As an ‘old skool’ marketer, I was taught the basics of how to engage an audience when speaking, or when constructing a document with a mission to sell. That could be summarised thus:
Prologue: Tell ‘em what you’re going to say
Content: Say it
Summary: Tell ‘em what you’ve said
Like many simple truths, this still stands the test of time, albeit with a few modifications, as we shall see… (end of Prologue)
Video killed the Copy Star?
The rise and rise of the explainer video has eclipsed traditional advertising copy in more and more media – and it undeniably adds impact and effectiveness in a number of ways:
• Viewers stay on websites for longer
• Many YouTube viewers then visit the maker’s website
• Click-through rates increase
• Good, short videos are shared widely on social media
• SEO is aided significantly
• Even senior executives prefer to watch video than read text
There are many ways to apply video in Technical Data, How To, and FAQ ways, and these need not be super-expensive productions. But where the high-concept explainer video really comes into its own is in the launch or early growth phase of a business or product. Used as a teaser, and then as a simple introduction to the potential user, this has been spectacularly successful for operations like Dropbox and Airbnb.
But don’t write off the role of copy. It’s critical, and not easy to create well. The optimum length for an explainer is 60-90 seconds, and you should regard 2 minutes as the maximum desirable length. That means, allowing for some breathing space, only 120 to 240 words in order to convey your message.
Now as someone who trained for years on radio scriptwriting, I know the need for artistic compression when your whole message, including the call to action and contact details, may only run to 50-70 words. So my message to clients is, please respect your writer, and allow him or her to craft your script to the optimum length – then resist the desire to add extraneous material to it.
The way that many of my video scripts (and their associated storyboards) go is akin to the construction that I outlined above, but with some variation:
Prologue: Tell ‘em the Problem
Content: Introduce the Hero (your brand)
Then tell ‘em how he or she will solve the Problem
Summary: Give ‘em the Call to Action
Wanna tell you a Story…
It sounds easy, but if you just do it by numbers it can be deeply numbing and will do your brand no favours. To quote Ronnie Bond of the Troggs when they were in the studio and struggling for the want of a producer, “You gotta put a little bit of f***ing fairy dust over the bastard…” If you have the right video producers, they will know how and where to sprinkle the fairy dust – and they will tell a compelling story.
There are explainers that have no script, of course, and that can be an attractive option for multinational brands or for other creative reasons – but it then becomes even more important to weave a coherent, wordless narrative.
It is an inescapable fact that modern time-starved viewers will not stay with you long. Even the most riveting material will suffer audience drop-off, and indifferent videos will have them turning off in droves.
Production and Values
Once you have agreed the script and storyboard, production gets going. What is the best technique? There is no right answer. 2D, 3D, whiteboard animation, live clips, they all have their place and are often mixed in the one film.
More important is that you do not skimp on your budget. Remember that your fee has to pay for professionals in a range of roles:
• Voiceover (of the right type)
• Artist/Animator/Producer (one, or often more people)
• Musicians or music library fee
I’m not suggesting that you have to pay the level of fees expected by leading agencies, that often exceed £6000 for the first minute, but neither should you expect the bargain basement prices asked by desperate students doing all the jobs themselves in their bedrooms. Good production is valuable to you – so please value it…(end of Content)
So my explainer message can be summarised as, “tell an interesting story, tell it well, sprinkle the old fairy dust over it, and keep it short and sweet”.
(Call to action)
Bojingles as a creative video, audio and design house is based on a small but highly-skilled group of experts in their respective fields who can rely on each other to do their jobs really well. By working with clients mostly over the internet, via Skype or phone, we avoid unnecessary overheads and keep our fees reasonable.
Let’s talk about your business needs, and how explainer videos can play a role in your future success.
+44 (0)844 307 9138
+44 (0)7976 262862
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