Videos have conquered the online world and they will continue to grow in the following years. Today, there’s no better way to promote your business than by using a video to tell your story. However, even though it might seem simple to produce a 60-second video to convince your prospects buy your products, there is a huge work behind it.
There are many steps that you should follow before deciding on the animation and visuals. The first step is the script creation. You will need an engaging script if you want to have an effective explainer video. So, this article is going to show you how you can write a powerful explainer video script and help you do prepare correctly.
What should you talk about in your video script?
Probably you wonder why you should include an explainer video in your marketing strategy. You already have a strong presence online and your products are very popular on the market. What could you talk about in your video script?
It is very easy nowadays to monetize your videos online. You can launch them on YouTube or publish on your blog and they can bring you some serious money. People react very well to visuals and you will see how videos can increase your website traffic better than other marketing strategies you have tried before.
When people decide to watch a video, they are sure that they will find the answer to one of their problems. Instead of reading an article which explains them how they can solve their problem, it becomes easier for them to watch the solution explained step by step and implement it in their real case.
Even though you are actually selling your products using explainer videos, your prospects shouldn’t notice that. They should feel that you focus on solving their problem, instead of showing how great your products are.
This is how you show your target audience that you care about their problems rather than your profit. Thus, you will manage to build a relationship based on trust and have loyal customers for the years to come.
How to Write a Powerful and Effective Video Explainer Script
Let’s take a look at the steps to writing a powerful and effective video explainer.
1. Create a clear structure
Just like in any marketing text, your video explainer script should have a clear structure: the beginning, body, and conclusion. Each of these sections should tell your client your story and show him how you can solve his problem. Therefore, the beginning should include details of the problem you want to solve.
Then, you continue with the body and you show your prospects how you can fix their problem and make their life easier. This is the section where you will introduce your brand and show you’re your clients that you have created that product which is going to save the day for the rest of their lives.
Finally, instead of conclusion, you should tell your target audience why your product is better than others and give them reasons to choose you. Here you can give details on your product’s best features and expose your brand’s biggest advantages which differentiate you from your competitors on the market.
2. A bit of humor never kills
Think for a second that you are watching two explainer videos talking about the same product but with a difference between them. One is very straightforward and technical and the other uses a bit of humor and fun phrases and makes the explanation easier to digest.
Which one would you choose if you were to name one video that convinced you? Most probably the second one, right?
Even if you are promoting a very technical product, this doesn’t mean that you cannot add a touch of fun in your explainer videos and help even the non-technical viewers understand what your products are about.
The CEO of Pick Writers, mentions that “people usually watch explainer videos in their free time. Therefore, they don’t like to lose their precious time on something which doesn’t make them smile, solve their problem, and is easy to follow.
Therefore, my recommendation is to get rid of the bullet points and create a fun and jovial illustration which keeps your audience engaged from the beginning until the end.
Once the video is over, your audience should have two thoughts in mind: they found the solution to their problem and they had a fun experience watching your videos, which they would repeat again anytime.”
3. Keep your videos short
It is already a proven fact that 85% of people will stay engaged watching a video for maximum 30 seconds.
On the other hand, when the video is up to 2 minutes, only 50% of people will watch it until the end. With these numbers in your head, you know that if your video exceeds 2 minutes, your viewers number will significantly drop.
So, the conclusion for an explainer video is very simple. If you want to grab your clients’ attention you should be brief.
But, how do you if the script you have created will produce a big or short video? The general rule says that 160 scripted words will make a video of around 1 minute.
Furthermore, if you have 240 scripted words, then it is enough for a 90-second video. It is very important to have such a reference when you start writing your script, as you will need to also dose your efforts.
If you write too many scripted words and discover that your video will be longer than 2 minutes, then you might need to shorten your script.
So, instead of wasting your resources, it is better to know from the beginning what is the maximum number of scripted words for a catchy explainer video.
4. Call to Action
When you produce an explainer video, you don’t do it just for fun. You expect something from your audience.
Therefore, when you write your explainer video script you should be very clear in telling your target audience what you want them to do once they finished watching your video.
Do you want them to share it or download a specific program from your website? Don’t be afraid to be direct and tell your prospects what you expect from their side.
The golden rule here is to include only one call to action in one video. Multiple call-to-action will confuse your audience and they will end up leaving your website without doing any specific action.
If you still have several call-to-action that you want to include in your marketing strategy, then you can produce several similar videos and introduce a different call-to-action in each of them.
Thus, you will have the desired action from your audience. Moreover, it will also become clear for your viewers what you expect from them and they will act in consequence.
5. Tell a story
We already established that your explainer video should present a solution to one of your audience’s problems.
However, people need to establish an emotional connection with you and see the human side behind your explainer video.
Therefore, the best way to show empathy and connect with your audience is by telling stories. You can still explain your potential clients how you are going to solve their problems, but you can also create an emotional story around it. Thus, your video will be engaging and memorable.
What is more, you should speak directly to your audience. Make them feel that you know exactly what are their biggest worries and use personal pronouns like “you” to keep them engaged. Talk with them as if they were your friends and make them trust you.
Furthermore, the tone is also very important. Create a profile of your customer in your mind and adapt your tone accordingly. Based on your buyers’ profile, you will decide if you create a brief presentation, suitable for corporations, or a more colorful and more relaxed presentation.
Finally, keep in mind the rhythm of your voiceover. Even though you talk fast, and you can speak more than 200 words per minute, this doesn’t mean that everyone is the same. Therefore, you should give your audience time to assimilate the information and understand what you want to tell them.
Even though for you the presentation is easy to understand, you should understand that for many of your viewers this is the first time when they hear about you. Thus, give them time to think and take things slowly.
In addition, targeting is also very important. You can create a powerful and effective explainer video script only if you know very well who your target audience is. So, based on the profile of your target customer, you will be able to create the right mood in your video and tailor your message.
Therefore, you will immediately gain your customers trust and make them identify with your brand. Check also what your competition is doing and how they are addressing their messages to your target audience.
Implement their strengths in your marketing strategy and use their weak points as your weapons to show that your products are better.
Kristin Savage nourishes, sparks and empowers using the magic of a word. Along with pursuing her degree in Creative Writing, Kristin was gaining experience in the publishing industry, with expertise in marketing strategy for publishers and authors. Now she had found herself as a freelance writer.
She observes with a special interest how the latest achievements in media and technology help to grow readership and revenue and shares her opinion. You can find her on Facebook and Medium.
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