Explainer videos highlight specific concepts or processes for viewers in an easily digestible format. They can be “how-to” videos, definitions of concepts, or features of particular products or services.
According to Wyzowl’s State of Video Marketing report, 91% of consumers have turned to explainer videos to learn more about a service or product. Plus, they’re the second-most popular video type for marketers.
Explainer videos are a powerful tool for any organization. But if done poorly, they can be ineffective. Forge Apollo is an experienced educational video production company in Philadelphia that offers various video and marketing services. In this blog, we’ll cover the key components to make explainer videos that drive your message home.
1. Start With an Objective and Audience
Before diving into explainer video production, identify the goal and audience for your video. This step may seem simple, but you would be surprised by the number of brands that don’t take the time to consider this before production.
Ask yourself, “Who will watch this video, and what do we want them to gain from it?”
Understanding your audience and their understanding of a topic will help you tailor the content to engage them.
For example, we created this video booth tutorial to educate an audience unfamiliar with video production so that they could operate a video booth set up independently.
2. Write a Clear and Concise Script
Explainer video content does best when it’s short-form and holds focus. So, keep your script concise and to the point to keep the video short. Avoid jargon and complex language and focus on your key messages.
However, that doesn’t mean that your script needs to be bland. In this video for AWSM Sauce, we used a concise script combined with their fun tone of voice and editing to make an entertaining tutorial.
3. Use Engaging Visuals
Engaging visuals can keep viewers’ attention and allow them to follow your explanation. Depending on your video’s budget and message, an explainer video company can take multiple approaches to visuals, including animation, stock footage, or live footage.
Visuals should exemplify the information the video explains and help the viewer relate to the topic through storytelling.
For example, this video we made for SoftLite Windows explains its windows’ security features using stock footage of people interacting with windows and animation of the features themselves.
4. Choose the Right Voiceover or On-Screen Talent
Audio matters for educational video production. Whether you choose a voiceover or on-screen talent, ensure they speak in a tone and speed that your viewers can follow. The tone should also match your brand’s personality.
For example, a straightforward, business-like tone wouldn’t fit a tutorial for a quirky beauty product, and a youthful, upbeat tone wouldn’t fit a tutorial for B2B software.
You can also combine voiceover with on-screen talent to make a video more engaging, like this video explaining a concept for HTSA.
5. Plan Your Distribution
A video’s success goes beyond its production alone. Remember to include a plan for video distribution and promotion.
Where will your video live–on your website, a YouTube channel, or a learning platform? How will you share it with users–linked in a help portal, shared on social, on a product page, or through an email campaign?
Be sure to leverage multiple platforms to promote a video and research SEO best practices around social, search, and YouTube.
For example, SoftLite Windows has a whole playlist on their YouTube channel related to window maintenance. They also link to these videos from their website.
6. Listen to Feedback and Incorporate it in Future Iterations
Don’t make the mistake of putting your video out there and forgetting about it. Pay attention to what people (and analytics) are saying. Are you getting any feedback that a video is helpful or confusing? Is there a point in the video where viewership drops off? Are your viewers asking questions after watching the video that the video should have answered?
Keep tabs on your feedback so you can use it to improve future versions of the same video or additional videos on the same topic.
Get Help With Educational Video Production in Philadelphia
Creating compelling explainer videos requires careful planning, engaging content, and a clear understanding of your audience. By focusing on these key components, you can leverage the power of educational video production companies, like Forge Apollo, to enhance your messaging and effectively communicate your ideas. If you’re looking for top-notch video production services in Philadelphia, Forge Apollo is here to help. Don’t hesitate to contact us to discuss your explainer video needs.
