Various elements go into making an animated explainer video. These elements include the objectives, duration, voice, visuals, and the script.
Although all components are of equal importance, there is one element that has the crucial job of making the video cohesive, clear, attention-grabbing and engaging: the script.
This important element ensures your video conveys the right message based on your goals. The script will allow you to put all your vital ideas and concepts together in an organized way within the recommended amount of time. Lastly, it will make sure that the content matches the tone of your brand.
Because of these reasons, it is crucial to devote a lot of time into creating your animated explainer video script.
You and your team can also make the perfect script by following these helpful tips shared by a well-known animation video production studio in Sydney:
Be direct and concise
Since explainer videos need to be only two minutes long or shorter, your script should not be lengthy as well.
A script for a 60-second video contains about 150 to 170 words; a 120-second one has approximately 300 to 340 words. To keep within these word limits, you need to get straight to the point.
A simple yet useful three-step formula you can use to come up with a concise yet complete script is to:
- First, establish the problem or problems your product or service will solve.
- Second, present how your product or service will solve them.
- Third, explain why your target audience should choose you instead of other brands.
With these three points covered in your script, you will be sure your video contains the key things viewers need to know about your offering.
Don’t worry about your video being too short or simple; if the viewers are interested in your brand, product, or service, they will get in touch with you to get more details. Because of this, you will generate leads and even urge some to proceed to the next stage of the sales funnel.
Additionally, you can also publish different types of content to cover the other concepts or ideas not included in the animated explainer video or to explain them further. Because of this, you will have several relevant topics to talk about in your blog posts and other videos.
Think about your audience
One of the main goals you should have for your explainer video is to be able to inform your viewers how you can help them solve their problems. When you do this correctly, your video will feel less sales-y.
When your viewers realize that your goal is to help them instead of selling something to them, they will start to trust your brand. Because of this, the likelihood that they will purchase your product or service will be higher.
Additionally, keep your audience in mind when writing the script. This means thinking about who they are, where they live, their age, and background.
By focusing on these details during the scriptwriting process, you will set the ideal tone for your video. And this will help you determine the right setting, narrator, style, pace, and dialogue type of the script.
Storytelling is one of the most effective strategies used in various types of content today. As such, incorporate it in your explainer video as well, if possible.
An excellent storytelling technique you can use for your script or add to it is showing actual people your company has helped. Another option would be to highlighting the benefits they experienced when they chose your product or service.
The key is to create a story that your audience can relate to. Your main character should be someone that viewers can identify with. If you achieve this, your viewers will listen to what you have to say about the problems your products or services can solve.
Additionally, keep in mind that the better you are at telling the story in your video, the more likely your viewers are going to understand what you are offering and what it can do for them. Because of this, put more thought into this part.
Incorporate humor wisely
Videos that make people laugh are constantly trending. If you want to have a buzz-worthy explainer video, use this fact to your advantage.
Try to add funny parts or dialogues in your script. However, make sure these will support your message. Additionally, it should be incorporated at the right time or scene; poorly-timed, misplaced, or forced humor can be confusing and even turn off potential customers.
If you can’t find the right angle to place or incorporate humor, you can add it as part of the on-screen animation.
Add a clear, strong call to action
Lastly, ensure your video allows you to achieve your target goals by crafting a compelling, easy-to-understand and follow call to action or CTA.
Make it clear what you want your viewers to do. Ask them to request for a free demo, to download an eBook, etc. Whatever it is, make sure it is clear and direct.
As a final tip, add only one CTA to your video. Do not place two or more since you will end up confusing your viewers.
Since the process of writing the best scripts for explainer videos can be challenging, not to mention time-consuming, consider working with a full-service animated explainer video production company in Sydney.
With this option, you will get help from start to finish during the whole video production process, including the tricky script writing part. In the end, you will have an animated explainer video that showcases your product or service correctly and helps push viewers forward in the sales funnel.
Anthony Lam is the founder of Punchy Digital Media, a creative agency that helps organisations grow using animated videos and creative visual content. Punchy has a team across Australia and Asia and has worked with clients such as Apple, Westpac and the Australian Government, running campaigns and reaching millions of people.