Instructional videos have become one of the most powerful tools in video marketing strategy for one reason: they allow companies to promote the benefits of their products or services by sharing valuable information with the public. How-to videos are useful and effective branding content
At first, it can be daunting to write your own statement. With a video, you have to juggle many things in your head: writing, storytelling, animation, illustration, editing…
But do not worry! This article presents the basic principles of how professionals create a successful explanatory video that takes you through the production process, from the beginning of the script to the finishing touches on your masterpiece.
- Write your script
Each video starts with a script; is the backbone with which you can structure not only your video but also your production process.
If the blank page scares you or you are dealing with the writing pad, an interesting trick is to just sit down and write down the ideas that come to mind. Nothing is out of the question at this stage, so don’t allow yourself – let your creativity run wild. Once you have enough material, you can fit your message to the core and come up with new, more focused ideas at the same time.
Three lines should guide the improvement of your text:
- be relevant. Explanatory videos are also promotional and educational. Your main goal may be to promote and sell, but you can’t do that without explaining to your audience how your product or service will benefit their lives. Your script message must strike a balance between what is important to you and what is important to your audience.
- be brief. Time is precious; don’t waste it. Most explanatory videos should be no longer than 90 seconds, which translates to about 200 words of text (or even less!). Get your customer’s attention in the first 15 seconds so you can watch everything.
Have a good time. This is one of the most overlooked tips for creating branded content, but it shouldn’t be! Your script should be clear, educational, and above all fun. When you’re dealing with a complex topic, you need to find ways to explain it in a memorable and exciting (at least as exciting as possible) way. Writing a fun script can be challenging, but it’s what will engage and inspire your audience to take action.
- Create a storyboard
What makes the video so attractive is the way it is presented, not said. After completing the first draft of your text, think about your visual presentation.
Storyboards help you get a clearer picture of how the most important moments in your video will unfold with all its main elements together: writing, images, and animations, brand logos, etc. You can even add transition characters to guide you through editing and posting production.
In addition to the text, your storyboard can also serve as a platform for making changes and adjustments to your project. For example, you can identify a continuity error and correct it before it is too late.
- Characterization of effective fixation
Contrary to popular belief, the protagonist of an explanatory video is not the product or service you are trying to promote, but the potential customer!
The first thing that should appear in your video is the animated character that serves as a representation of your buyer’s character. Your article follows the story of how the character found a problem (the same problem as his viewer) and solved it with his product or service.
- Making the Most of Animation
Video offers unique communication benefits and animation can help you get the most out of it. Your text and storyboard come to life through movements and visual effects. Every second of your game should include a dynamic animation that makes the viewer feel like the story is going somewhere.
Whether you prefer 3D graphics, chalkboard drawings, traditional animation, or any other style, remember that all graphics in your piece must involve the viewer.
- Identify your explanatory video
Your brand is more than just a logo and the types of products or services you offer. Your company’s identity is also determined by the consistent look, feel, and tone of all the content you produce.
Your explanatory video should be no exception. Use your brand’s color palette and fonts to create a shared experience that creates brand awareness.
Also, the brand logo must appear in a critical location in your video, which usually means exactly when you present your product.
In the COVID era, it can be difficult to reach and convince buyers. More than ever, the public is looking for companies to speak directly to them and their real problems.
A well-formatted explanatory video is like a direct conversation with your customers, showing that you understand their needs and how to help them. The tips in this article will help you start that conversation and build a lasting relationship from scratch.