Script for explainer video step by step
The basis of any explainer is the script. This takes up most of the process, and the competitiveness of your product or service depends on it. We often find that people cannot turn their idea into a script. That’s why we created a small guide about how to write scripts. If you follow these simple rules, it won’t be a problem for you to write a perfect scenario.
Step # 1 – Standard Script Structure
It is based on introduction, action, and ending. The scenarios of marketing animation are quite similar, but there are slight differences in three points:
“What decides?” The reason people are looking for your animated video. First of all, your script should show the problem of the target audience that your product or service solves. Revealing this topic will immediately attract the audience you need. Therefore, the sooner you clarify the situation, the better.
“How does it solve the problem?” You need to present to the audience exactly how you solve the problem. There is no way to show this in detail or advertising because the audience should immediately understand what you mean. The solution should be explained as simple as possible.
“Why are you?” Surely other companies with similar products can solve this problem. Yes, now the audience knows what needs to be done and your task is to say why you should be chosen. Here you describe your benefits and features, and this is the best-selling part of the video.
Very often, the points “How does it decide?” and “Why are you?” are very similar or overlap. We advise leaving part of the sales to the end, regardless of whether they are similar or confused.
Also, try to follow the standard script structure as closely as possible, as the whole world is already familiar with it. This fact will benefit you, as people subconsciously can foresee what kind of video will come next and focus on the main message of your brand.
Step # 2 – Brevity is the soul of wit
Everything ingenious is simple – be as brief as possible. The longer the video, the less likely it will be watched until the end. Remember, according to statistics, only 50% will watch the video in full if it lasts less than two minutes. Think of how many views will fall if the length of the video is more than two minutes.
The length of your marketing animation is determined by the script, but how do you know how much you need to write? One minute of the video is approximately 160 words. But we at Inovit think that the middle ground is 90 seconds video (240 words). No one will lose interest in your product in such a short time, but it will be enough for you to describe all your advantages.
Step # 3 – Be Easy
Do not try to tell everything about your company in one scenario. The script should convey the idea quickly and directly, without overloading with unnecessary information, so that the audience does not get bored. Therefore, it is so important to find a time and think about what needs to be added to the video and what is not.
Believe us, when the audience is interested in your product or service, you can tell in detail about your company with the help of sites, articles and advertising calls.
Step # 4 – Customer Orientation
Don’t betray your audience; rather, let them know how you can help them. The most important thing that you should remember in your animated marketing video is who your potential customers are, what problems they have, and how you can help them. Only if you remember this, the audience will trust your company and decide to purchase your product.
It is the connection between your company and the solution to a problem that will attract potential customers to you. You can lose a ton of conversion opportunities if you are not careful. The focus of your video should be a solution, not a story about the features of a product.
Step # 5 – Action
Most importantly, do not forget to recall what action you expect from the audience after watching the video: downloading an e-book or posting on social networks, your call to action should be clear and concise.
A few calls to action will weaken attention, will not have the desired effect, and will only lead the audience into confusion. Make one, but efficient and simple. If you require several calls to action, due to the marketing strategy, you can make different versions of this video with different calls in each. After that, you can use these versions in various success tests.
We hope that thanks to our advice you can write a good script, and our team will help you bring it to life. If you want to know how scenarios become videos, you can watch them on our YouTube channel.