5 Things To Consider Before You Create A Kickass Explainer Video
And how to pick the right person for the job.
It’s not easy explaining new ideas on paper. Whether it’s about your products or services, it doesn’t have the visual element where you can show off the features and benefits first-hand. This is where explainer videos come in.
When included in your landing page, not only can they increase conversions by up to 80%, explainer videos are also a creative way to showcase proof-of-concepts for potential investors.
However, with so many video vendors springing up in the market, how do you choose who to work with on your project?
Here are some factors to consider:
1. Purpose of video
Here are some questions you may want to answer before briefing a video producer:
1. What is the purpose that your video would serve?
2. Who is your target audience?
3. What problem does your product or service solve?
4. What is your brand style?
5. What action do you want the viewer to take after watching your video?
These are just some essential questions that you need to know before embarking on your video project, as the answers determine the style of video you choose.
A few common uses include:
● General concept and benefits explanation
● ‘How To’ videos
● Products or service features demonstration
● Testimonials showcase
● Public education
● Internal training
2. Style of video
Depending on the purpose and requirements of the project, there are a few main video styles to explore. Some styles fit the purpose better than others, and there are pros and cons for each. Each style will also appeal to a different target audience and affect the budget.
Here are some common explainer video styles:
Whiteboard animation
This is a common technique where a live hand draws illustrations on a whiteboard background to explain concepts. It is a good option for educational videos, as well as explaining a product, service or process.
2D cartoon character animation
One of the most popular styles around, 2D cartoon character animation is versatile and suits a variety of B2C and B2B purposes. The use of characters evokes emotion and allow for creative storytelling, making the content engaging and shareable.
2D Motion graphics
2D motion graphics bring concepts to life with animation, but are not necessarily story or character-based. They are direct, fast-paced and engaging, making it the ideal style for complicated topics.
3D animation
This is the style used by Pixar for their animated films like Up. High quality and cinematic, 3D animation are best for telling an emotional story or showcasing products that are still in the concept stage, or are difficult to film. However, animating objects in a 3D space is time-consuming and costly, so this is mostly used for high-budget commercial purposes.
Stop-motion animation
Stop-motion is a technique that consists of photographing a moving object or illustration, then putting the images into sequence. It is a unique and memorable style also used in short films. However, like 3D animation, it can be expensive to produce.
Live action
Life action videos are filmed using cameras. Because real people are featured, it is a great option for demonstrating actual products, or connecting with your target audience on a more emotional level.
Live action + animation
Combining live action and animation gives you the best of both worlds, as people can interact with the animation to better explain and concept. This makes your video more interesting and engaging!
Typography
Typography videos are a good choice to jazz up B2B or internal videos that are heavy on data or charts. It uses purely animated fonts in an engaging way, eliminating all other distractions.
Screenshot
This style entails editing screenshots with a voiceover narration. It is the least engaging style of all, but is a great low-cost options for tutorials.
3. Level of custom graphics required
If you need unique characters or have a brand mascot, you will need to work with illustrators who provide custom hand-drawn illustration.
This is an important question to ask as some companies use templates like goanimate, powtoon, pixtyland, videoscribe. This means that while their videos are cheaper and production time is shorter, the character designs are not unique. However, it works perfectly if you have a small budget and tight deadline.
4. Timeline and budget
Different styles of videos require different timelines and have different budgets. So it is good to establish a budget for the video project before accessing your options. For example, 3D animated videos are much more expensive than 2D animation, and takes much longer to produce.
The timeline is also an important aspect of the entire project. Is there a hard deadline (e.g. for an event) or is the situation more flexible?
Another tip: when working with the project manager of your video, ask for a timeline that takes revisions into account, so that there is no further delay.
5. Can you write your own script?
If you can provide your own script, it brings the project cost down as the animation company skips the ideation, conceptualisation and script stages.
However, this is best if you have have an in-house scriptwriter who has experience with the explainer video formats and writing styles. It’s not as simple as just writing the voiceover text — the scriptwriter has to be able to conceptualise the visuals as well.
In conclusion
There are many factors to consider before embarking on an explainer video project. Keeping these things in mind would ensure a seamless production process and a kickass video that’s sure to wow your audience!
At Want Things Done, we take project hassles off your plate by pulling experts together to work on projects which may require more than one expert.
Need help in embarking on a video creation and marketing project? Get in touch now.
