It is no secret that explainer videos are among the trendiest ways to promote business and strengthen brands online. They offer engagement, visibility, and relevance, which all translate to increased interest and improved sales. This said, explainer videos are not fool-proof tools—certainly not those that stumble into the common pitfalls of a poorly executed video. Here are some deadly mistakes you should avoid when entering explainer video production:
Video length – “Explainer videos shouldn’t go longer than two minutes,” says the outdated explainer video playbook. While it is true that certain campaigns work the best with shorter videos, short videos aren’t and shouldn’t be the rule, especially when it comes to more complex products or services you want to promote and explain. The key is staying true to your message and keeping your script and video treatments interesting so as to keep people’s attention. Just the same, the power of brevity in explainer videos cannot be discounted, which is why the faster you can get your message across, the easier it usually is to create engaging content. Video length should always correspond with the two things: first, the complexity of the message you want to impart, and second, the kind of audience you want to reach.
Product/Service/Brand details – More often than not, explainer videos run long because of needless details. Knowing which points about your product, service, or brand to highlight is key to creating a cohesive and effective explainer that is as informative as it is entertaining, without making facts sound like a tired infomercial.
Template approach – An explainer video must be uniquely crafted for your particular message and target audience. One size doesn’t fit all, and a template approach can make, but will most likely break your campaign. Audiences always look for things that set brands apart, which is why your explainer should be something distinct and uniquely calibrated to fit your message and how you want people to perceive your business.
Off-brand visuals – Another fatal mistake businesses make when commissioning for an explainer video is failing to discuss the right imagery and visual strategy with their chosen production company. The video’s visual and design elements must incorporate imagery that is in line with your brand identity so you can make sure that your explainer video is able to communicate your brand well.
Pushy call to action or lack thereof – Your explainer video should be goal oriented. Failure to craft the right call to action is a missed opportunity to convert audiences or send the right message.
About The Author
Aengus Ryan, Graphic Designer, Pixelo Design
Pixelo Design is a leading graphic design company in Australia that is dedicated to helping small businesses in building their brand identity and looking as good as they possibly can. Their highly creative team offers solutions geared towards enhancing conversion rates and increasing sales, while crafting a brand image that will help client businesses in standing out of the crowd.
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About the Author
Aengus Ryan Joined: July 29th, 2016 Articles Posted: 21
