I hear this question almost every day. I need to explain my business in 90 seconds. It sounds like plenty of time but even after making over 100 explainer videos I am amazed how difficult it can be. We shoot for 90 seconds and very often end up closer to 2 minutes. The main reason is customers often want to include too much information in their video. That’s understandable. They are making a substantial investment. They want to get as much mileage out of it as possible. I like to approach it from the “less is more” idea. When we start our process of developing an explainer video script we start with a few basic questions.
3 Essential Elements of an Explainer Video Script
- Who are we talking to? This is our target audience.
- What problem do you solve with your product or service? The key benefit.
- Sum up in one sentence the main point the viewer should take away from watching this video. Key message.
There is more to it than that but those questions have to be clearly answered in short sentences. We usually want to add some creative twist to the story, include some humor if possible, and always keep it conversational. Keep in mind this style of writing and voiceover is a bit slower than a strait announcer style voice. These things will add to the total length. To time your script accurately always read it aloud. You will never be able to estimate the timing by reading it to yourself. Visualize the video and include space for pauses, visual actions, and other timing issues not reflected in the words of the script. Whether you are writing your own script or hiring a professional to write it, keep these ideas in mind and you’ll be able to explain your business in 90 seconds.