6 Questions to Ask When Creating Effective Explainer Videos

Aug 15th, 2016 | Insight

Explainer video, promo video, sales or corporate videos...the terms go on and on to describe what you might be looking for. You want a video that can capture your audience’s attention and explain everything you need to say in a short amount of time. Does your video look professional enough to match your company’s profile? By following these simple steps, you’ll be able to make sure your motion graphics video is having the greatest impact.

1. Who is your audience?

Ensuring that the right people see your video is critical, and you are the best asset in making sure that happens. Is your video being created for a tradeshow, a sales landing page, or is it going to greet new visitors on your website homepage? If your audience is coming from a very specific niche in your industry, it is important to determine the best use of acronyms and industry terms throughout the content of the video. You don’t want your viewer to leave with more questions than they came with. Are you marketing to consumers or other businesses? What will make you stand out above your competitors? By knowing your audience and their needs, you should come to the table with all the answers they need showcased in your stunning visual representation.

2. How long should your message be?

Although you have a lot to say about your product or service, making a 5-10 minute video explaining every detail may negatively impact the message you are trying to sell. Naturally, you are invested in your product or service, but it is important to keep in mind that your audience may require a bit of convincing. Depending on your target, whether B to C or B to B, our typical advice is to fit your message into the 60-90 second range. Most viewers can easily digest a sales pitch or company overview in this short (but sweet!) amount of time.

3. How long will your video be relevant?

Will your video stand the test of time? It is essential to make sure that you get the most ROI from your explainer video by future proofing as much as you can. It is important to be aware of all your competitors have to offer and to share this expertise amongst your target population. If this video piece is part of your company image, you want to ensure that you seem on top of the game, and avoid becoming antiquated. Dropbox and Crazy Egg have successfully crafted explainer videos that have lasted as much as 3 years, while a typical Adobe product video will only last until the next update.

4. Do you need music?

Through analyzing the questions above, you should be able to pinpoint the tone you would like to set in your video. Sometimes a long-winded explanation of server systems could be a bit droll, and leave viewers itching for the back button. However, adding in a lighthearted ambient tune can make your video seem more welcoming and engaging. On the contrary, if you know your video will be silent with mostly text on screen, it may not be something you need. These are all options to be considered.

5. What kind of voice will represent you?

The right voice actor is key in highlighting your video. A poor quality recording can taint the message you are trying to get across. It is always better to find actors or actresses that put the time and effort into providing a high quality track. Finding the right age or gender of a voice actor can help determine the direction of your video. You may want to ask yourself, “are we aiming to prove that our product is a showstopper, or do we want to settle for mediocre”? That is what will set you apart from your competition.

6. What do your visuals say about your objective?

A cheap video is easily identifiable. Poorly animated, poorly drawn graphics can be telltale signs of outsourced cheap labor. Low budget products are difficult to pitch to an audience. You want images that scream quality, rather than leaving your viewer laughing at you...not with you. A key component is to know the appropriate style of graphics. Whether it’s character animation, or iconography with edgy text transitions, the limits are endless!