Explainer videos are a type of video marketing that "explains" a company, product, or service. These videos are typically between 1-2 minutes long — short and directly to the point. Explainer videos are used by nearly all large corporations, and are often used by small businesses as well. According to one study, approximately 80% of all US-based businesses use explainer videos for their websites. In this article, we will take a look at some of the benefits of explainer videos, the process in which explainer videos are created, some sample explainer videos, and the costs involved in creating explainer videos.

Benefits of an explainer video

• Search Engine Optimization (SEO): Explainer videos that are properly optimized will result in increased SEO.
• Increased Conversion Rate: According to a recent study, 85% of viewers are more likely to buy a product or service once they view an explainer video.
• ROI increase: A successful explainer video can show returns of at least 8 times the original investment.
• Increased Email Click-Through Rate: Marketing emails containing explainer videos can increase click-through rates at 100% or higher.

One of the most productive examples of a successful explainer video is an explainer video created by Dropbox several years ago. During 2012 alone, the video saw a 10% conversion rate which gained over 10 million new users and over $50 million revenue.

Types of explainer videos

The most common type of explainer video is animated videos, as evidenced by the Dropbox video. These types of videos encompass animated videos featuring characters and animated videos using graphics or whiteboard drawing. Live action videos are created using real actors performing for the video. Screencast videos are typically budget videos which can be created from mobile devices such as tablets, smartphones, or computers. Claymation videos are created using handcrafted illustrations which, when played continuously in sequence, provides the illusion of an animated film.

Some samples of popular explainer videos include:

• Heinz
• Verizon
• Random samples

Cost of an Explainer Video

The cost of creating an explainer video will vary depending on the type and complexity of the video. The most common type of explainer video is an animated video that is approximately one minute long. The cost of these videos typically range from $1,000-15,000. A high quality explainer video created by a reputable producer typically costs between $5,000-10,000. The final cost depends on:

• Quality
• Customization/detail
• Time
• Editing
• Props
• Much more…

This may seem a bit high for a 60-second video, but there is a lot that goes into making a professional video. In the next section, we will take look at the steps involved in creating an explainer video.

How to Create an Explainer Video

There are several steps involved in the creation of an explainer video. Depending on the video complexity and other factors involved, each step typically takes a week or more to complete.

• Step 1: And idea is formed. The video topic is thoroughly researched, and a script is created.
• Step 2: Illustrations are created. This may involve illustrations created by hand, then digitally enhanced by a computer or tablet.
• Step 3: The storyboard is created by the illustrator. A storyboard organizes the illustrations in the desired sequence.
• Step 4: A voice-over professional is hired, and recordings are made to effectively complete the speaking parts of the video.
• Step 5: The longest step in creating the video is the animation. This step can easily take up to two weeks or longer depending on the amount of animation required, and the complexity of the animation.
• Step 6: Music and sound effects are added to the video, and edited as necessary.
• Step 7: The video is completed, but may need additional editing and touch-ups.

Conclusion

The explainer video is the perfect way to market a company, product or service. A professionally-produced video that is well-made and marketed can easily go viral, resulting in high exposure for the company, and increased sales and customers. When searching for a competent explainer video production company, be sure to choose a company that has experience, and can show you samples and conversion rates (if possible) of previous explainer videos created by that company.