Even if you decide to take an animated approach to your explainer video, make no mistake, the script is still extremely important, if not the most important element of the entire project.
After all, if you have a bad script, you can’t really expect much improvement from there, and the thing is, we live in a day and age in which it’s harder than ever to get your video content, any kind of video content, to stand out from the rest. There are just more alternatives and potential distractions than ever before.
So, your script needs to be on point, and as veterans of film & video production in NY and NJ who’ve made our share of explainers, we thought we’d pass on a few tricks we’ve picked up along the way for ensuring that your explainer video script does what it takes to reach and connect with your target viewers.
Tip the scales in the viewers’ direction.
Now, when creating an explainer video, the objective is obviously to explain why viewers would find whatever it is that you’re offering them interesting or helpful, as well as how they can get the most out of it.
However, that doesn’t mean that you should spend all your time talking about yourself or your offering, or even most of your time. After all, while the point is to explain, that doesn’t necessarily mean to explain yourself. In fact, you’re better off explaining how what you do or offer can help the viewer and/or make their lives more interesting.
The key is to find the right balance of talking about yourself and the viewers. Yes, it can be helpful to try to impress them with fast facts about your product, service, etc., but it’s a whole lot more beneficial to reveal to them how those facts help to make their lives easier or more interesting instead.
The point is, focus on what your viewers want or need and on speaking to them in their own language when writing your explainer video script rather than on the various bells and whistles that accompany your product or service or whatever it is that you’re trying to explain.
Keep pace and keep things simple.
First of all, it’s imperative that your script be as clear and concise with your content as possible, and don’t underestimate the power of visual elements when it comes to exploring the deeper meanings and messages behind you and/or your brand.
From there, the shorter the video doesn’t necessarily mean the better these days. Even mobile viewers like to watch longer video content when it interests them. So, you need to decide if what you’re attempting to explain is something viewers will be willing to sit through for a while or not.
Chances are that the viewers you’re trying to reach won’t have as much inherent interest in you nor whatever it is you’re trying to sell or tell them as you’d like, meaning that they may not be so eager to sit through a long video explaining it.
In cases like those, you’re probably better off shooting for a shorter length when writing your script, but take it from us as longtime NY / NJ video production pros, when making shorter explainer videos, it’s critical that you don’t mistake shorter for faster.
Finding an immersive rhythm and pace is key to any video’s success, and rushing through a lot of information in your script just to ensure that your video’s ultimately short will only lead to an explanation that feels rushed and forced. That’s never a good thing and could render the whole project a waste of time.
So, as when creating any kind of video, you should use your explainer video script’s pacing to emphasize certain elements and to direct the viewer’s mood, and that’s not something you should sacrifice doing just to shave a few minutes off of your overall runtime.
Weave your explanation into a story.
No matter what your intentions nor objectives are for creating a video, it’s always a good idea to aim to tell a compelling story rather than sell something. After all, we’re all wired to appreciate a good, immersive story.
For some general tips on using the basics of storytelling to connect with social viewers, specifically, check out this recent post, Storytelling Tips for Helping Your Videos Connect with Social Audiences, but the point is, that doesn’t change when it comes to explainer videos.
While you are trying to offer some type of explanation, that doesn’t mean you can’t weave that explanation into a captivating story. It just takes some time and thought, often more of each than you may expect, but there’s always a story.
For example, you can recreate actual customer stories to explain how whatever it is that you’re offering can help viewers or make their lives more interesting. That way, you can rest assured that the content will be directly relevant and relatable to them. After all, it’s one of their stories.
The point is that explanations of any kind can get somewhat boring, and in an era when every videomaker is fighting to get their content noticed at all, it’s imperative that you don’t just use explainer videos to explain but to captivate and move emotionally as well. That takes good, old-fashioned storytelling.
Consider the power of surprise, humor, and authenticity.
As you can see, there’s plenty to keep in mind when writing a script for a new explainer video, no matter your objective nor intentions.
First off, it’s imperative that you focus on the viewer and his or her issues, interests, problems, expectations, etc. You’re better off spending your time showcasing your ability to read their minds than filling them with purely promotional information.
From there, your script needs to be simple and well-paced, and you can’t underestimate the power of surprise and humor. Just remember that any surprises or jokes need to fit in with your video’s tone and your own style and established identity.
Lastly, try to be mindful of the fact that explainer videos, in their nature, are conversational. So, try to take advantage of that and aim to write scripts that feel authentic and organic rather than forced and contrived. For some more general explainer video tips, check out this recent post, 4 Keys to Creating Explainer Videos That Work.
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a corporate video, a commercial video production, a feature film, etc., at KVibe, we create to inspire.