Explainer videos are short, animated videos that explain a product, service, or idea. These videos use motion graphics, text, a voiceover, and other visual elements to quickly communicate complex information and ideas.
The explainer video industry has grown rapidly in recent years. These videos are an extremely effective marketing tool for brands of all sizes. Studies show that users are much more likely to watch a short video than read a lengthy blog post or article. Explainer videos also boost viewers’ retention of information.
Explainer videos are a highly effective, versatile marketing tool. When done right, they can succinctly clarify complex topics, convert viewers, and grow brand awareness. The explainer video industry will continue expanding as more brands realize the benefits.
Table of Contents
Scriptwriting
The script is the foundation of any effective explainer video. It determines the core message and storyline that will engage viewers. When writing a script, focus on using simple language to convey complex ideas compellingly. Avoid jargon and technical terms that may confuse audiences.
Aim for a script between 150-250 words long. Short sentences and paragraphs help with pacing and retention. Use evocative analogies and examples to simplify difficult concepts. Weave in storytelling elements and characters if appropriate. Build tension and interest before resolving it with your key message.
Structure the script with a beginning, middle, and end. Introduce the topic and establish relevance in the opening. Elaborate on the problem, solutions, or central ideas in the middle. Close by circling back to the introduction and end on a memorable note.
Keep the script concise, conversational, and centered around your core ideas. Refine through multiple drafts to hone the message. The script is the blueprint for production, so the effort spent perfecting it will pay dividends with an impactful final video.
Voiceover
The voiceover is one of the most important elements of an effective explainer video. It is what brings the visuals to life and engagingly tells the story. That’s why it’s critical to use a professional voice actor rather than just having an employee record the audio. Professional voice talent knows how to deliver scripts with the right energy, tone, and pacing to maximize viewer engagement.
When selecting a voice actor, it’s important to choose someone whose style fits your brand identity. For example, a financial services company may prefer a polished, authoritative sound while a startup may want a conversational, friendly tone. Take the time to listen to voice samples to find the right match. Also provide direction on the exact tone you are looking for – whether upbeat and fun, serious, or relaxed.
In most cases, you’ll want the voiceover to have a natural, conversational style rather than sounding overly scripted. This helps the viewer feel like the video is talking directly to them. But conversational doesn’t mean sloppy – good voice actors know how to take a script and deliver it conversationally while still sounding polished and professional.
Following these best practices with your explainer video voiceover will maximize clarity, engagement, and alignment with your brand voice. The voiceover can truly make or break the viewer’s experience, so it’s worth investing in quality talent.
Animation Styles
When it comes to animation styles for explainer videos, there are a few key considerations:
- Minimalist vs. vivid: Minimalist animation uses simple graphics, limited color palettes, and clean transitions to convey the core message. This style works well for complex topics. Vivid animation has more details, brighter colors, and energetic motion to grab attention as works done by https://explain.ninja/. Vivid animation brings energy, but avoid going overboard.
- Cartoon vs. realistic: Most explainer videos use a cartoon or illustration style instead of realistic graphics. Cartoons are more engaging and allow you to exaggerate features to highlight key points. However, realistic graphics might work better for medical, technical, or science topics. Match the style to your audience and message.
- Match animation to message: Carefully choose animation that complements your script instead of detracting from it. For example, bouncing graphics work for energetic messages, while subtle fades suit serious content. Avoid distracting or inconsistent styles. Plan how motion and graphics will visually communicate each point.
The animation style should fit the company brand while supporting the video’s message. Work closely with your animation team to bring the right visuals to life. Animation is a key ingredient for a compelling explainer video. Paying close attention to the style will help you create a great final product.
Types of Explainer Videos
Several styles of animation are commonly used for explainer videos:
Live Action vs Animation
- Live-action videos use real human actors and settings. This can help make the video feel more relatable and realistic. However, live-action is usually more expensive to produce than animation.
- Animation allows for more creativity in visuals, transitions, and effects. It can be a better choice when demonstrating abstract concepts, or technology, or showing something not feasible with live video. Animation styles range from simple 2D to complex 3D.
2D vs 3D Animation
- 2D animation utilizes two-dimensional drawn assets and graphics. Some types of 2.5D animation include character animation, motion graphics, and vector-based animation. 2D is usually cheaper and faster to produce than 3D animation.
- 3D animation uses three-dimensional computer graphics and models. The assets and environments are fully rendered in 3D space, allowing for complex camera movements and photoreal visuals. However, 3D animation requires more specialized skills and is more expensive.
Production Process
The production process for creating an explainer video includes several key stages:
Scriptwriting
The script forms the foundation of the video. Professional scriptwriters will work with you to understand your goals, target audience, and key messages. They’ll craft a script that brings your story to life in a compelling yet concise way. The script sets the tone, flow, and pacing of the video.
Storyboarding
Storyboards visualize each scene in sketch form, bringing the script to life. Storyboards ensure the narrative flows logically while maximizing visual impact. They allow you to preview the video and make changes as needed before full animation begins.
Animating
Animation can be 2D or 3D depending on your preferences. 2D animation utilizes techniques like whiteboard, motion graphics, and cutout animation. 3D animation creates fully rendered 3D environments and characters. Expert animators bring expressive characters to life and add polish to the visuals.
Voiceover
Professional voice actors record the customized narration based on the script. The right vocal tone and cadence help the story resonate. Music and sound effects complement the voiceover.
Music and Sound
An original music score and sound effects heighten the mood and emphasize key moments. Uplifting melodies and subtle background music set the tone without overpowering the narration. Sound effects punctuate transitions and actions.
Conclusion
When selecting an animation studio to produce your explainer video, there are a few key factors to consider. Look for a company with several years of experience producing explainer videos in your industry. They will understand your target audience and messaging needs. Review their portfolio and video samples to ensure quality matches your standards. Seek companies with beautiful, modern animation styles if that align with your brand. Examine their client list. Have they produced videos for recognized companies similar to yours? This demonstrates their experience level.
By carefully vetting and selecting your animation studio using these criteria, you can find the best partner for your explainer video project. Prioritize experience, communication, and fair pricing.
