Why You Should Be Writing the Scripts For Your Companies Explainer Videos
Entrepreneurs often find it difficult to convey a clear and concise message of their value proposition and the main problem their company solves. Many companies take a grandiose, all-encompassing approach when in reality a narrowly focused, precise message is always the most effective.
Many companies choose to delegate this job to an external agency, such as a content creation company or PR firm. However, our wide experience creating video explainers at BlackBoard Studios has shown us that the most effective approach is to bite the bullet and have the client write the script — here’s why.
Many companies we work with (and not only early-stage startups) have not yet distilled their main message internally — what is the value proposition, what is the main problem they solve (or at least which one they wish to focus on), what is their target audience and, and what sets them apart from their competitors. Furthermore, multiple founders and decision-makers often have different opinions that are not necessarily aligned. This is a natural part of collaborative work, but when creating an explainer video, the coordination of your ideas and priorities is of the utmost importance. The only way to achieve this is by formulating a unified messaging hierarchy. Letting an external video agency, whose specialties lie outside your company’s area of expertise, make these decisions for you might not be the best strategic move.
Writing the narration script for your company’s explainer video is a great opportunity for companies to zero in on a razor-sharp, defined message. Distilling your message can be challenging, but is really important. A clear message will guide the company through all its future endeavors and help fashion the external image you wish to convey. At the end of the day, the companies we work with recognize their value better than anyone else. They are the masters of their domain.
At the base of a messaging hierarchy is the brand promise. The brand promise has to describe the fundamental thing the company delivers to clients every single time. The positioning statement typically comes second, followed by the value proposition, value description, messaging, and proof points.
At Blackboard Studios we worked with Tomorrow.io to help them explain how they use weather satellites to improve global weather forecasting. By writing their own narration script, Tomorrow.io was able to convey why they are the world’s leading weather intelligence platform in a succinct manner.
Tomorrow.io created a direct, precise message that has viewers fully clear on what they do, twenty seconds into the video:
“The all in one weather intelligence platform uses machine learning and AI to help the world’s leading brands turn weather data into business insights.”
This message is a perfect example of using a messaging hierarchy to deliver a message. They then describe the many benefits of using their platform, which include improved operational efficiency, streamlined communication, improved safety, and optimized revenue margins. Next, they describe the dashboard features that make its platform unique. This is an excellent example of a script that uses a clear and concise message to reach its target audience of businesses that rely on accurate weather data.
Another example of a wonderful explainer video is Appsflyer’s Incrementality campaign. We worked with them to explain how their incrementality dashboard can help businesses assess the effectiveness of their new marketing campaigns. Appsflyer did a great job working with us to develop a video that clearly articulates their value proposition. Check out the video below!
Here are some useful tips from Blackboard to help you get started with your next script for an explainer video. First of all, the script must be short and sweet. At most, the script should be 250 words, but in reality the shorter the better. Second, the message must be clear, concise, and targeted. Next, the problem the company addresses must be identified quickly. Don’t forget, the brand must be introduced in a captivating and memorable way at the beginning of the script. A powerful tagline can be useful for this. Finally, the script should educate about the company’s solution in practical terms. No fluff.
Once a company delivers us a working script, we take over and create concept art, video design, narration recording, video boarding, animation, and sound mixing to deliver a superior product every single time. No client is left unhappy when they write the script, that’s a guarantee!