We all know how powerful and effective a good explainer video can be. But in todays now and next generation of viewers, getting your message over in a neat and efficient duration is critical. Simply put, shorter films work much harder for you than longer ones.
Lets look at the stats – If your video is over 3 minutes long then pretty much 50% of you viewers won’t watch until the end.
This figure is even sharper if you’re pitching ap product to the younger audience.
So how can you cram everything you want into a short duration film without sacrificing the important stuff?
One of the most important aspects not to lose sight of is this – the greatest strength of an animated explainer video is that it can “show and tell” at the same time. That is to say a voiceover can deliver one important message while the visual can illustrate a different (although not completely unconnected) part of your message.
So you can double up on your messaging to enhance the power of your explainer video.
However one note of caution here – As mentioned the visual and audible parts of your message can be be different but SHOULD NOT feel disconnected.
So in terms of timing and planning your script and storyboard here’s a great guide to what trio place where:
Open strong 0-15 seconds
Start with something bold both visually and audibly. Make a powerful statement that will ensure your viewers interest is raised form the get go.
Get to the point 15-45 seconds
Back up your opening statements with further key information that clearly lays out the facts of your message and the impact of your product/service on the viewer.
More meat on the bone (features/benefits) 45-90 seconds
Now its time to delve a little deeper. Hopefully your introduction has been strong enough to en-suite that your viewer wants to know more so this is where you deliver. Ensure the visual and audible elements of your message are now fully concentrated on adding flesh to your opening statement by illustrating the key features/benefits/points of your product or service here. But don’t dwell on any one point for more than 10-15 seconds.
Once more with feeling (summarise all) 90-105 seconds
Don’t be afraid to repeat the key message here. The wrap up should tie together the opening message and the benefits/features described in a simple and concise way.
Close it out 105 – 120 seconds
Once you’ve wrapped up the message ensure you close just as strongly as you started with a clear CTA and viewer message.
And that’s really all there is too it…. well..sort of. Ok so different films can vary from this structure and we’ve generalised quite a lot here. But this duration and breakdown of message can be found in many successful Animated Explainer Videos and with good reason. It works.