Ideally, an explainer video will be able to effectively tell a convincing story about your brand in as short as 60 seconds.
However, while the cutesy illustration and the entertaining animation are best left in the hands of a seasoned video production company, it would be wise to have an input in the video script.
An engaging and well-written script is one of the basic foundations of a successful explainer video.
Devoid of a killer script, your explainer video won’t be as effective or powerful.
So how do you ensure your video is engaging and not nap inducing?
We have you covered!
We’ve listed down top tips to help get your script writing off to an amazing start:
Keep your explainer short.
You should take into consideration your audience when creating your script.
Typically, it will take 6 to 8 minutes before a captive auditorium audience starts to drift.
An online visitor on the other hand can check out after 2 to 4 minutes, depending on how interested they are in your product or service or how engaging your video is.
In addition, consider it ideal to get your message across in two sentences or less and insert it in the first 30 seconds of the video.
This would help guide the audience as to the points they should pay attention to.
Speak to your audience directly.
The best and most effective way to speak to your audience would be to use the personal pronouns “your” and “you.”
You can also appeal to them effectively and let them know you have their best intentions in mind by showing them things they care about deeply.
For instance, while it would be tempting to let them know about the boost in your third quarter earnings, what they would rather see is how your product / service can help them.
Also, don’t turn off your audience by telling them what they most likely already know.
Instead, focus on the things they need to know that will help them trust your brand and eventually take action.
Be friendly with your target audience and you’ll see it will be easier for you to sell your product / service to them.
Ensure you set the right tone.
When selecting the right tone for your explainer video, keep a mental picture of your target audience in mind.
Write at least a one sentence summary of the reason you are making the video and the action you want the viewer to do after.
This will help you come up with the proper tone for your video.
If you have characters that are story-driven, think of real people as mental placeholders.
It would be easier for you to come up with a realistic dialogue if you will write from the point of view of someone whose mannerisms and habits you know well.
The tone you will choose will also help decide the cast, narrator, pace, setting, and dialogue for your script.
Tell a captivating story.
Most explainer videos follow a template:
It presents a problem (Kurt is tired).
It provides a solution (Kurt drinks a calorie and sugar free and organic energy drink).
It explains how it works (The energy drink is all natural, sugar free, etc.).
It drives viewers to take action (Buy the energy drink at any store nearest you).
Definitions, statistics, and other dry facts often work in a classroom setting.
However, unless your video is intended for students confined in the four corners of the classroom, it would be best to avoid dull and lifeless content at all cost.
Instead, use your video to show actual people that has benefited from what your company offers.
Humans often create stories to help them define who they are.
In the same manner, you can tell stories about your brand so your target audience will gain a better understanding of what you are offering and how it can help them.
Use humor appropriately.
There’s no denying humor can be a powerful tool for storytelling given it supports the message you are trying to convey.
In line with this, always ensure your attempt to incorporate humor is always in line with the story you are telling.
Bear in mind that humor that is poorly times or misplaced will not only be distracting but may even put off potential customers.
Make sure your script is properly paced.
For starters, keep your dialogue between 125 to 150 words per minute.
Even if you will be able to speak 200 (or more) words per minute, take into consideration the fact that the voiceover will need time to breathe.
More importantly, the viewers will also need time to clearly absorb what is being said.
This is especially important if the content is technical in nature.
Dialogue delivered too quickly can overwhelm viewers, decrease comprehension, and may even cause viewers to abandon the video.