Script for an Explainer Video
- Von: Mag. Dominik Mikulaschek
Just like films on the big screen, an explanatory video needs a script that is characterized by a certain structure. The aim of the explainer video is to captivate the recipients, which works best if you follow the tried-and-tested structure consisting of three acts. Our explanatory video needs a beginning, a middle section and a conclusion.
Screenplay and script classically designed
In the first act of the video, the question of “what” should be clarified. This involves working out which product, which service or which problem it is about. This motivates the viewer to watch the video to the end. If the “what” is worked out in the first act, the viewer knows immediately that they have found exactly the video they were looking for.
The second act revolves around the “how” question. If the video implements the solution to a problem, the way in which the problem can be solved should be presented here. You should not go into too much detail and keep the concept as simple as possible.
Finally, the third act deals with the “why”. The recipient has now been offered the solution to the problem. In this act, you now have to explain why your own product or service is a better solution than what the competition is offering. This act is therefore about the sales aspect of the video. “How” and “why” can often overlap. However, it is advisable to limit the sales message to the final part.
Adhering to this structure fulfills an important task in the explanatory film. You follow a sequence that the viewer is familiar with, allowing them to predict the sequence of the video to a certain extent. This allows the recipient to concentrate fully on the advertising message.
Brevity is the spice of life
Explanatory videos should be kept as short as possible. This way, users are more likely to watch the video to the end. Statistics show that 85% of all viewers watch a 30-second video to the end. With a two-minute video, the figure is only 50%. You should therefore keep your script short. In our experience, a voice-over of 240 words is the best solution. This results in an explanatory video of 90 seconds in length.
Focusing on important content
When creating the video, you should concentrate on including only the most important elements. It is not possible to pack detailed explanations into a short explainer video. However, if the explanatory video is exciting, it will arouse the interest of the recipient to find out more details on the website or other sources.
The audience takes center stage
A good explainer video always focuses on the viewer. The aim is to show how the potential customer can solve their problem. The aim is to solve the problem, not to sell a product. The recipients must get the feeling that they have found a solution to their problem. In this way, they will gain confidence and buy the product presented. This is how you can increase the conversion rate and turn viewers into customers.
Clearly present the call to action
The call to action should be clearly recognizable and easy to execute in the explanatory video. It is advisable to only ever include one call to action so that there is no confusion. If several calls to action are required for a specific product or service, several different videos should be used. You then have the opportunity to compare which video achieves the desired goal better.
Other aspects that should be taken into account
The success of the explanatory film often depends on finding the right tone. The audience should always be kept in mind. Age and origin are important factors in being able to produce an explainer video that appeals to the audience in the best possible way with image and sound. If it is possible to find a humorous angle, you should use it. According to statistics, humorous content is shared more often. It is therefore worth using humor whenever possible.
Advantages instead of technical details
A string of technical details comes across as impersonal. If, on the other hand, you describe the advantages of the product, the customer can put themselves in a situation and recognize what direct benefits they can get from the product or service.In order to achieve an optimal effect with the explainer video, it is helpful to have the script written by scriptwriters from explain it simple who have experience in addressing and inspiring viewers in the best possible way.
