Who doesn’t enjoy learning something new? Where would Google be if we weren’t keen on soaking up information and quelling our curiosity? Your audience is part of that group! No matter who they are or what they do, an explainer video is perfect for just about any target audience.
An animated explainer video is usually a short clip that engages the audience and explains a bigger concept. They’re light, entertaining and informative, but also very versatile for a variety of purposes. From helping a startup explain their business and services to a large corporation using one to roll out a new product, animated explainer videos have a vast array of uses.
In short, they are one of the most effective ways to quickly share a big idea with your audience. But that does require the video to have some key ingredients in order for it to be most effective in doing so. We have that list of must-haves right here, ready for you to soak up!
1. Have a good script.
It’s all fine and well to be funny and clever with your words, but great scripting involves a bit of planning too. You want to ensure the right questions are being answered before you even start. Make a creative brief before you begin writing your script in order to establish a plan, determine problems and their solutions as well as setting the proper tone for your video. Once you have this outline in place, it’s time to start on the actual words.
2. Get to the point.
Your audience may be curious, but they’re also busy. They don’t have time for rambling, so be confident and concise in delivering your message. You already know the viewer is interested in what you have to say because he/she has clicked on your video! Now get in there and let them have it.
3. Know your audience.
Although you might like to sell to everyone, it’s not going to happen. That’s why it’s important to consider the age, gender, background and interests of your target audience with every decision you make regarding your marketing. Even the decision to make an animated explainer video should depend somewhat on your audience.
4. Communicate brand value.
You’ve heard it already, good advertising implements emotions–it makes the audience feel something. So don’t rely on using your animated explainer video to simply list features. People want to know how things are going to impact them. Tell the viewer how your product or service is going to be life-changing, even it it seems painfully obvious to you. Consider what you’d rather hear if you were the customer watching the video.
5. Think visual.
Of course, the core message of your video is the most important element, but it should never be the only element! Engage your audience by making your idea jump out at them through the screen. Show them a picture of a sunset instead of telling them about it with just words. Visuals bring things “home” for your audience. You can use an animated explainer video to make a good thing appear extraordinary!
6. Be fun.
Keep the tone of your explainer video light and enjoyable, it’s meant to be smooth, simple and straightforward. You can add a few bells and whistles to make sure the viewer walks away understanding the main points of your message, but don’t overload it with unnecessary details or information. They’re looking for the syllabus, not an entire semester of class notes!
7. Find the right music.
It’s a proven scientific fact that music triggers our mindset and mood. Epic orchestral sounds might make us feel excited and invigorated, while folk music comes across as whimsical and fun. Some tones draw out wonder and curiosity, others convey technical and intricate thought. It’s safe to say, a little melody goes a long way!
8. Utilize a good voice over or font.
Whether your animated video uses voice or font to tell the story, make sure it fits with the look, feel and tone of the video and the message you want to relay. If you’re using a voice artist, be sure to choose a professional whose sound will resonate with your audience. And if you’re using text alone, you want to be sure the font is not distracting or difficult to read.
9. Have a call to action.
Think about how you want your audience to feel when they’re done watching your video, then give them a tool to follow through. If you’ve done your work properly, you won’t need to beg people to take action, they’ll already be thinking, “What now?” That’s when you hit them with a call to action–a little nudge to visit your website or give you a call. Make it easy for them to do it.
10. Make people want to share it.
If your animated explainer video is captivating, funny, charming or enchanting, it is highly likely the viewer will want to share it. That’s one of the best compliments and results you could ask for! So before you finalize your video and make it available to the world, ask yourself if it is something you’d want to tell your friends about.
So there you have it. We’ve given you ten qualities every great animated explainer video should have. It’s all about balance: Explain; don’t lecture. Engage; don’t bore. Enchant; don’t demand. Now it’s up to you to decide if creating an explainer video is the right move for your audience. Odds are pretty favorable, so what are you waiting for?