUALITY


To start, always remember this: you can´t get any good results if you don´t make a high quality script. High quality is the key ingredient of any effective script (and consequently, of any marketing video, since we've mentioned the script is one of the most important parts of the video production process). But how can you be sure that the script is superb? We always recommend that you hire a professional video production company that can help you throughout the entire development process. They have the know-how and the skills to get to the best results. If you want to know how to choose the right company for your business, check out this eBook.
Now, the interesting part: let's get behind the scenes, understand the key stages of a well-done script, and also how you can get the most out of each one of them.
 

THE MAKING-OF

 
1. Learn everything about your audience: as a first step, it's essential to focus on learning everything that you can about your target audience, and specifically about their problems. Have in mind that the main goal of your video will be to connect with your audience, inform them, try to give them a solution and present your brand as a possible option, so put on their shoes and understand what they really need. Try to picture a specific personality, style and mood (you can even think of a name for your characters!). Answer questions such as what they look like, how old they are, where they live and work, and every other piece of information that could be useful.  
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2. Consider your target audience as the main character of your story:  your explainer videos needs to have customized characters that are aligned with your target audience. What do we mean? The characters have to represent your potential customers in how they look, how they feel, how they behave, and every other single detail. This way, you'll generate strong identification and a connection from your audience towards your characters. The main character can be created in the scriptwriting process or crafted visually from scratch in the storyboard phase.
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3. Follow the classical structure: to write to a clear, persuasive and engaging story, stick to the classical structure used in movies and literature: give your story a beginning, a middle and an end:
 
Beginning: Tell your potential customers what the specific problem they have is. Just present the problem, don´t talk about your product yet. Watch this clear example in which we generate awareness at the very first part of the video:
 
Middle: Explain to your audience how you can help them solve their problems and what you can specifically do for them. Encourage them to consider your offer. This part usually starts when the brand logo appears or when the product is mentioned. Watch this video in which the logo suddenly appears on minute 0.43: 
 
End: Now it's “THE” time to convince your potential customers of how great your product is and lead them towards the next step. Tell them why it's the best solution in the market (when compared to the competition) and convince them that yours is the best option out there. See how the “why” section appears in this video:

4. Include a compelling Call To Action: Time for the icing on the cake: you need to include a strong Call To Action to guide your potential customers to the next step you want them to take (subscribe to an Email list, download an eBook, register to a site, follow you on social media or any other action). In this video, we´ve included a compelling CTA that is enhanced by the visual elements and voice-over of the video:
 

WHAT ELSE?

 
Let me give you some final tips so that you can get the most out of your script:
  • The script has to be focused on just one main concept: how your product or service can help your target audience solve their problem.
  • Don't promote how great your brand is or talk about the great features your product has. Instead, explain what it can do to make your audience´s life easier.
  • Make it short! Of course this always depends on how attractive your video is, what stage the customer’s on, what you want to explain, etc. But based on our experience, we can say that 90 seconds is the ideal length for an animated marketing video.

Finally, if you want to get a full step-by-step guide on how to write an explainer video script, you can download this free eBook with useful information on each of the stages.
Now that you know how to write a good script, it's time to move to the next stage in the video production process: the storyboard. Stay tuned! We'll be posting information on this very very soon!

Want to know if an Explainer Video is right for you? Get the Fee eBook now! 

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