People have short attention spans, so you don\u2019t want your video to be too long. At the same time, you don\u2019t want it to be so short that it doesn\u2019t accurately explain the concept. Ideally, videos should run 30 to 90 seconds, but it\u2019s okay to go a little longer if necessary. Just remember that the purpose of the video is to pique your audience\u2019s interest, not tell them everything. Focus on getting them to take the next step.<\/p>\n

4. Choose Music Carefully<\/h2>\n

The music you select for your video sets the tone, so be sure it matches the script and the animation. Also, the music shouldn\u2019t be what viewers notice first about your video; in fact, if they can\u2019t remember the music after watching it, all the better. It should be in the background and enhance your script, not distract from it. Try several different tunes with your video to find the right one.<\/p>\n

5. Choose the Right Animation Style<\/h2>\n

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The style of your animation sets the tone for the video as much or even more than the music and script, so you need to choose the right one to support your message. A whiteboard animation, for instance, is best suited for simple explanations, while 2-D or 3-D animation are better choices when you have a more complex topic or want to show more detail; i.e., bring viewers inside of a product that they otherwise wouldn\u2019t see.<\/p>\n

It\u2019s important to match the tone of your video to your audience and the product you\u2019re selling. For instance, a funny or whimsical video is probably not the best choice when you\u2019re selling financial services to older adults. That doesn\u2019t mean you have to be serious or dull, as the very nature of animation allows you to be a bit more casual, but understand your audience and develop your script to appeal to them.<\/p>\n

8. Include a Call to Action<\/h2>\n

What do you want people do after watching your video? Don\u2019t make them guess. Include a specific call to action (\u201cClick here to join!\u201d \u201cSubscribe to our newsletter today!\u201d) and make it easy for them to complete the desired action. You\u2019ll increase conversions, and make it easier to measure the results of your video.<\/p>\n

9. Focus on Benefits and Solutions<\/h2>\n

Many explainer videos focus too much on what the product or service is or does, and not enough on how it benefits customers and solves their problems. In other words, people don\u2019t care that your app lists 3,000 Italian restaurants. They want to know that it will show them the perfect restaurant for their date and make it easy to get a table. Tell customers why they need your product.<\/p>\n

Finally, remember: This is animation. By it\u2019s very nature, it connotes fun, so loosen up and be creative. Have fun with it, let your unique voice be heard, and give your customers insight into your brand story.<\/p>\n

If you keep these tips in mind while developing your video, you\u2019re almost guaranteed to get results \u2014 and your customers will keep coming back for more.<\/p>\n","protected":false},"excerpt":{"rendered":"