What Makes a Good Explainer Video: A Complete Guide
Explainer videos have become essential tools for businesses, brands, and creators aiming to communicate complex ideas clearly and effectively. With short, engaging narratives, these videos can simplify products, services, or concepts, making them accessible and memorable for audiences. But what makes a good explainer video? Here’s a comprehensive look at the key elements that contribute to the success of an explainer video.
1. Clear and Concise Script
The foundation of any good explainer video is a well-written script. A clear and concise script forms the backbone of the narrative, ensuring that viewers understand the main points without unnecessary details.
- Focus on Key Points: Start by identifying the primary problem, solution, and value proposition. Keep it simple and avoid overloading the video with too much information.
- Tell a Story: A good script takes viewers on a journey, guiding them from the problem to the solution. Storytelling creates an emotional connection, making the content more relatable and engaging.
- Use Plain Language: Avoid industry jargon or complex language. Explainer videos are meant to simplify ideas, so keep the language accessible and straightforward.
- Set the Right Tone: Depending on the brand and audience, the tone may be playful, professional, or even humorous. Ensure the tone aligns with the brand’s identity and resonates with viewers.
2. High-Quality Visuals and Animation
Visuals are crucial for an explainer video’s success. Good visuals not only attract attention but also help explain concepts in a way that words alone cannot.
- Keep it Simple: Avoid cluttered designs or overly complex animations. Minimalist, clean visuals help focus the viewer’s attention on the core message.
- Use Visual Metaphors: Visual metaphors can help explain abstract concepts. For example, using gears to represent complex processes or a lock and key to explain security measures.
- Consistent Style: A consistent visual style that aligns with the brand’s identity is essential. This includes colors, fonts, and character designs that resonate with your target audience.
- Smooth Animation: High-quality animation is key to maintaining a professional look. Choppy or inconsistent animation can distract viewers and detract from the overall message.
3. Engaging and Relatable Characters
Characters make explainer videos more relatable and engaging, especially if your target audience can see themselves in those characters.
- Humanize the Characters: Adding expressions, emotions, and reactions to characters helps humanize the story and make it more engaging.
- Represent the Audience: Use characters that reflect your target audience’s demographics or lifestyles. This helps viewers feel more connected and invested in the content.
- Keep it Simple: Avoid over-complicating character designs. Simple, clear designs help viewers focus on the message rather than the details of the character’s appearance.
4. Focus on Problem-Solution-Value Structure
A good explainer video should follow a clear structure that moves viewers from problem awareness to solution and value.
- Problem: Start by identifying a problem your audience can relate to. This creates a hook, drawing viewers in by addressing a challenge they face.
- Solution: Present your product, service, or idea as the solution. Explain how it specifically addresses the problem in a clear, straightforward way.
- Value: Emphasize the benefits and advantages of your solution. Focus on how it will improve the viewer’s life or business, highlighting the unique selling points.
5. Strong Call-to-Action (CTA)
Every explainer video should have a clear call to action (CTA) that guides the viewer on what to do next.
- Make it Clear: The CTA should be direct and easy to understand, such as “Sign Up Now,” “Learn More,” or “Get Started.”
- Positioning: Place the CTA at the end of the video or when the value proposition is most evident.
- Align with Goals: Ensure the CTA aligns with your marketing goals. Whether it’s driving website traffic, encouraging downloads, or promoting sign-ups, the CTA should lead viewers towards an actionable step.
6. Professional Voiceover and Sound Quality
A quality voiceover can make a significant difference in the effectiveness of an explainer video. It conveys tone, energy, and professionalism.
- Choose the Right Voice: The voiceover should match the brand’s identity and the video’s tone. Whether you’re looking for a friendly, authoritative, or humorous tone, select a voice actor who embodies that style.
- Clarity and Enunciation: The voiceover should be clear and easy to understand. Avoid fast-paced narration that can confuse viewers or make it hard to follow.
- Background Music and Sound Effects: Subtle background music and sound effects can enhance the video’s engagement level. Choose sounds that complement the visuals without overwhelming the message.
7. Optimized Length
The ideal length for an explainer video is typically between 60 and 90 seconds. This length provides enough time to communicate the core message without losing viewer interest.
- Keep It Short and Sweet: Aim to deliver the key message within the first 30 seconds. If the video is too long, you risk viewers clicking away before they’ve heard the CTA.
- Trim Excess Information: Focus on what’s essential. Remove any details that don’t directly contribute to the main message or CTA.
8. Use Data and Analytics for Refinement
Data and analytics provide valuable insights into how well your explainer video resonates with viewers. Platforms like YouTube, Vimeo, and social media channels offer metrics to measure performance.
- View Duration: Track how long viewers are watching. If viewers drop off early, consider refining the script, visuals, or pacing.
- Engagement Rates: Look at likes, shares, comments, and other engagement metrics to gauge viewer interest and response.
- A/B Testing: Experiment with different versions of your video. A/B testing allows you to refine the script, animation style, or CTA to see what works best.
9. Strong Brand Identity
A good explainer video should reflect the brand’s identity, creating a consistent and recognizable look that enhances brand recognition.
- Consistent Colors and Fonts: Use your brand’s colors and fonts throughout the video to create a cohesive and professional look.
- Include Logo and Tagline: Add your logo and tagline to reinforce brand identity subtly.
- Align with Brand Values: Make sure the video’s tone, style, and messaging align with your brand values to create a unified experience across all your content.
10. Test and Gather Feedback
Testing your explainer video and gathering feedback is essential to creating a video that resonates with your target audience.
- Internal Review: Share the video with team members and gather feedback on clarity, engagement, and messaging.
- Focus Groups or Beta Testing: Conduct focus groups or small test releases with a sample audience to gauge response and collect feedback.
- Iterate and Improve: Use the feedback to improve the video. Iterative improvements based on real viewer feedback are critical to creating an effective explainer video.
Conclusion
Creating a good explainer video requires careful planning, creativity, and a deep understanding of your audience. From a well-crafted script and quality visuals to a strong CTA and professional voiceover, each element contributes to the video’s effectiveness. By following these guidelines and continually refining your approach, you can create explainer videos that not only engage viewers but also drive them to take action.
