7 Criteria to Produce a Killer Video

“When life gives you lemons, make lemonade.” And in business, if digital advancement gives you the chance to approach consumers more effectively, you should start advertising digitally and producing online videos.

Clearly, video marketing is cherished by the digital advertising empire, and you do need such a content partner that translates what you do and how you do it in a more memorable way. Your company could be reputable and your products of great quality, yet the risk of collapsing is still there. Thus, your need for video marketing is inevitable. In fact, 69% of the people would choose a video over a text to learn about any product or service. In addition, Business meetings are more efficient when you share an exhilarating video.

Making an explainer video is no easy task; it requires focus, effort and expertise. If you watch the best online explainer videos, you may recognize the common traits and criteria that have led to their success.

Here are some tips to follow in case you are about to produce a video:  

1. The script is the most important element in creating a good explainer video.

A well-written script is what makes a great video, and investing your time in text writing is the wisest step to take. However, you must first fully understand the company, product, or service and then synthesize the information in a condensed yet clear text. After all, writing a book is easy, but the challenge lies in summarizing it in a few words while maintaining the creative aspect and the plot.

Therefore, scripts should be concise, clear, and informative. And the trick to follow is to shorten your script into something short and sweet.

Remember, it is an explainer video not a CONFUSER video.

Here is one of the videos we produced where the ten principles of the United Nations Global Compact were simplified and turned into an engaging story while keeping the messages intact. The video initiates businesses to implement the universal sustainability principles and adopt the environmental initiatives and human rights, as well as fight corruption.

2- A little bit of humor can be a great way to keep people engaged.

People want to be informed while being entertained, so adding humor to your explainer video script can reduce boredom and compel the viewers to watch the entire video.

Just remember that explainer videos need not be dull and cannot be lifeless; some light-hearted humor is guaranteed to win the viewers’ interest.

3- Frame the problem and emphasize the pain point your potential customers experience.

The best video scripts are those which present the problem, introduce the solution, explain how it works, and finally drive viewers to action.

4- Use attention-grabbing visuals to keep viewers focused.

Professional and neat visuals are important: they help illustrate the story and reinforce the voiceover.

5- Show your product or service in action.

People like to see what you do. An explainer video helps people understand your product, service or vision, and it inspires them to take the next step.

6- The length of your explainer video.

The length of your explainer video depends on your marketing goals, but there are too many different statistics about the ideal length of explainer videos.

When one minute does not give your content enough time to shine, give it more time but keep it just under two minutes.

The main idea is to keep the video short and sweet while including the main points in the shortest time possible.


7- Voice over plays an important role in stirring your audience’s emotions.

It sets the mood for the video and creates a particular feeling and identity. A competent voice actor can make your video sound funny, serious, weird or dramatic.

Now that you have finished producing the video, why not measure its performance? You can see solid data with YouTube Insight, and Google Analytics that can take you even deeper down the rabbit hole as long as your game can set up smart custom event tracking. Imagine seeing plays, pauses, and how many viewers hit the 30 sec. mark vs. 60 sec. mark, etc. Wistia has some nice analytic tracking options too, and it makes it easy to sync up Wistia and Google Analytics.

You know a good explainer when you watch one. It doesn’t have to be viral or huge. If it simplifies the most difficult data in an entertaining professional way, then it is successful. The bottom line is that, when it comes to explainer videos, the potentials are limitless. You can make a live-action, animated, stop-motion explainer video, or whatsoever, as long as you keep these three things in mind:

  • Make it appealing.

  • Make it pertinent and simple.

  • And remember: exhibit the problem, and then present your solution.

And your explainer video could turn out to be the best one yet.

But note this down: no matter how easy it seems to make, a professional explainer video needs a professional content partner. You tell us what you want and we will give you what your business needs.