Tag: explainer video script writinng


How to write explainer video scripts using case studies

How to write explainer video scripts using case studiesThis article will give you several examples of how to write explainer video scripts using case studies

Marketing videos, particularly the two-minute (or less) videos my company specializes in, try to encompass a great deal of product information in a very small space (250 words is how I think of it).

You might think that the marketing department’s messaging documents, which represent the distillation of a lot of hard work, would be a logical starting point for video script development. But we find that using case studies (or use cases) yields better results.

Toning down the salesy-ness

For one thing, our clients are trying to bring down the level of “salesiness” in videos today, both because buyers are increasingly distrustful of broad claims, and because many viewers of the video are “researchers” who are doing their best to evaluate a solution. They take an interest in the experiences of people “just like them.” The people quoted in company case studies talk like real people. They are talking about real experiences. This is how your video should talk, too.

Name that user

In the case studies, too, you’ll get a sense of the job titles and specific activities that you may want to allude to in your video to keep it real. How many employees get involved? How do they spend their time? How does your solution help them spend their time more productively?


Explainer video scripting: don’t tell buyers stuff — give them a vision

explainer video scriptingIf you did any holiday shopping for, say, appliances or fitness gear — items that are practical and not cheap — you probably watched online videos. You tried to envision yourself and/or your giftee actually using the product. Maybe you watched the same video more than once, to reassure yourself. Maybe you sought further assurance in other videos, testimonials, reviews and social media.

You tried, in other words, to get as clear a vision as possible of what the thing is, how and why it works, what it looks like in use. Videos helped.

This process is obvious and familiar in the marketing of consumer goods. But it is not so prevalent in the marketing of technology solutions.

Words are not messages

Too many videos simply assert their message — as if making the word PERFORMANCE perform acrobatics on screen (“kinetic text”) will persuade a buyer that performance is what your solution delivers. What’s worse, many storytelling videos with character animation convey no clear message at all if you watch them with the audio off (or in a noisy environment like an exhibition hall).