6 steps to a great explainer video
The anatomy of a really short story
Why tell a story?
Consuming and creating stories is in our DNA [1]. Everyday, we’re inundated with information that pulls our attention in multiple directions. You simply won’t be heard unless you’re telling stories [1]. A Stanford research study backs this claim up —statistics alone have a retention rate of 5-10%, but when coupled with anecdotes, the retention rate rises to 65-70% [4]. True story!
So, how do we construct a story, and more specifically a two-minute (or less) explainer video, that influences its viewers? Here are some guidelines.
#1 Give me context.
Begin with who, where, when… and a hint of direction [5]. This creates a solid base from which to move on.
#2 Hook me early.
Give me something I can relate to — an anecdote, a compelling question, or tell the story nonlinearly using in medias res. Or cut to the chase and start with the main takeaway [5].
#3 Make me care.
An invincible hero is boring. A hero with flaws is someone that I can relate to and root for. Show me the hero’s vulnerability [3].
In a sense, you’re making me the hero — “One of the main reasons we listen to stories is to create a deeper belief in ourselves,” says Sachs [1]. “But when the storyteller talks about how great they are, the audience shuts down.”
#4 Take me on a journey.
A great story is about something that isn’t normal and doesn’t happen all the time — a conflict that must be overcome. It’s where things were normal until something happened that made them not so normal anymore [2].
Naturally, every story needs conflict. But that’s just the beginning. If you can make me empathize and engage in your hero’s struggle (because it’s also mine in a way), then you will have me until the end.
#5 Balance simplicity and delight.
You have two minutes or less, so keep it simple. The details of your story should serve the ultimate goal of your hero.
However, there’s a fine line between simple and boring. Don’t mistake extraneous details with the details that paint a vivid picture. These details help me empathize with your hero and therefore advance the story. It also makes it fun and adds to the audience’s joy as the story is revealed.
#6 Rinse. Repeat.
User feedback time. Don’t expect to get it right the first time around. Put it in front of a test audience that matches your target. If you don’t have that, get it in front of anyone. You’ll learn a lot from this process and it will allow you to refine the story.
