Many brands—even ones who have several explainer videos under their belts—make unfortunate mistakes during explainer video production, and they can keep their audience from getting the full message.
So, what should your brand avoid as you make your next explainer video? Here are some of the common errors that can keep your video from hitting the mark.
1. Neglecting the script.
Even though explainer videos are animated, they still need a great script. In fact, the script is arguably the most important element of your entire video, which means it deserves your time and attention. Check and double-check your script to make sure it highlights what makes your brand and your product unique and worthwhile. And remember, the more engaging and story-driven your script is, the more likely your content will resonate with your audience.
2. Missing the hook.
Every great video, from explainers to testimonials, need an attention-grabbing hook. No matter what platform(s) you plan to distribute your content on, you only have a few seconds to grab the attention of your audience and convince them your content’s worth watching. Rather than launching into a routine description of your brand and product, get them hooked by showing instead of telling.
3. Not having a distribution strategy.
Every explainer video needs a distribution strategy, so you can be sure you’re speaking to your audience in a way that resonates with them. Pay attention to the tone and style of your content, as well as keys specs like aspect ratio. Rather than creating your video first and then choosing your distribution platforms, consider them from the start so your video has the best chance of performing well on the channels you select.
4. Not using enough animated graphics.
Explaining a complicated concept or topic in your video? Sometimes, animated graphics are more effective for conveying complex topics related to your brand or the product or service you sell. When used in combination with voiceover, they provide a comprehensive way for audio and visual learners to follow along. If you’re not sure what animations you should include, talk to your video producer for guidance.
5. Using “we” terms.
Many brands use the term “we” far too much in their explainer videos. Instead, brands should focus on the viewer’s perspective and frame their content accordingly. Rather than sharing what services or products your brand offers, include important information about how those services or products improve the lives of your audience. By incorporating more “you” language, you better connect with your audience, fostering a relationship that cultivates trust.
Create dynamic, effective explainer videos for your brand
Need help creating explainer videos that resonate with your target audience? These animated videos are easy to make with the help of a professional video production agency and branding partner. Say hello to Spin Creative—we’ll help you avoid the common mistakes associated with explainer video production, guiding you through the process of creating a world-class explainer video that gets you results.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
