In the ever-evolving landscape of digital marketing, the role of explainer videos has become pivotal in conveying a product’s essence and engaging potential customers.
As revealed by Wyzowl’s State of Video Marketing report for 2019, the impact of video on marketing effectiveness is profound, with over 80 percent of marketers affirming its role in increasing website engagement, generating leads, and facilitating a better understanding of products.
However, video production seems to be a daunting task. And, usually, companies try to refrain from it.
But, here’s the catch with so many video production companies surfacing every day, the cost is far more reasonable today than it was ten years back.
While working on your own is always encouraged, it is worth knowing that nothing equates the quality and value you can have from a video company.
Moreover, to help you advance your knowledge on producing explainer videos, we’ll dive into the right tools and techniques, honing them will take you a long way in your video production game.
But, just as with every technical process, there are certain things that should be taken care of, so that you’re able to reap the most out of it. We’ll walk you through some of the dos and don’ts, to ensure that you stay on the right track and produce an ecstatic explainer video that swoops in profitable conversions for your brand.
So, read on!
Step 1: Choose a Video Style
The first decision in creating an explainer video is selecting a style that aligns with your product, service, and target audience.
Options include animated graphics, live action/talking head, screencast video, or whiteboard drawing. Each style has its unique advantages, so choose one that best resonates with your brand and message.
Do: Align the video style with your brand identity and audience preferences.
Don’t: Overcomplicate visuals; simplicity often enhances viewer focus.
Step 2: Write a Script
The script is the backbone of your explainer video, conveying essential information and driving the narrative.
Address key questions in your script, such as what your product or service is, who it is for, the problem it solves, the solution, and the user’s next steps. Keep the script concise, as most explainer videos aim for a duration of 1-2 minutes.
Do: Clearly define your product, its benefits, and the call to action.
Don’t: Overwhelm the script with unnecessary details; maintain clarity and brevity.
Step 3: Record and Edit the Audio Narration
Select a voice that reflects the right attitude for your brand, product, or service. Use a quiet space, a quality microphone, and recording software like Adobe Audition or Audacity. Edit the audio to eliminate mistakes, background noise, and unnecessary pauses, ensuring a polished and professional narration.
If you don’t have in-house talent, then don’t shy away from hiring an explainer video production company.
Do: Focus on the tone and clarity of the narration.
Don’t: Overlook the importance of a quiet recording environment.
Step 4: Collect Graphics, Video, and Other Assets
Gather or create the necessary visuals based on the chosen video style. For animated videos, collect graphics, icons, and media. If opting for a talking head, screencast, or whiteboard video, set up and complete the necessary recordings.
Do: Use clear visuals that straightforwardly illustrate the message.
Don’t: Feel pressured to hire outside design or video talent; simplicity is key.
Step 5: Edit and Arrange Media
Utilize a video editor like Camtasia to edit and arrange the collected media. Create the first draft and seek feedback from colleagues or stakeholders using collaborative tools like TechSmith Video Review.
Ensure a cohesive flow between visuals and narration. You can always ask an animated video agency to do the final edit as they’ll make sure that the job is completed professionally.
Do: Experiment with animations and behaviors for added engagement.
Don’t: Neglect the importance of feedback; multiple reviews enhance the final product.
Step 6: Add Music
Enhance your explainer video with background music to set the tone and convey emotion. Camtasia provides an easy way to add and edit music tracks. Choose music from reputable sources, ensuring compliance with licensing requirements.
Do: Select music that complements the video’s tone and message.
Don’t: Underestimate the impact of background music; it adds an emotional layer.
Step 7: Publish, Share, and Track Performance
Once the video receives necessary approvals, choose a hosting platform that aligns with your goals. TechSmith Screencast, YouTube, and Wistia are popular choices. Consider factors like flexibility, embedding options, and performance metrics for a comprehensive understanding of your video’s success.
Do: Leverage platforms that offer both hosting flexibility and detailed performance metrics.
Don’t: Overlook the importance of tracking engagement metrics; they guide future strategies.
Bottomline
In conclusion, creating an animated explainer video in 2023 is an accessible endeavor with the right approach.
By following these do’s and don’ts, businesses can not only demystify the process but also produce compelling videos that resonate with their audience, drive engagement, and effectively communicate their brand message.
As the digital landscape continues to evolve, incorporating engaging explainer videos into your marketing strategy remains a powerful tool for capturing and retaining audience attention.
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