Explainer Video Production
An explainer video (also known as a homepage video, overview video or conversion video) is designed to explain your company, product, service or subject in a way that your audience can understand in two minutes or less. Most explainer videos cover four key points: the problem, the solution, the features and benefits, and how the solution works.
The key to a solid explainer video is keeping it short and engaging, while still conveying the right information. No matter what you’re explaining, an explainer video should leave your viewers with a clear understanding of what you do and a desire to take the next step.
Explainer videos are typically used towards the top of the funnel (consideration phase). They’re most useful when a potential customer is aware of their problem/need and starting to look at potential solutions. Places to put your explainer video: homepages, product or service pages, newsletters, trade shows, and sales meetings.
It all starts with discovery – understanding the company, product, service or subject we’re trying to explain. Once we have a good handle on things, we meet as a team (that’s right, the whole team), to brainstorm creative ways to present and explain the content. This involves throwing out plenty of ideas, good and bad, before landing on a couple to refine and ultimately pitch. Sometimes we’ll use a framework, like a metaphor or use case, to explain what you do. In other cases, it will be a unique visual approach that drives the message home.
A good explainer video concept needs to balance creative and strategy. The creative is required to engage the viewer and give them a reason to care about watching your video. The strategy is required to ensure you deliver a message that resonates with your viewers and motivates them to take the desired action.
The success or failure of your explainer video should hinge on more than just view count. While views are great, they don’t tell the whole story. You should also be looking at engagement (how much of the video do viewers actually watch?) and conversions (do viewers take the desired action after watching the video?). Like any marketing effort, we recommend having goals and a way to track them in place before you start.
Depending on the style and complexity, an explainer video typically costs between $10,000-$20,000. Most of the higher-end explainers we work on these days run in the $15,000–$20,000 range. You’ll likely find that prices vary greatly from company to company, so take your time, do your homework, and find a team that fits your brand and can deliver on budget, timeline, and quality.
Our standard production schedule for an animated explainer video is 6 weeks, which does not include the time required to collect feedback and make revisions. A full timeline may range from 8-12 weeks. Live action explainer videos have more moving parts (e.g. talent, locations, scheduling) and therefore do not have a set production schedule. However, a typical live action explainer video timeline is 6-12 weeks.
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