With the proliferation of technologies for creating animated explainer videos, the number of companies offering to create a professional video has also increased. And although with the skills of image processing and working with a script, you can create a similar video format yourself. But the quality will vary significantly. In any case, a professional explainer video and an amateur video have similarities in creation. Your attention is invited to an introductory material, within which questions and subtleties will be considered that expose an amateur explaining video from a professional, the stages of creation and other important nuances that are useful to know about.
What is the structure of an explainer video?
To get your viewers to watch your explanatory video to the end, you must follow a tried and tested template. This template is very similar to a product video stream. Animation trends 2021 allow you to count on a positive audience perception of your product. Properly composed content not only attracts the attention of visitors, but also provokes their interest. Moreover, the structure is the same both for professional videos and for amateur ones:
- Presentation of the problem.
- Solution concept.
- Description of the solution.
- Call to action.
Any commercial product sells better if you follow the pattern above. Let’s consider each of the points in more detail.
Presentation of the problem
Introduce your main character in a challenge presentation – if you want to use him in your video. Briefly explain who he is, what sets him apart from others, and what his problems are. It is important that your viewer can identify with the main character. A small “customer image” – a kind of avatar of the “desired customer” – often helps.
Example: If you want to advertise a portfolio with special features, you should choose an adult as the main character, who, for example, works in an office. But the image of an athlete, businessman or teenager in this case is out of place.
So how can your product or service solve the viewer’s problem? Ask yourself the question: “What can I offer special and what sets me apart from the competition?” Each product has potential in the first place if it is useful. Try to analyze and write down:
- Product features;
- Benefits for the client;
- What problems the product can solve;
- How it differs from the one offered by competitors, etc.
Here’s an example: If you are battling the high blood pressure of many coffee drinkers with decaf, don’t praise the beautiful color of your coffee. The focus here should be on low caffeine content with consistently good taste.
In the solution description, you now explain exactly how you are solving the problem. An accurate process is important here so that your viewer can understand how you can reach your decision and be sure that you are not just “chatting”.
Explanation by example: When it comes to software that is supposed to simplify accounting, you cannot simply say that it simplifies accounting. It is important to disclose the following:
- How to simplify accounting;
- What difficulties an accountant faces in daily work;
- How your product will help.
The user interface of the software can then be recreated here so that the viewer can make an immediate impression.
Call to action
A call to action usually occurs at the end of the video. Here, the viewer is asked to take an action. This means that the viewer not only watches the video, but also remains active after it.
Example. At the end of the accounting software explanatory video, there is a call to action “Try it now for 30 days for free”. This encourages the viewer to take action. And since he can also test the offered 30 days for free, he is much more likely to want to participate. So he stays on top even after the video!
Key Differences Between Professional and Amateur Explainer Videos
Understanding the structure of the content of the video, you can already understand that the process of its creation will not be easy. It is hardly necessary to examine the differences under a microscope. Let’s dwell on what an amateur video cannot offer:
- Graphics quality that is unlikely to be achieved without professional tools;
- Dubbing – it must be professional;
- Script development process – in professional studios, the authors will offer more creative ideas and options for composing a script.
The question is more about the purpose for which the video is needed. If for a product that is not planned for a large-scale release, then an amateur video will be enough. For companies that value every client and reputation, it is better to turn to professionals.