The following is a guest post by Andre Oentoro, founder of Breadnbeyond.
Startups are beginning their campaigns using digital tools for a reason: the crowd is there. That reason is also the challenge that they need to face—because everyone is spending their time online, almost every company invests in online campaigns, including explainer videos.
The Internet is now demanding more visual content than ever and that’s why explainer video is really popular among startups and giant corporations alike. However, the nature of an explainer video is promotional and tinted with give-us-your-money vibes—meaning many people will view it with a healthy amount of skepticism. That’s why good copywriting is so important.
My team from Breadnbeyond, an explainer video agency, has created an infographic that will guide you through writing an irresistible explainer video for your products. Before we get to that, let’s take a look at a few basic best practices you should always follow:
Create a Strong Opening Line by Addressing Your Target Audience
Millions of people use the Internet every day, and in order to grab your audience’s attention you need to address them—and their pain point—directly, right off the bat. We normally use profession-related phrases, such as: “Is your HR department having problems sorting through all the under-qualified applicants for your vacancy?” or “As a parent, you want your kids to perform well in school.” That way, you speak directly to the people who have a reason to use your product and provide incentive for them to keep watching.
Always Use Active Sentences
Passive sentences have more complex grammatical structures than active sentences, which can reduce the effectiveness of persuasive content. Compare these sentences:
Active sentences sound more natural and conversational—and most importantly, they require less brain power to process, are more easily understood, and simply get your point across faster. Passive sentences take longer to digest, which is counter-intuitive to persuasion.
Use People Instead of Numbers
Humanizing statistics is a simple way to relate to viewers on a personal level. Let’s say you know that 80% of Internet users spend more than two hours watching videos every day. Instead of using a percentage, turn that number into “Eight out of 10 Internet users watch two hours of video every day.”
Percentages are just data; by translating them into people, you’re making them relateable to your audience.
State Specifically the Problems Your Product Solves
It’s crucial that you specifically mention what your product is designed for; e.g., project management, accounting, picking the best place to hangout. Relating a problem to a day-to-day situation will help convince viewers that it’s likely to happen to them. A great example from DropBox’s first explainer video script:
Those were just four among many other tips for creating a high-converting explainer video. Check out our infographic to get everything you need for a great explainer video script, including a checklist, templates, tips, and statistics!
Courtesy of: Breadnbeyond
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video production company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order). Download his latest guide to Choosing the Best Explainer Video Production Company and learn how to get the most value out of your explainer video.
Catherine has a degree in English literature and a passion for all things marketing. As Digital Specialist, her focus is on web design, search engine optimization, social media, online presence management, and project coordination.