Nowadays, in the IT industry, it's almost impossible to put a new product on the market without a good explanatory video. If you are a graphic designer, who is responsible for creating explanatory video, this article will guide you through the process of this advertising method in order to properly present a new product in an original, ingenious, funny or serious way.
There are three points in time during the lifecycle of a product where such marketing video can be created:
In most cases, the video is produced after a new product has been created.
First of all, you need to choose one or more applications/tools for making your video. In our case we decided to use several Adobe CC applications:
After you have chosen a proper set of tools, you need to make further preparations before you can start editing video in Adobe Premiere:
At the very beginning, it is very important to define approximately how long your explainer video will last. Some research shows that explanatory videos shouldn't be longer than 90 seconds. After 90 seconds, viewers start to get bored, and in most cases, they turn the video off. Optimal duration is around 60 to 80 seconds. In our case, the video lasts 75 seconds. In this time interval, you have more than enough room to present your product in the right way - if you have organized your information and material correctly.
There are several ways to present your product through different video types:
For our product, we made two versions, the live action video (non-animated video clips, without sound effect, only background music with visual effects on textual contents) and the animated version with sketched drawings. In the animated version, we added some sound effects to emphasize key video parts. Although the live action video is as powerful as an animated video, we decided to continue with the animated version, because it gave us many ways to express our ideas with unique promotion material.
Conducting a market research and outlining user’s pain points and your product’s advantages over competitors’ products is a very important step in the video production. In most cases, at the very beginning of your video, you should point out the disadvantages of competitor's products or nonexistence of appropriate solutions for user’s problems.
Best practice in video production is to show pain points in the first 20 or 30 seconds, and after that present the benefits your product is offering. While researching always keep in mind how to trigger emotional reactions in potential clients. Emotions like pain, frustration, relief or happiness are very important triggers in advertising products. If you succeed in this task, your marketing campaign will have direct and very positive impact on your sales performance.
After you have set the target duration of the video, chosen the type, and collected all crucial information about user pain and your product’s key points, you are ready to start writing a screenplay.
If you don't know the exact time interval for each video segment, don't be bothered. In most cases, you are going to have modifications on your segments while making the video anyway. A good practice is to write down and sketch a plan on something which every team member can see all the time - like whiteboard. In the image below, you can see a plan that helped us writing our screenplay.
While writing the screenplay you need to think about implementing a proper viewer's journey:
Be careful about using textual content. You can achieve great results if you use simple language with short and clear sentences.
After the screenplay is finished, you have to prepare all the materials that you want to integrate in your explanatory video. You can buy video clips or hire actors to create your own. If you want to create abstract video clips, you need to use additional applications (which we mentioned earlier) to express your ideas. The image below is one video sequence from our explanatory video.
As you can see there are several elements in this sequence:
For video editing we use Adobe Premiere Pro CC. This application offers many options for visual and audio manipulation, such as:
Application startup interface is the same as a startup in other Adobe CC applications. Workspace is user-friendly and easy to learn. It is divided into four basic parts:
In the image below you can see Adobe Premiere Pro CC interface.
Using special effects, you can emphasize some parts of your video. The effects can be visual (applied on the video) or sound (applied on background music). The best practice is to use a maximum of 5 effects (visual and sound) for transitions between two video sequences or emphasize some parts (with sound effects like pop up sound, or visual effect like a glitch, etc.). For our video, we used a simple cut transition between different sequences and sound effects for emphasizing elements when they popped up, moved or crashed.
Be aware that using a lot more effects, in most cases, can look like a big mess of music, sounds, and videos.
Creating a great product requires a huge amount of creative energy, considerable financial investment and lots of time. In order to market the product properly, your job as a graphic designer is to make promotion material that puts your product ahead of competitive products on the market.
If you have any further questions or comments, please contact us.