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Explainer videos are hot right now. These short, punchy videos are everywhere. If you’ve spent any time on YouTube and other video sharing services, you’ve most likely seen quite a few of them.
If you don’t know what an explainer video is, it is a short, fun and informative video typically 2-3 minutes long. They are light, entertaining and often fun to watch. Explainer videos capture and retain viewers more effectively than text or longer, more drawn out videos.
A good explainer video can be a powerful tool for marketing new products or showcasing the benefits of current products or services. With so many explainer videos already out there, breaking through the clutter and capturing eyeballs isn’t as easy as it used to be. If you want to create a killer video, you need to know your audience and understand what they’re looking for. Here are some tips to get you started.
Focus on the Script
You live and die by your script, so pay careful attention to what you write and what you say. A good script is at the heart of any great explainer video. The more time you spend planning your presentation, the better off you’ll be.
Professional video service companies often provide a creative brief you can use to gather your thoughts and outline the points you want to cover. You can follow the same concept even if you’re working on your own. Jot down the things you want to say and use your own creativity to pull it all together.
Keep It Short and Simple
One of the biggest advantages of explainer videos from a consumer standpoint is they tend to be short and simple. If you’re building a house or working on a complicated project, spending a few hours watching an in-depth video isn’t a big deal. But if you want to hook up your new IP phone, put a new bookcase together or get the lowdown on the latest kitchen gadget, you want something short and sweet.
Try to keep your video as simple and straightforward as possible. Don’t over explain! Leave out the extra information and focus on what your audience will find most useful. Aim for a length of less than 5 minutes. 2-3 minutes is even better.
Focus on Benefits Instead of Features
Yes, you can spend half an hour going over the features of your product or service in painstaking detail. Or, you could produce a three-minute video highlighting the benefits. Which video do you think will be most effective?
If you answered the second one, you’re not alone. Experienced salespeople know focusing on benefits instead of features is more effective. Your explainer video should operate from the same starting point. Think about the things that make your products or services beneficial. Then, make those benefits the focus of your video.
Understanding the nature of your audience and catering to their needs by providing information in a simple, straightforward way will make your videos more effective. Rehearse your script, grab your camera and get going. If you don’t want to get in front of the camera, consider a presentation style explainer video instead. Another option is a combination of styles. Record yourself, then add presentation elements on top of the recording. Viewers will hear your voice, and see you here and there during the video. You can overlay other images and b-roll video clips on top of your recording. The final result is a video where they hear your voice and see a few seconds of your face, along with other strategically placed visuals. It’s a great compromise to having the viewer watch you speaking the entire time.
A great explainer video can be a powerful tool in your marketing arsenal.
Is video a part of your current marketing strategy? If not, why not?
Also published on Medium.
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