An explainer video is a tried and true way to communicate what it is that you and your company have to offer. However, ‘tried and true’ can sometimes run the risk of becoming formulaic or lacking appeal. When we feel like we’ve seen something before, we’re more likely to tune it out and gloss it over. Thus, proving the necessity for a content strategy and approach that ensures your explainer video stands out amongst the masses. One method to success is employing the ‘Hollywoodesque’ tactic known as Hiding Exposition.
Within film, the term ‘exposition’ encompasses the pieces of information that are essential for the audience to know. To prevent bits of context from feeling like they’re being taught by your 8th grade history teacher, screenwriters find ways to hide the exposition in compelling and engaging ways. Here at Green Buzz Agency, we truly believe in employing this tactic and have the data to substantiate its effectiveness. A specific project we have worked on that demonstrates the comprehensive method for Hiding Exposition is our explainer video for The American College of Obstetricians and Gynecologists.
Let’s start with the visuals. Storytelling through powerful imagery can provide just as much context, if not more, than text on the screen. In a world of fractured attention, it is a difficult feat to capture your audience and keep them interested in the content at hand. Compelling and engaging visuals exponentially elevate the messaging and interactions within your piece. Specifically, motion graphics enable you to build a world of your own in which the audience can truly enter a new space to engage and be immersed in the message you are sharing .
Further, rich visuals combined with a voiceover can make even the most complex topic easier to digest. Like the old saying goes, a picture is worth a thousand words. Our explainer video for ACOG utilizes motion graphics to drive the video. Essentially – even if the audio is muted, the key subject matter is easily identified. The voiceover and text fill in the gaps, but the visuals are essential to the emotional tones and audience engagement within the video.
Using innovative statistics is another surefire strategy to convey dense information in an easily digestible way. You can see this technique on display in our ACOG piece. The statistics are delivered with a visual flare that links the numbers to the story being told. For example, when we hear that problems are on the rise, we simultaneously see the graph progress across the country, driving home the point that this problem hits us everywhere. This subtle element sticks in the minds of viewers because it is attaching statistics to a human emotion, which is always a recipe for quality engagement.
In addition, the best way to effectively relay information to your audience is to tell them a relatable story. This can be achieved through anecdotes, metaphors, or practical examples. The opening line of the ACOG video acknowledges the crucial role healthy mothers and babies play within our communities. Opening the video with mothers as a bedrock of society allows for the viewer to take in this information with a clear emotional tie and impact. This tactic pulls at our heartstrings as we all reflect on this sentiment and the incredible mothers surrounding us. All in all, amplifying the audience connection and shedding light on why the viewer should care about the information to come.
Audience connection is further enhanced through the pacing and length of your video. The movement from one idea to the next is a critical piece of the strategic approach as it determines how much the viewer is actually retaining within a given timespan. Whether it be quick and hard hitting facts or a continuous flow of explanations and descriptions, the chosen delivery method is imperative to its success. The right pacing ensures the viewer isn’t left with a static screen or visual for too long; while overall length guarantees a sweet spot for viewer’s attention and engagement.
“Hiding the exposition” is a tactical strategy to elevate your next explainer video by imbedding the root of the mission and message into a more intriguing content approach that engages and delivers digestible information. It is about catering towards the needs of your viewer and ensuring the delivery is set for success. This is one of many ways to elevate your next explainer video, increase consumer engagement, and relay critical information. If you’re looking to collaborate on your next upcoming video project, contact us at Green Buzz Agency to take your content from simply informative to extremely compelling. We would love to hear from you and help make your vision come to life!