If you want to give your audience a quick understanding of who you are and what you do, creating an explainer video can help you not only reach your goal but also increase conversions dramatically. Compared to any other format of content, a video is definitely a better way to pass the information you need on to today’s consumers that want to get a quick sense of what your business does within the shortest time possible. But, how do you create a killer explainer video for your brand that highlights a pain point, provides the audience with a general idea of how your business can help them solve the problem, and gives a sense of brand as a whole? Below are some important pre-production tips to take into account when trying to craft a high converting explainer video.
Choose the style of your video
You may create either a 2D or 3D animation video, with the first one being the most cost-effective option (cost between $1,000 and $5,000) and the latter giving a more dynamic feel to your business (cost between $10,000 and $30,000).
Consider whether you want moving typography (text that jumps onto the screen while the narration goes on) or whiteboard animation (shows a hand drawing on a whiteboard, following the narration of the video closely). The cost for these types of videos range from $10K-$30K and $3K-$10K respectively.
Finally, you may also think about live action explainer videos that will help add a personal connection, given that they are shot with live people. The production company you choose to work with determines the final cost for producing such a video and can range from $1,000 to $50,000; however, you may also film it yourself if you feel competent enough to handle things like script writing, project management, talent search, and video design.
Focus on the script
Integrating a sales pitch into your explainer video is key as the goal is to convert viewers into customers (or, at least, email subscribers). So, the video should reflect things like what people would like to see on your page, what their biggest concerns about your service or product are, and what causes them to buy. Tools like Qualaroo and Intercom can help you towards that direction and allow site visitors to answer your questions (i.e. about your audience’s fears, pain points, and objections). Then, you can write a script that states what your company does, explains the problem, and answers all objections. End with a clear call to action (CTA) and some social proof (i.e. a testimonial from a happy client). Just make sure all that fits into a 2-minute window – beyond that, people lose concentration and interest.
Create a storyboard
A storyboard will help you plan out the flow of the video and visualize how you should communicate what is in your video’s script. If you have a video production company working on your project, handing your storyboard to them will help them get a better grasp of exactly what you want. To put it simply, a storyboard is like the outline you create when you are about to write an essay. Only in this case you take a sheet of paper and draw boxes on it outlining the different parts of the video. Or it could be a series of PowerPoint slides, where you add pieces of your script to each blank slide. These slides will most likely become the scenes of your video. Avoid using your computer to draw storyboards as it is quite difficult to pull through. After you have created the storyboard, print it out and see if you could make any edits or improvements. This is the perfect time to do that; before you move on to the production stage.
Find the right talent to help produce your video
An explainer video comprises of two components (2) the visuals, and (2) the audio (voice-over). If you plan to create a moving typography or 2D video, you will need to find the best people (can be either freelancers or a video production company) that will handle both components. You don’t need this if you are creating a live video as the audio is taken care of by the actors’ own talking. However, it will definitely be better if you worked together with an agency to help produce a higher quality live explainer video with the proper lighting and visuals to get the message across effectively.
Run the video by a test group
An excellent way to check that the video has indeed the effect you wanted on your target audience is to test it with a small group before you get to the final stage (the production of the video). See which version of your home page gets the most conversions – the one with the explainer video or the one without it? To check this out, you may use tools like Optimizely or create a Wistia account and upload the video to it (you will find plenty of detailed video analytics there). Part of the details you can get from using such tools/services is about the video watching behavior of your leads, which will allow you to further tailor content for your audience and improve your conversions, which is the ultimate goal of creating an explainer video after all.
Using videos on your website is a superb way to engage prospects, keep them hooked, and allow them to digest information quickly and easily, without having to read pages and pages of content. Plus, recent surveys have shown that people are far more likely to purchase a product or use a service after they have seen an explainer video about it. So, make sure you craft your explainer video with the right script that introduces both a problem and your solution to it, and closes with a strong CTA which could also include elements of social proof to clear the last objections. All that combined will help you create a great explainer video that will boost your conversions.