So… your company wants to make an animated explainer video and you don’t know how to deal with it. Don’t you worry; today we’re giving you some useful pieces of advice to help you know what to do (and what not to do) before you commit to having one made. Grab your notebook and take some notes!
First of all, bear in mind that an animated explainer video is not just an ordinary video; it’s a powerful online marketing tool that helps you make your potential customers understand your business idea; so remember to keep your video content in this direction.
Due to its marketing nature, there are some things you should do to get the best results from your videos. There are also some things you should avoid. So without further ado, here is our do’s-and-don’ts list to give you a hand:
What to DO
1. Focus on the audience’s problem: Your potential customers came across your explainer video because they had a problem, even if they’re not aware of it. A good explainer video must show them that you’re willing to solve that problem. Once they understand that you’re here to help them (and not just to sell something to them) you will gain their trust and this will be immediately reflected on your conversions and sales.
2. Tell them a story: Stories have been told for centuries to pass knowledge on. People love stories and they’re a great way to engage your audience from the start. Give your video a catchy start, add some characters and create a compelling tale to engage your audience. Don’t be shy and set your creativity free on your explainer video script!
3. Use the style and colors of your brand: Your video will be the audio-visual face of your company, so it’s a great idea to add the elements of your own brand to it! Does your brand have a distinctive color palette? Apply it to your video! If your audience links your video to your company immediately, it’s a great boost for your brand.
4. Make it short: You have limited time to engage with your audience and explain how your product or service works, so, you need to grab your audience’s attention from the very beginning. Bear in mind that 2-minute videos are viewed by less than 50% of an average audience. On the other hand, 30-second videos can be quite catchy but a bit too short to explain what you do. Our advice? 90 seconds is the ideal amount of time to explain how your product or service works without boring anyone.
5. Place a clear call-to-action: You need to make viewers take action after watching your video. Remember that your explainer video is made to achieve a clear marketing objective. Whether it’s by purchasing a product, downloading some content or subscribing to an email list, you must place a direct call-to-action that tells your potential customers clearly what to do next. This call-to-action would be the stunning wrap-up of your explainer video.
What NOT to do
1. Don’t be salesy: No one stands hard-selling ads anymore. Most people only pay attention to valuable and useful content on the Internet. So, try solving your audience’s problem first; later on you’ll have plenty of time to advertise your product or service without being so pushy. Present your company as the answer to their problem.
2. Don’t try to explain everything: Your video should be a powerful synthesis of your product or service. It’s useless to try to cover every aspect of it in your explainer video. Remember that you only have a few seconds to grab your audience's attention. Avoid being dull and boring because viewers will drop off before meeting your call-to-action. We don’t want that, do we? Choose the information you’re giving in your video wisely and make sure every second counts.
3. Don’t place your product’s features first: You may be eager to show your product’s features at the beginning of your explainer video, but that wouldn’t be wise. If you focus on the features first, your video will become the kind of ‘show-off’ ad we are trying to avoid. It’s always better to explain the features later on in your video, after you engage your viewers with a compelling story that focuses on their problems first.
4. Don’t use non-native voice actors: Having a professional voice-over is very important for your explainer video. Not only does it deliver your message, but also adds the right mood and personality to your story and your brand. So it’s imperative that your professional voice-talent speaks the same native language as your target audience. People notice false accents easily, and that would give your brand a sneaky image.
5. Don’t apply jargon: Some words may be vital to convey your business idea, but most business jargon is just confusing for your audience. Your target audience should understand what you’re talking about. Make sure you double-check your explainer video and search for complex jargon and remove it!
Now bear in mind that all of this advice is just the tip of the iceberg of your marketing knowledge! There is much more to learn about explainer videos and video marketing strategies, so if you’re interested, visit our Explainer Video Academy, where you’ll get our free eBooks, infographics, educational videos and slides!