They position you as the solution to your audience’s problems, and play a vital part in helping them come to a decision about becoming a customer.
But what makes the perfect explainer video?
For a start, you need to make sure it has the right goals. You want your video to trigger an intended result, and you can boost the chances of this happening by asking yourself the following questions at the start of your production process:
- What do you want the viewer to do after they’ve watched your video?
- What could prevent them from taking action?
- Is your message clear?
- How does what you’re proposing help the viewer?
- Who is your viewer, and what problem are they facing?
The answers to these questions will provide you with the basis for what to cover in your video so that you can keep your audience on task. With this information to hand, the next thing you need to do is work on the formula.
The most effective approach to this type of video content is to treat it like a colour-by-numbers exercise.
First up, take a look at the problem. Remember to do this in a way that makes the most sense from your audience’s perspective. You need to get on their level to stand the best chance of getting your message across.
Once you’ve set up the problem, you need to meet them with a solution, which is the first time you should introduce your product or service. From here, explain how this helps. Run through the unique features and always make sure you’re referencing how these benefit the audience.
Finally, you must follow all of this up with a call-to-action. Much of the success of all content hinges on a strong CTA, so make sure you include one here.
The most important thing to remember here is that you have to keep everything on the same level as your audience. If vocabulary and concepts go over their head, they simply won’t engage no matter how good the actual content is. Use simple language and avoid industry jargon at all costs. Speak to your viewers in the language that they use.
Keep the content light and basic. Over-complicating things here could mean that the real point of your video is missed. Likewise, try to deliver the information you have to share in digestible pieces. Keep things concise!
Address your audience directly so as to maintain a connection throughout – it may just pull them back from the brink if they do start to drift at any point.
Lastly, keep the tone of your brand in mind. You should aim to keep things upbeat and fun, but in keeping with other content that you’ve delivered. If this is something you have any doubts about then ask someone who knows as well as you do how you want to be perceived. They will be able to help reign things back in if they get a little out of hand.