A growing number of UK businesses are utilising video content to engage with their audiences. Whether the goal is increasing sales, launching a new product, boosting brand awareness, or providing targeted information, an explainer video offers a compelling way to engage new and old audiences at the same time. Below, Jamie Field from Topline Films shares four tips on what to focus on when producing your first explainer video.
1. Keep it short and simple
A common problem for companies looking for explainer videos is a desire to fit everything about their organisation, brand, or project into one single video. Remember that a single video does not need to capture every detail. Strong explainer videos are punchy and to the point, landing somewhere between 60-90 seconds.
The goal is to give the audience enough information to gain a basic understanding and to tantalize them into wanting to know more. You only have so much time to capture their attention, so break down the complicated or rich details into bite-sized, memorable moments.
If you’re finding it difficult to fit your content into 60-90 seconds, one option is to have a series of explainer videos, in addition to an overview video of the topic. This can allow audiences who want to find out more to make that dive, without losing the attention of customers who aren't interested in the finer details.
2. Start with a good script
A video is nothing without a strong script behind it. Devoting time to developing a script that is more than loose improvisation can take an explainer video from mediocre to an unforgettable winner. When putting your script together, start by revisiting the goal of the campaign. Then, consider the target audience.
For example, if the goal is to boost awareness of a less well-known service of the company in a 60-second spot, then the script has to hit multiple information points. Before writing the script, research why this service is less well known. Discuss this with customers. Consider competitor messaging. The video needs to introduce the service, the problem it solves, and if you have time, a differentiator or a customer testimonial. Of course, any script must also include a strong call to action.
If the primary target audience is people within the industry, jargon may be acceptable. But if the audience is the everyday consumer, avoiding jargon and unnecessary behind-the-scenes information is the better choice. Audiences need just enough information to give you credibility – too much information can often have the opposite effect.
3. Speak to your audience’s pain
The script, the visuals, and the audio need to be framed with the audience’s needs in mind. While it can be tempting to tout your business’ accomplishments, extensive experience, or years of unparalleled expertise, the audience needs to hear about themselves and the benefits of your offer for them. They need to see themselves in the content you are creating.
Identify their pain points. This may require qualitative research, which you can gather via focus groups, chatting with members of your team, or a close analysis of reviews. What is the biggest pain point or perhaps the two biggest pain points? The explainer video needs to highlight these so you can position your company, product, or brand as the solution.
Demonstrate that you have insight into the lives of your customers by showing that you know their major problems and concerns and that your service or product can address them.
4. Be the solution
Once you have established that you understand your target audience’s pain points, you can then present the solution. The solution you offer, and more importantly how you frame your solution, should have a direct correlation to the pain point. Making that clear connection in your video reinforces the strength of the connection for viewers.
Remember the video is always for the viewer. You need to show them that you can truly be of service. Then end the video with a concise and solid CTA. It is not enough to inform the audience of their problem and your insights. What steps should they take now? Avoid overly complicated CTAs as these have low engagement rates. By giving the viewer an easy step to take – whether this is visiting your site, contacting you, or something else – you can encourage further engagement.
These four elements are key to creating a powerful, highly impactful explainer video that will get your business the attention you desire. If you do not have an in-house team to handle the logistics or production of a video, finding a reputable firm is your best move.
Choose a video company or agency that stays on top of video trends and has the technical and production know-how to deliver an excellent explainer video that keeps your goals and your audience in mind.
About the Author
Jamie Field is the Managing Director of TopLine Film, a UK-based video production company. An experienced and award-winning camera operator and video director, he has been producing animated and live-action content for a decade, for companies such as Xero, Siemens, Bullhorn, Confused.com and Absolute Radio.