Call Now! 877 619 3488

For a FREE and QUICK consultation (available 24/7)

Tag Archives: explainer video

3 Simply Awesome Factors for More Engagement Social Video Marketing in 2017

The year 2016 has been an especially exciting year of video marketing and social media growth. In fact, it’s so exciting that we had to roll out our own video marketing predictions for 2017.

Businesses have been churning out content, especially videos, across multiple social media platforms progressively, because social media sites have made it clear that they’re here to stay.

Your customers watch social media videos, no matter if they’re CEOs, marketers, working moms, or working dads. How often do they watch videos on social media? It varies. 78% watch social media videos weekly, while 55% watch every day.

The amount of social media videos watched is astonishing. Facebook alone garners 8 billion daily video views on their platform, and that’s excluding video views on their sub-company, Instagram.

But you know what’s more important than the number of views? Engagement rate. Without engagement, views mean nothing for your business (unless your business relies solely on advertising money).

In this article, I’ll guide you through making videos (or explainer videos) that will give your business’s social media account sweet scoops of engagement in 2017.

Researching the Optimal Video Duration

Generally, shorter videos perform better on social media (counting YouTube as one).

But how short is short?

The answer varies greatly from platform to platform, and from one type of video to another.

Our previous explainer video case study says that explainer videos perform best, in terms of audience retention rate, when between 1 and 2 minutes long, and performance decreases as length grows.

explainer video case study

However, length will become somewhat irrelevant when your video content proves to be useful, entertaining, informative, or at the very least shareable.

Facebook’s giant creators like UNILAD, The LAD Bible, Taste, and 5-Minute Crafts have proven that social media videos can grab millions of pairs of eyes when done correctly and aimed at the right audience.

For reference when making your social media videos, have a look at this handy-dandy infographic from Marketing Land:

social media video duration

Image credit: MarketingLand

Simplify Your Video Script

When you’re looking to engage with your audience on social media, there are several ways to do it:

  • Provoke your audience for easy comments (not recommended for brand building),
  • Deliver informative videos (recommended but takes time and effort),
  • Use simple, bite-sized videos to get viewers on board.

More often than not, simple videos go viral quickly or even become Internet sensations.

The success of internet sensation videos, such as the mannequin challenge, the bottle flip challenge, or other challenges is because of their goal–or lack thereof. They serve no purpose other than challenging people to do some (maybe) absurd stuff.

So, don’t make your videos overly complicated–that’s what you do for your landing page videos.

Should I Do Post-Production Editing for My Videos?

Absolutely.

Editing your videos is like working on a PowerPoint presentation: show the main points of what you’re about to present and make some effort to spruce up the slides.

We’re no longer in the static days of Internet where you need a few seconds for an image to load up. It’s moving images time, and we’re well past watching raw footage, especially on social media.

Video editing might sound scary at first, but the truth is you don’t have to use advanced video editing software like Adobe Premiere, Sony Vegas, or Final Cut.

For social media videos, as long as they aren’t animated (like our explainer videos), editing your videos with a mobile video editor such as Filmora Go, Viva Video, or KineMaster have more features than you can use at a time.

But as you may have guessed, better post-production editing equals better visuals–which is never a bad thing for brand building. So, if you have the resources to spend on post-production, don’t hesitate to do so.

Zach King is dubbed “the video wizard” with an audience of millions. His trademark? Awesome jump-cut videos like this one.

Takeaway

Social media videos, when meant for brand building, are the type of content that you should invest time and effort in. Now that the majority of businesses, small or large, startup or established, are in the social media marketing game, here’s what you should do to stay ahead of the tide:

  • Don’t overcomplicate your video content. Keep everything simple and bite-sized.
  • Keep duration in mind: Long videos tend to be boring.
  • Invest in post-production processing and video editing software that suits your needs.

What are your plans for your social media marketing next year?

Video Marketing Trends: 10 Exciting Video Content Predictions for 2017

Video marketing is not new in any way, but the public demand for visual content is growing exponentially across multiple distribution channels.

In fact, video marketing has been the repeated winner for favorite marketing channel for the past couple of years.

It’s December of 2016, and we’re here to present 10 video marketing trends to prepare for in 2017.

Let’s get ready for a more productive year in 2017.

1. Instagram Stories

The inclusion of Instagram’s new stories feature on this list should be no surprise. During its rollout, the update brought exhilaration to the Instagram community.

Thanks to their recent update, Instagram stories allow users to mention other users and use the Boomerang app, a quirky app to create looping one-second videos and easily share them with your friends like this:

Video credit: @Instagram

From a business perspective, this enriched Instagram story adds more ways to engage with your audience in a less formal way.

2. Video Blogs (vlogs)

Vlogging, in its very essence, started out as a video format in which a person talks to their webcam–and thus directly to the viewer–most of the time close to the camera and filming in their bedroom.

It creates a sense of intimacy between viewers and you, and in business, a good customer relationship always pays off.

The recently-retired vlog star Casey Neistat started recording parts of his daily life and mashing them into video 18 months ago. His YouTube channel has amassed more than 1 billion views since then.

Mind-boggling, isn’t it?

But vlogs aren’t only about talking to a webcam (or smartphone or cameras) anymore. Casey Neistat wasn’t named GQ’s 2016 New Media Star of the Year for that.

He comes up with crazy ideas for his vlog that probably no one else has the guts to even think about, such as illegally wakeboarding in Amsterdam, flying in zero gravity, paddle boarding from Brooklyn to Manhattan, or taking a 360-degree selfie in front of the Hollywood sign while hanging from a helicopter.

The takeaway?

Well, vlogging is crazy popular, and therefore the competition is fierce in this particular niche. Doing vlogs means that you have to be ready with a sack full of awesome ideas that none of your competitors have ever done and the guts to execute them.

3. Facebook Videos

This shouldn’t come as a surprise. In the past year alone, the daily views on Facebook have increased from 1 billion to 8 billion: That’s a 700% increase.

Facebook has invested abundant resources and time into video in recent years. If Facebook continues to be the innovator in the video industry, we predict that in 2017 there will even be more people and business uploading their content there.

On Facebook, you can see how many views a video has received. It doesn’t matter whether the video comes from a person or a page. Facebook believes that it helps people discover popular videos, and help businesses quickly gather information about how their videos are performing.

After introducing videos that start playing automatically in News Feeds earlier, Facebook found that people discover significantly more content with this feature. When it’s combined with Facebook’s new video views objective, businesses are seeing a significant decrease in cost per view for their Facebook video ads.

The video ads on Facebook also offer nice little gimmicks that will prove useful for advertisers including the number of clicks on your video ad, the average time people view your video ad, and the number of times your video ad was viewed to 50% of its length.

So if you’ve abandoned your business Facebook page for awhile, it’s time to clean that up and prepare for next year.

4. Landing Page Videos

Landing page videos are perfect for demonstrating the benefits of the product or service you’re marketing in a concise, entertaining and informative way.

Using videos on landing pages is one of many ways to optimize conversion rates. In fact, it’s been shown by EyeView that using a video on a landing page can increase conversion by as much as 86%.

Among the reasons why landing page videos works to increase conversion rate is because they replace the function of copywriting on your landing page, allowing you to clear out excessive amounts of (often) unnecessary text.

There are best practices to employ in your landing page videos should you look to implement them:

  • Set your video as the center of attention.
  • Keep the video around 1-2 minutes.
  • Write short copy around it.
  • Make the video look professional.
  • Don’t auto-play your landing page videos.

Here’s a blog with more details about landing page videos and the best practices. Optimizely has a nice video on their product page:

5. Product Explainers

Tell me, what does your company do in one sentence?

You better make it catchy, or I’ll forget what you just said in about 9 seconds.

That’s more or less the concept of an elevator pitch. Luckily, technology comes to our help in making elevator pitches more interesting: product explainers.

Product explainer videos are short (usually) animated videos that sum up a business, product, or service succinctly. The visual elements in an explainer video help viewers understand more about what’s explained with only a few short sentences.

Explainer videos have been a rising star for startups in the last couple of years. And as the number of startups and business increases, explainer videos gain exponentially more popularity. We predict 2017 is no exception.

6. Snapchat

Last week, it was reported that Snapchat’s ad revenue will reach $1 billion in 2017. In addition, as it turns out, Snapchat is no longer exclusively populated by young people.

According to ComScore, Snapchat adults users are growing quickly. In the last year alone, Snapchat has seen a 103 percent increase in users ages 25 to 34 years old and an 84 percent increase in users over 35 years old. Meanwhile, there’s been a 56 percent increase in users who are 18 to 24 years old.

Gary Vaynerchuck has been growing his audience on the platform for awhile now, showing people that expanding business using snapchat is in fact doable.

In June 2016, Snapchat passed Twitter in daily usage, with 150 million people using the platform daily. All signs point to this channel becoming a valuable marketing tool. Who knows what Snapchat’s daily use will pass in 2017? We can only wait and see.

7. Challenge Videos

Internet video challenges have been a recurring theme for viral content for the past couple of years. Viral videos like harlem shake, bottle flip challenge, and the latest internet craze, the mannequin challenge, are a few of the popular challenges wandering the world wide web.

Img credit: als-ny.org

But why are they so popular?

According to The New York Post, a challenge’s lack of technical difficulty is the key ingredient in a viral, impossible-to-miss video sensation.

It’s about the goal–or lack thereof–of those challenges. To do a mannequin challenge, you just have to stay still, hence the name. That’s it, there’s nothing more.

So the next time a viral challenge surfaces, be prepared to gather your friends, family, or employees to participate in the hive-mind festival for internet likes.

You might think it’s silly, but it works.

8. Videos in Email Marketing

At a glance, emails and videos look like marketing enemies. Some companies do treat them that way, but actually, email and video have the potential to make a great team.

Packing your content into a video allows you to have shorter emails, and email newsletters can be used to present your video to an existing audience. Make sense, right?

To support my argument that email and video can be a dynamic marketing duo, a study by MarketingProfs tested a number of keywords in emails and analyzed their impact on several different actions. They found out that “video” is one of the words with a positive overall impact: open rate (+18%), to click-through rate (+20%), and reduced unsubscribe rate (-26%).

9. Branded/Sponsored Videos

With YouTube’s recent change regarding video monetization, creators (or at least most of them) are losing a big chunk of their revenue.

Many creators have since looked for brands to sponsor their videos in return for giving their product a shout-out in one way or another.
Img source: LinusTechTips

With the current model in place for online video there are two main options, or at least a mix of the two, that creators must utilize in order to support their content.

Creators can either live off of ads, sponsored content, or they can survive off of the generosity of their fans (re: Patreon).

10. 360-Degree Videos

Immersive 360-degree video has been used more and more by news organizations since June 2014 when Google Cardboard made it possible for end-users to dip their toes into the imagination-fulfilling experience.

But the gear to make this kind of video wasn’t accessible by non-tech organizations and end-users back then. Now, things have changed.

Samsung released their Gear 360 camera in August 2016 with a $349 price tag, and there have been more cheaper 360 cameras released such as Ricoh Testa S.

It means that the resource to make 360-degree video content is more affordable, and richer content equals more ways to engage with audience.

Takeaway

The odds of 2017 being another exciting year for video marketing is really great, and it should be much better than 2016 was. As much as we adapt the way we do video marketing to the current trend, the video marketing world will move along with rapid development of technology.

This is why video will have long-lasting prominence in the marketing field.

As a business owner, we have to improve the way we keep up with the trend and stay on top of the competition.

What do you think of our predictions?

4 + 1 Most Important Content Types to Share With Your Audience With an Explainer Video

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:

chart-video-youtube-bnb-2016

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:

Use Pinterest.
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.

Product Benefit

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.

Be sure to read our article on the most common CTA mistakes to avoid. We have plenty of other informations about explainer videos on our blog.

Takeaway

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.

How to Win the Video Marketing Game: 4 Most Engaging Video Types in Content Marketing

video marketing tricks
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

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.

animated chart

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.

Takeaway

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.

Awesome 5-Step Guide to Making an Explainer Video That Converts

header
When it comes to having an explainer video that boosts your overall conversion, planning, execution and timing are everything.

For starters, you’ll have to understand the explainer video’s purpose: to grab the audience’s attention in the first 10 seconds, and in another 50 seconds or so, to hit a home run with your message.

It may not seem like a lot of time, but I can virtually guarantee you that writing a compelling explainer video script takes more time than writing an in-depth blog post about an explainer video.

The scriptwriter’s job is to squeeze an entire company profile into 150-180 words, creating a script that not only tells a story but that also is compelling enough for your audience to start watching.

Sound perplexing?

Fear not! In this blog post we’re going to pour the ingredients into one big pot so you can start cooking your own awesome explainer video right away.

Prepare the script

The script is the foundation–or the blueprint, if you will–for explainer videos, or any directed video, for that matter. Movies, vlogs, ads, you name it.

Like we’ve said before, your script is an entire company profile compacted into a much shorter, yet more compelling, piece of writing.

To achieve that and to smooth out your scriptwriting process, you should know some fundamental things about your business:

  • a. The kind of problems you solve
  • Without an engaging and relatable introduction, having an explainer video is like trying to herd cats: You won’t make much progress at all.

    The more specific the problems you solve, the stronger the bond you’ll have with a target audience, and vice versa.

  • b. Who your target audience is
  • Who is most likely to use your product? When you answer this question, consider factors like age, buying power, geographic location, and marital status.

    Take, for instance, a recent college graduate who has just started her first job. She will have different needs from a mother of four teenagers.

    You have to be specific in determining your target audience because it will be useful in shaping the script to fit that audience group’s profile better.

  • c. How you’re going to solve those problems
  • When you want your audience to connect themselves to your company, you have to think like a member of that audience.

    Explaining how you will solve their problem is a good start in building a strong relationship between the two sides.

  • d. Why you’re better than your competition
  • To stand out, your business must have advantages over other businesses. These advantages don’t have to be major. They might be something minor that still improve customers’ or clients’ experiences or add convenience to their lives.

Once you get these figured out, it’ll be much easier for both you and the explainer video company you hire to map out the project’s direction.

We conducted research to find out the most efficient duration and script length for an explainer video, and went into greater detail, in our blog post 4 simple things to write an awesome explainer video script.

Prepare the budget, timetable, and content

Walking you through the process and providing you with all sorts of options is part of what explainer video companies do, unless your contract specifically says otherwise.

However, it’s always helpful to have everything prepared before starting things. Good ingredients make a meal delicious. Extensive preparations make the final video cut awesome.

These are the items that are much better when prepared beforehand:

General

  • Project due date
  • Desired video duration
  • Specific format of video outcome
  • Budget
  • Content

  • Overall message for the video
  • Specific points that must be in the video
  • Specific points that must not be in the video
  • Visual style

  • Illustration and animation styles
  • Video references (if any)
  • Not having settled on these points is acceptable. In fact, it’s part of our job to help you decide which direction to go with your explainer video.

    But do consider how much time you can save by figuring out these simple points beforehand and what kind of outcome improvement you can get.

    For a more in-depth analysis about this subject, read our article 18 Important Questions to Get You Started with Explainer Videos.

    Avoid these dangerous call-to-action mistakes

    To get your prospects to do what you want, all you have to do is to include a compelling call to action on your website and in your marketing campaigns. Sounds simple, right?

    In truth, many calls to action out there don’t work well. Do you know why? We do.

    These are the most common call to action mistakes in most explainer videos that make most of them fail to trigger engagement with the viewers:

    • Heavy-handed call to action
    • By heavy-handed, we’re not necessarily referring to the quantity but the emphasis. A call to action needs to be subtle, yet clear enough to provoke an action.

      Your approach depends on a few factors: your business or brand’s popularity, how much the product or service costs (if your call to action is for an immediate purchase), and who your target audience is.

    • Abrupt stop
    • Another common mistake for an explainer video’s call to action is when it’s “rushed down” or “thrown in” at the end.

      It catches viewers by surprise, which can be a good plot twist in an entertainment video but NOT in an explainer video.

      Not only does it confuse viewers, but the shock element is so jarring that it can diminish the explainer video’s good impression and reduce the likelihood of viewers taking action.

    • Mysterious URL
    • Nine out of ten times, the most logical call to action for an explainer video is asking viewers to visit a company website.

      This is good since a website is usually the first stop in the conversion funnel.

      What is NOT a good thing is the fact that most explainer videos have an extremely short on-screen time for the URL they want viewers to visit. Be sure your URL is crystal clear to your audience.

    You can dodge a bullet by avoiding call-to-action mistakes for an explainer video. Read our article: 5 dangerous call-to-action mistakes that can hold back your conversion.

    Publicize your video

    What’s more important than any visual or audio in an explainer video is the video’s optimization and publicizing.

    An email newsletter is a good channel to start publicizing your explainer video. Chances are, whoever subscribes to your email newsletter is interested in your product or company in one way or another.

    That’s why an email newsletter should be your first concern when it comes to spreading the word about your brand-new explainer video (or any new content, for that matter).

    Whether you should embed the video to an email or not is still an ongoing debate. Doing so improves user experience significantly. However, not all email clients support in-app video playing.

    Read our further analysis on that subject here: 5 Questions You Should Ask Yourself Before Embedding Video in Your Emails.

    Email is a great channel, but your business social media accounts are the strongest in spreading the word about your brand-new explainer video.

    Social media videos have exploded in the past couple of years: They seem to have grown exponentially.

    YouTube’s data backs this up. The number of people watching YouTube has increased 40 percent yearly since March 2014

    As for social videos, on Facebook alone the number of video posts per person has increased 75 percent globally and 94 percent in the U.S.

    But don’t get too excited just yet. The massive number of social videos presents a challenge for businesses to hack their growth using their social media channels.

    That’s why we rounded up tips on social media video sharing to increase engagement for entrepreneurs and online marketers like you.

    • Mind the timing
    • Timing is almost everything when it comes to sharing your video in social media. At certain times of the day or week, social media is so crowded that there’s only a teeny tiny chance of your video getting views.

      Facebook, for example, reaches its peak traffic on Thursdays and Fridays. Research finds that it’s best to publish your video during these two days.

      On Twitter, however, Dan Zarella found out that tweets at off-peak times tend to have higher click-through rates (CTR) compared to those tweeted during Twitter’s peak times.

    • Add images to your social media post
    • According to HubSpot’s stats compilation, posts on all sites (not just social media) with visual content generally see more engagement compared to those without visual content.

      The problem is that some social media sites like Twitter do not auto-generate visual elements unless you upload your video natively.

      As a workaround, we suggest that you attach a separate image (preferably the thumbnail of your video) to your tweet.

      We have a handy step-by-step guide to attaching thumbnail images to your social media posts here: Social media video sharing tricks to boost engagement in 5 minutes.

    Make sure to get the most out of your explainer video

    An explainer video is digital content, which means you can use it as much as you want as long as it’s on the internet.

    You can repurpose your explainer video in several different ways. We have a complete list of underrated yet effective ways to utilize your video content.

    It’s a hard call, but we finally picked the best two methods you can use to repurpose your explainer video to get the most out of it:

    • Create an animated GIF from it
    • An animated GIF is an awesome piece of light content that you can attach to emails and upload to image sharing sites in seconds (provided you have a good internet connection).

      An animated GIF from an explainer video is even better. It’s a substitute for the whole video, but you get to choose which part of the explainer video.
      MeetEdgar

    • Pin it to your social media
    • Pinned posts are the first thing people see when they visit your social media accounts. Facebook and Twitter are the most obvious ones that have pinned content.

      Pinning your explainer videos at the top of your social media accounts means you increase its visibility and thus you get a bigger audience.

      PostPlanner did a little questioning with social media experts to see if having a pinned tweet actually attracts more people, and they found out it does.

      Here’s what Brian Fanzo said to PostPlanner:

      Yes, it’s massively useful as it allows me to keep the same tweet pinned for a long while as it attracts so much attention.

      For the branded accounts, I try to get them to switch it up but for my personal account, it’s extended the life of that tweet massively.

    So, you said you were going to make an explainer video for your business? Start putting these tips into practice for an optimal outcome.

    Have any questions? Feel free to ask us down in the comments or write to us!

    5 simple rules (with awesome results!) for a great landing page explainer video

    landing page optimization case study

    What are landing page videos?

    Landing page videos are usually short (1-2 minutes) video content that present a condensed explanation of your
    offer, featuring user-oriented language and visuals.

    There are many kinds of landing page videos: animated explainers, live-action explainers, talking heads, screencast tutorials, and more.

    Are landing page videos any good? Absolutely.

    Many websites receive benefits and conversion lifts after adding videos to their landing pages. We’ve rounded up some of the best examples for our readers:

    CrazyEgg

    CrazyEgg received a 64% boost in their conversion rates AND a $21k increase in their monthly revenue after their investment in a landing page video.

    landing page case study

    Vidyard
    Vidyard saw a whopping 69% conversion lift on their landing page after implementing a video.

    Interestingly, they also tried using a lightbox popup for their video, and the conversion jumped 100%, even better than with a standard embed video.

    landing page optimization case study

    Why do landing page videos work?

    Using videos on landing pages is one of many ways to optimize conversion rates. In fact, it’s been documented by EyeView that using a video on a landing page can increase conversion by as much as 86%.

    One reason why landing page videos are good for conversion rate optimization (CRO) is because they replace the function of copywriting on your landing page, allowing you to clear out excessive amounts of text.

    DesignBoost implemented shorter copy on their landing page back in 2012 when their website was brand-new. They generated a 13% increase in their sign-up rate.

    To put it another way, your website is a novel, and an explainer video is an epilogue that shows your offers in a short and value-packed way in order to save visitors’ time.

    What are the rules for landing page explainer videos?

    Like everything else in marketing, the area of using videos on landing pages has its own best practices. In this post I’ll lay out the ground rules for using landing page videos.

    1. Make your explainer video the center of attention

    It’s crucial that you make your explainer video the center of attention on your landing page.

    The purpose is to make the video stick out so whoever visits your website can’t resist clicking the play button.

    One of our clients, Bubbl.us, has a nice video placement on their website. The centered position makes it hard for visitors to miss it.

    landing page optimization case study

    After all, what’s the point of having a landing page video if your visitors don’t notice it?

    You want your visitors to watch the video, unless you are 100% sure that your landing page’s design and copy will convert. (Chances are, though, they won’t.)

    2. Keep the video and the copy short.

    The ideal length of an explainer video is anywhere between 90 to 120 seconds. We didn’t arrive at this figure just by guessing. We did a little research on our own.

    Out of 400k views we received from our YouTube channel, 320k views came from videos with a duration of 90 to 120 seconds.

    It’s not a good idea to have an entire landing page with only an explainer video. Some copy and content are still needed, no matter the quality of your explainer video.

    However, the reason to upload an explainer video to your landing page is to explain, in a simpler way, what you have to offer.

    Most internet users tend to avoid reading long text. They prefer watching a video if one is available.

    Here are some suggestions for the best content you can use to increase your landing page’s credentials (and thus your company’s):

    Testimonial and client lineup
    landing page optimization case study

    It’s common sense to put a lineup like this on your landing page. Among the many types of social proof, client testimonials can be one of the most impactful on new customer acquisition.

    Results showcase
    landing page optimization case study

    A client showcase is not as strong as client testimonials in terms of providing social proof, since they’re only a gathering of company logos to some people. However, working with Fortune 500 clients will increase chances of better conversions to your product/service.

    3. Make the video look professional

    This is a no-brainer. Just because you can install Adobe Creative Suite in your computer doesn’t mean you can (or should!) make your own explainer video.

    Always use a professional video production company for your landing page, or any page, for that matter.

    You can start by mining your brain for basic ideas for preparing your explainer video script. Once you’re done with that, you can hire an explainer video company or freelance graphic designer. (I recommend the first option.)

    Explainer videos are not always affordable for startups with tight budgets, but they’re worth investing in. One of our clients, Access, has experienced the benefits firsthand: They received recognition by an influencer in their niche because their explainer video caught his attention.

    4. Do not auto-play your landing page videos (This is important!)

    Only a handful of things annoy people more than autoplay media.

    However, an ongoing debate has been taking place as to whether or not autoplay should be used between marketers. After all, they come to your website looking for a solution to their problem. Yes, that part is true, but give them control over the information they’re trying to digest.

    If you feel that autoplay is a must for your website, try using silent full-screen contextual video.

    What’s a silent contextual video?

    Story and Heart uses silent contextual video with subtitles on their home page. Go take a look to see what a silent contextual video looks like.

    landing pag eoptimization case study

    5. Test its value

    A landing page explainer video is one of many landing page elements, and thus it should be tested like the headline, copy, call to action, etc.

    You can easily grab a couple of metrics from your video:

    -Play Rate

    The video play rate is the comparison between landing page visits and the number of times your landing page video is played. If the video doesn’t get a significant enough play rate, you might want to reconsider its positioning and thumbnail.

    You can use a heat map tracker, like CrazyEgg, to track which elements of your landing page are working well and which are not, including your landing page video.

    Combined with your video analytics, like what Wistia has, you’ll get better insight into how landing page visitors interact with your video.

    – View Counts

    The importance of view counts is obvious. When your video receives a lot of views, it means that you’ve found the sweet spot on your landing page for the video.

    If you think it should get more views than it has, run an A/B test by trying different locations for your landing page video. If it still gets fewer views than you think it should, try changing the thumbnail for your landing page video using these tips.

    – View Duration

    The purpose of keeping your landing page explainer video short and sweet is to ensure that your visitors watch its entirety. This metric will help you find out whether or not its duration is right.

    Closing Thought

    An explainer video is already awesome marketing content on its own. If you can score a great explainer video and follow these rules, your landing page conversion should increase in a heartbeat:

    • Always leave the video production to the professionals.
    • Ensure the video placement is obvious.
    • Test and measure supporting elements (headlines, showcase, call to action) on the landing page.

    However, keep in mind that a landing page works as a whole. All its elements, like headlines, sub-headlines, copy, and design play their parts in making a landing page work.

    Your explainer video won’t work magic by itself. Do some fine-tuning on other landing page elements, and don’t forget to run tests to find out what works and what doesn’t!

    Dollar Shave Club’s Secret: An Explainer Video (and a Brilliant Concept)

    Dollar shave club
    You may have heard of Dollar Shave Club, a startup company that sells monthly razor subscriptions for $1. In July, the company was acquired by Unilever for $1 billion US.

    Huge, isn’t it?

    Michael Dubin, the founder of Dollar Shave Club, started the beta website for his company in 2011.

    I ran it from my apartment—it was totally bootstrapped—proving out the concept before going out to get some investment.

    The idea that led him to start his own company was very simple: solving a problem for guys. The problem that Dollar Shave Club was trying to solve was simple: the frustrating experience men have when trying to look clean and shaved. This includes going to the store, parking your car, and finding the right razor, and then doing it again a week or two later.

    To test how the public would react to this idea, Dubin funnelled his company’s early dollars from the beta phase into creating a video, which you’ve probably seen more than once.

    After Dubin launched the video in March 2012, the first couple of days were a total disaster for Dollar Shave Club’s IT team.

    The site crashed because of the traffic, and the video had gone viral, and we ran out of inventory in the first six hours. And I mean, you know, I blocked a lot of that out because it was a very trying, difficult time to get through.

    Dollar Shave Club’s first year was incredible. Though the company started out in Dubin’s apartment with a bootstrapped budget, it made $4 million revenue.

    What’s more shocking is how they got more than 400% more revenue in 2013, around $19 million. This revenue grew constantly and rapidly, and in 2014 Dollar Shave Club closed their year with $65 million.

    Dollar Shave Club is now on the $100 million+ annual revenue run. It’s quite unbelievable, because when Dubin was asked how professionally made the video was, he answered:

    Not professionally at all. I spent about $4,500 on it. I wrote it.

    For basically next to nothing, Dollar Shave Club skyrocketed to “billion-dollar company” status in short 4 years.

    Of course, the video was not the only thing that brought the company to this point. However, it’s undeniable that the explainer video drove a massive amount of attention to Dollar Shave Club.

    Some of the 23 million viewers signed up for Dollar Shave Club’s tempting $1/month subscription for blades, which they claim are “f****n great,” and through their responsive customer service and ongoing focus on social media marketing, Dollar Shave Club created an army of brand ambassadors who endorse them for free.

    That’s how they can afford to charge a mere $1/month. (Big brands like Gillette, on the other hand, have paid billions for TV spot, brand ambassadors, and front-shelf placements in multiple stores.)

    Now, let’s talk more about the Dollar Shave Club video.

    What can we learn from Dollar Shave Club’s explainer video?

    It exploded because it was funny

    It was funny and it told the story well. There are millions of funny videos on the internet, but Dollar Shave Club’s explainer video was one among few that told a relatable story and served a real purpose.

    It managed to be emotionally relatable for most of its target audience (males) because it understood their enormous frustration.

    On top of that, Dollar Shave Club created highly shareable social content that relates to conversations people might have during their lunch break or night out at a bar.

    A great explainer video doesn’t have to be expensive

    Michael Dubin spent only $4,500 for Dollar Shave Club’s explainer video. He and his team managed to achieve the perfect mix that makes an explainer video explanatory and entertaining at the same time.

    This comes back to the concept of their business. Because Dollar Shave Club directly confronts a daily problem their audience has, it’s not as hard as for them to be emotionally relatable as it is for a B2B company, such as a corporate security provider company.

    If you (and the company you hire) are creative enough to make a dull topic relatable to its target audience, then you don’t necessarily need to pay more for the explainer video.

    Closing thought

    An explainer video is a gateway piece of marketing content that will drive more customers to your conversion funnel. However it doesn’t work on its own.

    Even the amazing ones, like Dollar Shave Club’s video, still need responsive customer service, great quality products, and a competitive price to ensure business success. They’ve got some really tempting value-for-quality ratio – check out their offers.

    But when everything is done with precision and in sync, significant success waits for you, just like Dollar Shave Club has achieved.

    If you’ve always wanted to get an explainer video for your company, here’s your wake-up call.

    Contact us today. We’re more than happy to help!

    Explainer Video: The Bridge Between SaaS and Customer

    video marketing effectivity
    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.

    In order to get the most out of YouTube’s potential, you might want to check out our quick YouTube thumbnail tips article.

    You need to be wary, though. Sharing your video with the wrong crowd may cause adverse effects for your company.

    Check out our DIY social media sharing tricks for more insight on this.

    3. Explainer Videos Save Time

    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:

    Much easier to digest, right?

    As easy and casual as it may sound, producing an explainer video (particularly the animated one like above) isn’t a cakewalk. You still have to decide which animation style is suitable for your concept, and whether or not you have forbidden content in your video.

    4. It Helps Your SEO Purposes and Online Presence

    As an SaaS company, you’ve got to have a strong online presence.

    Video is crucial in determining your website’s ranking in search engines. Your video’s thumbnail being present in search engine results is more likely to get people’s attention.

    Search Engine Watch, in one of their articles: The Rise of Video, puts video as:

    An evidence of quality content, and as part of a media mix on a site, it helps send signals to search engines that your page or site contains rich media relevant to search requests.

    According to research by Blue Nile Research, 80% of the top volume keywords now have rich media in their search results.

    It also shows that search results with rich media elements (not necessarily video) outperform results without rich media.

    In short, video lures in more views and clicks to your domain, making it stronger in terms of ranking and authority.

    Key Takeaways:

    As always, some people are professional article skimmers. So here goes:

    • An explainer video is simple, and it speaks a common language.
    • It’s a double agent: advertising and education.
    • It’s good for your website’s SEO.

    So, what do you think SaaS companies should do to introduce their products better to the public? Let me know in the comments.

    5 Ways to Blend Your Video with the Future of Marketing (Plus Examples)

    Last night, I watched a downhill bike competition video on YouTube. In the middle of it, I found out it was sponsored by Red Bull.

    It’s funny, because earlier yesterday I saw another dirt bike race on my cable TV sponsored by the same brand. (I found out later it was also uploaded to YouTube by Red Bull.)

    Then I realized that some brands are owning the advertising game in this age of technology.

    Technology is almost inseparable from our daily lives. (Think smartphones, laptops, PCs, LED TVs.)

    It’s amazing how people (including me) are so immersed in the advertising game that nobody even notices that they’re in the game.

    But how are they showing these advertisements in our daily lives without us noticing it?

    That’s exactly what I’m going to tell you in this post.

    Video advertising using modern tech is not that hard. It’s all about utilizing what’s already invented and publicly available with piece of tech, and you’re on your way to amazing marketing results.

    Here are some of my tips for making your video on par with the next level of ads.

    1. Optimize Your Video for as Many Devices as Possible

    What was the longest amount of time you went recently without seeing videos online or on your screen? My money’s on anything less than a day.

    We are in an age of technology when almost everything has displays, even something as peculiar as a fridge.
    LCD on everything
    Classes are taught using video because it’s more entertaining than plain text.

    Many meetings by business partners on different continents happen through Skype, or any conference video call program for that matter. It’s more efficient in terms of time and resources.

    Salespeople can sell their products from the comfort of their work desks, communicating through their 21” LED desktop displays and 6” smartphones.
    LCD on everything

    Video is now fused with our lives.

    It’s because videos make our lives simply easier. Instead of repetitively explaining your product to different prospective clients or customers, you can now record one explanation of your product and show it again to prospective clients in the future.

    For marketers, this should be a gold mine. With all of the devices with video-playing features, reaching prospective customers is right at their fingertips.

    To cope with the new gadgets coming out nearly every month, your video has to be playable in multiple devices which sometimes support different formats. Some of the most common formats (playable across different platforms) are: .MKV, .MP4, .AVI and .FLV

    If you want to do this the easy way, you can always find a website or service that will transcode convert your video to any format supported by the viewer’s device. These services allow you to easily do that: YouTube and Wistia .

    Not only they can convert videos for you, they also make your video available in different resolutions on the go, detect the best resolution and format for your current device, and make sure the video can be played properly.

    That way, viewers can conveniently watch your video with whatever devices they are using.

    If you’re planning to publish your video to YouTube, we have 4 Tips to Create Killer YouTube Thumbnail that should come in handy for you.

    2. Live Stream Videos

    When the ol’ upload-and-download edited video gets common and dull, the world of video advertising turns to live-streaming.

    Periscope, Snapchat, and Meerkat are the rising stars of video live-streaming platform. Periscope, however, wears the crown.
    Periscope logo snapchat logo meerkat logo

    Aside from its popularity for business purposes and people in general, big brands also use Periscope as a marketing platform. Those brands, among others, are:

    – RedBull

    When there’s a new trend of advertising, you can expect Red Bull to be in the front seat of the hype train. They live-streamed a bit of their Guest House events.
    Guest House event red bull

    – Adidas

    During the World Cup 2014 in Brazil, Adidas did a web series of live-stream published on YouTube. The series was called The Dugout and it was revolutionary for Adidas’s YouTube channel from the soccer perspective.

    As you may have noticed, the videos Red Bull and Adidas live-streamed weren’t exactly part of a product boasting campaign.

    They show you what it should be like to be involved in a certain industry: Adidas with their major involvement in the sports industry (soccer, in this case), and Red Bull with their energetic and young vibe as always.

    3. Live Q&A

    From a customer service point of view, live Q&A could mean a lot more than it sounds.

    Having regular (weekly, monthly, etc.) Q&A session with your customers is one way to humanize your brand without much hassle.
    Webinar

    Live Q&A, when executed well, also proves to your customers that your company is really good at handling spontaneous questions and issues from customers.

    4. Behind The Scenes Video

    Behind-the-scenes videos are always interesting for your customers. Some of your customers probably have been dying to know how you manufacture your products.

    It’s applicable to most industries, even if your products aren’t physical.

    For example, in the animation industry (with no physical product), you can stream the process of making the animation to your audience.

    If you don’t have enough of an audience hooked into your live-stream, you can always upload the recording to YouTube and get more views that way.

    5. Produce Customer Testimonials, Explainer Videos and Tutorial Videos

    Customer testimonials and reviews have always been the best bet for companies, whether they sell services or products. It creates trust, and trust is important in the online marketing world.

    Ascend2 conducted a survey on video marketing with 280 participants consisting of marketer and sales and business professionals from around the world. The survey found that the most effective type of video content is customer testimonials, with 51% participants voting for it.

    Ascend2 Survey

    However, they also found that producing a customer testimonial video is harder than making an explainer video or tutorial video.

    ascend2 survey

    It’s because customers aren’t always willing to spend their precious 1 or 2 hours to record a testimonial video.

    Unsurprisingly, explainer videos and tutorial videos are nearly as effective as testimonials. This survey has proven that despite the fact that explainer videos are much more accessible compared to customer testimonial videos (only 29% marketers find them difficult to produce), they still have an impact comparable to that of (1% less effective) customer testimonials.

    With the data gathered from professionals, the survey proves its usefulness for marketers and business owners in making better choices in the future for their video advertising plan.

    Takeaways

    • Analyze the devices used daily by your audience and optimize your videos for them.
    • Broadcast casual videos and Q&A sessions regularly through Snapchat, Periscope, Meerkat, etc.
    • Explainer videos are highly accessible with impacts comparable to those of testimonial videos.

    So, have you got any plans for the content of your next video? Let me know in the comments.

    How We Produced an Eye-Catching Animated Explainer Video That Grabs the Attention of a Key Influencer

    Influencer network
    Earlier this year, Video Brewery shared a roundup of the best explainer videos produced during 2015. They gathered 10 of the best explainer videos “brewed” — as they put it — in 2015.

    Our client, Access Investor Network , takes the #1 position as the best explainer video produced in 2015.

    Video Brewery reached out to Aaron McDaniel, Access Investor Network’s CEO, asking for a short interview regarding the video. The interview is also published on Video Brewery’s blog.

    In addition to talking about Aaron’s interview with Video Brewery, I’m also here to give you more insights into how we produced the #1 video in Video Brewery’s annual roundup article.

    In response to the first question from the interview:

    Q: Why did you make this video?

    A: To present the Access Invest mobile equity crowdfunding aggregator app to prospective customers in a clear, concise, and clever way.

    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.

    You should read our article, Which Animation Style is Best for Your Video? For detailed insight about each explainer video style and which one suits your company.

    Q: How have you used the video?

    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.

    Aside from the fact that online videos are better than other media types for marketing purposes, listing an explainer video on website’s landing page can boost conversion up to 86%.

    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!”

    Access Investor Network

    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.

    We wrote an article, Tips to Share Explainer Video to Social Media, that you should check out for more information on that aspect of video content.

    Q: How do you measure your video’s impact?

    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)

    A: “On Twitter here and on YouTube here , and we also referenced to the video in our Apple app store page listing.”

    Twitter and YouTube should always be on your video-sharing list.

    For SaaS company that have an app store/play store listing like Access, that should be the next on the list.

    The app store/play store is a big pot for a potential audience. You just have to find a way to gain their trust. Embedding an explainer video to your app store listing is one way to do that.

    With your audience knowing what they’re about to download, they might prefer your app over other similar apps that don’t provide an explainer video.

    In short, you stand out among other similar apps by having a demo video.

    Q: Are you doing A/B testing?

    A: “Not with the videos, no, but that would be cool.”

    Q: Is there any specific button or call-to-action that you want to measure?

    A: “Yes. It would be great to have a call-to-action on the video page itself, but we haven’t implemented that. The call to action would be to visit the app store to download the app.”

    Technically, at the end of an explainer video there’s always a call-to-action.

    Unfortunately, the chance of visitors watching the video until the end is relatively small. Maintaining audience retention is not an easy task to do after all.

    This is why a call-to-action button is unquestionably necessary in order to boost conversion on the website.

    In case visitors decide not to watch the entirety of the video, there’s still something that’ll pull them into downloading the app or making purchases.

    We suggest that Access implement a call-to-action button on their homepage in order to boost their conversion.

    But with an explainer video, keeping visitors hooked up with the video is doable.

    Our recent explainer video case study with one of our clients, we found out that our explainer video gets 11.25% better audience retention compared to the average video within the same duration range.

    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!

    Conclusion

    • 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.

    Testimonials

    • We believe the added character plus brand alignment gives us a long-term net positive from the video.

      Ian Sefferman, MobileDevHQ
    • I have worked with Andre on a number of occassions, hiring him on behalf of a client. Andre not only produces high quality work on time and to budget, he also gets us! And by this I mean that he works well & is understanding of the needs and restrictions that come with working with non-techy, not for profits. Andre is happy to revisit work and offer advice even after he's received payment and the job has closed. I would have no hesitation in recommending Andre and Bread n' Beyond to anyone sourcing graphic design work.

      Emma Crabtree
    • Quality of work was there and the price was great.

      Krista Lewis, Citadel Banking
    • I have used various Elance contractors. I have seen both good and bad and Andre is GREAT! I've contracted him twice now and have been very pleased both times. Always finishes ahead of schedule. Great communicator. Very creative as well as adaptive to your wants.

      AngelFunder
    • Excellent work, Andre and his team were extremely creative and spontaneous, They are capable of working without any guidance what so ever. A definite worth for every dollar spent. Hope you guys keep up the good work.

      Mohan Kuldeep Ponnada, Unixell
    • Breadnbeyond understood Wish.co.uk's brand identity straight away. The video they made for us - at incredibly short notice - is perfect. Previously we'd held off doing video, thinking it was too expensive or too time consuming to produce. Breadnbeyond proved me wrong - I wished we'd spoken to them months ago!

      Stephen - wish.co.uk
    • Working with this company was a pleasure, as staff that worked on the job, were competent, pleasant, and extremely patient. They went beyond to ensure that I as the customer was satisfied right up unto the end. Their work is exceptional and very creative. I consider the cover that they made for my book a work of art and cutting edge. I will not hesitate to use them again for my next project.

      Rose Marie Whiteside
    • We'd like to thank Bread n Beyond! Wonderful team to work with. Listened carefully to our concerns and helped us fine tune all of details. Great work.

      Andrea Bogar
    • Really liked your portfolio. Not just the quality, but the amount of work you've produced over the years. I was looking for a stable company with substantial experience in the industry to minimize my risk. Your about page resonated with me - I'm in a very similar situation as Andre was when he started BreadnBeyond.

      Edina Gardos, Point Blank Design
    • 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.

      Nanthees Paskar

    Contact Us