I've worked on a lot of videos with many different clients. Some are good videos, some are great videos, and some, much like our pathetic gaggle of animation slaves, should never see the light of day. They belong in the shadows, a cautionary tale barely worth a line in a blog post.
After all this time and all these videos, here's what I've learned. There are three things that set a great video apart from the rest.
First and foremost, your message needs to be clear. I know that sounds obvious, but you'd be surprised at how many clients get bogged down in technical jargon when they ought to focus on storytelling. A great explainer video has three parts. Part one is setting up the problem. What need does your product fulfill? Part two is introducing your product as the solution. And it's not enough to say “Try BLAH!” because you need to explain to your audience why “BLAH!” is going to help them. Part three is the call to action. “BLAH!” could very well be the best thing since sliced bread (basically, in this analogy, BLAH! is a sandwich) but if your audience doesn't know how to get it, the video is pointless. You need to give your client something to do after the video ends. Should they call a number or go to your website or just hope extra, extra hard? The call to action is the difference between making a sale and watching a really expensive cartoon.
Secondly, it's got to look good. Our animators may not know much about freedom, but they can draw the crap out of stuff. It's a video so the visuals are obviously important. Everything needs to be as clear as possible. Cars should look like cars, people should look like people. The various elements of your video also need to move in an aesthetically pleasing way. I don't just mean the way your characters move (the smoother the better). You also need to think about transitions. Having only cuts or only dissolves is boring! Throw in a few smash cuts or scene flips! Keep your audience interested.
The third thing is a bit circumstantial: humor. Not every video needs to be funny. In fact, there are many videos that shouldn't be funny at all. But people respond to humor. It helps them retain knowledge and makes them feel more comfortable and relaxed (aka more willing to buy your product).
Like I said, I've made a lot of videos. The best ones have always met this criteria. Crafting a high quality explainer video is somewhere between an art and a science. Trust Fire Starter Videos with your next explainer video. We'll make you something great.