10 Things Every Successful Explainer Video Includes

December 20, 2016

10:30 am

An explainer video can do a lot to bring customers to your startup. Whether it’s for a complicated new software or a simple new product, making sure your target audience actually understands the nuances of what you’re selling can go a long way in guaranteeing success in the future. Make sure your video not only entices viewers but also gives them clear information about your brand.

We asked ten entrepreneurs what one thing they think every explainer video should include. Check out their answers and get your explainer video in order.

Branding

There are actually two mistakes that many businesses make in videos. The first is not telling a story. Your video needs to tell a little story that is easy to remember and simple for viewers to follow. Second, brand your videos with a logo that viewers will remember. As they watch, they get a dose of your branding so they remember your name when they need your services.

– Nicole Munoz of Start Ranking Now

A Full Explanation

Too many instructional videos pick up in the middle of a task, leaving the viewer confused. Always start with the path you’re taking to arrive at the task, and if the video is too long, it’s best to separate it into a couple of shorter videos detailing each step of the process.

– Kelly Azevedo of She’s Got Systems

An Executive Summary

There should be a greeting at the beginning of every video that simply states what the video is going to cover. I can’t tell you how many times I’ve watched videos where by minute five, I still don’t know exactly what the video is about. I need a thesis statement at the beginning that communicates what I’m going to learn so I can navigate efficiently from there.

– Rob Fulton of the Rob Fulton Accelerator

A Story

Explainer videos should tell the story of your customer, not your company. The videos should always talk about your customer’s pain points and examples of why your product will improve their quality of life. Every video should have an animated company logo and a call to action. But that is secondary to the real objective of creating a connection and generating a desired call to action.

– Marcela De Vivo of Gryffin

A Summary of What You Do

The video needs to explain what your company does and how you are going to help the customer. The customer’s principle reason for watching your video is to find out how it is going to benefit them. The message should be clear and concise.

– Jayna Cooke of EVENTup

Contact Information

In case your video doesn’t quite answer the question, it’s important to let the viewer know how to get in touch with you. It’s important to include contact information, including phone number, email address and URL, especially for the people who stumble upon your public video.

– Jason Wolfe of SleepPhones

Humor

People respond well to narratives. It’s why mnemonics helps medical students remember all the bones in the body. If you put a little bit of lightheartedness into your explainer videos, people will have a better — and more hilarious — understanding of the ‘whys,’ instead of trying to understand on their own why you’ve made certain decisions. A sense of humor helps people relate and get comfortable with you.

– Cody McLain of SupportNinja

A Simple Script

The desire to make an elaborate, visually impressive explainer video is natural, but make sure that the script gets right to the point. Presentation matters, but the words are what your potential customers care about. Tell them what they need to know quickly, without a lot of fuss.

– Simon Casuto of eLearningMind

Customer Support Information

Explainer videos are great, but you shouldn’t assume they’ll answer every single question a customer will have. It’s always important as a business to show that you’re listening to customers and willing to take the time to help and answer questions. At the end of your explainer videos, be sure to give clear ways for your customers to contact the support team for further help.

– Ross Cohen of BeenVerified

Empathy

The best explainer video will show that you understand your audience. Commiserate about a common pain point. Connect emotionally by telling a story or using humor. The most important thing is to make your viewer feel something, so be vulnerable and transparent and your message will resonate.

– Matt Hunckler of Verge

Young Entrepreneur Council (YEC) is an invite-only organization comprised of the world’s most promising young entrepreneurs. YEC members generate billions of dollars in revenue and have created tens of thousands of jobs.

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Young Entrepreneur Council (YEC) is an invite-only organization comprised of the world's most promising young entrepreneurs. YEC members generate billions of dollars in revenue and have created tens of thousands of jobs.

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