People don’t consume or process information they way they used to. The rise of the internet and improvements in mobile communications has led to people wanting information in short, immediate bursts that are easily digested. Consequently ensuring your message is understood has never been more difficult. Short explanatory films perform a valuable role here and can help people communicate anything from a marketing message to training, to communicating change.
Many people are under the impression producing this kind of video is straight-forward. It isn’t. Presenting a complex topic in such a way that it ends up sounding ‘simple’ can be tough and there are a number of challenges to get it right. Whether you use an external provider or not there are certain rules you need to follow to ensure you get the best results.
Jens Schmelzle, one of the simpleshow founders and Chief Operating Officer, has produced the whitepaper ‘5 rules that make your explanatory video rock’ which I’ve condensed into my Top 5 Tips.
Simplify your message
The trick is to analyse the topic and systematically filter out layers of information. Leaving things out is the key to conveying your core message by video. At the same time you must consider your audience’s point of view – what previous knowledge do they have? Start by drawing up a SWOT analysis and confine yourself to key statements for the respective target audience. This might sound easy but most people fail to appreciate the time and objectivity that the process of simplifying something requires. Your external service provider will help you evaluate your topic from a neutral and objective perspective.
Tell a story
A good story works wonders if you want your audience to understand and, above all, remember what you’re explaining. You must make sure your video encompasses the three key elements of a story: identification, dramatic composition and resolution.
Identification: In most cases it makes sense to invent a character around which the story revolves. The simplest method is to use your target audience as a blueprint for the main character. Try to avoid using too many protagonists as it’ll help your audience follow the story more easily.
Dramatic composition: Ask yourself one question: What problem does this actually solve? All you need to do to reflect reality is to confront your character with that exact problem.
Resolution: It is essential that the problem occurs in the first half of the film to give you enough time to focus on the solution, or to explain a topic. Your explanatory video should have a clearly defined conclusion and a resolution.
Visualise it
Images are a hugely effective way to communicate a message: they tend to stick in people’s minds longer than words and many symbols are understood at first glance globally. For this reason, you shouldn’t be afraid of presenting your product symbolically. Simple visualisations can help convey the content in an easily comprehensible manner.
Turn up the sound
Speech, music and sound effects are all perceived differently to visual stimuli, but exert an enormous influence on us sub-consciously. Therefore, be ambitious when it comes to the soundtrack!
Narrator: Always follow the golden rule of narration and hire a professional! Remember that a poor-quality narration will ruin even the most beautiful visualisation. The good news is that even a top-class one won’t blow the budget and your service provider may even be able to recommend a voice and set up castings.
Music: Using background music in your clip helps you stir different emotions in your audience. While you do need to bear in mind the editing and usage rights, using music can also help the pace and atmosphere of the film.
Sound effects: Good sound design can help your film become easier to understand and attention to detail will further improve its impact. But do remember that sometimes less is more as it’s not necessary to assign a noise to every visual action.
Spread the word
Decide well in advance what the objective of your video is and think about how to reach that audience. Do you want it to educate your employees? Explain your service? Advertise for new staff? Collect financial donations? Attract visitors to your website? How you host and distribute the clip will determine whether it reaches the target audience and, ultimately, whether it will achieve the desired effect.
