Explainer Movie™ Masterclass #4 of 5:

Hollywood Narration Techniques

How To Communicate Your Message In A Way That Sucks People In From Start To Finish

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“Only 1% of B2B content gets to me stop and say ‘I want to consume this in my spare time’. This is that 1%”

DEVIN REED 

HEAD OF CONTENT @ CLARI

78k followers

1643685009120 (1) (1)

“Only 1% of B2B content gets to me stop and say ‘I want to consume this in my spare time’. This is that 1%”

DEVIN REED 

HEAD OF CONTENT @ CLARI

78k followers

Check Out This 9 Second Clip Of 3 Explainer Videos…

Notice how in all the clips, the narrator is a voice we hear, but not someone we see?

This is what we call the “external narrator” – and it’s been the explainer video status quo since the dawn of time (or, at least, the dawn of explainer videos).

This was fine for a while, but as more and more explainer videos popped onto the scene, things started to take a turn for the worse.

Now, the External Narrator is one of the biggest “attention–killers” in 2024.

Why Typical Narration Styles Create Such Low Engagement Rates

The typical external narrator has a few detrimental side-effects.

1. It Blends Into A Sea Of Sameness

With nearly all B2B videos using the same formula, the market is saturated and prospects have heard it time and time again.

And when a market has heard something time and time again, it eventually loses its impact as viewers become blind to it. 

Not to mention, your business blends in with every other company doing the same thing.

2. It Doesn’t Hook Prospects

Let’s face it – most people would rather be swiping through their LinkedIn news feed than watching an explainer video about products and services.

So when they hear that typical B2B narrator, it triggers “this is a commercial, and probably not worth my time and attention”.

3. It’s Boring

Video content is supposed to take topics and make them more engaging. 

But when a voiceover talks at you, it feels more like a PowerPoint presentation than an emotionally engaging video. And we all know how people feel about PowerPoints.

Use These Hollywood Narration Techniques To Increase Engagement, Attention, And Emotion

We believe (and have a lot of client results to confirm it), that making by prospects feel less like they’re watching an explainer video – and more like they’re watching a movie – they’ll be more engaged.

The more engaged they are, the more likely they are to consume your core message, which in turn educates them on what you do, the problem you solve, and how you can help them.

Not only that, but the fact that they become absorbed in your Explainer Movie™ (while they skip your competitor explainer videos) will create a positive association with your brand, standing you out and creating a strong brand afinity.

So let’s explore how we deploy more “movie-esque” methods of communicating your value proposition.

#1. Dialogue

Dialogue is simply when characters talk to one another.

It’s an absolute mainstay in 99.99% of movies – yet it’s non-existent in explainer videos. 

Explainer Movie™ example: Profitmind

#2. Internal Monologue

An internal monologue is where we hear the internal thoughts of a character.

This drives the plot forward in an interesting way without blatantly “info-dumping” everything to the audience.

Explainer Movie™ example: Yield Yak

Fun fact – Yield Yak’s opening internal monologue was inspired by The Batman’s opening monologue:

#3. Internal Narrator

The internal narrator is a narrator that the character’s within the movie can actually hear.

Explainer Movie™ example: Coming Soon! (So for now, we’ll let Will Ferrel demonstrate it)

#4. Breaking The 4th Wall

The 4th wall refers to the wall between the character and the viewer – and breaking it is when the character talks through the camera directly to the viewer, as if in conversation.

Explainer Movie™ example: MyLead

#5. No Voice Over

A deliberate omission of any voice over or dialogue. This allows the visuals alone to tell the story.

Explainer Movie™ example: PayByCar

Summary

By incorporating more imaginative narration methods such as dialogue, monologue, internal narration, breaking the fourth wall, and even omitting voiceovers, brands can create immersive mini-movie experiences that captivate audiences and drive deeper engagement.

This shift from traditional narration to creative storytelling empowers brands to connect with viewers on a more emotional level, ultimately leading to more effective communication of their message.