If you’re looking to produce an explainer video, you want to make sure your investment does more than just play, you need to do serious business.

So what separates the winners from the losers? After a long time of working on these projects, I have seen that all the truly successful explainer videos have:

1. Clear and concise script

2. Professional voiceover

3. Prominent position in the design of the web page

Note that there is no mention of “quality animation” anywhere on that list. It’s not that animation quality isn’t important, because frankly, it is. The problem is that animation is very much an artistic element, and like all art, different styles appeal to different people.

An animation style that you love may seem mediocre to your clients.

“As long as the animation looks professional, helps add meaning to spoken elements, and fits your brand, it’s really just a treat to behold.”

So as long as the animation looks professional, helps add meaning to spoken elements, and fits your brand, it’s really just a treat to behold.

The bottom line is that if the underlying message is clear, concise, and presented correctly, even those unimpressed with the animation will find value in your video.

The first step to achieve this is to have a:

Clear and concise script

The script of an explanatory video is undoubtedly the most important element of the project. It is the beating heart of the project and the most important factor for the success of your video marketing.

With that in mind: Use a professional screenwriter to produce your script!

This doesn’t mean you shouldn’t be involved in the process, but an outside perspective on your product/service/message is much more likely to produce a script that strikes a chord with first-time viewers of your video.

If a company offers a professional scriptwriting service, use it. This way, they can use their expertise to produce an effective product from scratch.

Remember, the message is key, everything else is attractive!

Of course, once you have a clear message and a motivating call to action, the next piece of the puzzle is to make sure you use:

Professional Announcer

Not all voices are created equal, and the truth is that most of us don’t have the necessary skills to narrate a video effectively.

“Professional voice over is not expensive, and a small investment here can make a big difference in the end result of your video.”

A professional voice over artist can bring your message to life, inspire confidence in listeners, and ensure that the key details of your video are easily remembered.

Even better, there’s a huge variety of voice talent to choose from, making it easy for you to find a voice that matches your brand.

You wouldn’t accept unprofessional animation in your video, so isn’t it the voice that carries your message of increasing importance?

Professional voice over is not expensive, and a small investment here can make a big difference in the end result of your video.

Prominent position in the design of the web page

Once the script, voiceover, and animation are complete, your video is bursting with marketing potential. But for it to have the effect you expect, it’s vital that visitors to your website, blog, or social media channel can find it in the first place.

So don’t make people work to find your video. Make sure a visitor can see you when they land on your site without having to scroll down or navigate to another page. Make the video big, make it prominent, give it a big idiot proof play button!

“Don’t make people work to find your video. Make the video big, make it stand out, give it a big idiot proof play button!”

For even greater effect, place some sort of call-to-action button near the video. That way, once someone has seen it, you make it easy for them to take the next step.

Videos work very well because they are attractive and convenient. Don’t fall for the last hurdle by making visitors work to find your video or making it difficult for them to obey your call to action.

Of course, these three elements aren’t the only ones that dictate the success or failure of an explainer video, but if they’re missing, I guarantee, things just won’t go your way!