Explainer Videos Everywhere
Videos! Videos ! Videos ! And Explainer Videos are on top. Explainer videos have acquired an explosive growth over the past few years. With the advent of the internet and social networking, businesses have employed videos as the major source of their promotional campaigns. And Explainer videos have boomed in popularity due to their proven effectiveness in growing a business. Yes. Explainer Videos have become the lifeblood of any business and especially the startups adapt to it due to its affordability.
Thus, explainer videos are an excellent marketing tool for increasing the conversion rates and a visual medium capable of boosting the business sales.
The script is the KING!
The video is the heart of many businesses. And the script is the heart of any video. It’s crucial because it’s the engine that drives the program.
The script is the king and the backbone of a top-notch video.
A well-written script weaved with the right engagement factors can make the video go viral and has the potential to flourish a business.
But, how do we nail a viral script. This article is a perfect guide leading you to it.
1. Brainstorm the Business
At the outset, brainstorm the business. This includes studying and exploring the related websites of the business which is to be showcased in the targeted video. Put heads together on the specific business goal and conceptualize the whole idea behind the business model. If the covered product is an App, the best option is to download and experience the App, as an user.
Competitor Analysis is a mandatory step to enable yourself to understand the marketing pitch. Nothing is worth a discussion on the video requirement. Speak with the right person or the business owner and discern the goal of the video.
2. Know your Audience
Craft a marketing story that tempts the target audience to embrace and share. You have won the battle if you have understood and recognized the needs of your audience.
The script should be in the perspective of the target audience of the business and not the business owner.
To achieve this, it is essential that you become a part of the market you’re speaking to. Speak to your audience directly and gain their intimacy.Be interactive. Pose questions at the right place.
The more time you spend understanding the people you’re talking to, the better and authentic story you can narrate to them.
3. Think up a Theme for the Storyline
You’re telling a story. Whether you know it or not, … you absolutely are.
Build a powerful story that your audience can hear, act on and repeat to others.
So, keep it simple and short! A humorous storyline always goes viral. Theme- based scripts are always a hit as it simplifies the storyline for the viewer resulting in better remembrance of the product. Think up a theme that suits the business and the target audience,
- Alien theme
- Zombie theme
- StoneAge man theme and what not?
For instance, click on the link below to view how a Transformer theme has been adapted for a mobile app,
4. Sculpt a Compelling Character
Frame characters that are cute and lovable. Make the character interesting with a brief and comical introduction. This helps your viewer to relate to the story. The character profiling should ensure to showcase the mirror image of the target audience. Precisely, the character needs to be a customer persona. Include interesting phrases during the character profiling and intrigue the viewer.
5. Script Prototyping
Modularize your script touch base the storyline. The below formula always works,
- Benefits/ How it works?
However, rearrange and tailor it based on client requirement. Find the right tone based on the purpose of the video(eg. professional, friendly, …….)Pace yourself. Keep the word count to between 125 and 150 words for a 1-minute video, word count of 225 words for a 90 seconds video and so on.
6. Portray the Problems
Exaggerate the existing market environment and carefully articulate the problem that the customer is facing. Frame sentences that nail the pain points of the target audience. Bring in various use cases amidst different environments covering the market of the product. The number of use cases may depend on the size of the market and also the video duration.
For instance, watch the video below to perceive how the problems in the market are exaggerated,
On the other hand, A big problem can also be portrayed in a very simple way like the one in the video below,
7. Create a Transition
This is a piece that gels between the Problem statement and the Introduction of the product.
This can be a prelude to the Product Introduction. Build a perfect plot to stage the product or service.
Mostly, compelling questions will work out to create a curiosity and to grab the attention of the viewer.
8. Stage the Solution
One or two powerful sentences to capture the product and convey the essence of the product or service offered by the business. The choice of words for this sentence is very crucial as it presents the product to the viewer for the first time. And so gets imprinted on the viewer’ s mind.
9. Benefits and not Features
One of the major mistakes that a script writer makes is to mishandle the features with the benefits. Often when selling a product or service, writers merely present a list of features which simply may not be sufficient to make a sale. Both features and benefits are equally important for an effective explainer video, but at the end of the day, it will be the benefits that give you the best advantages for converting customers. So highlight the USPs, showcasing the benefits of the product rather than jotting down only the features one after the other. Now, recap the problem scenario visualized at the outset of the story and depict how it is resolved with the help of the product. At times, this entire section is swapped with the – How it works? section which may be a technical explanation of the product.
10. Have a clear CTA.
Do not go for multiple Call To Actions which may deviate the focus of the viewer. Stick to a single Call To Action which can lead to conversion.
For instance, CTA can be any one of these,
Sign up or Buy
Final Punchline or Caption
Are there other tips when it comes to putting together a great script? Share your advice with us below! Wishes to nail a viral script.
Happy Script Writing!