Explainer videos are a great way to communicate the story you want to tell to your viewer. They are fantastic communication tools however, without the proper explanation, the video won’t be successful. Here are a few things to keep in mind when writing your explainer video script. You will of course have world-class visuals, but if the video script is weak, you will bore and confuse your audience. Don’t underestimate the power of the explainer video script. This is your chance to speak directly to your consumer and give them all the information they need in a clear and concise way. The first step is to identify the problem your viewer has and then second, explain the solution you provide to the problem. Now the best way to do this is through storytelling. The story is the strong base where you can build the interest of the audiences as well as keep them engaged. Here’s how to do it…
Find the story
It can be difficult to identify the story and keep your message simple and engaging. Instead of trying to explain something to everyone, identify your target individual, and explain it just to that one person. This will help you stay conversational and to the point. Depending on what you are explaining and to whom, you will want to take a different approach.
- Problem-Solving: Problem-solving as the name suggests, provides the solutions to a problem your viewer is having by explaining how your product or service can make their lives easier. In this instance, you need to define the problem, position yourself as the expert who can best help them to conquer the problem, and what their life will look like if they don’t succeed and what it will look like if they do succeed. Check out our article on storytelling for more info on this.
- Process Overview: In this approach, there is no problem for the viewer to overcome but instead a self-continued process they are trying to figure out or learn. For this, it is best to create a flow chart. This will help you to explain a process succinctly in the correct order to the viewer. You can then even use the flow chart as added visuals or a downloadable value add.
Now most explainer videos will fall into the above two points, but not always, if this is the case, then remember to provide the basic set-up using the following points:
- Be confident: If you are straightforward and confident, this will help build trust with your viewers from the start.
- Predict the viewers’ question: Answer the viewers’ questions in your story.
- The questions to help you find the story:
- Why do you need to tell the story?
- What is your main motive?
- Why is it essential for the viewer?
- What benefits will the explanation provide?
- What will the viewer take away?
Modify your story
If you break down your story into sections, your explainer video can deliver information succinctly. You need to make your story as simple as possible but be sure to stay friendly and not patronizing. And, remember, keep your video short, this helps demonstrate that you understand and respect your viewers’ time.
Make it relevant and relatable
Every viewer has their own problems, so it’s an opportunity to bring viewers into the story which also boosts the interest and captures their attention, to keep them engaged. The points to keep in mind are as follows:
- Directly have a word with them: Don’t rely only on the on-screen character and speak directly to the viewers when there is an opportunity.
- Use their language: Using your viewers’ language is very helpful in them being able to easily understand as well as being familiar with the terms. Don’t use big words or phrases that could confuse people.
- Your story should not be more than five sentences: This will help you to refine your thinking.
- Avoid complex sentences: Write a simple sentence as you would speak to your friends or relatives, not informal but simple. This will help when you write for a voiceover.
If you want your viewers to laugh or get attracted by the words in the story, then you need to add emotions, which is also a great way to hook them from the root.
Keep it short
You should avoid making long explainer videos, as the greater the length the less impactful they will be. Explainer videos should be between 30 seconds to 2 minutes. You can use the following steps as a guide:
- Count your words
- Calculate your read time
- Think deeply to make the message short as well as attractive
Customize for voice over
People write amazing blogs, ebooks, sales letters, and more! But, they usually forget that video is entirely a different beast, which effectively captures the attention of the viewers. You should keep the key points in mind:
- Do not use complicated words
- Rewrite awkward phrasing