An explanatory video is a powerful instrument to convince the audience of the product or service in a captivating way. It packs the most important information briefly and concisely into a visual story, so that it is not only easy to understand, but above all will remain in your memory longer.
But what exactly makes a good explanatory video? Is it enough just to press the record button of a camera? Absolutely not! The creation of an explanation video does not happen at the push of a button and should be well thought out. Irrespective of whether you are working on the subject yourself or assigning a professional agency, specific elements should not be missing from your explanatory video. We summarize the most important elements in the following:
The script: A well-written script is the basic requirement for a successful explanation video and the further production process. Within about 90 seconds it should address the “pain points” of the customer with the help of storytelling and at the same time present the solution, namely the product. Clear and precise formulations that the target group understands immediately are the be-all and end-all.
Characters: Characters are the heroes of the story with whom the target group can identify and thus create an emotional bond between the narrator and the audience. Depending on the type of animation, they are either hand-drawn or computer-generated.
Voice Over: Especially with complex products, a narrative voice can be very helpful to explain the processes and make them easy to understand. The timbre of the voice should match the brand image as well as the video content. Professional voice-over artists who master the correct articulation, accentuation and tonality should not be renounced.
Music and sound: The right music enables the main message to be emphasized and the audience to be addressed on an emotional level. Similar to voice over, music should be carefully tuned to the brand image.
Length: The explanation video should have a maximum length of 2 minutes and be limited to the absolutely most important contents. Instead of providing pure facts, the information should be wrapped in a story. With the help of storytelling, we can awaken the emotions of the audience and thus stay in their minds longer than with purely classic product advertising. Only in this way can the explanation video reach its full potential.
Admittedly, creating an explainer video it is a complex production process, which is also 100% worthwhile. With a high-quality explanatory video, businesses succeed in distinguishing yourself from the competition, achieving higher conversions and ultimately winning the audience over for themselves, especially in a modern era marketing.