Here are three keys to keep in mind when creating a compelling 60 second or 1 minute explainer video:

1. Be concise

Here’s a dirty little explainer video industry secret: it’s actually easier to create a script for a longer, say 2 minute video, than for a shorter one like a 1 minute video. It’s like the famed French mathematician and philosopher Blaise Pascal once said, “I would have written a shorter letter, but I did not have the time.” The same is true when writing scripts for these videos. Revise, revise, revise. Eliminate the extraneous details and unnecessary elements from the video script. Trimming the fat from your messaging is hard work, but ultimately critical if you want to create something compelling and succinct.

2. Prioritize your messaging

Even if you’ve got a talented animated explainer video company like Gisteo creating your video, viewers are bound to start to drop off as the video progresses. It’s just a fact that has more to do with attention spans and multi-tasking more than anything. That’s why, especially when creating a 60 second explainer video, you need to really prioritize your messaging- in addition to simply being concise with your verbiage. It’s a good idea to “front load” these videos and get the vital information out there early on. Quickly state the challenge your target is facing, jump into the solution and then wrap up with the end benefits of your offering. If you fail to prioritize like this and take too long to reveal your solution in the first part of the video, you risk losing your viewer before they can properly understand your Unique Selling Proposition. If you do this and still need more time, consider bumping your production up to 90 seconds. 

3. Never forget the “what’s in it for me?” factor

Far too often, explainer videos digress into a laundry list of features and granular detail about a product, service, app or whatever. In a 60 second explainer video, there’s just no room for that. Try to limit the takeaways that you’re trying to communicate and focus on the “what’s in it for me?” factor (WIIFM) in your script. It’s great that XYZ software platform aggregates data with a hyper-fast, superior Big Data algorithm powered by IBM Watson technology (just made that up!) but don’t lose track on the fact that the end benefit of “impressing your CEO and getting a huge bonus” is probably a lot more interesting to most people out there so skip the WIIFM at your own risk!

Bonus

Don’t forget to add a powerful call to action at the end of the video. It’s the perfect time to let your viewers know what the next steps are and what opportunities they will access when choosing your brand.