We recently finished up an explainer video (or infographic video if you prefer) for Performance Plus Global Logistics (PPlus Global Logistics). And personally, I think it is awesome. It may be my favorite explainer video yet. It got me thinking about all of the small things that were combined to launch the video to this level of greatness.
So, now let’s talk about what goes into making the best explainer video EVER! Well, maybe I should bring it down a notch – the best explainer video possible.
Everything goes back to the production process. *insert cheers for our production team* KISSmetrics, one of my favorite blogs, published a piece all about the steps that go into producing a great explainer video.
KISSmetrics writes in its post “9 Insider Tips for Creating a Killer Explainer Video”
“Explainer videos are a great way to engage potential customers and familiarize them with your business. The hard part is to get them right. Since an explainer video may be smack dab on your homepage, and the first thing your visitors experience, it’s essential to nail it the first time.”1
So how exactly can you make sure to nail it? KISSmetrics has 9 tips, but we’ve narrowed it down to our top 5 most important factors.
The 5 most important aspects of a seriously impressive explainer video:
- Script – First thing’s first, your script has to be well done. The script is the foundation of the entire video. It must sound professional or the whole video will fall short. The script is exactly what you want your audience to know in the short time you have their attention. Just like newspapers are written at a third grade reading level, your script must be written so that practically anyone can understand it. Visuals are secondary to a great script; they help reinforce what the audience is hearing, which makes it more likely that they will remember the key message.
- Voiceover – The voiceover, like the script, must seem professionally done. It should not sound like it was recorded on an iPhone or in someone’s closet. You know what I’m talking about; those static-heavy, echoing recordings that sound like someone is talking to you from the bathroom. None of that. You also must think about the message you are trying to get across, and the primary audience that will be watching the video. Who should be the narrator? An elderly man, a middle-aged woman, a young girl? Once you have a smooth, high quality voiceover, background music is added. This combination determines the pace of the video.
- Length – Desktop users tend to watch videos for 2 minutes or less. Mobile users stick around a little longer with an average of 3 minutes, and tablet users have the longest attention span averaging 5 minutes.2 The video is meant to be the hook or gateway to the next step, not the whole story. You have about 10 seconds to grab someone’s attention, and usually about 3 minutes max of their time. So get your point across, but make it short and sweet.
- Simplicity – As you can see, there’s a ton going on in even the shortest explainer video. There is a fine line to walk, because you must entertain to engage your audience, but not so much that you distract them from the key message with tons of bells and whistles. (Perfect example: I probably should have ended that last sentence at “key message,” but I decided to add bells and whistles). KISSmetrics breaks a video up into four parts: the problem, the solution, how it works, and a call to action. Just keep the motto “less is more” in mind when planning your explainer video.
- Fun! – The point of an explainer video is to explain a key message to your audience; however, we all know that explanations can be dull and boring. The true point of an explainer video is to spice up a key message so that your audience watches, learns and remembers your message. No matter the age, people love to be entertained. It helps them connect with your business in a way nothing else can. So go on, get moving, creating and entertaining!