For something that only takes 1 to 2 minutes to watch, explainer videos requires a lot of time and care in the preparation. Put it this way, working on an explainer video project is like taking care of a one-day-old pup – you’ve gotta roll up your sleeves and do some detailed research in order to do it right.
You need information, you need facts, and you need a plan.
If you’re already feeling dizzy from the thought of having to map out your steps from the very beginning, ease up a little bit.
Things You Should Decide Before Producing Explainer Video
You don’t have to start from scratch, since we’ve laid out all the steps for you. Well, not really steps, more like a guide. In producing your own explainer video, here are the top 6 things you must spend time on:
1. Target Audience
First thing first, you have to knowing exactly who your target audience is.
This is important, since you’ll be creating a video to reach them. You have to know for sure who needs what you’re offering, and would be interested in purchasing.
Not knowing who your target audience is, is like shooting guns with no bullets, you’ll hit nobody. And since making an explainer video will cost you both money and time – hitting nobody would be a total waste, right?
2. Video Style
Second thing, the overall look of the video: the pace, tone and style.
In making the decisions for this part, let me share with you one of the perks of knowing your target audience – you can just alter the pace, tone and style to match their preferences.
Let’s say you have an app that provides a series of aptitude tests with spot on, detailed results. Then your target audience will most likely be young adults, for they are the ones who need to decide which university to go to, which pathway to choose or what kind of job they should apply to.
In that case, make your video their guide. Mix action with text, and use colors that represent motivation – like green or blue.
3. Voice Over
After that, you must picking the right voice.
Make sure you pick a voice that you yourself would want to hear. A voice with personality that will represent your message nicely. If your message is to inform, choose a voice that’s engaging and trustworthy.
If your message contains a tiny dose of humor, choose a voice that’s familiar and playful.
4. Background Music
You can use background music as one of the main players – to maximize the delivery of your video’s message – or a mere companion. The “main player” concept applies when your video is one in which you want to build up emotions.
In order to do so, choose background music that is slow in the beginning, and then increases in tempo as it continues. The next one, “companion,” applies when your video is one in which you want to maintain a specific mood.
The video’s funny, the message is humorous, so the background music should be something cheerful.
The other essentials thing to think is: how much are you willing to spend for this video?
It’s crucial that you prepare a budget for this project of yours, because how much you’re willing to spend will determine your choices regarding the video.
If you want to do a real action video, with costume changes and different locations for every scene, it’s going to cost you a lot of money, so it might be out of the question. Bottom line is, your budget will decide just what the format for your video will be.
6. Video Format
Last but not least, when do you want this video published?
This matters. No matter what kind of video, real action or animated – both need a lot of time in terms of production.
An animated explainer video that is 60 seconds long, for example, needs roughly 4 weeks to produce. Make a decision about your video’s format by taking into account your deadline.
If you’re planning to use the video in 2 weeks, never opt for animated video. A real action one is possible, but won’t be that easy either.
Well, there are the six things you need to take into consideration. Is it helpful information? I do hope so! Here’s one more thing – remember that although you might be the one calling all the shots, that doesn’t mean only your preferences matter. Get a second opinion. A third one, even. Because what you think will make a good video might possibly end up irking others. You don’t want that, do you?