Marketers consider explainer videos, or any other video content, as stunners in the marketing universe.
However, video content doesn’t bring miracles; it’s just another weapon in your marketing arsenal.
This means that for it to actually improve your business, you have to apply the proper strategy and deliver the content to the right channels.
Some business owners expect explainer videos to magically increase their engagement, conversion or sales percentage. While it’d be good if that were the case, sadly it isn’t.
You need to drive your explainer video or other video content in the right direction before you can expect any results from it.
That’s why, in this blog, I’ll show you where to place your product explainer video to get the most out of your investment.
Website’s Landing Page Video/Product Page
With today’s level of Internet traffic and online businesses, an explainer video on your landing page is a no-brainer.
Aside from being visually more pleasing (if done correctly and produced to high standards), landing page explainer videos make your products, especially complicated products, more accessible.
Let’s say you’re a SaaS company like DropBox or Olark that requires the audience to understand what your software does before they can decide if they have a need for it.
In this case, landing page videos change the way you present your product to a more enticing and entertaining experience. Besides, most explainer videos are narrated with casual language that helps viewers to digest more information from it.
Landing page explainer videos can walk visitors through using your product or service and explain its use much better and faster than text could.
By pushing your explainer video to your landing page/product page, you improve visitors’ experience: They can understand your offers at a deeper level, thus driving them a step further into the conversion funnel.
Explainer videos add spice to your email newsletter. In fact, a study by MarketingProfs found that “video” is among the keywords that improve the overall performance of an email newsletter.
They found that including “video” within the newsletter, whether in the subject line or email content, improve the email open rate by 18% and the click-through rate by 20%, and reduce the unsubscribe rate by 26%.
There are pros and cons to embedding video directly into an email, the main pros being that the user experience will be significantly improved.
However, there’s a drawback to embedding an explainer video into an email: Not all email clients support in-app video playback.
The popular alternative is attaching a picture or animated gif from the video and linking it to your video on an external player.
Social Media Business Pages
If you’ve spent time online, likely you’ve realized that social media video is a major phenomenon.
The types of social media video vary from something as silly as cat videos to serious stuff like corporate videos.
Businesses and companies realize that social media can be their front-end marketing channel.
Make no mistake, social media isn’t for increasing sales, although they have some impact on conversion rate.
An explainer video isn’t a miracle worker that will magically increase your company’s revenue. It’s a gateway to get your target audience onboard with your product by providing more information as to why they should use your product/service.
In order for your product explainer videos to reach target audience, you need to push them through the right channels. There are quite a number of these channels, but these 3 are the most important of all:
In our previous case study about explainer video length, we researched the correlation between an explainer video’s length and audience retention rate on our YouTube channel. We found that:
Explainer videos of 1 minute or less in length have an average audience retention rate of 77%
Explainer videos between 1 and 2 minutes long have a 57% audience retention rate.
Explainer videos that are between 2 and 3 minutes, and more than 3 minutes long, have 47% and 40% audience retention rate, respectively.
Here’s the graph:
Although the 1-minute (or less) group has the highest audience retention rate, we’ve experienced a lot of cases where 1 minute is barely enough of a window to contain a sufficient amount of information about a product.
Therefore, we continue saying that the ideal length for an explainer video is between 1 and 2 minutes, considering the audience retention rate for the amount of content put in the explainer video.
However, we believe that the most important and significant content should be in the first minute of an explainer video.
But what should I put in the first minute of my explainer video?
Target Audience Specification
Specifying your target audience is among the most crucial tasks for new business owners or start-ups.
With that said, when you decide to make an explainer video, it’s safe to assume that you’ve already established who your target audience is.
Identifying a target audience provides a clear focus of whom your business will serve and why those consumers need your products or services.
Specifying at the beginning of your explainer video who a particular product will serve best will hook that audience and they’ll want to watch the entirety of the video. Your video will pique their interest.
The possible drawback: You’ll reach a smaller audience, but they’ll be more strongly interested, instead of a wider audience with less interest.
Relatable Problems + Ingenious Solution
You have to carefully articulate the problem your audience is experiencing. The problem that you solve for your customers will be the bread and butter of your video.
Understand what it means to them and the major pain points you’re resolving for them.
Your concept, product, or service is the solution that acts as a magnet to attract your customers.
Once you’re clear on which problem(s) you’re solving with your product, you will have made a giant step in your sales and marketing efforts.
Ultimately, you’ll fine-tune that message with several different types of diction and phrasing to match your target audience’s preferences.
You need to adjust to the words your audience prefers. If you’re a B2B company, that means you should use business terms in addition to sounding more formal and less wordy.
Basically, writing an explainer video script is like writing a piece of copy for your blog. You should write content with the diction and tone that appeal to your target audience.
The difference is that you’ll have a voice actor to read it out loud and graphics to help your target audience to understand your message.
In an explainer video, you have to present your product as the hero of all the problems that you have just talked about.
You don’t have to do a complete introduction of your product; just the name is enough for this part. Then, you move on to a deeper explanation.
The Actual Explanation
This is the part where you provide more information about your product: what it is, what it does, and how it gets the job done.
Brevity is key in an explainer video. Long-winded explanations will turn off your audience.
Take between 20 and 30 seconds to explain what your product does and how it does that.
The tricky part is keeping the explanation short while piquing your audience’s curiosity at the same time.
In our video “What Is Pinterest?”, we tried to explain the basic concept of Pinterest as briefly as possible.
This is how we worded the explanation:
Collect pictures from any website with your browser, laptop, tablet, mobile, and post them on your board.
Create as many boards as you want: cute animal babies, delicious-looking cookies you just baked, things your husband really want for Christmas, or your proud collection of every Chuck Norris movies. Just anything you can think of.
We’re sure that we summed up Pinterest in only two sentences but still raised enough curiosity so our audience would check out Pinterest for themselves.
See how we used interesting nouns to keep it simple, yet still descriptive? That’s one way to attract your audience. You just have to know what they are interested in.
As a company, chances are you have competitors that sell or produce similar products that serve a more or less identical purpose.
A quality product should always have its own perks and uniqueness compared to a similar product from another company. This is where you show your audience what your product has that others don’t.
According to Business Dictionary, a product’s benefit is: “actual factor (cost effectiveness, design, performance, etc.) or perceived factor (image, popularity, reputation, etc.) that satisfies what a customer needs or wants.”
In a niche with fierce competition, the slightest product benefit can attract customers more than you might imagine.
Those three points should be sufficient enough to inform your audience while keeping them curious about your product, and one minute should be enough if you word your ideas effectively.
After exceeding the one-minute mark, you need to add the finishing touch to your explainer video (i.e call to action).
Call to Action
The CTA is the one element responsible for prompting actions such as visiting your website or sending an inquiry email, making it one of the vital components of an effective explainer video, along with the condensed message and stunning visuals.
You should give enough screen time for your CTA so that the audience can read all the information given in your explainer video. Most of the time, companies tend to have very short screen times for their CTA, which means that most people miss what’s being displayed.
Generally, an explainer video’s audience retention rate decreases exponentially as its duration gets longer. However, according to our research, anywhere between 1 and 2 minutes is safe for an explainer video.
This means you can provide enough content about your brand, specifically about:
Who your product is useful for,
What pain points your products can help with,
How your product can help with those pain points, and
What your product has that other brands don’t…
Without compromising the audience retention rate.
What do you think should be in your explainer video? Let me know.
The winning way in the video marketing game is to create engaging content that leverages your brand’s image in your target audience’s view without actually trying to sell anything.
This can be done by creating content that either interacts with the imagination, grabs emotions, or proves useful for your audience–or, even better, does all three.
Video content has the potential to fit perfectly in the overlapping area in a venn diagram between imaginative, informative and emotional.
On top of that, almost every device has some sort of display on it. That’s one among many reasons why the competition in video marketing and other visual marketing areas (e.g infographics and slides) is rather fierce and demanding.
In the era of digital information, being able to visualize content and brand stories is every business’s key to survival.
And now I’m going to tell you how you can not only survive, but also win the video marketing game.
Explainer videos, like many other types of video content, are tools that can improve your business’s reputation in different ways
First off, explainer videos are both likeable and useful, especially animated ones–sometimes they even evoke certain emotions. What makes explainer videos a way to win the video marketing competition is their quick and witty characteristics.
They are fast-paced and informative, holding viewers’ attention and delivering useful information to introduce your product/service in only 2 minutes or less.
Explainer videos are mostly used on a website’s homepage and landing page as a tool to attract, inform, and convert visitors without having a big chunk of text for them to scroll through.
Animated explainer videos are just one way of visualization, and there is no one big reason for you to choose exactly this type of video content for every occasion.
Animation explainer videos are well-suited for niche businesses in which selling a product through promotional methods is difficult.
For example, imagine you provide website design services specifically for actors and singers. Your explainer should contain target consumers’ problems, address the benefits of choosing you, and explain the workflow of your service/offer.
Plus, you have to admit that charts and data are better represented using animation.
But then again, you can visualize anything when you choose to use an animated explainer video, and that’s one of its main benefits over live-action videos.
While live-action videos are limited to scripts and other real-world aspects such as weather and actors’ skills and voices, characters in an animated explainer video can fly, dance, sing, twerk, or somersault–virtually anything. The limit is your imagination (and possibly time frame as well).
The performance of explainer videos is tried and true.
Founded in 2010, Dropbox grew from zero to 100 million users in 5 years by using an effective viral campaign and the simplest web design: Their landing page had only an animated explainer video and a download button.
Customer success stories
Having your consumer in the spotlight gives them credit and appreciation for their success, with you (the consumer’s provider) as a supporting character that helps them achieve that success.
It allows potential customers to see themselves making a similar smart decision that led to your consumer’s success, which is using your product/service.
Salesforce is committed to telling their clients’ success stories. They don’t do it to explicitly brag about how they help their clients achieve their success.
They show that a company’s internal qualities plus their own assistance made that success. Salesforce highlights the best accomplishments along with the struggles to achieve them–of course, with a hint of Salesforce’s involvement in those achievements.
And therein lies the fundamental difference between marketing and advertising: Marketing provides value to sell whereas advertising sells to get more value.
Company value illustration
Video is an amazing storytelling medium. Your company’s mission statement is essentially its statement of purpose. It serves as a guide for all of the company’s decision-making.
To help your target audience understand the reasons why your company makes certain decision, you need a medium to share your company’s moral values with them.
For the foreseeable future, video will remain the best storytelling medium. Whatever you’re looking at–TV, desktop, tube TV, smartphones, or tablet–video performs better than still images and other content.
Video isn’t always about how to be cool and different. It can also be about story. It’s about connecting on an emotional level; marketers and brands forget this often.
Your audience wants to care about your story, where you’re from, what you’ve achieved, why they should buy your product, and so on.
If you can connect with your consumers in a super-passionate, emotional way and make them feel like you’re part of them, you’re in. That’s all it takes, but it has to be genuine.
Many sport brands can connect with their audience on an emotional level, but Adidas here takes the cake:
Sharing instructive and useful content about company’s product
In addition to brand-building functions, video serves as an ideal format for tutorials, process guides, product demo, and virtually any other practical resources that help your company live up to your product’s promises.
On the consumer’s side, tutorials and practical guides help them to achieve their intended goals when using your products, which in time will turn them into loyal consumers.
Adobe has used tutorials to help their community get the most out of their products, specifically Adobe Photoshop.
The ability to pause, rewind, stop, and play a recorded video tutorial allows your audience to replay important points that they need to remember and put into practice.
In a live seminar, it’s easy to miss what the speaker says at any given moment, but with a video tutorial the replayability is nearly limitless.
A video tutorial allows your consumers to reach the peak potential of your product, as well as play the information in its entirety.
Video is the best content for telling stories and sharing information, and it is currently leading the modernization wave in the business world.
But along with this modernization, the competition to the top is tougher than ever, especially in the video marketing game. Every business is doing its best to make share-worthy video content that proves useful for both their company and target audience.
However, you can still win the competition, with a fair amount of elbow grease. Here are four ways you can create engaging and valuable video content for marketing:
Explainer videos: A short introduction to the what, how, and why of your company’s product or service.
Consumer’s success stories: A real story of how you play an important part in helping your customer achieve a success.
Company value illustration: A visualized version of moral ground on which your company stands.
Tutorial videos: A company’s product success depends on how much its users gain from it, and tutorials help your consumers to get the most out of your products.
What are your thoughts about winning in the video marketing competition? Let me know.
An explainer video can be quite costly depending on how you want it to look like and who you hire to produce it. For one of these beautifully crafted animations, you can spend anywhere from $1,000 up to $25,000.
Smaller businesses, especially in developing countries, don’t always allocate a stack of money for marketing, and $1,000 may well be half or even the entirety of their marketing budgets.
But there are reasons why, when it comes to explainer videos (or any marketing video, for that matter), expanding your budget is recommended.
In this blog post we’re going to talk about why you can–and should–increase your budget for video marketing.
Quality takes time.
We’ve produced more than 2,000 explainer videos, and if there’s one thing that you should know, it’s this:
An explainer video that lasts between 1 and 2 minutes can take more than one hundred working hours to complete.
Don’t misunderstand me: Not all of those hours are used for the illustration and animation processes. A big chunk of them goes to the pre-production and revision processes.
As an explainer video producer, we have to conduct a good amount of research to become familiar with your company so we can come up with the video’s initial idea. Research is crucial for us to develop the video with the right concept, messaging, and story that fits your company’s profile.
The production work itself starts with designing characters and environments, developing the script, recording the voiceovers, animating and rendering (for animated explainer videos) or editing (for live action videos).
These processes work as a whole. One small mistake can cause a butterfly effect that will disrupt the entirety of the production process.
Reduce unnecessary risks.
Have you ever gotten a haircut for $5 at a shady barbershop, and then ended up fixing it for another $15 at your regular barbershop?
Expanding your budget a little more for an explainer video is more or less like that. To get the job done right, you have to work with the best production company that fits your profile.
It doesn’t have to be a premium production company. It just has to be the one that can provide the best value for your budget.
You should take a look at companies’ portfolios to see whether or not their work will meet your expectations. That way you can eliminate the production companies that will not meet your needs.
Video content is branding content that you can’t undo
The purpose of an explainer video is clear: to explain your company, product or service in a compelling and concise video.
A good explainer video should meet these criteria, especially if you’re planning to set it as your landing page or homepage video.
Your explainer video is the one piece of content that gets viewed, shared, and referred to by your sales reps and audience. It’s also possibly the content that you use in a company conference or at a trade show.
Ultimately, it’s the face of your company.
Assuming that’s what you have in mind when creating an explainer video, give it your best efforts. Go all out on this, because once it’s out, you can’t undo it.
Video’s shelf life is longer than most contents’.
Instead of seeing your explainer video as a marketing expense, see it as an investment. As with all investments, make sure that your investment gives you a good return.
Nobody wants to pay thousands of dollars for an explainer video that’s taken down a couple of months later because it’s no longer relevant or, even worse, not showing any results.
It should explain your brand, core message, and unique selling points in a way that will not change or be affected by changes in your niche or general market.
Design-wise, an explainer video with a good return shouldn’t use pop culture as a reference. Ultimately, the video should be clear and support the message without any distractions.
Of course, coming up with a concept that will stand the test of time isn’t an easy task. That’s why you hired a team of artists and creatives to begin with, right?
Not only do you get content that will be relevant longer than other types, but you also can repurpose your explainer video into other types of content like animated GIFs and still images to go with your blog.
Small things do matter.
The little details that go into the production process of your explainer video are often overlooked.
These details include things like music selection, character style, font styles, and other art elements that can make a good video into a great video.
While fonts are mostly free from font library websites like DaFont (and there are ample options to choose from), hand-drawn letters can leave a bigger impression than any premade fonts. In that case, hiring an artist that specializes in typography is helpful too.
There are other things of greater quality that you can get just by spending some extra money.
The most obvious and important one is premium music tracks from websites like AudioJungle and PremiumBeat.
Hiring a professional voiceover artist, rather than one from Fiverr; publishing your videos to Vimeo or Wistia instead of YouTube; auditioning talent; and choosing the right location (if you’re shooting a live action video) all can go a long way toward getting great results from your explainer video.
Producing an explainer video isn’t an easy task, not even for people who do it professionally. But it’s a crucial business decision for you.
You may think that you can’t afford to spend more than what you’ve allocated for an explainer video, but a step into the wrong direction can send your video–and your company’s marketing–into obscurity.
Here’s why you actually can afford to spend more and why it’s really worth it:
It can take more than one hundred working hours to make a single, standard explainer video. Making a great one takes even more time.
A good explainer video is like any quality product: The more you spend, the more you save in the long run.
Put extra money into the little things like premium music tracks instead of free ones.
Your explainer video can be the face of your company. Nobody wants an ugly one.
What are your thoughts on spending a little extra for an explainer video? Let us know.
But that’s the tricky part in making an explainer video script: the length. You have to compress a stack of ideas and supporting facts into a compact piece of writing.
It’s not everyday writing. An explainer video script must be as easy to understood when read out loud as it is when written down.
Before you begin to write your script’s draft, keep these few things in mind:
1. The problem you solve
Imagine your company produces a foldable baby stroller. What kind of problem could make a family think they need one? Maybe their car is too small for traveling with a normal-sized stroller.
Say your company manufactures an extremely durable DSLR camera. Why would any photographer want that? Maybe they are outdoor photographers who’ve dropped their cameras onto hard surfaces and broken them, whereas your product would have survived.
The problem statement is crucial for creating a relatable introduction in a script. The more specific the problems you solve, the stronger the bond you form with the more focused audience.
2. Target audience
The target audience or target market segmentation is a specific group of people who need or want your product.
Choosing the right target audience starts by determining what needs your product or service meets.
Who is most likely to use your product? As you answer this question, consider factors like age, buying power, geographical location, and marital status.
Take, for instance, a recent college graduate who has just started her first job. She will have needs that differ from those of a mother to four teenage children.
Or indoor and outdoor photographers. They need different types of lenses and different sets of gear.
Be as specific as possible when defining your target audience.
3. How you will solve the problems and why you are better
Let’s say you’re in an appliance store, looking to buy a blender to make fruit juice with a smoother texture than any you’ve had before.
A sales guy approaches you and says that blender A is what you’re looking for. You think, “How so?”, right?
And you expect answers like:
“It has blades made of ultra-sharp stainless steel,” or “it cuts at 5,000 rpm faster than other blenders.” You expect details that make you want that blender.
That’s how your audience thinks when they see your explainer video.
And that’s why you need to think as a customer, and write the script using that mindset as a reference.
Our sales team received lots of queries about how long a script and a video should be. To answer this question, we checked our YouTube video manager and took a look at the 20 most viewed videos on our channel.
The result is quite close to what we predicted.
When we reviewed 20 of the most viewed videos in our YouTube channel, 40% of them were 90-120 seconds long. The remaining 60% is split evenly between videos under 90 seconds long (30%) and above 120 seconds long (30%).
Out of the total 392,304 views we received from our top 20 videos, 79.8% were from videos between 90 and 120 seconds long. Videos under 90 seconds and above 120 seconds made up 4.9% and 15.3% respectively.
That’s why we suggest that your explainer video script should result in a 90-second video.
Bread n Beyond’s video performance chart
Based on the last 50 explainer videos we made, the average script length for a 90-second video was 247 words.
The Great Voice Company
Local Wine Events
Web Community Creator
Perma Safety Tub
KD Smart Chair
Serve Your City
BMT Fluid Mechanics
On average, the last 50 explainer videos we produced have 218.9 words and are 87 seconds long. That makes the average reading pace of our voice overs 2.5 words per second.
Video length has other determining factors, such as language used, pauses, emphases, and the script tone.
Different languages require different speeds of pronunciation and different paces of reading for sounding as natural as possible.
Emphases can trigger certain emotional reactions from viewers and deliver the message precisely how it is meant to be delivered.
And a serious (or formal) tone generally will be slower than a casual tone due to the necessity of using proper and un-abbreviated words and phrases. Abbreviations such as “that’s,” ”it’s,” ”I’ve,” etc. should be pronounced as “that is,” “it is/it has,” and “I have,” in a script with a serious tone, and a large quantity of that results in longer time.
How can this information help me?
The essence of an explainer video is its ability to transfer an idea from the company’s side to the audience’s side. As Einstein said, “If you can’t explain it simply, you don’t understand it well enough.”
An explainer video is the visual representation of that quote. If you can make your audience understand your ideas, it means you’re an expert in that particular field.
Outsourcing your explainer video production means channeling your ideas to an agency and asking them visualize them for your audience.
Failing to explain everything to the agency can cause a chain of failures, which indirectly will make the final video less effective because the ideas behind it weren’t successfully communicated.
In conclusion, preparing your answers to the points mentioned above gives you a head start before you even begin reaching out to an explainer video agency.
Preparing your ideas for an explainer video is like soaking a potato in a warm water before peeling it. You don’t have to do it, but doing it is worth the effort you make.
Coming up with answers and a general overview about your company perhaps is as easy as pie. You might even know more than what your script needs.
But the real work begins when you (or whoever you hire) start picking which of those answers needs to be presented in the script and, more importantly, how they’re going to be presented.
This is why most (if not all) explainer video agencies will give you questionnaires that generally ask about the elements mentioned above.
The point is, no matter how skilled, pricey, or recommended an explainer video company is, the key lies in what the client’s side has and their willingness to be involved in the process.
An explainer video project requires teamwork. If you are well-prepared and willing to discuss ideas with an explainer video agency, you are much more likely to get an amazing video.
Have you heard about whiteboard videos or video scribing? If you have, you probably know that corporations and educational groups rave about them as visual media for teaching and training. Heck, maybe even your company or your competitors are using them.
Whiteboard videos are in fact very effective in improving the learning process. But the question we’ve been asking is, why are they effective? And how is it possible?
In this post, I’ll give you some insight into that.
1. A Massive Increase in Audience’s Recall Ability
Almost all case studies support the argument that whiteboard videos are the go-to media for corporate training. But here I’m going to explain the psychology that makes whiteboard videos that good.
Dr. Richard Wiseman published research about whiteboard videos. He discovered the reasons that whiteboard videos outperform ordinary videos in memory tests, problem solving, shareability and overall impact on the audience.
In 2012, Dr. Wiseman recorded a video of himself explaining on a subject. Later, he created a whiteboard video using the exact same audio. He tested viewers’ memory after they watched one or the other, to see which one helped them learn the best.
You guessed the result correctly.
The overall results showed that viewers who watched the animated video answered 92% of the memory test correctly. This is a significant improvement (as seen from the academic research point of view) from the test results of viewers who watched the live recording video of the same subject, who on average scored 70%.
On one of the questions in Dr. Wiseman’s research, 92% of whiteboard video viewers recalled the answer correctly–22% more than those who had watched the ordinary video.
2. It’s an Attention Magnet
This is “simply because people are more engaged in the process,” says Wiseman.
We know that in order to remember something, you need to attend to it in the first place. If you haven’t got people’s attention, you’re not going to get the information in. I think what the animations do is hold that attention. They hold it in an incredibly engaging way.
More often than not, your audience will appear bored and will yawn during videos that feature safety talks, product demos, or generally anything with a hint of tediousness in it. The question remains: How can you win the attention of the people in front of you? How can you get information from inside your head to theirs?
One way would be to use whiteboard videos. (Though other options are available, depending on whose attention you’re trying to win.)
For instance, explainer videos (regardless of the animation style) are preferable for attracting a younger target market, whereas whiteboard videos excel in a more formal and strictly educational manner, such as for corporate training videos or seminars.
3. Whiteboard Videos Put People in Good Moods
The second reason Dr. Wiseman gives is that whiteboard videos are fun.
How does that make any difference, you ask?
You do anything better when you’re in a good mood … creativity, productivity, learning. … One thing [whiteboard animation] does is make me laugh, and it puts me in a good mood … Suddenly, it’s not so much work. It not only makes them have a better time, more importantly it means the information is just going in.
You know it’s true: Your colleagues wouldn’t want to sit through another set of PowerPoint slides that seem to have no end. Like other types of visual content, whiteboard videos are better at making your audience feel more relaxed and the content more fun than PowerPoints or textbooks.
How could someone prefer a textbook of blabber about a product over this fun-looking video?
4. Whiteboard Videos (and Other Animated Videos) Spark the Will to Learn
So far we’ve learned that whiteboard videos are fun and engaging and they amplify the audience’s ability to recall information. Those are exceptional qualities. But get this: Just by making information visual by using animated characters, you can get not only your audience but virtually anyone to learn.
As quoted in research published by SafariMontage, a survey found that a whopping 92% of teachers agree that the availability of whiteboard videos and animated videos in general improved their students’ learning. It enabled them to be more creative in the classroom.
This suggests that whiteboard videos are a valid medium for facilitating information transfers from one mind to another. For corporations, information transfer can be in the form of employee training, safety education, or internal seminars.
Here is the shortened explanation of why a whiteboard video is the best choice for corporate and educational videos:
Whiteboard videos are attention-grabbers with numerous fun elements.
They expand viewers’ recall ability by 22% compared to live video.
Whiteboard and other animated videos spark curiosity and the eagerness to learn more about a subject.
Whiteboards and other animated videos are dopamine triggers, which will put your viewers in a good mood to learn.
What do you think about whiteboard videos? Are they viable for use in your next corporate meeting?
If you’re eager to learn more about the uses of animated video, check out our latest articles about explainer videos and video marketing on our blog.
You’d heard about explainer videos. Then you read more about them on the internet and found out that it’s not about how smooth the animation is, or how realistic the characters are. It’s basically about how the quality of the script you use to direct your explainer video.
The script is the cornerstone of a quality explainer video. But there are very few (if any) guidelines to making explainer video scripts the right way.
It’s not easy because the explainer video script should be unique for every explainer video, not templated. Thus, it’s quite hard to make the Holy Book (or rule book, if you prefer) of writing scripts for explainer videos.
Producing more than 2,000 explainer videos has given us insight into the fundamentals of a quality explainer video script.
How long should it be?
An explainer video is most effective if it’s anywhere between 60 to 120 seconds. It’s not too short of a period for showing the main features of your product/company/service, and it’s not long enough to bore people.
But how do I count 60 to 120 seconds in words?
Given the normal speed of reading from your voiceover, a 1-minute explainer video is approximately 140-160 words in English.
That means a 2-minute explainer video has around 320 words. But don’t rely on word count alone: Try reading your script aloud and measure how much time you need to finish it all.
We created an app called WordsTimer to get a near-exact measurement. Give it a try when you write your next explainer video script.
For what it’s worth, the best way to write a piece of copy (yes, writing an explainer video script is copywriting) is by writing it down as a whole, re-reading it, and taking out the fluff. Rinse and repeat until you get the shortest, clearest version of what you’re trying to tell your audience.
What should I write?
In a nutshell, you should write about your product/service/company in a way that gives your audience value instead of up-front advertising.
These elements are essential to getting the word about your products out to your audience:
Main problem(s): To create a feeling of relatability in your audience, and to give the impression that they could have such a problem right now or in the future.
The solution you offer to solve the problem(s): The part where you introduce your product as the problem solver.
How you are going to solve the problem(s): Where the visual part plays a big role. What you can say with a thousand words, you can show it in a single slide in your explainer video.
P.S: I recommend reading our article to decide on the best animation style for your video.
Call-To-Action(CTA): People will not come to your house party unless you invite them. The concept is the same when doing an explainer video campaign. No matter how you plan to tell your stories with your explainer video, you should always include a call-to-action.
Those are the essential features people would want to see in your explainer video. How you execute it to be as interesting as possible is the real challenge.
Are there different styles in writing script?
Not every product serves the same purpose. That’s why not every explainer video script should be written the same way.
Some ways will be very effective; others will be less effective. Here is the short version of different ways to convey your valuable message to your audience.
Storytelling: Self-explanatory. You tell a story that leads up to your product/service/company as the ending.
Showing off: Basically, you show your audience how good and useful your product is in a specific situation. The situation should be relatable and likely to happen in real life.
Educational: You are going to inform and educate them about an issue they may not yet be aware of. The message is still related to your product or service, of course, but your main goal is not selling or acquiring, but increasing awareness.
Intro-tutorial: The public needs an impressive introduction and guidance whenever they encounter a brand-new product (usually coming from a startup). An intro-tutorial is the go-to type of explainer video script for startups.
On a scale from 1-10, the importance of an explainer video script is an 8. It’s crucial to keep in mind that if you decide to write one yourself for your explainer video, it may not turn out as you expect.
It takes a lot of experience to be able to write a quality explainer video script, so you might want to spend a little extra to get more for your script.
– WriterAccess and Upwork: They are the best marketplaces where quality freelancers are available for hire at affordable prices. These websites have exceptional features that help both customers and freelancers get better deals.
They provide information about the freelancers such as sales made, customers’ review, and portfolios. This makes it easier for customers to make the right decision.
The difference is in Writer Access they provide specifically writing services, while Upwork has freelancers from various industry.
– Explainer Video Production Studios: Most explainer video production company offer packages with the script-writing process included. So, if you’re not on a tight budget you might as well invest more for a better quality explainer video.
A 1-minute explainer video script consists of 140-160 words, depending on the reading speed.
It should be written by professionals. If you’re on a budget, go to Upwork or WriterAccess for $25-$50.
Here’s a proven storytelling method that works almost all the time to increase your conversion:
b. Introduction to your product (a.k.a the solution)
c. How it works
d. Call to action
So, how would you like to write your explainer video script? In-house or outsourcing from the pros? Let me know in the comments.
You’ve gathered a team of computer engineers from MIT to develop software for your SaaS.
They are highly skilled, and they develop a functional, smooth and gorgeous software for you.
But once your software launches, the crowd isn’t cheering for you. There isn’t even a single pair of hands clapping to welcome your software to the market.
And you’re wondering… why is nobody signing up for my software?
Because nobody really understand how it works, what it does, and what good it will do should one decide to use it.
That’s the dilemma of being a SaaS company. You may have the best software in the market but nobody uses it, because they have no idea what your software actually does.
You have to explain it to your audience. Otherwise they will hesitate to even give it a try. Or worse, they won’t even know it exists.
That’s where an explainer video functions as a bridge between you and your audience. Show them the the bridge and they’ll cross it on their own.
Why? That’s precisely what I’m about to tell you in this post.
1. It’s Narrated with Casual Language
As a SaaS company, not everyone is familiar with how your software works or why they would need your software in the first place.
Even if the concept of your software has been used times before by other existing SaaS companies, you must have several features to make your software better than your competitors’.
You need to tell your audience about these features. Unfortunately for you, they don’t speak software developers’ language.
Explainer videos use casual language that’s easier for most people to understand, instead of the technical jargon you likely use when talking to fellow developers.
Thus, it’s the bridge that connects your company to your audience (who presumably doesn’t understand your lingo).
2. Explainer Videos aren’t Common in Advertising
Generally, people tend to avoid any kind of advertising video. As soon as that “skip this ad” button appears on YouTube, they click it. (I know you do, too.)
Compared to common advertising, which usually only brags about how good a product is, explainer videos are more informative and valuable.
An explainer video for an SaaS company should have fundamental information about the software so that whoever watches it will have an adequate understanding of the software.
Consider a tutorial video, or simply an explanation on why the audience will need a particular product or service. These kinds of videos provide more value to your audience, even though in fact, they are promotional content.
For example, take a look at this explainer video that explains depression and how to cope with it, in under 2 minutes:
For SaaS companies, explainer videos are universal content that can be used in multiple places, like your website’s landing page and your company’s Facebook page or YouTube channel.
Not only will it gives sprinkle of color to your previously dull-looking fanpages, it will also leave a positive impression about your apps and contribute to your website’s SEO.
SaaS users want to know why they should use your software and how to do so.
Instead of reading a 10-step tutorial on how to use the software, they’re shown how to use it by the software developers themselves.
SaaS companies are usually innovative and tend to create new or unusual concepts for their software products.
For this very reason, a video is highly favorable in comparison to explanatory texts.
Consider that researchers have proven that 90 percent of the information our brains pick up is visual. It’s because the human brain is hardwired to process visual information 60 thousand times faster than text.
Research has also proven that video improves learning results. If video is not the most viable and effective way to introduce a new concept to the public, I don’t know what is.
To SaaS companies that emerge with a new and innovative concept for software, an explainer video is the cornerstone for pitching their software to the market.
Let’s take NextGlass as an example. They developed an app that can tell you which brand of wine you should try next.
Explaining that concept would be a little bit complicated, don’t you think? But try watching this video:
Access is a mobile aggregator for equity & debt crowdfunding deals, simplifying the user’s search for the right deals.
In other words, Access gathers crowdfunding platforms and private investment deals in an app.
There haven’t been many investment apps made by other developers. The concept of the stock market in a mobile app itself is still rather unique.
That’s why BreadnBeyond made Access a simple and attractive explainer video so that the concept is easily digested by viewers.
Q: Was this your first time making a video?
A: It was the first time I made a fully animated video. We had used other ‘do it yourself’ platforms for videos in the past.”
I can confirm that there are hundreds of “DIY” animated video tools out there. They’re good and practical, I give you that.
But those tools work only for people who have at least basic knowledge of graphic design and animation.
Even if some people have what it takes to use those tools, the end result might not be as good as desired.
Not to mention that not everyone has the time it takes to make an animated video.
These DIY tools, despite their practicality, are missing some features used by “heavier” softwares such as Adobe Illustrators and Adobe After Effect, which our team use on daily basis.
BreadnBeyond, as a dedicated explainer video company, has a team of illustrators and animators who have been dealing with graphics design not only for a living but also as their passion.
That’s why BreadnBeyond doesn’t take Access’s project (or any project for that matter) for granted. We do it out of love for our drawing tablets and pens, so to speak.
The other platforms were cheaper, but the finished product didn’t come out nearly as nice, and so using these do-it-yourself sites had an adverse effect on our brand.
The next question for Aaron was rather deep and technical. But Aaron sure did know where he was going with his explainer video project when he pitched the project to us.
Q: Did you consider other video styles? If yes, why did you pick the style you did?
A: Since we are talking about investing we had to balance between making our video serious enough to show that we are a credible company, but at the same time didn’t want to make our brand appear stuffy, intimidating, or disconnected.
He knows precisely what an explainer video is all about. Investing and crowdfunding really could sound stuffy and disconnected if you think about it.
Take a look at this sentence I pulled from a website in a similar niche as Access: “…identify and qualify your orders executed outside the National Best Bid or Offer (NBBO) by viewing the Price Improvement information displayed for your orders.”
Quite stuffy and intimidating, don’t you think?
We felt an animated cartoon was ideal for sharing key parts of our value proposition while also showing that our app is approachable and easy to use.
In order to grab people’s attention and to give the impression that Access is really user-friendly, Aaron chose a cartoon video.
There are many variations of animation styles you can choose from when you make an explainer video. These animation styles are highly flexible and adjustable to any concept, really.
But if you want the best results, you have to know which one suits your product/service concept best.
A:The video is prominently listed on the homepage of our website since it explains what we do so well. If a picture is worth a thousand words then a video is worth tens of thousands. We also posted the video on YouTube and social media to make it more discoverable and shareable.
The decision Aaron made was on point and we’d like to give him a thumbs-up for that.
Taking a look at Access’s homepage, my first impression was “Neat!”
Another thumbs-up for the clean and tidy website design of Access. It’s definitely a smart decision to put the explainer video in the middle. I noticed it instantly when I opened up their website.
Q: Do you consider your video a success? If yes, can you elaborate on why it is successful?
A: Yes, it definitely has been a success. A key influencer in our industry said that while people message him all the time asking for advice and to partner together (most of which he ignores), he responded to us and wanted to partner together purely because of how awesome our video is!
We make our videos with skills and quality. We know it’s only a matter of time before one of our clients feel the impact of a well-made animated explainer video.
Getting noticed by a key influencer in a niche is the ultimate goal, or a holy grail if you will, when you are producing an animated explainer video.
Therefore, we are (and have been) trying our best to help our clients to get the holy grail of content marketing. When it does happen we feel accomplished as a B2B company.
Trusting us to produce their explainer video paid off for Access.
Our client’s happiness is our happiness as well. If Access finds the video working out great for them, it’s our pleasure to have the bragging right that BreadnBeyond, in a way, played a part in making that happen.
However, we merely facilitated Aaron’s great initiative to make his company grow more by producing an animated explainer video.
In the right hands, an animated explainer video can work wonders. Aaron was more than good to execute the other steps along the way.
One of the best places to publish video content, whether an animated explainer video or any other form, is social media.
It’s a bit tricky though: if you share it with the wrong audience, the effect could be adverse for your company.
A: We do our best to trace video views to app downloads (customers). So far we have had hundreds of video views, many of whom went to the app store and downloaded our app.
Q: What did you learn throughout the video creation process?
A: I learned how many elements go into making a great video – the script, the voice actors, the music, the characters – and that all of them must integrate well together and focus on the same goal to be effective at amplifying the message of the video and my company.
Making an animated explainer video isn’t the hardest thing in the world though the process can be a little more than complicated.
First of all, we have to make a script that is short and interesting enough to keep the audience hooked, while explaining the product or service clearly. The hardest part is reaching an agreement with clients about the script.
People think differently. Some business people aren’t the best to discuss with, but working with Access was quite an exception.
The voice actor choice can be tricky at times. It’s not easy to find actors with the right voice to match the script AND who have years of experience working on explainer videos instead of radio commercials.
Luckily, we have skilled and talented voice actors who have been working with us for years. That makes our job much easier.
Other technical aspects such as character design, animation rendering, and music embedding are handled skillfully by our team.
Our skills didn’t develop overnight, obviously. How we got to this point is a long story of 7 years and over 2,000 projects of ups and downs.
Q: Do you have plans for creating more videos in the future?
A: Yes, both for Access Invest and future businesses. Videos are a great way to attract new customers, educate prospective buyers, and even pitch to investors.
Videos are indeed a great way to advertise your business. They have become the majority of Internet’s content and they are still rising in numbers.
Instead of making our videos alone, we make sure that our clients are involved, or at the very least, follow up with the process.
We do that to provide opportunities for our clients to improve the video we are making for them, since they are the ones who show us the way to reach their audiences.
Whether it is to attract new customers, educate audience, or pitch concept/idea to investors, the best way to produce an explainer video is to always work alongside clients to make sure their animated explainer video projects work out the way they want it.
Q: Is there anything you wish you had done differently?
A: I was pretty well planned from the beginning (in terms of having a script and idea of what I wanted), but I wish I would have known how many video/animation/voice talent/music options were out there and how detailed I could get about deciding what I wanted. The sheer number of choices can be both overwhelming and exciting at the same time. If I had planned the details a little better I would have had my video out in the market even faster.
Preparation helps explainer video companies, a great deal in terms of time.
Aaron came to us prepared: he knew where he was going with his idea and concept of explainer videos.
Among the 5 key components that make up an awesome explainer video, the script is fundamental.
That’s why taking time to discuss the script and plan ahead for the design, voiceover, and animation process is the best way to start off an animated explainer video project.
Planning a DIY explainer video is not easy.
At the very least, it requires you to browse the internet for hours to find the voice actor, music, design, and suitable animation style for your product or service.
That is, if you don’t count how long it takes to come up with a great idea or concept.
On our separate interview section with Aaron, we asked him a few questions regarding the explainer video.
Q: What do you want to achieve with this video? Is it to increase your conversion rate on a specific page?
A: “With this video we wanted to explain what our mobile app was in a simple and straightforward way and get people to visit the app -store to download the app.
Not only did we post the video on YouTube/s/Social mMedia pages, but we also embedded it into our homepage so people would understand our product and download it (increasing conversion of website visits to app store downloads).”
Explainer videos or videos in general are very mobile and shareable across different platforms on the internet.
To optimize this potential, posting an explainer video to different websites is definitely a good idea in addition to embedding your explainer video in a landing page/homepage.
That led us to the next question:
Q: Other than on your website, where else did you use the video? (an exact URL would be nice)
Q: Could you please share some information about your website, mainly pageviews in a period and conversion rates for a specific call-to-action?
A: “Since launching the video, we on average have ~120 unique site visitors each week and 64 click-thrus to our app in the app store (so around 50%), and around 45% of those who visit the appstore actually download the app.”
That means since they launched the video, Access has 53% click-through-rate and 45% download-rate; that’s a 23.8% visitors-to-download conversion rate.
In extreme cases, free apps conversion rate could reach 30%, but noting the fact that Access hasn’t implemented any call-to-action button to their home page, this is an excellent start.
Once the call-to-action button is implemented by the folks at Access, the conversion rate might just jump through the roof.
This is not our work alone. Aaron played a big role in the production process and that definitely resulted in an amazing explainer video.
Aaron and his team has invested a great amount of work in developing Access app. That’s why it is an awesome app on its own.
But we are here to help them climb even higher from where they started.
Once again, we’re very glad that the explainer video we produced works well for our client and of course, we look forward to working with you!
Don’t expect a poorly-made animated explainer video to stand out and be noticed by the biggest influencers in your niche.
What matters most is who you share it with and where you publish it.
When you have a great-looking video, make sure you make it worth its weight in gold by reaching out. Don’t keep it hidden.
When it comes to social media automation, Edgar is one of the top-notch social media automation tools on the market.
Edgar provided more than adequate guidance on how to use their automation tool both on their homepage and in their screencast tutorial video.
But Edgar lacks of something in those two helps: fun.
Either you read a bunch of text or you watch a tutorial.
Why not make the text into a video while injecting fun to it?
We reached out to Edgar about our intention to make an explainer video for them and conduct an explainer video case study with their website as the ground zero.
They approved and we made the video. We’ll talk about the production process later on.
Over the course of measurement, the video led them 27% visitor-to-sign-up conversions. Out of 2,151 views the video received, there were 585 signups during the mentioned period.
Edgar tested and measured the video by keeping it up on their website for a month (December 2015 to January 2016). Out of 10,664 visitors to Edgar’s website, they got 158 sign-ups. That’s a 1.49% conversion.
Analyzing conversion is tricky since there are so many factors to account for. But we’re more than happy to know that our video worked well in Edgar’s homepage.
According to a research by Wistia, videos under 1 minute long have an average audience retention of 80%.
The average watch duration of Edgar explainer video was 89% of the total 88 seconds duration.
It means that Edgar’s explainer video is 11.25% better in audience retention compared to the average of videos in the same duration range.
Well, that’s the result of Edgar’s explainer video. Let’s dive into the production process.
When we reached Laura Roeder, Edgar’s CEO, she let us know that they already had a script and voiceover ready, so we asked to take a look at them.
We reckoned it was too long for an explainer video. From what we’ve learned after making over 2,000 videos, 1-2 minutes is the best duration range for explainer videos.
The only thing visitors really care about is whether you or your products are what they need.
The aim is, of course, to get audience’s attention long enough to make them discover what Edgar is and what it does, all in under 1 minute.
When that purpose was accomplished, we made a little extension for the call-to-action.
And here’s the script that we ended up with.
Day after day, you spend your time writing, uploading, and scheduling your social media status updates – and a lot of them are going to waste.
It’s not your fault! Less than half of all Twitter users are logging in daily, and less than a third are logging in more than once.
So when you spend time writing and posting an update, odds are, not many people in your audience are going to see it. In fact, most of them won’t, no matter what social network you share it on.
So why publish it only one time? Why let that message you worked so hard on go to waste?
That’s where Edgar comes in. Edgar automatically saves every Facebook, Twitter, and LinkedIn update you post and publishes them again and again over time, so you never have to spend time writing updates that nobody notices.
They get to be seen by more and more new people in your audience as time goes on – people who otherwise might never have known that those updates even existed.
Edgar never stops working, so you can spend less time writing and publishing brand-new updates every day and spend more time interacting directly with your audience.
Your work doesn’t go to waste, your social media accounts never run dry, and you never lose touch with your fans and followers – even if they miss a message the first time around.
Meet Edgar today, at meetedgar.com.
With the final script in hand, we moved forward to rounding up ideas for the illustration and design for the video.
The overall process went smoothly with some little troubles here and there, but we managed to overcome them easily.
The first 2 slides of the illustrations were done in a day’s work. There wasn’t that many revision from Edgar for the first mock-up, so we did the revision and went on with making storyboard sketches.
We had little to no trouble in making the storyboard sketch. The folks from Edgar were very cooperative in giving and taking advice on what we should put into the storyboard.
Here are some rough early sketches that we pitched to Edgar.
One thing for the sake of exposure: in illustration terms, “rough sketch” means exactly that. These are the basic ideas about what the video will look like.
It’s made very simple and sketchy because it’s easier to change if there is any suggestion, different opinions, and new ideas during the process.
After they gave us the green light, these were what we had for the final storyboard:
We didn’t come to agreement overnight, though. What’s interesting about working with other company is the process for settling differences in opinion.
As an explainer video company, we involve clients and ask them for valuable input that they have.
We see our clients as the experts on their niches, while we become the creative force that crafts an explainer video for them.
That’s why we value their opinion and suggestion during the video production process.
If we think their suggestions don’t lead to improvement for the video, we come up with ideas to discuss with them.
That’s what made an explainer video stand out from other video ads.
We agreed on the visuals and proceeded to the animation process.
It took 1 week for our animator to get the whole video done with the animation. With the visual ready, the audio embedding process was good to go.
Audio and Voiceover
We picked our music choices from AudioJungle, an Envato marketplace for music and sound effects. Then we pitched it to Edgar to see which one they like best.
AudioJungle is a good place to look if you’re looking for royalty-free music for your future videos.
They provide plenty of options with minimum hassle, since most of the music there is royalty-free. You don’t have to worry about future copyright strikes when you use royalty-free music.
Great quality and fast turnaround! Breadnbeyond worked with us through all our change requests in a friendly and professional manner.
I would definitely work with Bread n Butter again. They were so responsive and very professional. My account manager was extremely helpful, and always put forth 110% effort to keep the project moving. I loved the speed and quality of the work they did for us. If you are thinking about hiring them as a provider, think no more. Just do it, and I promise you will be happy you did!
Working with Andre and the BnB team really was a great experience. Communication is professional and proactive, their design and animation skills are very high standard. Our end product turned out to be FANTASTIC and totally delivered within schedule. I'm sure we'll work together again on a short term. Thanks guys!
I would like to say that it has been a great pleasure working with you! The result of this project is outstanding and I am impressed with the quality of your work and your professionalism.
I would unreservedly recommend you in the future to anyone looking to produce a similar explainer video.
Extremely satisfied with the service quality produced by Andre & his team.
I am one of the people who wont get satisfied in first mockup.
If you work with Bread n' Beyond, you will see that they are always ready to go an extra mile.
I came with a limited budget to BreadnBeyond for a small logo design project - but in the end I found so much scope for expansion with them that I couldn't help but re-hire them to produce a higher quality output, each time.
The designs are impeccable & they pay very minute attention to the details. This is the most important thing for me & I am glad that I found this team.
Looking to re-hire them for all the future design projects.
A++++ Service, highly recommended!
Produced great result within very short time frame! I was very pleased with your work, and appreciate the effort.
Quality of work was there and the price was great.
Krista Lewis, Citadel Banking
We have asked Bread'n Beyond to create animations for a smart phone game we are developing. They have provided us with competitive price, great customer service and have delivered a superb product. More importantly, when, at one point is seemed that their chosen animator did not have the appropriate style, they changed the animator on our account to better suit what we needed before we even asked. I would HIGHLY recomend them and plan to work with them on other projects to come.
Andre's professionalism and level of understanding surrounding IT projects is second to none. I've dealt with Andre on a number of projects throughout the years and he has consistently delivered projects on time and has always exceeded expectations.
Bread N' Beyond seemed to have a holistic solution for video creation (good animators, voice-over talent, and customer testimonials) that made me trust in the company's ability to deliver a professional solution. The value for the cost was really much greater than any company I spoke with during my initial search.