Not All Explainer Videos Are Created Equal

So, you’ve realized that having any explainer video is better than having no explainer video at all. Now you’ve decided to invest in an explainer video for your product, brand or service. That earns a high-five or a polite golf clap, depending on your unique sensibilities.

This decision shows that you are passionate about connecting with your clients and building your brand. Your explainer video will set your brand apart from other things on the internet that distract the attention of your customers – news, social media, sports – the full collective weight of the internet nagging our eight-second attention span to click here, there, and everywhere.

While all explainer videos are helpful, it’s important to note that…

Not All Explainer Videos Are Equally Effective

That’s right, to get the most bang for your explainer video buck, you need to find a company that can produce at a high level. There is a lot of competition online. People are viewing and sharing videos at an incredible rate, but there is a lot of choices out there.

To truly stand out you need a video that clearly defines your idea, entertains the viewer, creates an emotional connection, and compels action.

Consider two different explainer videos:

Explainer Video A (for “Average”) has:

• Music that sounds generic.
• Sound effects that seem cheap.
• Voice over that sounds unprofessional.
• Animation that is drab and forgettable.
• A story that is boring.
• An explanation of your product/brand/service that is confusing.
• A length that is too long.
• Branding that is nonspecific or even off-brand.

Explainer Video B (for “Brilliant”) has:

• Music that fits perfectly.
• Sound effects and a voiceover that draws you in.
• Animation that is fun and uses visual short-hand to best explain concepts.
• A story that hooks a viewer early and takes them on a journey.
• The right amount of information presented clearly.
• A length that is as concise as possible.
• Branding that is an extension of your company.

It’s quite obvious that Video B is going to perform better but let’s dig a little deeper into why.

First (Explainer Video) Impressions Last

You want to make the kind of video that you can be proud of. You want to show the world your brand, service or product in the best light possible. You want as many people as possible to see it on your website or social media channels.

You know why it’s important to make a great explainer video? Because 60% of your site visitors will engage with your video before they read the text. What business wouldn’t ensure that the front of the shop gives the best possible impression? Your explainer video is a big part of your online storefront.

A good explainer video can be the difference between a good first impression and a bad first impression when it comes to your brand. This can be a make or break interaction with a potential customer or client. You want to make a first impression that will blow them away, not chase them away. The whole point of the video is to build a relationship.

If your video looks like you’ve cut corners for the sake of saving budget, not only will it look bad for your brand and result in fewer customers, it will result in a lack of trust. Customers are more likely to trust brands that present a professional front. This trust relationship between customer and brand takes a long time to build and an instant to destroy.

A Quality Explainer Video Is an Investment

One of the great explainer video success stories is that of Dropbox. With a $50000 budget they created a two-minute video to explain the relatively new concept of file sharing. They placed it on their landing page with nothing else but a call-to-action to download the app. People were forced to watch the video to understand what Dropbox was – a bold choice. With over 30 million views and ROI estimates for the video ranging from $24-48 million, you could probably call the strategy a modest success.

A cheap DIY or cut-and-paste explainer video can hurt your business. Internet users are discerning. They know a cut-and-paste video explainer, and they’ve probably seen the same animations with different voiceovers for a different product. If you’re the kind of brand that would opt for a “one size fits all” approach to representing yourself, then why would the customer connect on a personal level?

If you’re looking for brand recognition and brand recall, a good explainer video will lead to greater recall and a positive association with your brand. If done right, it will also remain effective and relevant for a longer period. Going for the cheap option may seem like it will save money in the short term, but wait until you have to make another video because the first one isn’t performing as you hoped.

So What Should You Look For In A Production Company?

The type of company that creates a cheap explainer video (like Video A) views jobs like manufacturing. They get the details; they apply them to preset templates and explainer videos appear on the conveyor belt.

The process is efficient. But the quality is lacking.

The kind of companies that create videos like Video B typically take a different approach. They will:

• Be invested in the quality of the final product.
• Collaborate with you to determine the best path.
• Have the knowledge to know how to best present your story
• Have the skills to produce a product a final video that is great
• Be able to create materials that can be used for other purposes that benefit the company

We Do Brilliant