Creating An Explainer Video
By Benson Fischer
Explainer videos are a great way to build a deeper relationship with your audience and help them get to know your brand—but just having an explainer video doesn’t mean you have a good explainer video. Many companies make unfortunate mistakes during explainer video productions, and they’re left with a video that’s not as effective as it might have been otherwise.
Thankfully, we’re here to walk you through the pitfalls so you can avoid the same fate. Check out eight of the most common mistakes below!
What Is an Explainer Video?
You can think of an explainer video as an animated version of an “About Us” video. It uses animations to share your story and highlight what makes your brand unique. Like “About Us” videos, explainer videos often help to build brand awareness and brand loyalty. The main difference is that explainer videos can use animated visuals to supplement the voice-over, making complex concepts easier to follow—and bypassing the need to film new content.
8 Common Video Mistakes to Avoid
Ready to create an explainer video for your business? Here are eight of the most common mistakes we see in the industry. Don’t do these eight things, and you’ll be well on your way to a successful video!
1) Neglecting Your Script
Since explainer videos are animated, you might think that you don’t have to focus too much on your script. But in reality, your script is the single most important element of your explainer video, and it deserves your time and attention up-front. Make sure your script clearly highlights your business’s offering and value proposition—the more story-driven and engaging, the better.
2) Skipping Your Hook
Speaking of your script, every great video—explainer or otherwise—needs a compelling hook. No matter where you plan to distribute your content, you only have a few seconds to grab the viewer’s attention and convince them to keep watching. If you launch into a run-of-the-mill description of your business right away, you’ll lose your audience before you’ve even begun.
3) Winging The Distribution
Before you create your explainer video, you should know where it’s going to be distributed. Why? Your distribution strategy will inform the audience that you’re speaking to, the tone and style of your video, and key specs like your video’s aspect ratio. Many companies make a mistake by creating their video first, then choosing their distribution methods. By starting with your distribution strategy in mind, you can tailor your video to perform most effectively on the platforms and channels you select.
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4) Using Internal Jargon
Your explainer video is not the time to use industry-specific jargon that your audience won’t know. Whenever possible, use plain language that everyone understands, and skip any internal acronyms, phrases, or terminology that may require further explanation. Imagine that your audience is coming across your brand—and possibly your industry—for the first time. Read your script with that perspective in mind, and make sure everything still makes sense before you commit.
5) Underusing Animated Graphics
If there are any concepts that are particularly difficult to explain verbally, don’t forget that you have visuals at your disposal, too. Animated graphics are especially effective for conveying complex concepts related to your brand, and used in conjunction with voiceover, they ensure that auditory and visual learners can follow along. If you’re not quite sure what you need to include, ask your animator for guidance. As skilled artists, they may have ideas about how to convey your information using digital imagery.
6) Using “we” language
Many brands use too much “we” language in their explainer videos, focusing on their own perspective rather than the viewer’s perspective. Instead, remember to frame your video in terms of the viewer experience. Instead of sharing the services, your brand provides or the features that make you unique, share how those services or features affect your audience. What benefits will they enjoy? How do you make their lives easier? What problem are you solving for them? The more “you” language you incorporate, the better.
7) Sharing Too Much Information
Another common mistake is sharing too much information altogether. Because you know all the amazing things your business brings to the table, it’s tempting to share every detail all in one video. However, the more points you try to cram into one video, the less your audience will actually remember. Instead, decide on just a few key ideas that you want to convey to your audience, and drive those ideas home throughout the entire video. If you want to share more information, you can always create additional videos down the line.
8) Forgetting a Call To Action
Finally, don’t miss out on the opportunity to connect with your audience after the video ends! While sharing key information about your brand is great, inviting your viewers to take relevant action is even better. You get to decide which CTA will make the most sense for your video and your business, but don’t miss out on that precious real estate to continue the relationship beyond the end of the video.
Bypass These Mistakes with ZivZo
Worried about making one of these mistakes? When you work with ZivZo, we’ll guide you through the entire process of creating a world-class explainer video without the common missteps. Better yet, as the industry continues to evolve, we’ll implement moment-by-moment best practices to keep you up to date. Schedule a call with a creative producer below to kickstart your explainer video!
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