An explanatory video animation is a fantastic communication tool for brands – if they tell the right story. However, making a good explanatory film can’t be done without a good script, concept and idea.
SO YOU WRITE IN 8 SIMPLE STEPS A GREAT EXPLANATORY VIDEO SCREENPLAY, SCRIPT AND CONCEPT
Even if you have first-class visuals, characters and illustrations, a weak script sabotages your explanation video, making your explanation film boring at best and confusing at worst. There’s a reason why a nice cover can’t save a bad book. Unfortunately, many brands underestimate how important a very good script, script and concept is for your explanatory video.
WHY IS YOUR EXPLANATION VIDEO SCRIPT, SCRIPT AND CONCEPT IMPORTANT?
Explanatory videos work well for scientific reasons, especially in connection with Allan Paivio’s dual coding theory. The idea is that audio and image channels function separately in the brain. When content is presented simultaneously via audio and image channels (e.g. screens and speech), the information is processed faster and easier.
A strong story determines the success of your entire explanatory video because it controls both the audio and visual components. However, many brands have difficulty writing an effective script.
A GOOD EXPLANATIONVIDEO SCREENPLAY, SCRIPT AND CONCEPT MAKES WORK
Explaining a complex or detailed concept is difficult enough. If you need to distill this concept, tell an exciting story, show your brand personality and make a strong impression – all in an incredibly limited number of words – it’s a crazy magic trick. That’s why we see so many, less great explanatory videos.
The problem is largely due to a lack of knowledge. Fortunately, we know what makes a good explanation video (here are 10 keys to a great one) – and how to write a script that makes sure it gets fantastic. If you need to create a script for an explanatory video animation from scratch or revise your current script, follow this step-by-step guide to deepen your story, idea and concept.
HOW TO WRITE A GOOD EXPLANATION VIDEO SCREENPLAY, SCRIPT AND CONCEPT
There are two aspects to an explanation video script: The story itself and how you decide to tell it. The story is the foundation of everything, so it’s important to fix it first before making your explanatory film. That’s how it works:
1) IDENTIFY YOUR STORY
All too often we see explanations that have nested messages, snaking or waiting to the last second to get to the point. Sometimes this is so distracting that it actually does more damage than if there were no explanation at all. Don’t make that mistake. Your job is to tell a certain story clearly and concisely.
Your story will probably fall into one of two categories: Problem solving or process explanation. Each of these variants can have nuances, subtle as they may be. If you adhere to these narrative formats, you can create a powerful explanatory video script, script, and concept.
Problem solving: This is the classic way to position your company’s product or service as the hero that makes life easier for the viewer. Make the problem clear and understandable and use the story sheet to find a natural transition to the solution. Note: Do not spend more time with the problem than with the solution. You want your audience to think about your fantastic product or service, not the frustrating problem.
Process explanation: This tactic can be used for a service overview or product manual. There is no problem with this approach. It’s a self-contained story. Sketch your story in clear beats and move cleanly and efficiently from one point to the next.
2) DISTILL YOUR STORY
Reddit has a subreddite for almost everything, but one of the most fascinating is: Explain it as if I were five. The concept is simple: disassemble an idea with the language – and probably enthusiasm – you would use if you explained it to a five-year-old child. Even if your viewer is highly educated, the goal of an explanatory video is to provide accurate information.
Keep your story as simple as possible, but don’t be condescending. We like to think of an explanatory video script, script and concept as a children’s book for adults: interesting, appealing and easily digestible. The shorter your video, the more respect you have for your viewer’s time. Some tips that can help here:
Try writing your story in five sentences. This exercise will help you distill your thinking.
Use short, simple sentences. Write as if you were talking to a friend or family member. We tend to speak much more colloquially than we do, which is helpful when writing the voice-over speaker text.
3) BRING YOUR AUDIENCE INTO HISTORY
So your product provides information packages about underground submarine cables? That’s nice. All someone wants to know is that they get Internet faster. Look for opportunities to make the narrative personally relevant and relate; it will be easier to capture and retain attention. Remember this when you write:
Talk directly to them. Look for ways to put your viewer in the driver’s seat. For example, talk directly to the viewer instead of following the antics of a screen character. Write in second person.
Use your language. If they are academics, the language should reflect this. However, avoid unfamiliar expressions or cumbersome words that could confuse people.
4) ADD EMOTIONS
You may want to make them laugh or get them to love you. Either way, the more you evoke an emotional reaction from the audience, the more committed we will be. Hook them in right from the start.
You don’t have to tell the greatest campfire ghost story of all time. The most important thing is to tell a good story. Use your tone, language, anecdotes, statistics or other storytelling to convey an emotion. (Just make sure the emotion is appropriate for the subject.)
The effective communication of your brand is also a big factor here. People want to have an emotional bond with a person. Show your personality and position yourself as a helpful and open-minded friend. (Yes, even legal or technical explanations can still show warmth or charm.)