Explainer videos are incredible are sharing messages and engaging audiences. This has a big part to play in the massive increase in popularity they’ve seen in recent years. But, like the tastiest restaurant meal, to great a high quality and effective explainer video needs a precise recipe. Each step is essential in creating a well-crafted explainer that combines informative storytelling and with memorable messages.
So, what is the recipe for a great explainer video?
When done well, the ingredients of explainer videos, such as whiteboard animations, combine to create powerful animations that inform, entertain, inspire and stay with viewers. The effectiveness of this combination was highlighted when we worked with Richard Wiseman, Professor of the Public Understanding of Psychology at the University of Hertfordshire. We are admirers of his work, so it was an honour to work with him. To get a better understanding about the way audiences respond to whiteboard animations, we compared them with ‘talking head’ videos. Together we found:
Viewers were 66% more likely to share the whiteboard animation
The whiteboard animation resulted in a 15% increase in information retention
The whiteboard animation was 33% more entertaining
These show how much a whiteboard animation can supercharge your story; now it’s time to look at the ingredients and steps in the whiteboard animation process.
How to make an explainer video
1 - What? Why? When? Who?
Every top-notch explainer video and whiteboard animation starts with answering key questions. These questions are crucial for setting goals, understanding your audience, focusing the project, crafting your message, and setting deadlines (whether you love them or hate them, they’re essential). If you’re collaborating with a studio, they’ll cover these in the initial creative meeting. But if you’re creating a whiteboard animation on your own, considering these questions is vital to bringing your vision to life.
2 - The Script
The script boils these ideas, goals and and thoughts down into one message. Your script sets everything else up for success. At a big picture level your script locks your message, sets a tone and allows you to make sure you’re achieving all your goals. Your script also provides key information for other details within your explainer video.
It will be read by our voiceover artist, some of it may well appear as on-screen text and the tone and language you’ve used will form the basis of the illustrations. The length of your script will decide the length of your animation and we recommend working to 140 words per minute.
3 - Storytelling
Storytelling has been a key part of how we understand the world since our childhood picture books. It's also what makes an explainer video, especially a whiteboard animation, so engaging and memorable. As you plan your script and story, remember the structure of a compelling narrative. Craft a clear beginning, middle, and end to establish your message or problem, introduce your solution or process, and wrap it all up with a conclusion, a clear takeaway, and a call to action. This structure is crucial to making your explainer video resonate with your audience.
4 - Illustrations and Visual Thinking
Explainer videos can make the most everyday event enjoyable to watch and make the most complex or abstract idea accessible and understandable. Creative teams do this through illustration and visual thinking. By creating the perfect explainer video visuals, illustrations and characters, you can tell your story in a perfect way both for your subject matter and your audience. This has the benefit of making your explainer video unique while also giving you the full visual storytelling power of whiteboard animations and explainer videos. Here are some visual ideas we recommend:
Visual metaphors are a great tool if you’re trying to explain something complex or abstract
Using one image as a centrepiece can help you connect different ideas together
Including references from pop culture, your organisation or industry can really boost engagement and relatability with audiences
5 - Animation
Explainer videos and whiteboard animations bring illustrations to life, making them more engaging and memorable. Whether using characters or props, these techniques add charm and connection. Whiteboard animation, in particular, stitches your illustrations into a smooth, seamless flow, guiding your audience through the story and highlighting key elements in each scene. Utilising the famous 'hand' in whiteboard animation further enhances engagement and focus.
6 - Voiceover
The voiceover adds an important dimension to your storytelling. Bringing your script to life, it works in partnership with your visual thinking and on-screen text to give your messages and points real impact. It’s an important part of your explainer video and quality is essential. Low quality voiceovers aren’t just unprofessional, they also take away from the video’s ability to engage and entertain your audience.
As you plan your voiceover, ask yourself:
Where will I record it?
Should a member of the team or a professional voiceover artist deliver it?
If you choose a professional, what sound, tone and style should they have to truly reflect your story and your brand?
These ingredients allow explainer videos and whiteboard animations to turn your story into a delicious meal for the senses that informs, engages and inspires viewers to share it. These ingredients also allow you to make your message and animation perfect for people - whether they are visual, auditory or kinesthetic learners. This blog has more information on what goes into a good whiteboard animation. Making your video accessible is also a key consideration and this factsheet from AccessiblityOz provides some great information on this.
Whiteboard Animation Software vs studios
Whiteboard animation software has become a popular option for creating animated explainer videos. Much like a ready meal captures some of the essence of a restaurant classic, this software can effectively convey your message in a visually engaging way.
Whiteboard animation software is ideal for those without a creative background or working with a smaller budget. It allows users to create whiteboard animations using templates, pre-drawn characters, and props. However, while convenient, this approach lacks some of the key benefits offered by professional studios.
Software limitations include reliance on generic templates and stock elements, which may not have the same impact as custom-designed characters, settings, and illustrations. Personalized whiteboard animation images can better communicate your unique personality and story, enhancing the overall effectiveness of your video.
Working with a studio provides access to expertise in several areas, such as understanding your goals, script writing, visual thinking, voiceover selection, and recording. Whiteboard animation artists bring a wealth of experience across various industries, which can significantly elevate the quality of your explainer video.
Creating animations yourself with software might be easier, but it risks using the same characters and illustrations as other users, leading to a lack of uniqueness. Custom illustrations from a studio help your video stand out from the crowd, ensuring your message is both memorable and distinctive.
Ever since those early RSA Animates, we have been passionate about explainer videos and the ways they make messages and ideas engaging and memorable. Since then, we have used the whiteboard animation process to supercharge the messages of governments, businesses, charities and universities. Visual storytelling is our passion and we love working with each new client and the story they are telling. If you’re looking for more tips about creating an explainer video, this blog covers 10 key tips and mistakes to keep in mind.
Do you have a message you want to share? We’d love to hear from you - contact us today!
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