Behind every captivating video is an engaging script, but sometimes writing one can feel daunting. Effective storytelling sets the stage for an explainer video that your viewers will enjoy. Good writing can individualize your brand and call viewers to action.
But, you may be wondering, what exactly is an explainer video? In simple terms, explainer videos highlight specifics of a product, service, or process. They are digestible, entertaining, and shareable.
Think of your script as the foundation to an incredible video. Follow this guide to learn how to ensure yours is a success.
Step One: Preparation
Before you start writing, outline your script. A little bit of planning goes a long way!
Pinpoint Your Purpose and Audience
Starting with a clear audience and objective is one of our tips for creating an overall effective explainer video, and it is also the first step to writing a great script. Tailor the content to your audience and don’t stray from your goal. The last thing you want is to confuse your audience.
Choose Your Tone and Voice Carefully
Once you understand your audience, think about how you want to deliver your message. Is your video educational and serious or lighthearted and funny? Whatever you decide, stay consistent with your brand voice. Not only does brand voice enhance trust and build community, but it also conveys your personality.
Our client, AWSM Sauce, communicated its identity in this explainer video using a quirky and humorous tone.
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Step Two: The Hook
Most people can’t focus on a screen for more than 47 seconds. This means that it’s necessary to snag your viewers’ attention quickly.
One tip is to address your audience directly from the start. Don’t just explain your product or service to them. Whether you are presenting a problem that needs solving, telling a story, or giving a tutorial, you need to involve them in the process.
You can do this by piquing their curiosity and leading them to your brand as their solution. Put the viewer in the driver’s seat. Speaking in the second person and using their vocabulary is also helpful.
Our video booth tutorial does a great job of capturing the viewer’s attention from the start. The speaker immediately greets and acknowledges the audience. She then makes a relatable joke to break the ice and make them comfortable.
Step Three: The Explanation
Now that you have captured your audience’s attention, it’s time to inform them.
Outline the Critical Information
When you first began outlining your script, you determined your main objective. It could have been anything from understanding how to bake a cake to highlighting your brand’s coffee recipe.
Remember that goal and present it to your audience. Give them the essential information they need. Ask yourself, “What do I want them to take away from this explainer video?”
Step by Step
For how-to and process videos, outline each step. Use clear and concise language to communicate your points and leave nothing for interpretation. Confused viewers will search elsewhere for their information.
Castle Windows clearly outlines each step in the window cleaning process in this explainer video. They speak in straightforward language and provide the viewer with facts. They also organized the video into the four primary window materials to help with understanding.
Critical Points
For videos explaining a product or a service, use this section to note the key points your viewer needs to understand. Brag about what makes your product unique and show off special features!
SoftLite Windows and Doors thoroughly explains the ENERGY STAR® 7.0 requirements, their implications for energy efficiency, and the new U-Factor and SHGC criteria.
Anticipate Questions
As mentioned above, you don’t want to confuse your audience. Think about your brand’s frequently asked questions and answer them. You can also put yourself in your audience’s shoes to understand what information could be simplified and clearer.
Keep Language Simple
Did you know that in 2020, 54% of US adults lacked literacy proficiency? When it comes to writing, less is more. Simple language gets your point across just as well as fancy terms.
A great tool for checking whether your writing is digestible is the Hemingway Editor. It points out overcomplicated sentences and gives you the estimated reading level.
However, remember that a script with straightforward writing doesn’t have to be boring. Voice, tone, music, and visuals all will help elevate your video.
Keep Visuals in Mind
Speaking of visuals, it’s important to remember that your script will accompany a video. Try to envision what footage might accompany key points or process steps. Instead of overexplaining a description in the script, think about how to show it in the video.
Add a Call to Action
If necessary, add a call to action at the end of your script. Tell viewers where they can find more information about your brand, where they can buy a product, or how they can contact you. This could be as simple as a logo and website on an endcard, or include more detailed instructions like SoftLite Windows and Doors did in this explainer video.
Step Four: Editing
Once you have a rough draft of your script, it’s time to make revisions!
Length
Remember that humans have short attention spans. Viewers want information delivered succinctly and clearly. See if you can consolidate any steps or shorten any phrasing. The simpler, the better!
Read it Out Loud
Because your script will become the video’s voiceover, check for any awkward phrasing. Reading your script out loud will not only help catch any grammatical errors, but also help with flow and style. We don’t usually write how we speak, so make sure your script sounds genuine.
Explainer Video Production Services in Philadelphia
Hopefully, now you’ll feel less intimidated writing your explainer video script. If you need guidance, Forge Apollo, a video production and digital marketing agency in Philadelphia, is here to help. We are well-versed in educational video production and provide services from explainer videos and video blogs to higher education videos. Contact us today to start creating your next explainer video.
