It’s been ten years since whiteboard videos took over the marketing scene and we are still talking about them. Virtual reality, 3D animation and 360° videos, haven’t erased them from the search engines results and landing pages.

So why do marketers still trust them? Well, the answer is simple: they just work. Being hard to beat when it comes to clarity and simplicity, a whiteboard video is one of the most popular techniques to create an explainer video. Keep in mind that 97% of marketers say that video has helped increase users’ understanding of their product or service.

Especially if it’s a complex one and you need to explain how it works, you’ll probably need to keep your viewer engaged for a little more time. IT solutions, software companies and business to business (B2B) campaigns need those precious extra seconds. They can ensure a high audience retention rate by harnessing the engaging power of whiteboard videos.

Not any whiteboard video can do that for you but an effective one not only maximizes engagement but also makes your brand memorable for the audience.

In this article we’ll explain some details that mean the difference between a good video and a stellar one.

Let’s get to it!

1. Create a character based on your target audience

First of all, you need to gather some demographic data about your audience such as gender and age.

With that information, you’ll create a character who will represent your audience in your whiteboard video. He or she will be the one who will experience your target audience’s problem or need, namely, their pain point.

Your prospects will feel related to this character not only because of its look (gender, age, general style) but also because they’re experiencing the same situation. That’s how you’ll hook your audience in from the beginning of your video.

Keep in mind that those first few seconds are crucial: 65% of people who watch the first three seconds of a Facebook video will watch for at least 10 seconds, and 45% will watch for 30 seconds. So if you hook your audience in from the very first moment, it’s probable that you hold their attention longer.

Check out how we created a character based on our client’s target audience in this video. Note that we also stated his job position.

2. Using your brand colors

Have you noticed that in the previous video, we used our client’s exact brand colors to highlight some parts of the illustration? We do that in our whiteboard videos to increase brand awareness.

As this technique is based only on two colors, white and black, it allows your brand colors to stand out and be memorable for your audience. Let’s see some captures of our whiteboard videos as an example of this:

3. How to write a captivating script

A thoughtfully written script is the solid base for a successful explainer video. An animated marketing video script is, basically, the message you deliver to your audience and what the voice-over will say in the video.

You don’t have much time because most explainer videos are around 90 seconds long. Even if the whiteboard technique gives you some more seconds, don’t abuse your audience’s attention time.

Just focus on explaining how your product or service can be a good solution for your prospects. First, state what their problem is, then how your product can help and finally why it’s better than the competitors.

Remember that the character you’ve created to represent your audience is the one who will experience those problems or pain points and your product/service is some kind of hero who will help that character.

Now, that you know the basics you can move on to the next level…

4. Make it fun and entertaining enough to be remembered

A hint of humor can really mean the difference between a standard video and a memorable one. It doesn’t need to be hilarious, this is not stand-up comedy, but your characters could be funny. Something in the story also could provide that dose of wit to make your video even more fun.

Let’s watch a whiteboard video that we created for a click fraud detection service. It’s a very complex and abstract industry but we managed to keep it entertaining and funny:

5. When does your logo need to appear?

Remember the script? It’s very important that your logo shows up seamlessly and makes sense with the story you’re telling.

Once you’ve told the issues your character is experiencing, your product or service will show up to help that character. That’s when your logo needs to show up to link the solution you will explain to your brand.

Check out the previous video. The logo appears (1’48”) after we’ve explained the main character’s problem and before we start talking about the solution.

6. Interconnect your designs

You could design individual scenes (there are quite a few whiteboard videos like this on the web) but interconnected designs will elevate your video to a new level. It distinguishes a standard video from and an amazing video that will make your brand shine on the web.

A real whiteboard video shows a continuous and interconnected drawing. Sometimes you’ll need to clean the whiteboard, but try to do this as few times as possible.

Why is this important? These interconnected drawings hook in your audience’s attention because each scene will be connected to the next one.

Check out how we’ve done it in this video

Takeaways

A Whiteboard Video is a great tool, but you have to know how to use it right. Every detail we’ve mentioned before counts towards making an outstanding video.

Remember to create a character based on your target audience. He/she will be the one who experiences the problem that your product or service will solve. Always focus on that message when you write your script.

Brand your black and white video with your unique brand colors and always try to keep it fun. Look for a witty gag to entertain your viewers.

Bear in mind to think of your video as a whole so that you can interconnect your different scenes.

And last but not least: Don’t forget your logo!

I bet you’ve already heard this: the devil is in the details! If you pay attention to all these tips and tricks, you’ll harness the educational power of whiteboard videos and, at the same time, make people remember your brand after watching it.