Welcome to our blog where we delve into the art of creating a compelling script for your explainer video.
Whether you're introducing a groundbreaking product, simplifying a complex concept, or showcasing a service, the script serves as the backbone of your video's success.
A well-crafted script has the power to captivate your audience, deliver your message effectively, and drive them to take action.
The hallmark of a great animated explainer video made at a reasonable cost is its script and there are plenty of examples to prove this.
This is because a well-written script elevates the core benefits of explainer videos and makes it worth their while to audiences.
Videos like tech explainer videos, animated startup explainer videos and B2B explainer videos rely on a great script (which helps make them great as well).
Clearly define the objective of your explainer video. Is it to introduce a new product, explain a complex concept, or showcase a service?
Identify the key message or takeaway you want to convey to your audience.
Consider what action you want viewers to take after watching the video.
You can discover the power of emotions by exploring these eight must-watch corporate explainer videos, serving as invaluable examples to learn from.
A great example of this step in action is this amazing animated explainer video made by Giant Ant for Slack which shows how clearly defining your goal can set the tone for your explainer video very effectively.
Understand your target audience's demographics, interests, and pain points.
Determine the challenges or problems they may be facing that your solution can address.
Tailor the script to speak directly to your target audience and resonate with their needs.
The best example of this is this video made by Giant Ant for the social media management platform, HootSuite.
When you clearly identify your target audience, making an animated explainer video for them becomes more streamlined and efficient.
Divide your script into logical sections or steps that correspond to the key aspects or benefits of your solution.
Clearly introduce each section and transition smoothly between them.
Make sure the sections flow in a logical order to guide the viewers through the information.
When your animated explainer video has a lot going on at the same time, breaking it down into sections helps the viewers make sense of it and it also helps you to present your offering in a systematic and organized manner.
A great example of this is this animated explainer video made by Hornet for Facebook showcasing their “Facebook Community Standards” campaign.
To captivate your audience, make sure the narrative is directly relevant and relatable to them.
a) Speak to them Directly: Instead of only showing on-screen characters, speak directly to the viewer by writing in the second person voice.
b) Utilize Appropriate Language: Match the language to your audience's profile. For instance, if they are academic professionals, use language that reflects this.
c) Avoid Complex Terms: Even while matching language style, steer clear of complicated or obscure words that could confuse your audience.
d) Storify Your Script: Elevate your explainer video script by incorporating the power of storytelling. Craft a narrative that captivates your audience, evokes emotions, and leaves a lasting impression.
Grab the viewer's attention from the start by presenting a relatable problem or challenge.
Emphasize the significance of the problem to captivate the audience.
Set the stage for introducing your solution as the answer to their problem.
They say that the first impression matters and that’s why a compelling introduction really gives your animated explainer video an edge.
You can enhance engagement by leveraging these five explainer video animation styles to support your message and captivate your audience.
A great example of a compelling introduction is this video made by Demo Duck for IBM which uses great visuals and a soothing voiceover to create a great first impression.
Clearly introduce your product, service, or concept as the solution to the problem identified.
Explain how your solution addresses the pain points and provides value to the audience.
Highlight the unique features or benefits that make your solution stand out.
If you want to see a great example of this, take a look at this video made by OddFellows for Google showcasing a popular product of theirs called “Google Drive”.
Maintaining a succinct script is crucial for retaining impact in an explainer video.
Keep in mind the usual length for these videos is between 30 seconds to 3 minutes.
a) Monitor Word Count: Maintain a pace of about 130-150 words per minute to ensure your script isn't too lengthy.
b) Evaluate Reading Time: Conduct a read-through of your script out loud. However, remember not to rely solely on this method to gauge time. As you're familiar with the script, your reading speed might be faster than a professional voice-over artist.
c) Use Tools for Time Check: Consider using online tools to help you check your script's reading time, as they can provide a more accurate estimate.
Towards the end of the script, include a clear and compelling call to action (CTA).
Tell the viewers what you want them to do next, such as visiting a website, signing up for a trial, or making a purchase.
Make the CTA concise, actionable, and aligned with the goal of the video. For example, A QR Code CTA to collect reviews for the explainer video.
To get an idea of how you can add a great call-to-action in your explainer video, you can check out this video by Yum Yum Videos for Rhombus Network, a software solution provider for smart contracts for inspiration.
Review your script for clarity, coherence, and flow.
Eliminate any unnecessary information or repetitive sections.
Refine the wording to make it more engaging and impactful.
Seek feedback from colleagues, friends, or target audience members and iterate on the script based on their input.
Also, explore the 10 best-animated explainer videos to increase landing page conversions.
The golden rule of any writing, especially for explainer videos, is to 'show, not tell'. Given that our brains process videos significantly faster, this is an important consideration.
a) Favor Visual Demonstration: Rather than overly explaining, utilize the power of visual mediums to demonstrate your point. Visual cues are processed much quicker by our brains, so make sure to capitalize on this fact.
b) Utilize Various Visual Tools: Tools like animation, motion graphics, data visualization, and kinetic text are at your disposal. These tools can convey your message more efficiently, doing the heavy lifting on your behalf.
c) Effective Information Delivery: Visualizing information helps to keep your word count in check while delivering complex concepts in a more comprehensible manner.
By following these detailed steps, you can create a well-crafted and effective script for your explainer video.
Interested in creating your own explainer video? Find out the exact time required to produce a custom explainer here.
Additionally, here are 10 secrets of high-impact explainer videos.
In summarizing, we recognize the importance of blending high-quality writing and engaging explainer videos to enhance communication.
Just by filling in a form, you can start a journey toward creating a unique video plan tailored to your specific needs.
Drawing from our extensive experience working with large corporations such as McAfee, VMware, Microsoft, and Lenovo, we've seen firsthand how turning complex narratives into understandable and engaging explainer videos can greatly benefit an organization.
In today's digital landscape, the synergy of compelling writing and dynamic visuals is more important than ever.
By taking advantage of this, you can amplify your message, foster deeper connections with your audience, and make a more significant impact in your field.
Consider the potential of blending writing and video as you continue to engage with your audience in meaningful and effective ways.
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