Explainer videos are a great tool of marketing nowadays if these are created in the right way. A good explainer video can’t be created without a great script.
Even If the visuals are the highest quality a bad script will sabotage the explainer. The weak script can make the video boring and confusing at the same time.
Even if you have world-class visuals, a weak script will sabotage your explainer, making it boring at best and confusing at worst. But on the other hand, a lot of brands don’t understand the importance of a script.
Why Are Explainer Videos So Successful?
It’s not a surprise that explainer video boosts conversion rates up to 144%. In this era, people are in search of precise information and they want it in a short time. No one wants to spend time reading a four-page list of features when it can be covered in a 2- minute video with highly engaging visuals.
As video saves time, it also leads the viewers towards putting themselves in the shoes of the product users. Since they have already been immersed in the video it makes it likely to click-through the signup.
Explainer video also increases the product value, improves understanding of the product in 94% of cases according to the 2021 Wyz Owl study.
About 96% of people have watched an explainer video to learn more about a product or service.
So it makes explainer videos highly effective for marketing purposes.
How to Write a Good Explainer Video Script
Before you write your script, heed these basics:
- Know your audience.
- Know your message.
- Have a call to action.
Step 1. Define the Problem
Video is always a preferred type of medium because of its simplicity. And there is nothing as simple as understanding what your potential customers are struggling with, and showing it in the video.
For example, if you sell CRM software, your customers may be struggling with customer communication and sales efforts.
The first 10 seconds of your video should define the problem. Otherwise, you risk losing their attention.
Take a look at how UpSend dit it.
If you are creating an animated video or live-action then use a customer persona character that prospects can relate to.
If your customers are marketers, show them the same market. If your customer is a real estate agent, show them real estate. Create a person which they can relate to personally.
If you are going to create a whiteboard explainer, describe the problem statement. Understand the industry and create a tone you will be using, add emotions and simplify it.
It is important to understand the use of language which your audience use. Use simple sentences and avoid technical language.
It’s a good idea to create buyer personas for this purpose.
They’ll help you answer questions essential for the video such as:
- Why is it important?
- What value does it provide to customers’ lives?
- What problem is it solving?
- What is the goal to achieve?
Explainer videos are mostly used by marketers to drive new sales but these can also be used to improve the product knowledge of consumers.
Be aware of your goals before you start writing the script so you can craft the messaging better.
Step 2. Show the solution
Problem-Solution: This is the classic way to pose your company product or service as the hero that makes your viewer’s life easier. Make the problem clear and relatable, then use the story arc to make a natural transition to the solution. Note: Don’t spend more time on the problem than the solution. You want to leave them fantasizing about your awesome product or service, not ruminating on the frustrating problem
As you have connected your customer with the problem it’s time to tell them what you have to offer.
If you want to attain the attention of your audience then don’t show the product working. Show how a persona is created with time and learning.
This is the cathartic part of the video, and it’s a powerful conversion booster.
After seeing the problem which a character is experiencing your customer will get emotionally attached to it. You need to show them the ultimate solution, the life savior for them. A happy ending which everyone wants.
For example, MegaGrass gives the solution which customers are always facing.
The first 10 seconds are the time in which you can emotionally charge the viewer to watch the whole video. There can be a change in music or a change in visuals can help a lot.
Step 3. Show Them How Product Helps
As you have already teased the product. It’s time to show how it helps. It needs to be communicated in the best way so that there is no ambiguity.
Take a look at the example coming from Tickera
Make sure that you answer all the objections and questions a viewer may think about.
Use short sentences which highlight the best features of the product. It is very important to show workflow at this stage. How does this product work logically? What are the steps which a customer needs to take? Show the process and user experience.
Step 4. A Good Call to Action(CTA)
As you have already taken the attention of the audience it’s time to wrap things up.
The CTA should be concise but effective. Repeat the problem and solution and invite viewers to do an action which you want them to,
If you’re posting the video to YouTube, add an annotation at the end from your console to redirect them to the landing page.
Here’s a list of some of the most used call to action in explainer videos:
- Download now
- Try it for free
- Sign up for a free trial today
- Your free download is just a click away
- Join now
- Mail your order today
- Get it now
- Visit our website
- Call us at ……..
- Learn More on………………………….