Explainer videos are powerful tools for businesses to communicate complex ideas quickly and effectively. With attention spans shrinking, these short, engaging videos have emerged as one of the most effective ways to grab your audience’s attention and convert viewers into customers.
But how do you create an explainer video that not only communicates your message but also stands out from the crowd? Whether you’re new to video production or looking to refine your process, this guide breaks down the steps you need to follow for an explainer video that hits the mark.
What is an Explainer Video?
An explainer video is a short, animated or live-action piece designed to explain a product, service, or concept in a clear and engaging way. These videos are typically 60 to 90 seconds long and focus on solving a problem or addressing the pain points of your target audience.
Popular in industries ranging from tech startups to education, explainer videos often use storytelling, visuals, and an approachable tone to convey their message. They can live on websites, social media channels, or even as advertisements.
Why Are Explainer Videos Important?
Explainer videos are incredibly versatile and effective because they blend entertainment with education. Consider the following key benefits:
- Increase Engagement: Video content is more engaging than text and images combined. It’s easier to hook your audience with dynamic visuals and sound.
- Simplicity Through Storytelling: Whether your product is highly technical or conceptually abstract, explainer videos simplify complex ideas through storytelling.
- Boost Conversions: Studies show that businesses using explainer videos often see higher conversion rates, as these videos build trust and communicate value efficiently.
- SEO Benefits: Video content ranks higher on search engine results pages (SERPs), helping your website gain visibility.
Now that you know how valuable an explainer video can be, it’s time to roll up your sleeves and start creating.
Step 1: Define Your Goals and Target Audience
Before writing a script or choosing an animation style, it’s critical to define the purpose of your explainer video. Ask yourself:
- What am I trying to achieve? Is your goal to drive sign-ups, explain a new feature, or educate your audience about a problem?
- Who is watching this? Identify your target audience. What problem are they solving, and how does your product or service provide the solution?
For example, if you’re promoting HR software, your primary audience might be managers overwhelmed by manual employee management. Once you know your audience and purpose, the creative process gets a lot easier.
Pro Tip:
Create a clear call to action (CTA) for your video. What do you want viewers to do next? Visit your website? Try a free trial? Make that crystal clear.
Step 2: Write a Clear and Compelling Script
Your script is the foundation of your explainer video. It’s the blueprint for your visuals, narration, and overall messaging, so make it count.
Tips for Writing a Great Script:
- Start with a Hook: Grab attention in the first five seconds by addressing your audience’s pain point or posing a relatable question.
- Keep It Short and Sweet: Aim for 150 words per minute. Stick to the essentials.
- Focus on the Problem and Solution: Highlight the problem your audience faces, then explain how your product or service provides the solution.
- Use Conversational Language: Write like you’re talking to a friend. Avoid buzzwords and jargon.
- End Strong: Close with a clear CTA that empowers viewers to take action.
Quick Example:
Problem: “Tired of digging through endless spreadsheets to manage your team? We’ve been there too.”
Solution: “[Our Product] simplifies everything, freeing you to focus on what really matters—leading your team.”
CTA: “Start your free trial today and see the difference!”
Step 3: Choose the Right Style
Explainer videos come in many styles, and the right one depends on your brand, message, and audience. Here are the most popular styles to consider:
Animated Explainer Videos
- Best For: Tech products, SaaS, or anything abstract that’s hard to visualize.
- Animated videos use creative visuals and characters to explain a product or service in a fun, engaging way.
Live-Action Videos
- Best For: Building trust or showcasing a physical product.
- These use real people and environments to connect emotionally with the audience.
Whiteboard Animation
- Best For: Educational content or step-by-step guides.
- Whiteboard animations illustrate concepts as if they’re being drawn by hand in real-time. This old-school yet effective method still captures attention.
Motion Graphics
- Best For: Straightforward, professional topics like finances or healthcare.
- Grammatically polished and sleek visuals help communicate data-heavy or technical industries.
Step 4: Design Storyboards for Visuals
Before jumping straight into production, map out your video with storyboards. A storyboard is a visual plan that outlines each scene of your explainer video.
Here’s what to include in each frame:
- Key Visuals: Sketch out what’s happening on screen, whether it’s a character, text, or animation.
- Voiceover: Write any narration or on-screen text that accompanies the visual.
- Transitions: Note how each scene transitions into the next to keep the flow smooth.
A well-thought-out storyboard ensures everyone is aligned on the creative vision.
Step 5: Add a Voiceover and Music
A professional voiceover and the right music bring your explainer video to life. Select a voice and tone that resonate with your audience.
For instance:
- Choose a friendly, approachable voice for consumer products.
- Go for a more formal tone if you’re targeting enterprise-level clients.
Similarly, pick background music that supports the mood of your video—upbeat for energetic content or calm for serious topics.
Step 6: Test, Edit, and Promote
Once your video is complete, test it. Share it with teammates, friends, or your target audience and gather feedback. Look out for:
- Clarity of the message
- Flow and pacing
- Visual and audio quality
Make any necessary edits based on the feedback you receive.
Now it’s time to promote your video! Share it on your website homepage, embed it in emails, and post it across your social media channels.
Make Your Explainer Video Stand Out
The key to a successful explainer video lies in understanding your audience, telling a compelling story, and keeping things short and visually engaging. By following the steps outlined here, you’ll be well on your way to creating a video that not only stands out but also delivers real results.
Need help bringing your explainer video to life? Reach out to the team of creative experts at DMP today for more insights or production assistance.