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Create explanatory video: concept, screenplay, script - Instructions for the structure and examples for your explanatory film

You may already know that animated explainer videos aren't just made up of cute characters. Before they even come to life, professional video production for explanatory films involves a long process of hard work on a solid story. But what's the secret to getting a solid and engaging Explanatory video concept, script and script to write? Today, we're going to share with you five great tips to help you make a great explainer video or review what has already been written.

5 Tips for Writing an Incredible Concept, Script, and Screenplay

1. The classic structure for script and screenplay

Every famous Hollywood script follows the same basic structure. Why can't your explanatory film follow that either? Following this structure will ensure that your video script is as appealing to your audience as a Hollywood movie.

This classic structure is based on 3 acts: a beginning, a middle and an end. In an animated explanatory video concept, screenplay, script, these processes are quite similar, but with a few specifications:

Act 1. "What"

The very first thing your concept / screenplay / script should explain is “what” is your target audience's problem solving your product or service. This will instantly engage your audience and make you want to watch the video non-stop. The "what" is the reason people look for an animated explainer video. So you should get it straight right away.

Act 2. "How"

Once you have identified the problem, you need to explain "how" your product or service solves the problem. The solution must be explained as simply and directly as possible. The audience has to grab it right away. It is wrong to go into too much detail or get too promotional here.

Act 3. "Why"

Ok, now your audience knows how to solve their problem. But many other companies with similar products and services can also solve the problem. You need to tell your audience why they should choose you, not the competition. This is the sales part of the video as it is where you describe the features and benefits of your product.

Sometimes the "how" and "why" acts are pretty similar, and they overlap a little, or they are actually the same, but that's fine. Regardless of whether they are similar or mixed, we advise you to avoid over-sales-communicating at all times: save the sales part for the end.

Apart from that, you should always try to follow the classic structure as closely as possible. This type of narrative has been tried and tested and pretty much everyone in the world is familiar with it. That familiarity works in your favor as people can subconsciously anticipate how your video will progress and focus on what matters most to them - your brand's message.

See in the following video how this structure was implemented in terms of concept, script and script.


2. Keep it short

The longer a video is, the less likely people will see it through to the end. This fact is proven: 85% of respondents watch an entire 30 second video, but only 50% watch a video in full if it lasts up to 2 minutes. That's still a decent number. If a marketing video runs for longer than 2 minutes, the audience numbers drop even faster!

So what is the lesson for your concept / screenplay / script explainer video? It's simple: try to be brief!

The script determines the length of your explanatory film, but how do you know how long your script and therefore your video will be? Simple: 130 written words of the spoken text equates to approximately one minute on video. At Thinkmedia we believe the magic number is 240 words: that's 90 seconds of video. That's enough time to explain your product or service without anyone losing interest in the story.

3. Get to the point

You've already learned that an animated marketing video needs to be short enough to get your business idea out there quickly and directly so that your audience doesn't get bored.

Well, another important piece of advice: keep it simple! Don't try to explain everything about your company in a single script. Take the time to think about what is important and what is not in your video.

And don't worry: once your audience is genuinely interested in your product or service, there is time to explain the details that couldn't be included in the video (with sales pitches, blog articles, more videos, your own website, etc. .).

Check out how we managed to explain how this great product works without going into too much technical detail.

4. Focus on your audience

The most important thing to do with yourExplanatory video concept, script and script Your audience always needs to be aware of how you can help them solve their problems. Don't try to sell your target audience anything, just make them realize that you can actually help them. Only then will they really trust your brand and decide to buy your product or service.

And be careful: if your video talks about your brand's features all the time and overlooks your audience's problems, you may lose a lot of conversion opportunities. In other words, the solution should always be at the center of an explanatory video concept / script or script. It is the connection between this solution and your brand that brings potential new customers into your sales funnel.

5. Have a clear call to action

Don't forget to make it clear in the script what you want your audience to do after watching your video: from downloading an eBook or a free demo to sharing it on social media, your call to action needs to be really clear and direct.

Don't do multiple calls to action in the same video. Just do one and make sure it's straightforward and clear. Multiple calls to action only create confusion that weakens your efforts, or worse, has no effect.

However, if your marketing strategy calls for different calls-to-actions, you can still create different versions of the same marketing video, each with a different call-to-action. You could then use them in different campaigns or A / B testing to see which ones are more successful.

There are a few additional things to consider when writing the script, for example:

Find the right tone

When you keep an eye on your audience, you don't have to just think about the solution you are looking for. It's about remembering who they are, where they are from, their ages, and their background. All of these will help you set the right tone that your video should have. An important decision that determines the imagery, speaker, cast, tempo, and type of dialogue for the entire script.

Use a dash of humor

You may have noticed that a lot of corporate videos that have gone viral in the past few years are rather hilarious. It's not a coincidence. Research has shown that funny content is more likely to be shared than serious content. If you can find an unexpectedly fun point of view in your company, then you should try it. Remember, however, that you don't have to be funny. If you can't find a humorous point of view, don't force anything.

Discuss the benefits, not the features

I said above that you should try not to sound too "salable". A great way to accomplish this is to talk about the product or service benefits, not the features. While it may seem tempting to talk about how technical a product is, being too technical can backfire. So instead of talking about a 50-inch HD screen, you're talking about a large TV that gathers the family around you. Do you see the difference? The former is just a loose fact, the latter is an invitation to the customer to think about themselves in this situation.

We always recommend that eachExplanatory video concept, script and script Created by professionals like us who really understand the scripting process and its cinematic value. However, you can always try to write it yourself first if your budget is insufficient.