First tip is to create a great script, A well written script is the key to a successful video. It’s the foundation upon which everything else is built. Wether the script is written professionally or in house, do not just write it and rush out to produce it. Take your time with it, show co-workers and subordinates and get their input. It helps to define what really matters for your business and think of how best to convey that one thing throughout the theme of your script. Here are some typical example questions:
- What is your elevator pitch? (Your product or service in a few sentences)
- Who is your target audience? The language will change depending on the demographic you are trying to land as a customer.
- What Specific problem are you solving for potential customers?
- What is the key benefit you would like to highlight?
- What is the tone of your video, funny, professional, conversational, ect.
- What is the call to action?, if any
- Lastly what visual style you will be using?
In order to keep it short, you need to keep it simple. Good explainer videos focus on 4 simple things:
- The problem – Address the pain your customers are having (0:00-0:20)
- The solution – Introduce your product or service as the answer (0:20-0:25)
- How it works – Briefly describe how it works or how to get started (0:25-0:50)
- A call to action – Tell people what to do next (0:50-0:60)
Benefits, not Features
Whether you have a new product, app, or web service, the temptation is to try to show off many features .However, it’s the benefits that really matter to customers.
Instead of droning on about technical nonsense, tell people how your product or service is going to make their lives better.
Use a Professional Voice
Nothing can ruin a video faster than poor audio. Maybe the quality is fine, but the voice just doesn’t have the polish and delivery that a professional might provide, investing in professional talent is a must..
Have Some Fun
It’s important to develop a video that resonates with your audience. But we’ve found that regardless of who’s watching (CEOs, marketers, working moms, children), one thing is always true – people love to be entertained.
Adding something a little different to your video, whether it’s humor, a surprise, or something downright wacky, can go a long way. It gets people smiling and helps them connect with your brand in a way that a website can’t.
Like having a polished voiceover, professional looking visuals are important.
Set the Tone with Music
It’s amazing what a song can do. Like video, music can evoke all types of emotions, and it has the ability to set the tone and pace of your explainer.
Plan for the Launch
A lot of people get so excited about creating a video that they forget to plan for the launch. A successful video launch consists of 3 things:
- Select a video host –
- Has a marketing plan Leverage your blog, newsletter, social media channels, e-mail signatures, and events to share your video.
- Integrate the video on your website – Most companies like to put the video front and center on their homepage. Wherever you place it, it should integrate seamlessly with your brand and content.
I hope this helps and happy shooting.