May 13th, 2016

Using technical jargon in explainer videos

So we know that businesses use explainer videos to quickly introduce themselves, explain what they do, and tell how they help solve their customer’s problems. And all this in not more than 90 seconds!
Now when you have limited time to give a better idea of what your company does and why its products or services are important, it’ s better to be careful in choosing what you say! The primary purpose of making an explainer video is defeated if your viewers don’t get what you’re saying as they’re certainly not going to get what you’re selling.

Don’t forget that it’s only you who knows all the terminology, and all the complicated little things that set your product apart from the competition, but your audience doesn’t. So, how do you make your video informative yet simple? The trick lies in knowing your target audience. Whether you’re selling B2C or B2B will help you decide the amount of technical jargon you can use. Let’s see how…

Writing for consumers

A consumer is always more interested in knowing about the benefits rather than features of a product/service. So, if you are making an explainer video for an app, they don’t care what coding format you used to create your great new app, they want to know what it’ll do for them. A layman doesn’t care about what terms like cloud mean. But he would definitely likes to know how it can help him in file sharing. It’s all about how you say what your consumers want to hear. And they definitely want simpler and uncomplicated terminology!

Writing for other businesses

It may sound natural to use jargon when addressing  a business audience because you might assume they’ll be familiar with it. That’s where you can go wrong! Consider an example: “[Product] turns disparate customer data into renewal ready opportunities by consolidating data from multiple sources.” And here’s a simpler version of the same line: “[Product] works with your data, wherever you have it, to help you make better decisions, offer better products, and see a better bottom line.”

While both convey the same meaning, it’s how fast we can understand the underlying message is what makes the second version a better choice. So instead of assuming that people have heard or used the terms before, go for common words rather than content specific jargon.

The bottomline is to put  yourself in the shoes of your audience and just ask “what can you do for me?” – it’s a simple idea but it works. This will help you steer clear of jargon and come up with a easily understandable script.

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