how to create an awesome explainer video for your business
TRANSCRIPT
How to Create an Awesome Explainer Video
For Your BusinessPresentation by Heather Clark
Tonight’s Agenda1.Introduction
2.Intro to Video
3.Why Video?
4.Preparing for Your First Video
5.The Production Process
6.Video Distribution
7.Advanced Video Marketing Ideas
8.Q & A
1.IntroductionTonight’s Presenter: Heather Clark
Video BreweryFounded in 2012 to help connect companies
with video professionals to create their videos.
To-date over 300 videos have been created, using a hand-picked pool of creatives.
Audience Poll❖ Who has an explainer video already?❖ Who is considering an explainer video
for their start-up or business?❖ Have you produced a video before?❖ Who’s business is B2B? Who’s B2C?
Tonight’s Agenda1.Introduction
2.Intro to Video
3.Why Video?
4.Preparing for Your First Video
5.The Production Process
6.Video Distribution
7.Advanced Video Marketing Ideas
8.Q & A
What is an explainer video?A video designed to explain what a product or service does for its
user, focusing on the most important features and the benefits those bring to the user's life.
What this video gets right:❖Got to the point, within the first 10 seconds of the
video they’ve introduced Dollar Shave Club.
❖Clearly outline their value proposition and what makes them different from traditional options.
❖Keep it interesting, there is a lot to look at and it’s a little bit wacky.
❖Unique. When it was produced, no one had seen anything like it.
❖Closes with a call-to-action.
Why Video?Powerful research suggests that video is a way to
attract attention and increase views in today’s overcrowded marketing landscape.
Just some of the stats:SEO - An indexed video has up to 50 times more chance of ranking on the 1st page of search results versus a regular text web page.
Viewership - The average internet user spends 88% more time on a website with video.
Email Marketing - Increase open rates by 20% and CTR by 2 - 3x.
Social Media - The number of videos from brands on Facebook increases at an annual rate of 360%.
Attract Business Execs - 59% would rather watch a video than read about a product.
Why do people watch video?
B2B vs B2CNo matter who you’re trying to attract, your video should
speak to the individual.
Types of Explainer VideosLive-Action
❖ Budgets range from $5,000 - $75,000
❖ Range of cost is affected by the amount of actors needed, number of locations, and complexity of filming
Animation
❖ Budgets range from $2,000 - $50,000
❖ Range of cost is affected by the level of detail in animations, amount of animation, and style of animation used
Additional Cost Factors❖ Experience level of production
team and type of video producer
❖ Location of video producer
❖ Creative concepting and scripting
❖ Timeline for final video production
❖ Voiceover needs
Additional Animation Styles
Budget $2,000 - 10,000
Ready for your first video project?
Preparation Steps1.Decide on the Scope and Goal of Your
Project
2.Assemble Internal Team
3.Assign Team Roles
4.Prepare a Creative Brief
5.Find Inspiration Videos
6.Create a RFP
7.Identify and Hire Creative
What is the goal for your video?
Realistic Goals for your video:❖Introduce your company
❖Demonstrate a product or service and its key features
❖Introduce your key staff members
❖Increase your visitor time on your website
❖Raise your conversion rate
❖Decrease your bounce rate
❖Rank in organic search results
Unrealistic Goals for your video:❖Introduce your company and all its services
❖Introduce a product or service, and give a 15 minute sales presentation
❖Share all of your staff members bios, the company headquarters, and everyone’s favorite foods
❖Create a video in 1 week with a $500 budget
❖Create a viral video
Assemble Your Team & Assign Roles❖Keep your team to 3 or 4 people, however if more people need to
sign-off on video at end, involve them at specific stages
❖Identify one person to manage the project and communication with your chosen video producer
❖Do you need a lawyer to review the script and video?
❖Identify preferred process for reviewing creative elements
➢ Use Google Apps or other collaborative tool, so that all feedback is gathered in one place
➢ Decide on a timeframe for comments and suggestions
Avoid this
Prepare Your Creative Brief
Gather Inspirational VideosSources include “Best of” lists, YouTube rankings, and brands you love.
Create Your RFPItems Included:
❖Video Budget
❖Desired Video Completion Date
❖Style of Video
❖Length of Video
❖Number of Videos
Choose a Video Production Partner❖Send out your RFP
➢ Include Your Creative Brief and Inspirational Videos
❖Once Proposals are submitted, identify a short list of creatives whose work you like to discuss your project in detail
❖See the Video Brewery blog for the “23 Questions You Should Ask”
The Video Production Process in 6 Simple Steps
Script - Week 1
❖Establish the problem in the status quo
❖Introduce your solution
❖Establish the benefits of your product and how it works
❖Wrap up with a call-to-action
In under 60 seconds
(It’s all downhill from here)
150 words60 seconds of video
Every
Equals
Typical Script Anatomy
Voiceover - Week 2❖Pick talent based on a variety of
factors
➢ Gender
➢ Age
➢ Accent
➢ Tone
Style Frames - Week 2
Storyboard - Week 3
Video - Weeks 4 & 5Finally!
A Note About Live ActionThere are a number of additional steps taken to
produce a live action video, including:
❖Scouting Locations
❖Getting Location Permits
❖Hiring Lead Actors and Extras
❖Gathering Props and Costumes
We’re almost there!1.Introduction
2.Intro to Video
3.Why Video?
4.Preparing for Your First Video
5.The Production Process
6.Video Distribution
7.Advanced Video Marketing Ideas
8.Q & A
Your Video Only Works if People Watch It
Hosting and Embedding Your Video
Good for SEO Rankings2nd Largest Search
EngineEmbed Features Are
Clunky
Free
Embed Features Are Robust
Plug-In’s to CRM ToolsTotal Control Over Video
Paid
Making the Most of Your VideoDon’t just post it to your website!
Use it in an introductory email to new prospects.
Have your creative edit different lengths for your social media channels.
What next? Incorporating Video in All Aspects of Your Marketing
Planning
❖ Video Content Marketing (AKA Vlogging)❖ Promoting Events with Event Previews❖ Video Voicemails❖ Customer Testimonials❖ Tell Your Company Story❖ Recruiting Videos❖ Answer FAQ’s with Videos❖ Anticipate Delayed Service Times?
Create a Service Disruption Video
Resources!1.23 Questions to Ask Your Creative
2.Best Explainer Video Lists
3.Video Brewery’s Creative Brief
4.Script Template
5.Script Anatomy
6.DIY Explainer Videos
7.Stock Music Sites
8.Hubspot and Wistia How-To Series
9.The Animation Process in Video