If you’ve been in business for a while, you’ve most likely invested in video marketing already.
It makes a lot of sense, really. Videos can increase web traffic, improve SEO rankings, boost the time spent on site, and help introduce and advertise all kinds of products and brands – all benefits most businesses are after.
There are several videos you can try to reap those benefits, but few tackle as many in out piece of content as animated explainer videos. These brief clips quickly catch your audience’s attention and deliver whatever messages you need (who you are, what you offer, and what it’s worth to your clients) in under a couple of minutes.
Most video marketers regard explainers as a mainstay of the practice precisely because they are perfect to attract new customers, increase your online presence, generate conversions and promote brand performance.
For that to happen, though, you need to make flawless explainers. And to do so, you need to mind a few essential aspects to boost your brand-new video’s effectiveness.
Onscreen Characters Must Resemble Your Audience
All explainer videos follow a traditional narrative act in which a character finds an issue in her everyday life, and sets out to find a solution (your brand, of course). The idea is to get the audience to identify with that story. To have them watch the video and say, “Hey, that’s me.”
That’s why the main character is so important! It needs to reflect your target audience accurately. She has to look, talk, and behave like the shopper and buyer persona you’re trying to reach out to. That way, it’ll be easier for people watching to pay attention and remember the video afterward.
A customer from a high-end bag store isn’t the same as one looking for outdoor activities supplies. While one of them might be a young woman that’s looking for elegance, the other may be an older man just going for something cost-effective. Since they aren’t looking for the same things, you can’t talk to them equally.
What to do: use what you know about your shoppers to create your main character. Make a list of their defining characteristics – age, gender, background, likes, dislikes and habits. If they’re existing customers, you can easily gather that data. If you’re a relatively new brand, then analyze your close competitors and check if their audience is the same target market you’re going after.
Use Your Brand’s Color Palette
All brands have a defining palette, the colors you come to associate with that particular company. Perhaps you’ve noticed it, or maybe you haven’t, but brands consistently use them across all channels to ensure their customers feel like they are in touch with the same company. That’s especially true for explainer videos, as they may be the first point of contact for shoppers and potential customers.
You might use vibrant colors to show you’re a joyful and young store or calmer tones to cater to more ‘serious’ customers. It doesn’t matter what colors you’re using; the idea is to put them in your explainer video’s spotlight.
What to do: use your brand’s colors in texts, cards, clothing, scenarios, and wherever you can – but don’t abuse it! If you’re going with an animated explainer video, the palette will be fairly easy to integrate, but if you are shooting a live-action explainer video, you can get them in there too by being a little creative.
Make Your Script Irresistible
One of the biggest mistakes people make when creating their own explainer videos is obsessing over closing the sale. That’s not necessarily what an explainer video is for!
Typically, anyone watching these videos is looking for a solution to a particular issue (they want a more conveniently located store, are seeking better value in pricing, need niche products, want a faster delivery, etc.). Your video should address that while trying to seduce the potential shopper and customer.
How can you bring your best to that seduction game? By writing a strong script, one that considers the following:
- 3-act script structure: include a beginning (the what, where you introduce the problem), a middle (the how, where you say how you solve the problem), and an ending (the why, where you explain why you are the best)
- Talk directly to your customers: use personal pronouns (you, your) and put people and their issues at the center
- Put your message in the first 30 seconds: people aren’t paying that much attention anymore, so you’d better put your distinctive benefit in the first part of the video
What to do: writing a script is a hard thing to do. If you don’t feel you’re up to the challenge, then contact an awesome video animation company to help you, as it’s essential for your video’s success.
You could understand this in two different ways. One is that you should use humor to make your audience laugh and feel good about your message and your brand. The other is that you need to keep them glued to their screens to see where it all goes.
Humor is a tricky thing. If your brand’s tone is more informal and allows for it, then by all means, get it into your explainer video but without losing subtlety. As a rule of thumb, humor almost always works best when it’s shown on screen (in other words, it’s better to show a person struggling when shopping online than just saying it).
On the other hand, you can be entertaining without humor. You can make your brand look futuristic, radical, playful, or anything you want without cracking a joke. The idea is for people to have a good time when watching your video, to the point they want to share it with others because of how nice it is.
What to do: in today’s Web, being entertaining is a must. Be sure to make your video entertaining by using humor, dynamic editing, music, a unique approach or a combination of all of them.
Place Your Logo in The Right Places
You should reinforce your brand by shining some light on your logo. That doesn’t mean you should flood your explainer video with it, but a creative use can go a long way.
You need to embed it organically. Thus, it’s always best to introduce it the first time you mention your brand and as casually as possible. This means you can put it on the screen of a smartphone and use it in the background, or make it appear on one of your products. After that, you can drop the logo here and there, provided that you don’t overuse it. Once the video is finished, you can put it in bigger and more isolated areas, as to better reinforce its presence.
What to do: be sure to put your logo as organically as possible within the video. Make it appear on a screen capture of your store, on a box of one of your products, on a t-shirt, or in any other casual way.
Creating the perfect explainer video to promote your brand’s permanence requires a lot of effort, patience and attention to detail. You’re competing with a lot of brands out there to get the attention of the same shoppers, so you have to make an impact and ensure that your brand will be remembered. But it the end, it’s a quest that’s more than worth it! Do it right, and a great explainer can enhance and overhaul your current strategy.
Follow these tips, and you’ll be that much closer to the goal of having an effective explainer rippling positively through your brand.
About the writer: Victor Blasco’s an audiovisual designer, video marketing expert and founder/CEO of the explainer video company, Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi. You can connect with Victor on both LinkedIn and Twitter.
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