Have you ever felt overwhelmed by the sea of information on explainer videos? You're not alone. There are a million "how-to" guides, but none seem to address the core challenge: crafting an explainer video that truly connects with your audience and drives results.
This guide cuts through the clutter. We'll show you how to create a compelling message that resonates with your ideal customer. We'll also help you identify your audience's pain points, translate them into captivating stories, and choose the perfect explainer video style to showcase your brand's unique voice.
Know Your Audience
Before you hit record on your explainer video, take a step back. Understanding your target audience is the critical first step.
From the script's tone to the visuals you choose, knowing who you're speaking to dictates most of your video's elements. By tailoring your explainer video to resonate with your viewers, you'll maximize its impact and effectively communicate the value you offer.
List All Their Pain Points
First, identify your ideal client's pain points—the specific challenges they face that your product or service can address.
Source: Close.com
Here's where your Ideal Client Profile (ICP) comes in handy. This document outlines your ideal customer's demographics, challenges, and preferred communication style.
If you haven't developed an ICP yet, no worries! Consider this the perfect opportunity to start. You can use a customer profile template to speed up this work instead of starting from scratch.
Here's what you need to know:
- The Pain Points: What specific struggles keep your target audience up at night? What problems are they actively trying to solve?
- Current Solutions: How are they currently addressing these issues? Are there existing solutions they find frustrating or ineffective?
- Questions: What questions do they have about these pain points?
Let’s say you’re a founder who owns an AI tool to help freelancers be more productive by effectively tracking their tasks and providing actionable insights. Most freelancers might have questions about how to save time doing particular tasks, like creating contracts and preparing invoices.
List as many questions as you can at this stage. The next step will help you prioritize based on hard data.
Dig Up the Data
Once you have the pain points, you can use data-driven tools. So, what kind of data do you need?
First, you need the actual search terms that people are looking for. For example, you might have listed the pain point of creating an invoice for freelancers, but you’re not entirely sure how they would search this on YouTube.
Second, you need to understand how many people are searching for these topics each month. While the data isn’t 100% accurate, it allows you to at least gain insights into whether there is a high or low demand for certain topics.
Here are two tools that can help you quantify your topics for your explainer videos:
1. Answer the Public (Free):
This online tool helps you discover the exact questions your target audience is asking about relevant topics. Here's a step-by-step guide to using it:
- Go to answerthepublic.com.
- Enter a keyword or phrase related to the pain points or questions.
- Choose the country and language.
- Click "Search."
Source: Screenshot by User
Answer the Public will generate a visual display showcasing various question formats related to your keyword. These include questions phrased with "what," "how," "when," "why," "can," "are," "will," "would," "compared to," and more.
Since you’re creating an explainer video, you most likely want to focus on the “how” questions.
2. YouTube Native Research Tool (Free):
Explainer videos are usually published on YouTube. That’s why it’s very important to get data directly from the platform.
Luckily, the YouTube Studio app provides valuable insights into search terms and popular content within your niche. Here's how to access it:
- Sign in to your YouTube Studio account.
- Tap on Analytics.
- Then tap on "Research" on the left-side menu.
- Under Explore Topics, type in your topics or search terms.
You’ll then see the exact phrases that people use.
Source: Screenshot by User
YouTube also indicates whether a phrase is low or high volume. You’ll want to prioritize high-volume terms.
By using both Answer the Public and YouTube's native research tool, you gain valuable insights into:
- Actual Search Terms: Pay close attention to the specific wording your target audience uses when searching for solutions. This allows you to tailor your script and video title with relevant keywords to improve discoverability.
- Trending Topics: Discover what content is currently generating interest within your niche. Use this information to ensure your video addresses timely and relevant concerns.
By incorporating these research steps, you'll better understand your audience's specific needs and how your product or service can address them.
Prioritize One Pain
Trying to cram too much information can leave viewers confused and overwhelmed.
Here's why prioritizing a single pain point is beneficial:
- Clarity: A focused message ensures viewers walk away with a clear understanding of how your offering addresses their specific challenge.
- Engagement: By tackling one pain point in detail, you can create a more engaging narrative that resonates with viewers facing a similar struggle.
- Conciseness: Keeping your focus narrow allows you to deliver a clear and concise message within the video's limited timeframe.
For example, if you have a video membership site and an OTT app, you want to focus on the membership site first. You'll craft a clear and effective explainer video by strategically prioritizing a single pain point.
Branding Your Videos
Now, here comes the fun part. You can now think of the actual branding elements you’ll use in your explainer videos. At the core of it, you’ll need these four elements to turn your explainer video into a brand storytelling masterpiece.
Scripting Your Story
A successful explainer video starts with a good script that perfectly captures your brand. If your brand is known for being playful, inject some personality into the script with clever wordplay.
On the other hand, a professional brand might want to avoid buzzwords, clichés, and tortured puns.
Example:
Source: YouTube
- Brand: Slack
- Script: Slack's explainer video uses clear and concise language while remaining highly conversational.
Finding the Perfect Host
If your script requires a host, your next job is to find the perfect person for the job.
Consider your brand's personality. Are you playful and approachable? Or do you lean towards a professional and authoritative tone? Choose a host whose style and charisma align with your chosen vibe.
Example:
Source: YouTube
- Brand: Dollar Shave Club
- Host: The Dollar Shave Club explainer video features a funny and irreverent host who perfectly embodies the brand's quirky and playful personality. His casual language and lighthearted humour resonate with their younger male demographics.
Visual Storytelling
Using visual storytelling can help to increase your audience’s engagement. The visuals you choose for your explainer video should be clear and engaging and adhere to your brand guidelines. Consider using animation, live-action footage, or even a combination of both, depending on your budget and message.
Remember, stock video footage can be a great option as long as it aligns with your brand's aesthetic and doesn't feel generic.
Example:
Source: YouTube
- Brand: Dropbox
- Visuals: Dropbox's explainer video uses a mix of screen share and whimsical animation. The colourful and engaging visuals reflect the brand's friendly and approachable personality.
The Power of Sound
Audio isn’t often considered when producing explainer videos. But you’ll be surprised how this tiny element can make a huge difference.
Choosing the right music or sound effects can make or break your video. You have to choose a piece of music that blends well with the script without distracting the viewers.
Example:
Source: YouTube
- Brand: Mailchimp
- Sound: Mailchimp's explainer video features a cheerful and upbeat soundtrack that perfectly complements the brand's positive and optimistic image.
And sometimes, choosing not to have any music or extra sound can be the best option.
Strategically handpicking each element—from the host to the sounds—allows you to produce an explainer video that resonates with your target audience while maintaining your unique brand.
Types of Explainer Videos
Your audience, brand identity, and goals all play a crucial role in determining the best type of explainer video for you. The good news? A wealth of options are available, each with its advantages and considerations. Let's explore some popular explainer video styles to help you find the perfect match for your needs:
Live Action
Live-action explainer videos put real people front and centre. They can range from simple one-person setups to more elaborate productions with actors and sets.
Source: YouTube
Pros:
- Builds Trust: Seeing real people builds trust and relatability with viewers.
- Versatility: Live-action allows you to showcase product demonstrations, customer testimonials, or even humorous scenarios to illustrate your points.
Cons:
- Production Cost: Live-action videos can be more expensive to produce compared to other styles, especially with actors and elaborate sets.
- Filming Logistics: Scheduling, location scouting, and filming can require more time and planning.
Monday.com uses live-action in their explainer video, featuring a group of coworkers collaborating seamlessly on a project using their project management platform.
Screencast
Screencast videos offer a behind-the-curtain glimpse of your software or application. All you need is your screen recording software and a clear voice to walk viewers through the key features and functionalities. For example, want to demonstrate how users in the salon and spa industry can process payments with your salon software? A screencast video is what you’re looking for.
Pros:
- Cost-Effective: Screencasts are one of the most budget-friendly explainer video options.
- Detailed Focus: This style allows for a deep dive into specific features and functionalities of your product.
Cons:
- Limited Engagement: Solely relying on screen recordings can feel less engaging than other styles.
- Visual Appeal: Extra effort might be needed to add visual interest through animations, transitions, or call-to-action elements.
There’s no better tool to showcase this than the Loom brand itself. They use their own product to showcase how it works.
Whiteboard Animation
Whiteboard animation videos use a hand-drawn approach to explain complex concepts. While some might consider them outdated, they can still be a powerful tool when executed well and aligned with your brand identity.
Source: YouTube
Pros:
- Engaging Visuals: The hand-drawn animation style can be visually captivating and hold viewers' attention.
- Cost-Effective: Whiteboard explainer videos can be produced at a relatively affordable cost compared to live-action.
Cons:
- Limited Complexity: Whiteboard animation might not be ideal for showcasing highly technical details or product demonstrations.
- Can Feel Generic: Overused styles or generic visuals can make your video feel uninspired.
Charles Schwab's explainer video uses whiteboard animation to clearly and engagingly explain different types of IRAs.
Motion Graphics & Animation
Motion graphics and animation offer a vast world of creative possibilities. From simple 2D animations to elaborate 3D creations, this style allows you to explain concepts in a visually captivating way.
Source: YouTube
Pros:
- Highly Versatile: Animation can be tailored to any brand identity or message. It allows you to create engaging characters, illustrate complex processes, and add a touch of humour or personality.
Headspace, a meditation app, is a prime example of using simple yet powerful animation to explain the benefits of mindfulness and meditation. Their explainer videos use calming visuals and gentle narration to create a sense of serenity and peace, perfectly aligning with their brand message.
- Scalability: Animation budgets can vary depending on the complexity, allowing you to find a solution that fits your needs.
Cons:
- Production Time: Creating high-quality animation can be time-consuming, especially for intricate 3D projects.
- Cost: Animation can be one of the more expensive explainer video styles, depending on the complexity and length.
AI-Generated Explainer Videos
If you're looking for an explainer video maker but don’t have the budget for a live-action or animated production, AI video tools could be an ideal solution. Platforms like Heygen allow you to create videos using premade AI avatars.
Source: HeyGen
With an AI avatar, you can choose an AI host that almost looks like a news anchor (if that is the brand you’re going for). All you have to do is write the script!
Pros:
- Cost-Effective: AI-generated videos can be a budget-friendly alternative to traditional production methods.
- Speed: These platforms offer a quick turnaround time for creating explainer videos.
Use this option if it fits your brand. Make sure to also add other elements that go with your AI host.
Best Practices for Best Results
Now that you've explored the different elements that contribute to a powerful explainer video, here are a few final tips.
Keep it Short and Sweet
Attention spans are short in today's digital age. Aim for explainer videos between 30 seconds and 2 minutes. You can use a video trimmer to shorten your videos. Get straight to the point, deliver your message concisely, and leave viewers wanting more.
Captivate with Storytelling
People connect with stories. Weave a narrative into your explainer video. Introduce a relatable problem, showcase your product or service as the solution, and illustrate the positive transformation it brings.
Invest in Quality Audio and Visuals:
Grainy visuals and muffled audio can detract from your message. Invest in a great microphone. Consider using high-quality stock footage or animation that aligns with your brand identity.
Include a Clear Call to Action
Don't leave viewers wondering what to do next! Tell them exactly what action you want them to take after watching your video. Whether it's booking a demo, signing up for a free trial, or subscribing to your channel, make your call to action clear, concise, and easy to follow.
Bonus Tip: Keep Mobile Viewers in Mind
Most users view videos on mobile devices. Make sure your explainer videos look great on smaller screens. Use big, clear text and avoid complex infographics.
Wrapping Up
That’s a wrap on how to create the best explainer video. The most important thing to remember is to focus on your audience’s needs and how your product or service helps them. Once you’ve got that down, everything else will fall into place—from the script to the type of video to the special effects you need.
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