Overview
Explainer videos use motion graphics, typography, animation, and other dynamic visual storytelling elements to break down complex topics, products, or services in an easy-to-understand way. Studies show incorporating video boosts content engagement as visuals trigger up to 90% improved recall versus reading text alone.
With today’s short attention spans, videos also allow graspable bite-sized communication that teaches audiences efficiently. The growth of video marketing and education continues rising steeply thanks to increasing production accessibility. But best practices remain vital. This definitive guide examines professional explainer video creation from scripting to styling for maximum impact.
Scripting That Resonates
The foundation for engaging explanation lies in scripting. Most viewers decide whether to keep watching or abandon videos within ten seconds. Compelling hooks addressing viewer pain points or presenting intrigue draw them in. Crisp, benefit-driven messaging keeps them watching. Studies show retention soars when questions are planted then tactfully answered. Outlining the problems, solutions, features, or science in a structured narrative arc works magic.
Take the onboarding video for a fintech app helping users invest spare change from purchases. An opening hook could show coins getting lost down a sofa, emphasizing the accumulation of small forgotten change. This resonates with the pain point of lacking accessible investment options for micro-amounts of savings. Then framing the app as an automated solution plants interest before explaining key features, like round-up functionality from linked cards and auto-deposits into investment accounts. Data also shows ending scripts with clear calls to action boosts conversions.
Storyboarding for Flow
With finalized scripts, storyboarding frames up visualizations of each narrative piece as a connected sequence. Basic sketches depict what images, graphics, text, logos or video clips support the messaging of each section. This structures explainer flow before production. Determining proper pacing is vital so key points land for maximum comprehension. Brand style guides also influence storyboard visual styling, coloring and font choices to match logo schemes for cohesion.
Asset Gathering, Design and Animation
Great explainers utilize a mix of elements – static graphics, typography, animated text, character illustrations, pictograms and photography/video. After storyboarding, current brand assets get compiled, including approved logos, fonts, UI screenshots and image libraries. Scripts undergo analysis to identify sections benefiting from specific graphic types and animated movements. Designers create supplemental motion graphics, icons and illustrated assets customized to brand guidelines.
Animation brings static assets to life, transforming storyboards into cinematic motion. Design elements can shift position, fade, scale or rotate on/off screen to control sequencing and pace viewer focus. Character rigging enables illustrations of people or mascots to talk and gesture naturally. Icons become infographics through numbers, charts and diagrams overlaid sequentially. Logical triggering and timing of animated flourishes guides viewer attention through each narrative just like a choreographed dance number.
Seamless asset integration, transition flow and logical choreography soon build sequences straight from the storyboard into living video. Review and refinement polish rough sections that seem disconnected or drag until the visual narrative clicks from start to finish.
Voiceover and Scoring for Emotion
Voiceover lends clarity and personality. The right vocal tone and inflection carries information while speaking directly to viewers. Upbeat energies pique and sustain viewer engagement versus monotonous drone. Charismatic voice actors emphasize key words and phrases to spotlight critical points. Having talent with vocal range facilities explainer sections covering multiple characters or scenarios.
Background music establishes the video’s mood while filling space between voice clips to maintain momentum. Happy, motivational melodies sustain bright energies for upbeat explainers. More serious topics suit slower tempos and lower octaves. Custom scoring with builds, hits and swells of instruments direct viewer emotions to feel intrigued, amused or inspired on cue. Seamless audio editing interplays voiceover narration with the chosen music bed for harmonic flow.
Optimization and Distribution
With animated visuals, vocal narration and background music combined, the full video gets exported in multiple formats for multi-channel usage. MP4 works universally while platforms like YouTube also support proprietary video formats. Explainer runtimes range between 60-120 seconds to align with online attention spans. Descriptive titling, tagging and metadata attached during upload enables discovery.
Loading videos to a branded YouTube channel allows tweaking end screens and cards for clickable links to products, content offers or social handles after the main video. Embedded on websites, auto-play and looping foster engagement. Social posts gain organic visibility, especially using bite-sized clips. Ad campaigns scale reach through paid impressions while clickable calls to action measure conversions.
The Rise of Professional Explainer Videos
From startups to global brands, slick explainer videos are now indispensable. YouTube reports sleep aid and white noise explainers saw 95% traffic spikes amidst 2020 pandemic unrest. Eyewear e-commerce site Glassesoff.com increased video conversions by 64% through short product demo explainers tailored to top queries.
Expert planning, scripting, visual choreography, scoring and distribution unify to resonate with audiences for memorable learning. As video retains primacy in marketing and communication, explainers represent one of the most versatile formats for clarifying any offering or topic dynamically. Investing in polished production quality and strategic distribution pays dividends for decades as evergreen assets.
For today’s knowledge appetite, engaging motion visuals pack more punch than blocks of text. As explainer videos permeate brands seeking to simplify complex ideas or products, memorable communication finds new wings – compact yet captivating.