The script is the base of every animated explainer video. If it is good, then you can be pretty much sure everything else will be too. Besides, it’s in the script where the whole concept of what the video is will be created.
We bet you already knew all this, so then the question is: Do you really know how to write an explainer video script?
To find it out, today we’ll tell you which five signs indicate that your animated marketing video script is not on the right path, so grab your pen and notepad and receive this new lection!
1. It’s too long
Sometimes you’re so inspired while writing your script that you might not notice that you have written more words than what is needed but you like the result so much that you don’t delete anything, not even a comma.
If this has happened to you, then you’ve made mistake number 1. The whole idea of explainer video production is to display what your product or service is about in an effective and short way, without boring the audience. Otherwise, instead of winning, you’ll probably lose potential customers.
This means that the script must be as brief as possible, without losing its sense of course. And a professional scriptwriter should be able to synthesize all the information in an organized way. In our experience, the ideal number of words is 240, which on screen will cover approximately 90 seconds of video.
Watch how in just 30 seconds, you can explain your product or service, like we did in this animated marketing video:
2. Your brand is the center of the story
Yes, you want to promote your product, we know that. But one of the rules of marketing videos is to always put your audience first. This means that the video has to always be about your target niche.
When writing the script, don’t put too much effort in describing your product’s features, because this will just make the viewers lose interest. In order to keep the audience engaged, you need to make them feel identified with what they’re watching, and you can only achieve this when the video focuses entirely on them.
So focus your script on the problem you know your target audience has, and then tell them how your brand can solve it. By doing this, you’ll be sure to get pretty good results from your marketing campaign.
Look at this example of Appier’s animated video and see how the brand is named just after speaking about the audience’s problems:
3. You forgot the classical structure
Scripts should be made using the traditional classic writing structure, which is the same style that Hollywood movies use, from Casablanca to The Avengers. To skip this is a big mistake, because this means the story won’t have the necessary order.
Making marketing video scripts with the same Hollywood formula, but adding just a few tiny modifications will ultimately lead us to have a video that engages the audience and makes them watch it until the end.
This structure includes 3 main acts:
● Beginning or the “What” – Explain what problem your product solves.
● Middle or the “How” – Say how your company solves that problem.
● Ending or “Why” – Explain why your brand is good enough to be chosen among the competition.
Sometimes the “How” and the “Why” acts can be the same thing, but this is not a problem; the key thing is that both of them should show up only after discussing the audience’s problems.
Here’s one of our videos, chosen by Hubspot as one of the best explainer videos of 2015. It was written following this same script structure:
4. You didn’t ask a native speaker to do spell checking
Sometimes you may write an animated marketing video script that is going to be seen in a country other than your owns, and where the language spoken is not your mother tongue. In this case, the recommendation is that you ask a native speaker to check all the words and script carefully.
Having a proper spelling and using the right words is essential, so always hire a native professional scriptwriter to check your script and a native professional voice talent to read it. Search for probable misspelling or mistakes and leave the message as clear as possible, so it can be perfectly understood by your target audience.
5. You did it all by yourself
Don’t underestimate the amount of work! Writing an animated marketing video script is not as easy as eating a piece a cake. Bear in mind that there are many professionals that are dedicated exclusively to video scriptwriting and they studied for it.
So it’s better that you always hire an expert explainer video company to write your script. They will know how to do all the writing and handle the entire explainer video production process), working hand by hand with you in order to get the best results possible.
Nevertheless, to reduce costs, writing your own script can be a good way to start and in case you’re willing to do it, you can download our free eBook “How to Write the best Explainer Video Script” to have a better idea of how to do it.
Now that you have all of the tools you need to realize if you really know how to write a marketing script or not, hopefully these tips will be as useful for you as they have been for us.
Take a look into our Explainer Video Academy where you’ll learn the way to write the best explainer video script with the help of our free educational eBooks, infographics and slides!