![]() However, social media is a different ball game. If the target audience is on your website using desktop devices, a standard 16:9 is still the best format for video explainers. ![]() ![]() Vertical videos are the new king of social media.īut before you flip things vertical, know your audience. Tip #7: Optimize for your target audience And then, fall in love with your brand and envision how your product will make life easier. The pioneer of persuasion, Elmer Wheeler, coined the phrase in the mid-1920s, “sell the sizzle, not the steak.” It’s tried and tested, and many still use this as part of their marketing strategy. They want to see how you can improve their life. The features are ultimately the solution.īut, for the customer, it’s the benefits that matter. You know how your product or service works. If you decide you do want a voiceover, try generating one using text-to-speech video maker like Synthesia.Īs a bonus, you can automatically generated closed captions for those viewers that mute videos. Tip #5: Don’t rely too heavily on voiceovers This allows for enough time for the user to understand and for additional graphical elements. Aim for a word count of about 150 words per minute. ![]() This case study shows that good explainer videos run for about 60 to 90 seconds.Make sure your explainer video gets started quickly to hook the viewer. The average attention span of a human is only 8 seconds.Could your goals be more effectively reached with two explainer videos instead of one? What research says on explainer video timing If you need more time, consider the goal of your video. All it needs to convey is that your company can be trusted to solve a customer’s problem.Įxplainer videos that are too long, detailed, or slow-paced will lose the viewer. The best explainer videos don’t explain how a company works, its history, or its ethos. Tip #4: Keep your explainer video under 2 minutes What are the recurring elements? Do they form a theme?.While editing each draft of your explainer video script, ask yourself the following: You can often get stuck editing and re-editing, which is why Stephen King’s editing advice is so easy to follow: “For me, the answer has always been two drafts and a polish.” He knows how to write something insanely popular. While this isn’t scientific research per-se, Stephen King’s stories have sold 350 million copies and been adapted for comics, TV, and even film. Stephen King’s book, “On Writing,” delivers a wealth of knowledge on how to write for maximum impact. Psychologists and behavioral scientists are on a mission to discover what makes our monkey brains tick. A 60-90 second explainer video can take even a professional copywriter 16 hours to write! Why?īecause there’s a lot of brain power that goes into making an explainer of these three things:īut here’s the good news. Tip #2: Write your explainer video with clarity and brevity in mindĪ well-written script is the foundation of a good explainer video. Reveal your product or service as the superhero of the story. And what could happen if those annoying pains went away… Remind them why those pain points are so annoying. Tap into the viewer’s mind and show the problem. How to use the PAS formula for your explainer video: It makes sense when you think about it - pain is acute, while a vitamin, at best, is a nice to have. For example, that we’re far more likely to buy a painkiller than a vitamin. ![]() It’s all to do with our monkey brains not thinking too far into the future. To best connect with someone’s pain or problem, marketers frequently rely on the PAS formula: problem, agitation, solution. If someone watches your video, chances are that they’re sitting with a problem and looking for a solution. Let’s dive in! Tip #1: Start explainer videos with the problem you solve We’ve distilled that research into 8 tips that you can use for your next video. Since then, industry experts have spent millions of hours researching how to make better videos. Dropbox’s explainer video resulted in 70 000 new users overnight □. ![]()
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