Its been well documented and observed, that using an explainer video is one of the best ways to engage and convert. But deciding on the main message to tell in such a short amount of time can prove to be one of the most challenging tasks, and too much information can lead to miscommunication and confusion. Nobody wants to be bombarded with a slew of information, especially if it flies directly over their head. This is why careful planning and evaluation is needed when creating an explainer video. Here are some tips to help sort through murky waters.
Looking In The Mirror
First things first, what is that you do? More importantly, what is it about what you do, should the world know about the most? Answering these questions can sometimes take a lot of thinking and maybe even company reorganising. The best way to visualise this is to imagine if someone you knew came up to you face to face, and asked about your job or company. Being able to communicate this in an easy to understand way will serve as the core underlying theme of the video, plus a simple message has the tendency to be animated in a much easier, and rememberable manner.
Next, is figuring out what to say about what you do, and how it will help the viewer in the best way possible. Communicating the message is half the battle, people watching the video will be able to recognise easily that they have a problem or a need that needs filling. Its the job of the explainer video to communicate to the viewer that you or your product can help them, but thats after you’ve figured out what it is about you or your product thats the most important and most helpful.
Hello, Is It Me You’re Looking For?
So the viewer has just seen the explainer video, and is interested in knowing more. Do you have the backup to reel them in? The explainer video serves as the bait and engagement, you now need to be able to turn them from a viewer, into a client/customer. This is where the end message, or a call to arms in the video plays a role. Whether it be an invitation for them to engage with you in an email, Tweet or even an old fashioned phone call, having an open invitation for you to communicate, connect and engage with the viewer will solidify the effectiveness of the video.