How Our Explainer Video Improved Audience Retention by 11.25%

Yes, our explainer video helped Edgar improve their audience retention by 11.25%! So, how did we actually make it happen?

Every now and then, I meet a founder whose story feels bigger than the way it’s currently told. Edgar was one of those cases.

It had the product, the personality, the vision, but the brand experience wasn’t capturing any of that spark yet.

And honestly, that’s something I see a lot when I work with clients: the potential is there, but the storytelling hasn’t caught up.

In this article, I want to walk you through how we approached Edgar’s project, not just the final visuals, but the thinking behind them.

If you’re building a brand, polishing a product, or preparing for your next explainer video, you’ll find a few ideas here that can help you sharpen your message, too.

By the end, you’ll get a clear picture of how small creative decisions can reshape the way people understand what you do… without me spoiling the whole Edgar story right away.

Meet Our Client, Edgar

Edgar is an AI-powered summarization tool built for students, professionals, and fast-paced learners who want to digest content quickly without losing nuance.

Edgar came to us with the kind of energy every creator loves to work with, sharp vision, clear mission, and a product he genuinely believed could help people.

But like many early-stage SaaS brands, he was juggling a dozen things at once.

Product updates were moving fast, but the messaging wasn’t keeping up.

Marketing wasn’t the bottleneck… until it suddenly became one.

When we first talked, I could tell he knew exactly why his product mattered: it saves time, reduces information overload, and helps users understand more in less time.

The real challenge was helping his audience feel that clarity just as strongly as it did.

That’s where we stepped in.

What Edgar Was Missing? (and Why It Mattered)

Edgar came to us with a solid head start. As a social media automation tool, it already had clear guidance on its website.

You can find step-by-step instructions, well-written explanations, and even a screencast tutorial to walk users through the basics. Everything you needed was there.

But there was one thing missing in both formats: a sense of fun.

And that gap matters, especially for a tool like Edgar.

When we first looked at their homepage, we could tell the content was helpful, but it didn’t exactly pull you in or make the product feel exciting.

So when we reached out, it wasn’t because Edgar lacked information. It was because the way that information was delivered didn’t match the personality of a modern, user-friendly SaaS.

Edgar knew why their product mattered. Our job was to help their audience feel it with clarity, energy, and yes… a little fun.

The Idea We Brought to the Table

I wanted to see what would happen if we took the helpful text on their homepage and turned it into something people would actually enjoy watching:

A short, fun explainer video that’s instructive and entertaining.

If users could learn the tool faster and smile while doing it, that’s already a win.

But we didn’t just pitch the video. We pitched the experiment.

We framed the entire project as a case study, so we came up with initial questions, like:

What would happen if we transformed Edgar’s existing content into a high-engagement explainer?

• Could we lift audience retention?
• Would conversions shift?
• Could a single creative video outperform traditional tutorials?

Edgar loved the idea.

They saw the value in testing a new format, and they were fully onboard with letting the data tell the story.

So we aligned quickly on goals, scope, and metrics, and just like that, we were off to the production process.

How We Brought the Video to Life

Once Edgar was on board, it was time to turn the idea into something people would actually want to watch.

This is the part I love most: taking raw information, shaping it into a story, and building a visual experience that feels effortless on the surface but is carefully engineered underneath.

We didn’t jump straight into animation.

We started by breaking down Edgar’s message, figuring out what users truly needed to understand, and deciding how to deliver it in the clearest, most enjoyable way possible.

From there, each piece, the script, the visuals, the pacing, the sound, had one job: make the product feel simple, helpful, and a little bit fun.

In detail, here’s how we did it.

#1. Script Writing

When we reached Laura Roeder, Edgar’s CEO, she let us know they already had a script and voiceover ready, so we asked to take a look.

We reckoned it was too long for an explainer video. From our experience making over 2,000 videos, 1-2 minutes is the best duration for an explainer video.

The only thing visitors really care about is whether you or your products are what they need.

For this very purpose, we needed an ideal explainer video length: a short, straightforward, and focused script.

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

It is necessary to involve our clients when we are working on a script, as they can guide us on which demographic we are aiming to reach.

Besides that, we also needed their valuable market insight and expertise in social media.

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

The aim was, of course, to capture the audience’s attention long enough for them to discover what Edgar is and what it does, all in under 1 minute.

Once that purpose was accomplished, we added a small extension to 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

#2. Visuals & Illustrations

With the final script in hand, we moved forward with rounding up ideas for the illustration and design for the video.

The overall process went smoothly with a few 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 much revision from Edgar for the first mock-up, so we revised and went on with making storyboard sketches.

We had little to no trouble in making the storyboard sketch. The folks from Edgar were very cooperative in giving and taking advice on what we should put into the storyboard.

Here are some rough early sketches that we pitched to Edgar.

One thing for the sake of exposure: in illustration terms, “rough sketch” means exactly that. These are the basic ideas about what the video will look like.

It’s made very simple and sketchy because it’s easier to change if there are any suggestions, different opinions, and new ideas during the process.

After they gave us the green light, these were what we had for the final storyboard:

#3. Animating Visuals

We didn’t come to an agreement overnight, though. What’s interesting about working with another company is the process of settling differences in opinion.

As an explainer video company, we involve clients and ask for their valuable input.

We see our clients as the experts in their niches, while we become the creative force that crafts an explainer video for them.

That’s why we value their opinion and suggestions 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 makes an explainer video stand out from other video ads.

We agreed on the visuals and proceeded to the animation process.

It took our animator 1 week to complete the animation for the whole video. With the visuals ready, the audio embedding process was good to go.

Also Read: How Our Explainer Video Boosted Trial Sign-Ups by 280%

#4. 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 liked best.

AudioJungle is a good place to look if you’re looking for royalty-free music for your future videos.

They offer plenty of options with minimal 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 on legally allowed content for your video if you ever have any concerns about this.

The process is quite simple, really. Once the voice-over recording and the music are completed and approved, our team embeds them into the animated video.

What Happened After the Video Went Live

Once the explainer went live on Edgar’s homepage, the data started giving us a pretty clear picture of how users were responding.

And this is the part where production meets performance, where all the creative decisions finally prove whether they worked.

Here’s how the video performed across the core metrics we were watching.

Audience Retention Outperformed the Benchmark

According to Wistia, videos under one minute average around 80% retention.

Edgar’s video ran for 88 seconds, slightly longer than the usual “high-retention” zone, yet it pulled an average watch time of 89%.

That’s 11.25% higher than the benchmark for videos in the same duration range.

This number means people weren’t just clicking the play button, but they stayed until the end.

A 27% Lift in Visitor-to-Sign-Up Conversions

During the testing period, the video generated 2,151 views and contributed to 585 signups, a 27% increase in visitor-to-sign-up conversions.

For a homepage that previously relied on text and a screencast tutorial, this was a meaningful improvement in how users engaged and moved forward.

Homepage Analytics Confirmed the Impact

Edgar kept the video on their homepage for a full month (December 2015 to January 2016).

Across 10,664 visitors, they recorded 158 sign-ups, landing at a 1.49% conversion rate.

Yes, conversions are influenced by multiple factors, but the video clearly made the experience smoother and more engaging for new visitors.

Edgar’s team also shared consistent feedback that the video helped users understand the product faster, exactly the outcome we aimed for.

The 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 looked 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 of publishing this article, 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 performed well; the average percentage viewed during that period was 89%! We’re very pleased with the video, and can’t think of any improvements it may need right now.

What We Learned From This Project

Every project teaches me something new, even after producing thousands of videos.

Working with Edgar reminded me of a few fundamentals that often get overlooked, especially when teams are juggling product, marketing, and growth all at once.

These are the takeaways I still share with clients today:

• Your input matters more than you think.

As a business owner or product lead, you carry the deepest understanding of your audience. When you stay involved in the creative process, the video becomes sharper, more accurate, and far more compelling.

• A great explainer video supports conversion, but it’s not a magic button.

Video can clarify your message and boost engagement, but it works best when paired with strong UX, clear messaging, and a smooth onboarding flow.

• One well-made video is often the turning point.

You don’t need five different videos to see meaningful results. A single, focused, audience-aware explainer can be the piece that finally connects the dots for your visitors.

• Explainer videos aren’t only for landing pages anymore.

They perform just as well on social media, email campaigns, app onboarding, and even retargeting ads. If you want to meet users where they already spend their time, video is one of the easiest ways to do it.

Explainer videos work well not only for your website landing page but also for social media pages.

Before You Go

If there’s one thing I hope you take from this case study, it’s this:

A well-crafted explainer video doesn’t just look good. It clarifies, simplifies, and amplifies your message in a way your audience actually feels.

That’s why Edgar’s video performed the way it did.

And it’s why I still believe that when you blend clear storytelling with thoughtful strategy, you give your product the best chance to win attention and earn trust.

If you’re thinking about creating a video for your own brand, or you’re simply curious about what’s possible, feel free to explore our video packages or reach out for a quick chat.

We’re always happy to help you figure out what kind of explainer video would move the needle for your business.

FAQs About the Edgar Explainer Video Case Study

1. Why did Edgar need an explainer video in the first place?

Edgar already had solid onboarding materials, including text guides and a screencast tutorial, but they lacked energy and weren’t holding attention. The explainer video stepped in to simplify their message, add personality, and make the product feel easier to understand in under a minute.

2. How long did it take to produce the entire video?

From script refinement to final animation, the whole production took about a month. That included revisions, client collaboration, and fine-tuning the visuals and pacing to match Edgar’s brand.

3. What made the video perform better than industry benchmarks?

A mix of factors: a sharper script, clearer messaging, light-hearted visuals, and a faster storytelling rhythm. Together, those elements pushed the average watch time to 89%, which is 11.25% above the benchmark for videos under 1 minute.

4. Did Edgar contribute ideas during the production process?

Absolutely. We treat clients as subject-matter experts, so their input is crucial. Edgar guided us on their audience, their messaging priorities, and the nuances of social-media automation. That collaboration kept the video accurate and meaningful.

5. Can other SaaS companies expect similar results?

While every brand is different, SaaS companies often see great improvements when replacing text-heavy onboarding with short, engaging videos. Clear visuals and tight scripts can lead to better comprehension and higher conversions. Edgar’s performance isn’t an outlier, but a pattern we’ve seen repeatedly.

6. What should a business owner focus on when creating their own explainer video?

Keep your message simple, make the visuals purposeful, and stay laser-focused on what your audience actually wants to understand. A great video doesn’t try to say everything. It says the right thing, clearly and memorably.

If you’re ready to explore what an explainer video could do for your own brand, Breadnbeyond loves to help you bring that vision to life.

You can check out our video production services, browse the styles we offer, or get an instant estimate using our Video Cost Calculator to see what fits your budget!