How to Write Video Explainer Scripts that Surge Conversion Rates
By Thom Choice
We’ve mentioned before that the human attention span is dropping at a pretty alarming rate.
Finding new, snappy ways to convert information with a strong impact is crucial. Breakthrough media clutter and succeed in driving new customers to your site.
That’s where we say goodbye to the powerpoint sales pitch and hello to video explainers.
Explainer videos lay out the features and uses of a product or service. All wrapped up into a short but punchy information-driven film or animation.
They are a powerful way to show potential customers what kind of brand you are. As well as what you or your product can do for them.
For those viewers, this staple of brand content can boast vastly high conversion rates.
This of course is all dependent on the content itself. The topic of conversation today.
The internet is pushing out video content more than ever and its not slowing down anytime soon. But behind all great video’s are charming copywriting, a fluent script and most importantly, an actionable message.
Here are some guidelines that use core writing techniques combined with tools and tips to maximise those conversions.
How to write a killer explainer video script in 5 simple steps.
1. Know your audience
Expand your vocabulary without sounding faux-smart.
There’s no point in trying to write an explainer video script if people aren’t going to bridge a connection or even understand it.
In the same breath, writing a detailed script that’s too dull is going to leave viewers bored and uninterested.
Try to keep language aimed towards your target audience. The more they feel a connection with the writing, the higher the chances of them watching your video in full and clicking through to learn more about your product or service.
Using keyword theme clustering is a fantastic way to support your search engine optimisation in this regard.
To do this:
Look up your main keywords and topic themes into Google.
Scroll right down to the bottom of the page to find a list of related searches.
Some of those related keywords can be utilised to expand your online presence as integrating them will make your content more relevant for SEO.
The goal here is to sprinkle, not to pour. You want to get the right tone in your script writing.
Too many stuffy keywords will cloud the content and you can run the risk of disconnecting with your target audience as well as potentially new ones.
The online impressions your content makes plays a huge part in how Google decides relevancy.
Second impressions aren’t the same.
2.Keep content Bold
Try to capture an audience’s attention in the first paragraph.
Due to the short length of an explainer, this idea resonates for the whole video.
Keep attention directed.
There’s arguably a sweet spot for video explainers. Between 30 seconds to 90 seconds long. However, no matter the length, every second counts and timing is crucial.
Here’s a video script template to have a better understanding on how to structure your explainer:
The problem 5 to 10 seconds
The solution 5 to 10 seconds
How it works/How it benefits 30 to 50 seconds
Call to action 10 seconds.
That doesn’t seem like a lot of time. That’s because It’s not.
Every word is going to count so keep the viewer in mind while writing. Making sure that they will feel engaged, entertained and informed.
Writing to short specifics can be very difficult, even while proofreading it’s difficult to keep all aspects of clean, bold writing in mind. To make sure you’re getting maximum utility out of that time, the Hemingway app offers a hand in keeping your writing clear and easily readable.
It’s a word editor that gives completely free writing advice, calling out where sentences are difficult to read or words just aren’t fitting.
This ensures that your sentences will be punchy and to the point. Making the content speak directly to your audience and as easily digestible as possible.
3.Attention. Interest. Desire. Action.
To support writing a creative but effective explainer script, you might want to consider the AIDA framework.
The AIDA framework is an industry standard copywriting formula that aims at converting strangers into paying customers. It’s there to solve the problem of how to write a script for your target audience that communicates everything they need to know in a simple four-part structure.
This formula is so effective that some of the world’s biggest brands such as Nike, Coca-Cola, and Apple can attribute some of their success to it.
Here’s the layout:
Grab attention as quickly as you can, and keep it held for as long as possible. Attention is the first step to achieving a purchase. The longer it’s held by someone, the closer you come to sparking interest.
With explainer videos, using eye-catching art direction is definitely a must. However scripts still play a huge role.
Try to simulate curiosity in the viewer, keep them on their toes while highlighting the problem. Give them a reason to listen more.
Statistics also offer a great way to catch someone’s interest. By putting up facts people can take the brand more seriously as well as develop trust in what is being said.
An Air of mystery can bring some allure to specific brands which entice people to watch for longer.
If you’re successful in grabbing someone’s attention, the next stage in focus will be-
Interest can be tough to keep. Focus your effort on appealing to the audience while achieving your explainer’s goals.
An idea here is to give them entertainment while offering value from your brand. By keeping an audience stimulated throughout the explanation.
You’re creating a positive overall experience, not just with the brand, but the message itself.
As we will mention, this causes viewers to remember information for longer, with far better accuracy.
This is where you really sell the benefits. Give the audience every reason to get on their computer and become an immediate customer.
At this point the audience is in for the full video, so carry on building momentum.
Another way to keep increasing desire is to create a sense of urgency. Limited sales or discounts assist in building up anxiety in a person so that they are prepared for action.
The call to action is the signal for a customer to do their part.
This will differ depending on the goals set out, but usually with explainer videos it’s either about clicks, buying, downloads and shares.
Don’t be afraid to use your CTA throughout the video, it’s not limited to just the end. There is nothing to lose by creating familiarity, and while attention spans are short, they might still be actionable without a viewer finishing a video.
Using verbs that command in a call to action is useful in achieving this, it drives the viewer to do. Think, “DOWNLOAD NOW”, or “VISIT US HERE”.
If your AIDA was demonstrated correctly it should create a setup for that exact emotional trigger.
4.Become a storyteller
Writing fantastic copy lies in the same principles of the greatest novels of all time. It’s about the journey that you create for your audience. Don’t be afraid to leverage emotions, stir the pot. Entice the viewer to feel as well as think through your eyes.
Good storytelling stimulates your neural network in incredible ways.
It activates parts of your brain that connect stories with your own ideas and experiences. This forms powerful internal relationships in something called neural coupling. Where the reader sees themselves as the character.
It releases Dopamine into your system, causing your body to experience it as an emotionally charged event. This allows you to call on said experience with much greater accuracy.
A well told story can engage many different parts of the brain that usually wouldn’t be stimulated by something insignificant. Making for a lasting impression on someone
Our brains never stop working. Take advantage by using emotive language in when you write a video script. By implementing studies from human behavioural biology into your scripts. You can connect an audience to your content on a truly emotional level.
At the heart, an explainer video is centered around its copywriting.
Start by writing about 150 words and see if you can pepper your video script with gentle humor, useful tips about your product or service and try to find a tone that suits your brand voice.
Try to target a specific audience and decide whether your story features a main character. Perhaps your character can represent your buyer persona. Try to find a creative solution to promote your business and communicate your key message to your target viewers – and most importantly, keep it simple.
Use formats and timing to tell unique stories in punchy and engaging ways. Think about using a problem solution story structure.
Connect with people through your copy and use their emotions to find a relationship between them and what you can offer.
These writing techniques will support you in keeping an audience’s interest for as long as possible. If they complete the full process you should have a brilliant explainer that gets incredible returns on your conversion rates.
Want to write a killer explainer video script that resonates with your audience? Here’s a bibliography of useful resources that we used when writing this guide. As we specialise in marketing videos, we love to share ideas for creative video production that get results. If you’ve got a question about how to produce an explainer video for your product or service, or would like to know more about how explainer video scripts are written and can be optimised for your key audience demographic, feel free to give us a call.