Explainer video production: the 5 most common mistakes!
An indispensable element in corporate communication: the explainer video! Nevertheless, a lot can go wrong during production.
It is an effective way of presenting complex topics in a way that is easy to understand. However, there are also many pitfalls lurking in the creation of a successful explainer video that can affect the success of the video. In this article, we highlight the biggest dangers and provide tips on how to avoid them.
What is an explainer video?
An explainer videoalso known as an explainer video, is a short video format that clearly explains an idea, product or process in 60-120 seconds. Explainer videos combine visual and audio elements to present complex topics in a way that is easy to understand and captures the viewer's attention. Successful explainer videos use storytelling, sound effects and background music to effectively convey information and engage viewers.
Importance of explainer videos in the corporate world
Explainer videos have established themselves as an indispensable tool in the corporate world. Studies show that over 90% of companies use video marketing as an integral part of their digital strategy. The videos make a significant contribution to increasing customer satisfaction by providing quick and effective answers to customer questions and thus strengthening customer loyalty.
In addition, explainer videos can significantly increase the conversion rate : according to a study by Motion Cue, 89% of viewers are influenced in their purchasing decision by such videos. Explainer videos are also ideal for distribution on mobile platforms, as over 90% of visual content is consumed on mobile devices, allowing companies to reach a broad target group effectively.
5 common mistakes in explainer video production
Even the best intentions can lead to unexpected pitfalls in explainer video production. To ensure your video achieves the desired goal, you should be aware of and avoid these common mistakes.
1. unclear objective
The trap: Many explainer videos fail in the planning phase because the objective is unclear. Without a clear objective, the video may miss the target group and fail to achieve the desired results.
Tip: Clearly define what you want to achieve with the video at the start of planning. Should it provide information about your product or service, present your company and its values, simply entertain or convey a call to action? Make sure that everyone involved knows and understands the objective and works towards it during the production process.
2. no common thread in the explanatory video
The trap: A common problem is the lack of structure of the desired content. The viewer has a poor understanding of the context and is unable to process the relevant information as their attention is focused on understanding the video as a whole.
Tip: A detailed briefing with all the relevant content and wishes for the explainer video is the be-all and end-all when creating it. This then results in a concept, script or storyboard that clearly and concisely presents the plot of the explainer video with all the important points. Important: the highest dropout rates are found at the beginning of every explainer video, so the first few seconds are crucial.
3. video duration too long
The trap: Another common problem is the length of the video. A video that is too long can lose the viewer's attention before the most important information has been conveyed.
Tip: Keep the video short and concise. Lengths between one and a maximum of two minutes are ideal. Concentrate on the essentials (your objective!) and avoid unnecessary digressions and subplots, as well as too much information.
4. lack of visual consistency
The trap: Inconsistent or unprofessional visual design can make the video unattractive and impair credibility.
Tip: Use a uniform design and pay attention to professional design. A coherent style that suits you and your company and a consistent color palette (for example in your corporate identity) help to make the video visually appealing.
5. no clear call to action
The trap: An explainer video without a clear call-to-action (CTA) can miss the target of motivating viewers to take a certain action.
Tip: End the video with a clear and unambiguous call to action. Whether it's to visit a website for more information, buy a product, go to an event or sign up for a newsletter - the CTA should be unambiguous.
Now that you know the biggest pitfalls when creating explainer videos, let's move on to the actual production steps . With this knowledge in mind, you can now work specifically on developing a successful explainer video from planning to publication. Here we show you how to produce an effective explainer video in 6 steps:
And that's how it works:
The ideal explainer video production
1st briefing
In an initial briefing meeting - in person or via video call - we get to know each other and your concerns. This means we ask countless questions to get to the bottom of your topic. Who is your target group? What needs and questions does this group have? What is your objective? What content should be included in the explainer video? What is the most important message you want to convey? As soon as we know and understand every detail, we can crack your nut - aka your explainer video.
2. project planning
Once we have understood your explainer video requirements, we create a realistic schedule for the production of the video and plan all resources. We take into account all phases from planning, production and post-production to approval and project completion. A clear time and budget framework also helps you to keep an overview and complete the project successfully.
3. conception
Now we find a concept that really gets to the heart of your topic. To do this, we create a script - the backbone of your explainer video. In this script, the course of the video is presented scene by scene , the core message is clearly conveyed and the target group is addressed directly and simply. In this way, we structure the video and ensure that the story is told logically.
4. style finding
Here we determine the visual style and design of the video. Should it be animated or live-action? Are there any existing elements, such as icons, figures or graphics, that should be used? A consistent and appealing design increases the recognition value and makes the video more professional. If you want to clearly differentiate yourself and stand out in the explanatory video marketplace, then you should definitely invest in an individual style. Find out more here!
5. production
And action - now it's time to get down to (creative) business. In the illustration phase, the visual elements of the video are designed - from characters and backgrounds to iconic graphics. These illustrations serve as the basis for the animation. Our motion designers then bring them to life: Objects are moved, scenes are dynamically designed and transitions are made smooth. The explanatory video is rounded off with sound effects (SFX), voice over and suitable background music. Sound effects give the video an additional dynamic, while the voice over provides the narrative voice and the background music sets the emotional mood.
The combination of illustrations, animation, sound effects, voice over and background music creates a coherent overall work that conveys your message clearly and convincingly. Everything to make your video move everyone!
6. distribution
After your final approval of the video, we can use it to create all other versions in the appropriate formats, lengths or languages for all your channels. Shorter teaser versions and vertical formats are ideal for use in social media. Different language versions reach an international audience. And by using subtitles, you can create barrier-free access to your explainer video. Do you have questions about distributing your explainer video? We would be happy to advise you on using different channels to achieve maximum reach.
Conclusion
Explanatory videos are an indispensable tool in corporate communications. They make complex topics understandable and appealing. Despite their numerous advantages, there are many pitfalls that can affect the success of an explainer video. In this article, we have highlighted the most common mistakes and provided valuable tips on how you can avoid them. With this knowledge, you can now work specifically on producing a successful explainer video.
Still afraid of falling into the trap? Don't worry, we at Nutcracker are here for you. Get in touch with us - we look forward to cracking your nut.
