Are you tired of explaining what your company does? Enter the explainer video.
Let me be frank, people don't want to spend time reading thousands of words trying to work out how your product can help them.
What they want is to land on your site and just get it, without having to put any effort in at all.
So that's why an explainer video can be so valuable to your business—and why 78% of marketers consider it to be an important part of their 2015 marketing strategy.
But how do you actually create one?
Related Article: How to Use Video Marketing to Promote Your Small Business
Step 1: Create a Killer Script
The script is the roadmap of your video–without it you'd be quite literally lost.
Your script should not only include the voiceover, but also detail what will happen on screen. Make sure the voiceover is perfectly timed with the animation so that you don't have any awkward pauses.
Top Tip: To keep your viewers engaged, keep your video around the 1 minute mark, which is equivalent to 140 words of voiceover.
The Main Goals of Your Video:
- Answer your customers' questions
- Make a connection
- Convince them that they need you in their lives
So to help you do this, let your script follow a flow of: Problem>Solution>CTA.
You should start your video by outlining the problems that your customers face. This will instantly grab their attention as they'll be able to relate with what you're saying.
The solution is you, but you need to dig a little deeper than simply talking about your company. Think about how your product can benefit your customer, and then tie in those benefits to their problems.
Your CTA needs to be powerful enough to want to take action. Do you want them to call you? Buy your product? Sign up to your emails? Be clear with your message and tell them what you want to do next.
Take a look at this video from Ocutag Snap. It clearly outlines the problems, shows the viewer how the product can help them and then ends by tempting them with an exclusive preview of the app – all within 60 seconds!
Step 2. Draw Your Storyboard
This is the stage in which you start to see your script ideas come to life as you draw the graphics for your video.
Tools you'll need to create your storyboard:
- Adobe Illustrator
- Graphics tablet
- Ability to draw
Creating a storyboard for a 60 second video would typically take around 8 days to produce, as you have to think about your style and the detail needed for each graphic within the video.
You should aim to keep it similar to your brand colors so your audience will recognize that it is your video, but it's also important to incorporate current design trends.
Flat design is quite a popular style to follow and you'll notice the biggest brands using it such as Apple or Ikea. To follow this trend you'll want to use basic shapes and keep your graphics simple, like this example below:
Step 3: Record Your Voiceover
Once you've got your storyboard ready you'll want to get your voiceover recorded right away as you'll use it to help dictate the timings of your animation.
If you've got a great voice and a smartphone then you could technically record your own voiceover. But, if you want your viewers to take you seriously then it's worth hiring a professional voiceover artist.
You can find plenty of voiceover artists on sites such as Voices.com or Voice Bunny and you can hire an artist from as little as $7.
When you send over your script to your chosen artist, make sure you give them plenty of direction on how you would like them to read it. Do you want your video to be fun? Are you trying to convey a corporate tone?
Your voiceover artist needs to know exactly what you want so they can get it right first time–and that way you won't end up having to pay for more studio time.
Related Article: Why B2B Marketers Should Incorporate Video Content to the Mix
Step 4: Bring Your Graphics to Life
So you've made it to the animation stage–and this is where it starts to get really technical as you make your graphics move.
Tools you'll need at for animation:
- After Effects
- Premier Pro
- Voiceover files
- Music files
Once you import your graphics into After Effects (like the example below) they'll be assigned anchor points so you can control how they move. Then, you'll need to create motion paths using keyframes, so that you can animate your graphics and visual effects.
Make sure you follow your script and keep in mind that it takes averagely one day to animate 30 seconds.
I'd also recommend thinking about the transitions that you want to use so that you keep the flow of the video and lead on to different scenes with ease.
And, once you're happy with your work, you'll need to import it into Premiere Pro so you can edit the voiceover, music and animation together to get a finished product!
Related Article: Play It Right: Keys to a Successful Online Video Launch
Step 5: Call in the Experts
As you can see, creating a video is an extremely technical process and not really something that can be taught in a short blog post.
If you can't write copy, illustrate or animate, try using a video production company, such as Wyzowl, that has the right skills to do it for you.
Look for a company that offers value for your money, excellent customer service, good turnaround times and examples of animation.