Simon van Wyk

1. Start with a Simple Structure

There are many types of explainer videos, so it’s hard to come up with a structure that will work to maintain engagement for every type of video, but for the most part, we tend to script our videos with the following outline in mind:

- Problem

- Solution

- Call to action

To put it simply, we start by positioning the video with a problem that the viewer can relate to. If they can relate to a broader issue that we’re about to offer a solution to, there’s a good chance they’re going to stick around for that solution. (Hey, don't you hate it when your tea-bag breaks in your mug?)

Speaking of solutions, that’s the next point we’ll hit. In fact, the vast majority of the video will most likely take place in this solution space as we unpack exactly how your problem is going to be solved by what we’re explaining. (Introducing Tetley's Titans with new unbreakable tea-bag technology - now that's real extra strength!)

Finally, we end with a clear call to action - something the viewer can easily do next in order to act on what they’ve just heard. (Say goodbye to unwanted bits of tea in your mouth today and grab a box of Tetley's Titans at a store near you.*)

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2. The Psychology of Engagement

You might have come across a similar formula if you’ve ever dipped your toes into David Gleicher’s formula for change. It's the type of thing LinkedIn sales junkies love. His formula (later refined by Kathie Dannemiller) was…

D x V x F > R

… which in layman's terms is dissatisfaction (with current state) combined with vision (for the future) and first steps (towards change), needs to be compelling enough to overcome someone’s resistance to change.

Applied to explainer videos, this formula would surmise that the dissatisfaction/problem, vision/solution & first steps/CTA needs to be so incredibly compelling that the viewer would follow through in whatever you’re asking of them.

On a very basic level, if a viewer responds to the call to action, you can consider the video effectively engaging.

3. Make It Look, Feel, and Sound Good

Of course, structuring the script for a video in this engaging manner doesn’t automatically make for an engaging video. Careful thought and consideration needs to go into tone, visuals and audio.

Tone
Your tone needs to fit your content and be interesting enough to meet the viewer where they’re at. So, if you’re explaining a medical procedure you might want to avoid humour, but embrace empathy so that a viewer feels understood.

Visuals
Visually the video should be interesting enough to draw attention to itself. This might mean using colour in an interesting way, or in the case of a 2D animated explainer, it might mean designing characters that feel warm and friendly, or edgy and different, or funny and ridiculous.

Audio
Never underestimate the power of audio in a video. Sound effects can paint scenes and allude to bigger worlds even when the visuals are more restrained. Music can change the tone of a video just by switching up the genre and instruments. Voice overs can guide someone through a video or add depth to animated characters.

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4. Wrapping up

All of these aspects together help engage your audience, but as much as people want to turn creativity into an algorithm, you sell yourself short if you stick to any one particular formula.

An engaging video requires creativity, so it’s about knowing what works, while feeling confident to try new things.

If you'd love some help making your explainers as creative as can be, be sure to get in touch!

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*Please note, this product doesn't exist, but probably should.