“One day I will find the right words, and they will be simple.”
― Jack Kerouac, The Dharma Bums
We have established already that an explainer video should be focused on the audience and solving their problem. So how do you do that? You use the explainer video to tell them the story of their problem being solved. Now, that sounds wonderful, doesn’t it? However, in order to successfully get the audience to immediately recognize a company as their knight in shining armor and fearless savior, you have to create an inspiring video. You start by writing a fantastic explainer video script.
Set the scene appropriately so the audience is hooked into watching the video. They should instantly feel that this is the problem they are facing and that they will be offered a solution. Introduce the problem before you offer the solution. If you were teaching someone how to bake cupcakes, you wouldn’t start with how to decorate them, would you?
Help the audience make the connection between the problem they face and the solution you offer. Use concepts they are already familiar with and build on that. This is the best way to reinforce the personal connection. If you try to explain a new idea by introducing unfamiliar concepts, the audience will have a hard time identifying with the situation. This also means that they will most probably not recognize the solution you want to offer.
Be economical when it comes to word choice. Each word should be carefully chosen to better explain the situation, problem, and solution. There is no perfect formula for how long a script should be. Nonetheless, try to keep it around 140-180 words for a one minute video.
Test your explainer video script by giving it to a friend or colleague to read. If they have no difficulty following it, you are definitely on the right track. Ask them if they would change anything to make it more understandable. Sometimes a slight alteration makes the world of difference.
Do not forget to include the company’s tagline and the call to action at the end. This is what you have been building up to and the ultimate step to the solution of the audience’s problem. This is what you want the audience to do after they have finished watching the video.
Now do your research and get cracking on your explainer video script!
“The scariest moment is always just before you start.”
― Stephen King, On Writing: A Memoir of the Craft
If you’d like to learn more about explainer videos, go ahead and download our ebook!