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Case Study: How We Made Edgar’s Explainer Video Resulting in 11.25% More Audience Retention

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.
meetedgar

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.

Edgar youtube analytics

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.

Script Writing

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.

For this very purpose, we needed a short, straightforward and focused script.

So we worked with Edgar to make a shorter version of the script, putting in few pointers from our past experience.

It is necessary to involve our client when we are working on a script because we need them to guide us on which demographic audience they are aiming to reach.

Besides that, we also needed their valuable understanding about the market and their expertise in social media.

We mixed information, entertainment and marketing value in one script.

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.

Visuals

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.

Storyboard sketch
Storyboard sketch
Storyboard sketch
Storyboard sketch
Storyboard sketch

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:
final storyboard
final storyboard
final storyboard
final storyboard
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.

You should read our article about legally allowed content for your video if you ever have any concern about this issue.

The process is quite simple, really. Once the voice over recording is done and approved along with the music, our team embeds them into the animated video.

Final Result

After a month of working on Edgar’s explainer video and its quite tiring revisions, we merged all the components together and the final cut of the video looks awesome.

We produced an animated cartoon video that explains what Edgar is and what it does. To say that we’re proud of it is an understatement.

The best way to evaluate the effectiveness of an explainer video is to test it in the field and see what the audience says about it.

Edgar is now doing several tests on their website using different arrangements and components.

At the time this article is published, the explainer video is also featured on Edgar’s Facebook page.

When we reached out to Edgar for their final comment, Tom Van Buren, Edgar’s Content Manager, said,

The video performs well, the average percentage viewed during that time period was 89 percent! We’re very pleased with the video, and can’t think of any improvements it may need right now.

What We Learned

  • If you are a business owner, your opinion matters and is highly influential in producing an out-of-this-world explainer video.
  • An explainer video is an important factor in driving conversion, but there are others that may support and amplify its presence.
  • Having one well-made video is one step forward to a better conversion rate.
  • Explainer videos work well NOT only for your website landing page but also for social media pages.

So, do you think an explainer video could play a big role for your company’s conversion rate? Let us know what you think in the comments!

4 DIY Video Sharing Tricks to Boost Social Media Engagement in 5 Minutes

Video share social media

Sharing a promotional video (e.g: advertising, explainer video) on social media has been both a way to get refreshing new website visitors and a pain in the bum.

It’s a joy whenever it gets hundreds of likes and share and it’s tough when no one cares about it.

There are ways to get instant exposure from social media with your video, namely paid advertising and endorsement, but that’s not always plausible for companies with strapped budgets.

If no one cares about your video, the problem is with either your video or the way you share it to your social media.

On that note, you should read 5 Keys to Producing a High Converting Explainer Video to make sure you aren’t going to publish a poorly-made explainer video.

But in this post, I’m going to focus on the latter issue.

It’s not going to be as easy as it sounds. In fact, it will take some time to figure out what was wrong in your previous video sharing attempts.

For this purpose, I’ve put together 4 key aspects that determine if your explainer video works the way you want it to on social media.

1. Would your audience thank you for what you want to share?

The point of sharing your videos to social media is to show your customers more about what you have to offer.

But you should NEVER do in-your-face advertising on social media. People don’t want to see self-promotions.

Instead, make sure you have little bit of additional knowledge, information or any kind of value to give your audience.

Keeping customers is far cheaper than obtaining new ones. Providing them with useful information is better than giving blatant self-advertising.

While you’re at it, try to be as relevant as possible with your audience. This image from Buffer shows where you should be with the content you share with your audience.

The Content Relevance Scale

2. Timing is Almost Everything

You know what kind of video you should make and share to social media and what you shouldn’t. Now it’s time to determine which days and time periods are best suited for sharing your video.

a. Little Experiments

Anyone can determine which times are best for sharing their content to social media with bit of effort. Try the following:

1. Post your video to your timeline at different times, an hour or so apart. Then see which one gets the most interaction with your audience.

2. Use Facebook Insights (if you are the page manager) to see which time the biggest percentage of your audience is online.

b. Facebook Peaks on Thursdays and Fridays

A research by BuddyMedia found out that the less people want to be at work, the more they browse Facebook.

Research found that certain days of the week garnered more engagement than the others. However, even though the same research found that specific industries may differ, most industries’ employees sit around and browse Facebook on Thursdays and Fridays.

c. Go Against Peak-Time on Weekends on Twitter

It sounds a little bit off, but a study by Dan Zarella found that tweets off-peak time tend to have higher click-through rates (CTR) compared to those tweeted during Twitter’s peak times.

d. Get More from LinkedIn Just Before and After Work Hours

According to Chron and KISSmetrics, professionals are either preparing to start their workload in the early morning, or they have finished their projects in late afternoon so they’re browsing LinkedIn while waiting to leave.

3.Facebook and Twitter Love Posts with Images.

According to HubSpot’s stats compilation, posts on all sites (not just Facebook and Twitter) with visual content generally see more engagement compared to those without visual content.

Videos shared on Facebook obviously don’t need additional images since you’ll automatically get a visual snippet when you upload or share a YouTube video to Facebook.

Facebook Video Share Snippet

But when you share a video (instead of uploading it directly to Twitter) to your Twitter timeline, you’ll get a plain link like this:

Twitter Youtube Link share

That’s not interesting unless you hand-craft your tweet with a creative headline.

Uploading your video to Twitter is not practical if it’s too long. And, if you weren’t already aware, Twitter only allows 15MB maximum video size.

But I have a handy trick to share a YouTube video to Twitter while attaching the video’s thumbnail.

First, you need to download the thumbnail for the video you want to share. Go to pic.lyricshunt.in and copy-paste the video link. In a blink of an eye you’ll be able to download the video thumbnail.
youtube thumbnail downloader

Second, fetch and download the thumbnail.

Pinterest thumbnail

Next, go to the YouTube video you want to share and copy the share link–but don’t click the Twitter icon there, just copy the share link.

youtube share

Then go to Twitter, compose a new tweet and paste the YouTube share link (a shorter link for character limitation reasons). Finally, attach the thumbnail you just downloaded as a media file.

twitter custom video thumbnail

And voilà! Your tweet looks like a legit snippet. Now you can catch more attention with the thumbnail attached to the tweet.

4. Only Post Videos Under 2 Minutes Long

When people are on Facebook, Twitter, LinkedIn, Pinterest, or any social media, they want to scroll through their newsfeed, check notifications, answer messages and such.

None of them are on social media to watch a long video.

If they wanted to do so, they would go to YouTube or Vimeo

So the video you share to social media has to be short enough to keep people interested, but long enough to expose them to your brand.

One of the main reasons a short length is important is because most social media users access their social media through mobile devices and the upload size limitation is relatively small.

According to EngineGroup, the shorter the video, the more it is watched.

An earlier study by Wistia found out that the shorter the video, the more people watch the entirety of it.

One neat trick is, if you are sharing a short video (less than 2 minutes), uploading the video directly to the social media platform (like Facebook) will get you more views than just posting a link of the same video that’s been uploaded to another social media (like YouTube).

For example: if you have a short 15-second video, uploading the video directly to Facebook, Twitter, or Instagram will get you more views in total than if you just upload it to YouTube and then share the link (of the same video) to the social media mentioned above.

A study by SocialMediaBaker found that videos uploaded to Facebook get 200% more views on average compared to views from YouTube videos that are shared on a Facebook post.

On a side note, brands are also switching from YouTube to Facebook for their video publishing. In fact, there are roughly 20,000 more brand videos on Facebook than YouTube.

Conclusion

Too busy (or lazy) to read the whole article? Don’t worry, I’ve got you covered:
1. Timing is everything. Don’t post on different social media platforms at the same time.
2. Include visual aspects (imagery, thumbnails, snippets) whenever you share your video.
3. Twitter loves tweets with images in them.

So, how are you sharing your video to your social media pages? Let me know in the comments below.

6 Simple Social Media Moves That You Can Do In 15 Minutes

Social Network's Demography Infographic Last time we talked about a simple way to create a lasting impression, now we’ll discuss more about how you can maintain your online presence and get more people to come to your home base.

A lot of people feel frustrated because of the lack of business their website brings them even though there often isn’t much wrong with the site itself: it’s professionally designed, and the portfolio is full of gorgeous work. But the site just sits there, in an obscure corner of the Internet, being quietly ignored. Taking a website from zero to a few hundred or even a few thousand visitors a month is not easy, but it’s eminently doable — you just need to realize that you can’t expect your work to speak for itself. Most of the time, it won’t.

You need to accept that using your creativity to manage your online presence is part of the job too. Here are some tips to get social media traction:

1. No Excuses, Get Started Today

In social media, people are constantly making branding decisions about themselves. From something as simple as a profile picture, you can figure out if someone is an aspiring photographer, a drunken sports fan, or just an aspiring poet. Insignificant though they may seem, all of these almost imperceptible decisions create the impressions that people are going to have. This includes not only you, but also of the kind of company that you are and the type of services you provide.
A user profile is generally what distinguishes social networking sites from other social media platforms. It helps set the stage for building relationships with people who share the same interests, activities, or personal contacts, as opposed to primarily disseminating or digesting information feeds. This also means social networks enable companies to invite audiences to get to know their brand in a way that traditional forms of marketing or advertising can’t.

2. Don’t Try to Do Everything

Find the channel that feels the most natural and focus on it. Social networking services connect your list of personal contacts to the lists and profiles of others, giving you a bigger directory of potential associates. Before opening an account and becoming active, it’s important to consider what each site offers and how you can benefit from their resources. You need to take some time and really analyze your social networking site: whether they suit your company’s needs, what you are going to use it for, and what kind of groups you want to attract. After you’ve analyzed all the options, you can choose the platform, or platforms, that are right for your business.
Though many social sites are similar in nature, they can all be categorized by the different purposes they serve. Business Insider made an interesting social media demographics that can be useful when considering where you should focus your efforts on.

– If you are building a community presence or want to reach as broad a network as possible, Facebook is right for you. Not only does it have the most users, it is the most-frequently used, which demonstrates a high level of engagement.

– If you are in B2B industry, LinkedIn is best for you. Most users are in work mode on LinkedIn so it is optimal for peer networking and industry-specific information. Given the high income and education levels of the average LinkedIn user, it offers a distinct audience worth targeting with the right message.

– Pinterest is right for you if you are in an industry with customers who seek to express themselves through visual images. Given Pinterest’s particular popularity among women, it is also the place to be if that is your market target. Inspire and inform them on Pinterest and you can create real engagement.

– Twitter is a great choice for you if you want to reach younger adults. It is also particularly appealing to “information junkies”, so if your business lends itself to the provision of topic-based news or timely insights, Twitter is a great choice. As with Facebook, Twitter is more effective when it is a two-way platform in which you respond to and engage with followers.

– Instagram is for you if you have a visual aspect to what you do and what your customers are interested in. Interestingly, its users often overlap with Twitter, so it can be good as part of a one-two punch. Given Instagram’s appeal to specific ethnic segments and its popularity among urbanites, it can be a good choice for certain market targets.

3. Use as a Retention Tool

You can use your social media as a retention tool too, not just a sales tool. People like or follow you because they’re interested in hearing from you on a regular basis. Keeping your fans and followers up to date on what’s new and happening with your business or industry will keep them engaged with you and keep your brand top-of-mind. And don’t forget to interact with them, participate in every discussion, and keep the conversation flow. Pay attention when someone you follow posts something that interests you or moves you and be sure to reach out. If someone takes the time to retweet something you post–certainly if they take the time to make a specific comment–a simple thank you back goes a long way.
And encourage sharing. Link back to your website content. Encourage people to give comments and share the content that they enjoy, like a short video about your product or service. It will eventually draw more traffic to your website.
Social media is about creating a dialogue. When you have a discussion with a customer or prospect, the communication is much more fulfilling and much more profitable. Know how to be a part of your community and create great content or conversations that will raise awareness and increase sales.

4. Be Helpful

Share content or information that you find helpful. Try to post a specific piece of information to which people can react, or an explicit question to answer. Don’t be afraid to get a little personal, especially if you use your own account. Including tidbits like hobbies or your favorite music can make your page more inviting and more personable. These updates let others know that there is a person behind your account. Some personal information is valuable, because it may create a bond with a customer.
You can also offer special promotions exclusively to followers. Reward your customer through a time limited discount, free shipping, or special treat. Be creative about it. Sprinkles Cupcakes uses Twitter to send out daily promotional offers and asks customers to whisper a “password” to receive a free treat. This has helped the company draw more than 17,000 followers.

5. Harness Your Expertise.

Sharing knowledge you’ve gathered through your trade can go a long way toward boosting your brand. You have to remember though, resist the temptation to set up a feed that posts everything related to a topic or an interest. Not only can this be very annoying to your followers, it lessens your credibility. It’s embarrassing when someone asks you about your opinion on something you shared and you have no idea what they’re talking about. You can ask for advice from others and at the same time intentionally look to answer questions posed across social media. This is a great way to learn about a topic and start a dialogue with someone new.

6. Stay Positive Or Stay Silent

Make amends with dissatisfied customers — quickly, to prevent negative word of mouth. Using an authentic voice, demonstrating you’re listening and sorry for their displeasure, and provide fast solutions can go a long way in converting disgruntled customers into fans who feel valued. The quicker you can reach out, the better. Don’t go on the defensive. A harsh rebuke of your business online can not only can bruise your ego but also hurt your livelihood. Resist the temptation to lash out in public. When confronted with customer negativity, your best response is to answer complaints with facts, and criticisms with understanding. This allows you to address problems quickly, squelch rumors, and feed information to your customer base. Privately respond to bad reviewers and encourage them to meet in person, or talk on the phone, if possible. You need to keep in mind that you can’t please everyone, so remember to stay away from haters. The Internet can be a highly distracted place. If you disengage, people will eventually find something or someone else to pick on.

At the end, it’s about all of you, so never fake it. Nobody likes fake. When users decide whether to follow you, most evaluate the totality of your social media account. They will look at your last page or so of updates. They want to see that you are interesting, engaged, and that what you share is useful. That is why it is important to keep using genuine voice (as in sounding human rather than corporate) when posting links or information to your company’s social media pages. Don’t try to create a stand-in for yourself. Don’t pretend to be someone else.

Testimonials

  • 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
  • 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!

    Pushkar
  • Yes. The cost and production time from start to finish is superior to alternatives. We also feel the team is very flexible and patient with changes without constantly charging more fees. Very satisfied and will continue relationship.

    Mikaal Abdulla, 8 securities
  • 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
  • Andre is great - his skill in Flash really came to the fore as he dealt with some stringent technical requirements we placed on him. I'd highly recommend him and his team for flash work, including proper Flash development with complex technical requirements. We'll be working together again.

    Paul Walsh, Promodity
  • Bread n Beyond are a very talented team of web designers. They helped me design an ideal website and came up with some great ideas. I will definitely be using their services for all future design projects.

    Matthew Balf
  • Your explainer videos are some of the best. Since you make these videos your focus, you have mastered the art.

    David Little, Signwave
  • 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.

    Leo Novski
  • Great quality and fast turnaround! Breadnbeyond worked with us through all our change requests in a friendly and professional manner.

    Elitute
  • 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.

    Tom

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