How To Write Explainer Videos That Convert: Our Complete Guide

If you haven’t heard of explainer videos, you’re probably wondering what they are. Well, simply put, it’s a short video that explains a topic or product in a simple and concise manner. But why do you need one? And how do you make one?

Trying to explain what an explainer video is to your friends, family, or even colleagues can prove to be difficult.

It’s like trying to describe what a movie is without using any of the following: actors, set design, plot, or even dialogue. You’re left with no other option but to show them an example.

Explainer videos work in much the same way. So if you’re trying to convince someone why they should invest in making an explainer video for their business, here are some points that may help:

1. A Video Is More Engaging Than Text

Most people find it easier to process content when they can see and hear it rather than read it. They also have a better memory of what they saw and heard as compared to what they read.

2. Video Ads Are More Effective Than Banner Ads

In fact, according to Google and Hubspot data from 2013, online video advertising generates 12 times more leads than traditional display ads on average.
 

Explainer videos are a powerhouse in the marketing world, proven to hook viewers and skyrocket conversions.

They’re not just videos; they’re strategic tools that blend information and persuasion.

Crafting an explainer video that converts isn’t just about flashy graphics or a catchy tune.

It’s about a well-scripted narrative that captivates your audience and compels them to act.

We’ll show you how to write scripts that turn viewers into customers, step by step.

The Power Of Explainer Videos

Explainer videos are a cornerstone in modern marketing strategies.

They harness the visual and auditory senses to convey complex ideas succinctly.

These dynamic tools can break down intricate products or services into digestible snippets.

Viewers are more likely to remember and understand the core message when it’s delivered through a compelling narrative and engaging visuals.

We know that the attention span of online audiences is limited.

Explainer videos grab attention quickly and maintain viewer engagement through their concise storytelling method and lively animations.

The statistics speak for themselves:

• Videos are shared – social media posts with video have 48% more views.
• Conversion rates soar – landing pages with videos lead to 80% higher conversion.

By integrating explainer videos into our marketing efforts, we’re not just filling space on our landing pages.

We’re creating a powerful connection with our audience that resonates and drives action.

The success of a great explainer video relies on its clarity.

It should make the complex simple and the mundane fascinating.

Film is our preferred medium because it allows us to blend visuals, voice, text, and sound seamlessly—qualities less prominent in photography.

To achieve this blend:

• Craft a narrative that’s both informative and entertaining,
• Use visuals that complement the voiceover and reinforce the message,
• Ensure the pace keeps viewers engaged without overwhelming them.

Cutting-edge tools and software give filmmakers the edge in creating explainer videos that are not only informative but also aesthetically pleasing.

When the viewer enjoys watching, they’re more likely to absorb the information and respond to the call to action.

It’s about striking the right balance between education and entertainment.

The right explainer video doesn’t just inform—it inspires action.

And that’s precisely what we aim for each time we craft a new story for our audience.

Understanding The Elements Of An Effective Explainer Video

Crafting an effective explainer video hinges on a finely-tuned balance of elements.

These components must come together to tell a story that’s not only informative but also compelling enough to drive viewer action.

The script is the foundation – every great explainer video starts here.

It’s not just about having polished dialogue; it’s the strategic structuring of information that guides viewers through a seamless narrative arc.

Visuals bolster the script and should resonate with the audience on a deeper level than words alone can achieve.

The artistry in explainer videos lies within the animation or real-time footage that illustrates the points being made, highlighting product features and benefits without overwhelming the viewer.

Audio elements are more than just a backdrop – they’re essential.

Voiceover and music set the tone and can create an emotional connection, significantly impacting the viewer’s perception and retention of the video content.

Timing is a subtle yet powerful force in keeping viewers engaged.

A common sweet spot for explainer videos is 60 to 90 seconds – enough to convey the message without risking attention drift.

The call to action, or CTA, caps off the explainer video with clear instructions on the next steps for the viewer.

Whether it’s signing up, making a purchase, or getting more information, a strong CTA is a lynchpin of conversion.

Our experience in filmmaking emphasizes the importance of:

• Scriptwriting – mapping out the narrative,
• Visual storytelling – choosing the right imagery,
• Audio dynamics – selecting a voice and soundtrack that complement the visuals,
• Pacing – ensuring the timing keeps viewers hooked,
• Directing Viewers – crafting a compelling CTA.

Remember, each of these elements must be optimized individually, but it’s their interplay that eventually determines the effectiveness of the explainer video.

Our expertise guides us in harmonizing these components to create explainer videos that don’t just inform but also inspire and convert.

Step 1: Identifying Your Target Audience

Identifying your target audience is the bedrock of crafting explainer videos that convert.

Knowing who you’re speaking to determines the tone, language, and visual elements you’ll employ.

We need to ask ourselves key questions like – What problem does our product solve for them?

What are their interests and preferences?

By answering these questions, we can tailor our message to resonate strongly with our audience.

We aim to achieve a precise match between viewer expectations and our video content.

Demographics offer valuable insight into our audience’s profile.

Age, gender, occupation, and cultural background will influence their perception of our video.

Psychographics take demographics a step further by considering the attitudes, aspirations, and other psychological criteria that affect a consumer’s decision-making process.

We must jump into these to understand our audience on a deeper level.

Utilizing data analytics tools and social media insights, we can gather concrete information about our audience.

This process uncovers patterns in behavior and consumption that guide our video strategy.

Creating personas is a powerful way to bring our target audience to life.

A well-defined persona helps us visualize whom we’re speaking to and craft messages that speak directly to them.

It’s essential we maintain flexibility throughout this process.

As we gain more insights, we’ll likely refine our understanding of our target audience, ensuring our explainer video hits the mark every time.

Step 2: Crafting A Compelling Storyline

Once we’ve got a solid grasp on our audience, crafting a compelling storyline is our next pivotal step.

It’s about weaving a narrative that’s not only engaging but also drives the viewer towards a specific action.

Clarity is the backbone of our storyline.

We must ensure our explainer video explains the concept or product simply and effectively.

We’re not writing War and Peace; we’re aiming for clear, concise communication.

We enrich our narrative with elements of conflict and resolution.

Displaying a problem our target audience faces and then showcasing the solution our product or service provides keeps viewers hooked.

It’s a classic technique used in everything from The Godfather to The Lion King.

Here are several key elements to include in our storyline:

• A relatable protagonist – someone our audience can connect with.
• A challenge or problem that needs solving – to evoke the audience’s need for a solution.
• A moment of discovery – where our product comes into the picture.
• The transformation – showing the clear benefit and change our product brings. We don’t shy away from emotions. Stories that strike a chord emotionally are more memorable and have a higher chance of converting. Viewers should feel something when they watch our video – whether it’s joy, relief, or anticipation.

Our ending should pack a punch.

It’s where we want to leave viewers crystal clear about what to do next – whether that’s making a purchase, signing up for a webinar, or contacting us for more information.

Yet we do so without a heavy-handed sales pitch, allowing the story itself to steer them towards action.

Step 3: Writing A Powerful Script

After nailing down an engaging storyline, it’s time to put pen to paper and write a powerful script.

Remember, the script is the backbone of your explainer video – it dictates the pacing, tone, and overall impact.

Crafting a script that resonates involves certain nuances.

We must ensure that our message is concise and that our language is accessible.

Jargon or complicated terms will only serve to confuse viewers.

Here are several key elements we always include in our scripts:

• A strong opening that captures attention immediately,
• A clear articulation of the problem,
• The solution our product or service provides,
• The benefits of our solution, as opposed to the status quo,
• A compelling call to action.

In the world of filmmaking, the adage ‘show, don’t tell’ is paramount.

Even within an explainer video script, visual metaphors can speak volumes.

So we weave imagery into our words, anticipating how the scenes will play out on screen.

Good pacing keeps viewers engaged from start to end.

Too fast and they’ll miss key information.

Too slow and they’ll lose interest.

Striking this balance is a skill honed over time and through feedback from test audiences.

By adding elements of storytelling like character development and dramatic tension, the script connects emotionally with the audience.

It’s in these carefully crafted moments that we turn viewers into customers.

One of the greatest strengths of a well-written script is its flexibility.

It can adapt to different visual styles, whether it’s a 2D animation or a more cinematic approach.

It’s the script that guides the audience, no matter the visuals accompanying it.

Break down complex ideas using simple, everyday language.

This tactic ensures our message is universally understood and relatable.

We make hard concepts digestible without diluting their significance.

Finally, we harness the power of a strong narrative voice.

Whether it’s friendly, authoritative, or whimsical, the right voice can make an incredible difference in how the message is received.

Step 4: Incorporating Visuals And Animation

Visuals and animation are the lifeblood of an explainer video.

They transform a solid script into an engaging story that captivates the audience.

It’s crucial to ensure that the visuals align perfectly with the message.

This harmony reinforces the narrative and can often convey complex ideas more efficiently than words alone.

When choosing visuals, consider the following aspects:

• The target audience – tailor animation style and visual design to their preferences,
• Brand identity – maintain consistent color schemes and design elements reflective of the brand.

Animation quality can make or break a video.

We aim for fluid, high-quality animation that complements the script’s pacing.

Whether using 2D or 3D animation, the motion should feel natural and purposeful.

Custom illustrations can add a unique touch to the video.

They offer an opportunity to stand out and strengthen the brand’s message.

A well-chosen soundtrack and sound effects also play a significant role – they should enhance the visual experience without overpowering the content.

The power of storytelling lies not only in the script but also in its visual execution.

Here are key points to consider:

• Consistency – ensure each scene flows smoothly to the next, maintaining visual cohesiveness,
• Simplicity – avoid cluttering the frame; keep the focus on key elements.

finally, we incorporate text and on-screen graphics judiciously.

They can highlight important points but should not distract from the main visual story.

Keeping these elements balanced is the art that brings the script and visuals into one impactful piece.

Selecting the right animation style is a decision rooted in the video’s purpose and the brand’s character.

Whether opting for a flat and modern look or something more textured and detailed, the style should be a logical extension of the brand identity.

Our goal is always to create an explainer video that not only explains but also impresses and engages.

Step 5: Choosing The Right Voiceover Artist

Selecting the right voiceover artist is crucial to delivering your message effectively.

The voiceover brings your script to life and can greatly influence the viewer’s perception of your video.

We must choose a voice that resonates with our brand and appeals to our target audience.

Remember, the voice that narrates our video becomes the voice of our brand.

Voiceover artists come with various tones, accents, and delivery styles.

It’s essential to audition a few to find the perfect match for our explainer video.

We need someone who not only reads the script but interprets and conveys the emotions and intentions behind our words.

The proficiency of the voiceover artist matters.

An experienced artist brings expertise in pacing, enunciation, and inflection that amateur voices might lack.

They understand how to emphasize key points in the script that draw listeners in.

The best way to ensure we’re on the right path with our voiceover selection includes:

• Listening to multiple sample reels to gauge range and versatility,
• Considering the accent and tone that best represent our video’s intent and audience,
• Evaluating past client reviews and experiences to assess professionalism and reliability.

The recording equipment and environment are as critical as the voiceover artist’s talent.

High-quality audio recording equipment and a sound-proofed studio matter because they affect the final sound quality of our video.

Even the best voice can be undermined by poor recording quality.

We should always ask voiceover candidates for a custom audition reading a part of our actual script.

This step allows us to hear how their voice fits with our message, and provides a preview of how the final product might sound.

It’s also an opportunity to assess how well the artist takes direction and feedback which is key for collaboration.

Step 6: Adding Background Music And Sound Effects

Background music and sound effects are the finishing touches that can make an explainer video truly shine.

They add emotional depth and can dramatically improve the engagement factor.

Choosing the right audio elements is just as critical as selecting the perfect voiceover talent.

Our team pays close attention to the overall tone of the video when selecting background music.

The key is to ensure that it complements the message without overpowering the voiceover.

Music sets the pace and dictates the mood, which can range from energetic to serene, depending on the desired impact on the audience.

Sound effects are another powerful tool that we use to reinforce specific points and create a richer audio experience.

These can include anything from subtle clicks to signify a point being made to more pronounced sounds that highlight a product’s features or benefits.

Here are some aspects to consider when adding sound effects:

• Relevance – the sound should be directly related to the action or point being presented,
• Timing – effects must be precisely timed to align with the visual cues,
• Volume – they should be audible but not distract from the voiceover.

Selecting the ideal music and sound effects oftentimes involves a process of trial and error.

We frequently test different tracks and effects against the video to see what works best.

Sometimes, what seems like a perfect match on paper doesn’t quite hit the mark when put to the test, emphasizing the importance of flexibility and an open mind during this stage.

Finally, we ensure that the audio elements used are high-quality and legally clear for use.

Royalty-free music and effect libraries are invaluable resources, providing a diverse range of sounds without the worry of legal complications.

But, we always recommend reading the fine print to ensure compliance with usage rights.

Step 7: Optimizing For Conversion

Optimizing an explainer video for conversion is a critical step in the video production process.

We have to capture the audience’s attention and then guide them towards the desired action whether it’s subscribing to a newsletter, making a purchase, or another specific call-to-action (CTA).

The CTA should be clear and compelling.

It needs to stand out, yet be integrated seamlessly within the video so it feels like a natural next step for the viewer.

Including a CTA isn’t just about telling viewers what to do next.

It’s about making the next steps irresistible.

Here are some strategies to optimize for conversion:

• Ensure the CTA is prominently placed but not intrusive,
• Use persuasive language that speaks to the viewer’s needs,
• Leverage annotations or on-screen graphics to highlight the CTA.

Testing different versions of your video can reveal valuable insights.

A/B testing, for instance, allows us to measure the effectiveness of various elements like CTA placement, language, and even the specific type of animation used.

Keeping track of conversion rates helps us understand what resonates best with our audience.

Text overlays and strategic placements of contact information can also encourage viewers to act.

We need to make sure that our contact details are easy to find and that any forms or links are functional and quick to access.

This ensures a smooth journey for the viewer from interested party to customer or subscriber.

It’s essential to make the pathway from video viewer to converted customer as straightforward as possible.

This means ensuring the landing page or purchase process is optimized for user experience.

A confusing or lengthy procedure can deter potential conversions, so we focus on keeping it simple.

Tracking user engagement and interaction with the video provides us with actionable data.

Tools like heat maps and click tracking can pinpoint where viewers drop off or which parts of the video are most effective at holding attention.

By analyzing this data, we continuously refine our approach to explainer videos.

https://youtube.com/watch?v=meEJwU9pYPs

How To Write Explainer Videos That Convert – Wrap Up

Crafting explainer videos that convert is an art we’ve mastered through strategic planning and a deep understanding of our audience.

Our focus on persuasive language and engaging visuals ensures that every second of the video drives towards the ultimate goal: conversion.

We’ve shared our best practices, and now it’s time to put them into action.

Let’s start creating content that not only informs but also transforms viewers into customers.

Remember, the power of a well-executed explainer video can significantly amplify our message and boost our conversion rates.

Let’s make our next video our best yet.

Frequently Asked Questions

What Is An Explainer Video?

An explainer video is a short, engaging video that explains and promotes a product, service, or concept to an audience.

Why Is It Important To Optimize Explainer Videos For Conversion?

Optimizing explainer videos for conversion is crucial because it helps to capture the audience’s attention and directs them towards a specific call-to-action, increasing the likelihood of achieving desired business outcomes.

What Are Some Strategies For Optimizing Explainer Video Conversion?

Effective strategies include placing a clear call-to-action, using persuasive language, adding annotations or graphics to emphasize key points, and A/B testing different video versions.

What Role Do Annotations Play In Explainer Videos?

Annotations or on-screen graphics can guide viewers through the video’s message and highlight important information, contributing to a higher conversion rate.

How Does Tracking User Engagement Help With Explainer Videos?

Tracking user engagement helps identify which parts of the video are most effective and where viewers may lose interest, allowing for iterative improvements to further refine the video’s impact.