A powerful script is just as important as the animation or live action in video production. The script guides the viewers through the video, to ensure the message is understood. Which is why you need to be crystal clear on the message. This article will give you key pointers on things your explainer video script should include, to ensure your message is communicated well to your audience.
Firstly, your script needs to outline the problem your target audience are currently facing. This helps capture their attention, as they can identify with what you are saying. For example, the first minute of this great animation video from Import.IO acknowledges that small business are stressed out with trying organise and compare data.
Secondly, the script the needs to explain how your product or service is the solution to the problem. This is excellent for explainer videos; take the second minute of the Import.IO video, which explains that having the data all in one place with Import.IO the first ever cloud based data browser, relieves the stress of organising and comparing data yourself.
Thirdly, describe the benefits of your product or service. Ensure you are using key words that are going to sell. Also, use the correct terminology and tone of voice that is suitable to your target audience, as this will enable your video to resonate well with them. Here is a great example from Airbnb; colloquial language as well as buzz words associated with travellers has been used.
Finally, ensure your script includes a call to action. A call to action drives your audience to fulfil the purpose of your video marketing, for example make a purchase, sign up for a newsletter or go to the website.
By following these key pointers, you are well on your way to ensuring your video marketing strategy is a success. Stay tuned for the next clue, to find out how to reach the video marketing treasure.
