In order to see the frequent traits of explainer movies, we determined to investigate a pattern set of 100 explainer video examples from quite a lot of firms and industries.
We wished to make sure we solely checked out movies that had been extensively considered. So whereas we suggest internet hosting explainer movies on Wistia, for this evaluation, we solely included movies that had been considered 100,000 instances or extra on both YouTube or Vimeo.
Since dialogue is a vital a part of an explainer video, we used transcription software program on the movies to file the dialogue and variety of audio system. These transcriptions have been a key a part of our evaluation.
Here are some highlights of what we discovered:
- The explainer video examples in our pattern have been largely shorter than two minutes and had lower than 300 phrases.
- Dialogue occurred at a reasonable tempo, normally lower than three phrases a second.
- The dialogue within the explainer video examples was normally written at a seventh to ninth grade studying stage.
In the large image, our strongest advice is to work with an skilled explainer video firm—one that may aid you discover the best mixture of script, fashion, and content material to your particular advertising and marketing targets. Every firm is totally different, and what’s efficient for one firm won’t be the perfect method for you.
With that mentioned, there are some basic developments that apply to the vast majority of the explainer video examples, and we noticed loads of what we see in our shopper tasks mirrored within the analysis.
Here are the detailed findings from our evaluation…
Most Common Length: 1 to 2 minutes
As you would possibly count on, explainer movies are typically quick. They’re meant to inform the viewers a message as shortly as attainable. As analysis from Wistia reveals, the longer a video is, the much less doubtless viewers are to complete it:
Our analysis of commonest explainer video size matches completely with the analysis from Wistia: One to 2 minutes is the candy spot of maximizing viewer engagement.
There have been some notable exceptions. One of the shortest explainer movies we noticed was this one about PrescribeWellness:
Since PrescribeWellness offers with shoppers choosing up prescriptions, they don’t need to spend as a lot time explaining what they do. Consumers already know lots in regards to the technique of choosing up prescriptions.
On the opposite hand, this advert from Capital Media is about 4 minutes lengthy:
While the subject of social media adverts isn’t that sophisticated, this explicit explainer video appears to be geared in direction of much less tech-savvy shoppers.
For the target market, there’s loads of info that must be conveyed earlier than they’re prepared to tug the set off on social promoting. That may clarify why it’s barely longer than the typical explainer video.
Most Common Script Length: 100 to 300 Words
Not solely do you not have a lot time to clarify your self in an explainer video, however you additionally have to attempt to maintain your dialogue beneath 300 phrases.
Just for reference, analysis from Newswhip reveals viral New York Times article sometimes is over 1,000 phrases lengthy. We didn’t see a single explainer video with 1,000 phrases.
One of the longer explainer movies we noticed was this one from Mulesoft explaining what an API is:
An API is an interface for permitting software program from totally different entities to speak. Entire books have been written on the significance of an API, so it is sensible that Mulesoft had to make use of extra phrases to completely clarify themselves.
Keep in thoughts that it’s attainable to create a profitable explainer video with none phrases in any respect. This explainer video about Spotify accommodates no dialogue in any respect:
The entire level of the video is to convey that Spotify lets you take heed to any music you need on any system. When you’ve an very simple message, simply having a number of animations and phrases could be greater than sufficient.
Common Dialogue Speed: 1 to three Words of Dialogue a Second
Estimates differ, nevertheless it’s accepted that the majority audio system communicate at round 150 phrases per minute or 2.5 phrases per second. That’s the velocity of dialogue in many of the explainer movies we analyzed.
This reveals how there tends to not be an excessive amount of time the place nobody is speaking in an explainer video. It’s largely an individual speaking at a standard, relatable velocity from the second the video begins to the second the video ends.
Speed of speech is one method to change the emotional really feel of a video. Consider this explainer video about Foursquare:
The dialogue occurs at a median velocity of three.three phrases per second. As a outcome, the video has a extra upbeat and lighthearted really feel.
This explainer video about Stampsy has at a median dialogue velocity of 1.6 phrases per second:
The result’s a extra somber and stilted video.
Common Number of Speakers: 1 to 2
The overwhelming majority of explainer movies have just one speaker. It’s one voice making an attempt to convey a specific message.
When you do see explainer movies with a number of audio system, loads of the time it’s to showcase folks from the corporate. This explainer video from Last Bottle reveals a number of folks concerned within the firm:
On the opposite hand, this explainer video in regards to the Luna mattress cowl has a generic voiceover and the founder:
Common Grade Levels of Dialogue: Grade 7 to Grade 10
We analyzed how superior the dialogue of the explainer movies is by calculating its SMOG grade, a extensively used metric for figuring out readability. The SMOG grade calculates what grade stage somebody have to be at to grasp a chunk of textual content.
While we’ve all heard the saying “keep it simple stupid”, that doesn’t at all times apply to explainer movies. It’s not that you simply need to make your movies extra sophisticated than they must be. You simply need to watch out to ensure your script will resonate together with your viewers.
Keep in thoughts that the common American reads at a seventh or Eighth-grade stage. This implies that 40 of the 92 explainer movies with dialogue have been too superior for the typical American.
We suspect that it is because the creators of those superior movies made these movies for a selected viewers, not the inhabitants as a complete.
If you’ve a mass-market product that doesn’t require a lot rationalization, then you should utilize less complicated language.
DataFi created an explainer video to clarify their VeriFi product. VeriFi is used to handle building loans. Since it is a extra area of interest product with superior ideas, the SMOG grade of the script is a 12.
Another variable which may have an effect on the readability of the script is the truth that explainer movies are so quick. You have to make each phrase rely. This might outcome within the script having extra compact phrases.
Here are our greatest takeaways:
- Work with an explainer video firm that may aid you discover the best steadiness of size, script, fashion, and message to your wants.
- Most movies are between one and two minutes lengthy.
- Most movies inform their story in 300 phrases or much less.
- The commonest tempo of speech is 2.5 phrases per second. Varying the velocity of speech can influence the texture of an explainer video. Faster brings a extra energetic really feel however dangers feeling rushed. Slower speech charges can create a extra somber impact.
- Explainer movies normally solely have one speaker. On event, it’s efficient to have zero audio system. And typically it is sensible to have two or extra.
The “common” traits of the explainer video examples in our evaluation are usually not a assure of success. Instead, it’s best to consider them as tips to remember when making an explainer video. Plenty of profitable explainer movies wouldn’t have the traits analyzed right here.
When making your explainer video, it’s as much as you to make the right tradeoffs in your explainer video to resolve what you are promoting targets.
Should you employ easy or extra superior language? How many audio system do you have to use? Should you’ve them communicate slower or sooner?
Because of how vital these selections are, we suggest you’re employed with an skilled and educated accomplice.