People who don’t know much about animated explainer videos usually think that this kind of a product is easy to create. This is mostly due to the fact that a common animated video is short and simple. Reality is much different, explainer video production is a very complicated process.
Even if you’ve managed a video production company for a while and you have a great animation team, it will still take some time to create quality content. On that note, we created some pointers on how to choose an animated video production company.
In order for an explainer to work, you need:
- Clear and easy to understand message
- Creative script with a quality motion graphics design
- Pleasant voice narrating the story
- Quality music and sound effects
- Likeable characters
- Help from your clients
There are so many things that can go wrong with each step which is precisely why these video marketing services can be expensive.
However, given how they can attract new customers and impact your business sales, it is one of the best ways to improve your blog in 2017.
Wish to learn more about the explainer video production process?
Keep on reading!
Analyzing your audience
Before you start writing a script, there are questions you need to ask yourself.
What is the purpose of the animated explainer video and who is your audience?
There are a lot of companies that deliver videos for everybody. When they start an explainer video production project they don’t focus on anyone in particular thinking that this will increase their reach and help them sell their products or services.
Needless to say, this is a completely wrong way of doing things.
The need for analyzing your audience is even more important when it comes to explainers. Given that this type of a message has numerous elements (combination of visuals, audio, and text) it is really easy to make a mistake and alienate viewers.
Professional video explainer should help you create a contact with your audience.
If you have poor targeting, everything will be for naught.
Starting off explainer video production: creating an initial script
Script represent the core of your video. Without a script, the explainer video production and ultimately the end result is almost guaranteed to tank.
Even though visuals and sound effects are very important for conversion, without a proper explainer video script you won’t be able to achieve the necessary results.
Like with any written content, every word should have a meaning.
Explainers are very restrictive in that regard. That’s why you should carefully count how many words that you can have in an explainer video script. Based on our case study on how many words should an explainer video have, we found out that a 60-second video should have anywhere between 160-180 words per minute.
You have limited time at your disposal and you need to consider every word and sentence. Have in mind that your script will also influence the scenes and the final product that the audience will see.
Lastly, your message needs to be simple and understandable.
Branding is another thing that should be considered during initial phases as it can dictate in which direction you need to go. You should account for it while making the script.
You also have to consider how your brand will fit into this video
When people see the content can they easily tell it was made by your company?
Here, colors that are used will have the best impact. You can also use the same font that is used on your website. Of course, if you can add the company’s logo in the background, that will be an additional benefit.
Make sure to align explainers with the other forms of content. If you’re creating elaborate, scientific articles that rely on quality information instead of entertainment, it would be counterproductive if you started creating funny videos.
Although animated videos let you diversify your content and try out new things, do not go overboard as this can alienate your loyal fans.
During mock-up phase, style is chosen and characters are created. This is where the explainer video production actually start.
You can choose between different styles such as:
When it comes to the character (or characters), you should create a persona that your target audience can identify with. Here’s a sample of our mockup slides:
This phase is especially important for branding. Make sure to find something that suits your company’s needs and image. For example, 3D animation can be perfect for IT companies while whiteboard animation can be better suited for “static” industries.
Although most animation companies have a portfolio full of potential ideas, a lot of clients will have their own vision. Communication will be important during this phase as any misunderstanding can force a production company to scrape the whole video and start again.
Needless to say, this can be costly both for client and service provider.
If script is being used as a message, explainer video storyboards are used to bring that message to life.
As the name implies, storyboard shows individual slides while using a script to describe an action happening within them.
Storyboard can also be described as a visual blueprint or a master plan.
It is a mix of motion, transitions and shots.
Also, it is a basis upon which animation, illustration, voice-overs, music and sound effects are added.
Like with mock-up, it is much better if the client is working together with an explainer video company on this one. It is a perfect time to exchange ideas. Here’s an example of a storyboard for an explainer video.
The customer also has to decide how the entire video will play out and appear visually.
Voice recording is a rather straightforward task.
Explainer video companies cooperate with voice actors. As soon as the client approves the script, the actor can start doing the job and finish voice recording in a reasonable amount of time (usually within 24 hours).
Of course, explainer companies have numerous actors at their disposal and depending on companies’ preferences (regarding voice type) it is easy to find just the right fit.
However, there is rarely misunderstanding during this step.
Animation is the next step of the explainer video production process.
At this point you will have individual elements and all you need to do is put them in motion.
It is also the most demanding task for an explainer video company and takes the majority of the project time.
The quality of the final video will be mostly affected by animation.