7 examples of explainer video, which provided companies with leads and increased sales

Rypple, which provides cloud services, wanted to show that its solution increases the efficiency of managers and employees.

The B2B business was showing more and more interest in modern ways of storing data, but the competition was not idle and more and more similar solutions were appearing.

How to effectively communicate that our product is the best, when everyone loudly shouts about the advantages of their platform? And whhen all the slogans sound similar and the customer has less and less time to meet with our salespeople…

[More about the potential reasons for rejecting our offer: 4 unobvious reasons that make your offer land in the basket]

How to break through?

Rypple created a landing page to attract new customers. However, it did not bet all the money on one card. It prepared three versions of the landing page:

  1. With text and images
  2. With testimonial video from Facebook
  3. With an explainer video

The results of the campaign were astonishing: the landing page with the explainer video had 20% more conversion than the other two versions. [1]

What was the secret? Or was it a blind hit?

 

 

Studies confirm the advantage of video

In 2010, Forbes, in cooperation with Google, conducted a survey in which 306 executives (from American corporations, whose profits exceed $500 million a year) participated.

More than half of the respondents occupied the highest levels in the company. So, they were people who often make the final decision about what will happen with our offer.

 

What do we learn from the survey?

  • 75% of the respondents answered that they watch videos related to work on business websites at least once a week, and 53% of them watch videos related to work on YouTube.
  • Younger people are more likely to do some action after watching the video. 51% of respondents under 40 years of age made a business transaction after watching a video, while only 26% of respondents over 50 admitted the same.
  • 54% of people in managerial positions share work-related videos on social media on average once a week. [2]

 

What is the conclusion of this? To put it in a few words: videos are becoming increasingly important in business and can influence decisions made by managers.

This applies to everyone, regardless of age, but this trend is particularly pronounced among younger people. Nielsen’s survey for Google shows that more people aged 18–49 watch YouTube per week than all cable TV stations combined. [3]

The results of Forbes Insight in collaboration with Google on how often and where employees in management positions in large companies watch work-related videos. Source: Video in the C-Suite: Executives Embrace the Non-Text Web, Forbes, 2010

Well, we already know that videos effectively reach their audience. But why is it worth betting on an explainer video?

 

Explainer video effectively sells

Explainers are less frequently used than regular movies, so they stand out in the crowd. In addition, they don’t seem to be a typical commercial. At the same time, if they are properly constructed, they draw the viewer into the story from the very first second.

And there are literally seconds at stake. According to Charbeat, internet users decide to stay on the site or leave it within 15 seconds on average. [4]

 

It takes 15 seconds to write a text message.

In 15 seconds, we barely have time to put on our shoes.

15 seconds is less than it takes us to make tea.

We must use our seconds wisely. Throwing a text on our side of the wall hoping to encourage someone to read, we miss the goal. Time is money… and the explainer video allows us to make the most of that time.

 

Below are examples of explainer videos that show how a well done animation can attract and keep the audience’s attention, generate leads and increase sales.

More about the advantages of an explainer video: What is explainer video (and how your business can benefit from it)?

 

1) Explainer video of Rypple

 

The company mentioned at the beginning was Rypple—bought out by Salesforce in 2011.

How did one animation increase the conversion by 20%?

Explainer video about the company’s offer was short, simple and—very importantly—told in the form of a story.

– The video had a significant impact on Rypple’s records and interest. “I think it explains the problems Rypple solves,” said Jesse Goldman, then VP of Customer Success of the company.

After watching the explainer video (in the form of whiteboard animation), the visitors were 15 times more willing to leave their contact to the company. [1]

 

2) Explainer video of Dropbox

Imagine that you have a revolutionary product in your hands. A program that will allow you to access all your files and documents regardless of the device you are working on.

You have an idea, you have a product…but no customers. Without this key element, all of your work can go on brand, another company will release a similar solution and you’ll be out of business before you get started.

Such a fate meets many companies. But not Dropbox.

Initially, the brand advertised through Google AdWords, but spent an average of 244–399 dollars on each acquired customer. Considering that the product cost 99 dollars, it was a bad business, to put it mildly. So she bet on a viral campaign—people got more space on their accounts for sharing product information.

The campaign started to bear fruit. So they worked on its further improvement and produced a two-minute explainer video. The video was accepted and provided the company with a 10% increase in time spent on page.

Of course, this was not the only action the company took at that time, but the popularity of the animation speaks for itself—during the period of the highest growth, the company had an average of 750 thousand views per month. [5]

Several years have passed since then, but Dropbox still appreciates the power of explainer video. After years it released another animation.

 

3) Explainer Video of 3S Grupa Play

 

3S Grupa PLAY has been changing its business model for several years. And it is not an easy task. The bigger the brand, the more difficult it is, because customers are already used to the company’s image.

That is why 3S has created four brands assigned to different projects. This was the first step. The second step was to present new services to the customers in a simple way. But for most people, the words “simple” and “IT language” do not go together.

That’s why 3S asked us to present their services in an accessible and engaging way.

We created a series of animations.

The result? The campaign with the explainer videos generated the first lessonleads on the first day. In addition, the leads generated during the campaign were obtained 10 times cheaper than during the previous Facebook campaigns.The animationa are now used by salespeople during meetings with clients. [6]

Thus, the explainer video brought a triple benefit: it attracted potential customers, reduced costs, and became an attractive tool for salespeople.

 

4) Explainer Video of Crazy Egg

 

Crazy Egg is a platform that allows us to track traffic on our sites. Literally follow your mouse movements and clicks.

It sounds simple, yet the company had trouble communicating the advantages and functions of its service to potential clients clearly and quickly. 

Crazy Egg made an animation. When entering the company’s website, the client got an engaging content instead of a text wall. The main character of the animation was a bearded egg, who introduced the audience to the problems most companies face, explained possible solutions, features of the website and benefits of using Crazy Egg. And all this in just 2.5 minutes.

It was a hit. The animation helped generate $21,000 of additional monthly revenue and increased conversion by 64 percent. [7]

 

5) Explainer Video of Akademia SkuteczneRaporty.pl

 

For most people, learning Excel does not sound fun. So how to talk about it in such a way as to make HR departments interested in it? As you can deduce from previous stories—use the explainer video.

– Even in a direct conversation, it was difficult for me to convince Excel users to take part in the course, let alone the HR departments. At that time, I found examples of ExplainVisually videos on the Internet and everything became clear. I need a short, funny movie that shows what’s all about in the style of an elevator pitch – says Bartosz Czapiewski, founder of Akademia SkuteczneRaporty.pl.

This is how the story of our cooperation with Akademia SkuteczneRaporty.pl begins. “Begins”, because it was not the end. The results were so good that later we created some illustrations for Akademia’s students.

And what were the effects?

– This video brought me a lot of new clients, new students in the Akademia, and a lot of noise. It is constantly up to date, so I use it every day to communicate with my clients, encouraging them to pass it on – says Bartosz Czapiewski. [8]

Our explainer videos:

 

6) Explainer Video of AutoCAD WS

 

CAD (computer aided design) as defined on Wikipedia is “computer aided design, the use of computer hardware and software in technical design.” [9]

That doesn’t sound very interesting to most people, does it? Meanwhile, Autocad WS’s animation on this subject was watched by over a million people!

It is the magic of an explainer video in practice.

– We created the figure of ‘Engineer Andy,’ which became our mascot. The animation for the new application presented an architectural version of Andy and was full of humor. […] Such actions ensured our presence on the main blogs about Android, thanks to which Android fans passed the information on –  writes John Walker, the co-founder of the company, in an article “Reaching 10 million downloads and the guerrilla marketing tactics we used to get there” on TechCrunch website. [10]

Animation with Andy’s robot can no longer be seen on the internet, but Autodesk, which bought AutoCAD WS, still uses explainer video.

 

7) Explainer Video of Inbenta

 

“Well, no, another search engine?”

This is probably what many people thought when they heard about the service of Inbenta. The company had a tough nut to crack. After all, one of the competitors on the market is Google, a brand that does not need to be presented to anyone.

The same difficult task was faced by the company that was to create an explainer video about the advantages of the browser. 

The explainer video emphasized that Inbenta focuses on something different than Google, so it is not its competition —it is not about finding key words, but whole questions and statements, so it can generate more accurate answers.

In the six months since the publication of the explainer video, the company has seen a 20% combined lead growth.

– I never thought a simple animated recording would be so useful in so many different situations. We use it in every presentation, on our website and during meetings with potential investors. People love it. It also provides them with basic knowledge about us, which makes our conversations richer and more concrete – says Jordi Torras from Inbenta. [11]

[FM_form id="11"]

What to do to create an effective explainer video?

 

As the above examples show, a well-prepared animation can be an investment for years, and pay off in the form of leads or multiplied profits.

This does not mean that it is always so.

– Marketing is about telling a product story, which is difficult to do with a simple photo if the story is a bit more complicated – writes John Walker, co-founder of AutoCAD WS. [10]

Firstly, the secret of a good explainer video is a story. A nice picture without proper content will only be a nice picture. It will not encourage customers to cooperate.

Secondly, the animation must be adjusted to the target group. All presented explainer videos were prepared for specific audience. Graphic style, length of the animation, voice of the reader—nothing here is accidental.

Talking about complicated and complex issues in a simple and engaging way requires preparation. Therefore, the initial stages of work on animation are most important.

Imagine that you’re baking a cake. You have a list of ingredients. You have written down the individual steps of dough preparation. Finally, baking instructions. If you immediately combine all the ingredients—yeast, flour, milk and sugar—and put them in the oven, nothing will come out of it.

For baking to succeed, you must remember to combine the ingredients one by one, and add them in the correct order and proportions.

The same goes for the explainer video. It is not enough to combine all the elements at random.

That is why utilizing a brief, getting acquainted with the company’s goals, interviews and market analysis are the first steps a company interested in the professional preparation of an explainer video should take. On this basis, it can start to create a scenario and build a story. A good script is the basis of an effective explainer video. Without this, our animated “cake” will be inedible, and inexcusable.

More about how we approach this in ExplainVisually: Our creative process

Our explainer videos:

Bibliography:

[1] Case study Rypple: https://www.switchvideo.com/case-study-rypple/

[2] Video in the C-Suite: Executives Embrace the Non-Text Web, Forbes, 2010

[3] Google-commissioned Nielsen Custom Fusion Study, U.S.,Desktop, mobile, and TV fusion, TV measurement of television distribution sources, reach among people 18–49, May 2018.

[4] What You Think You Know About the Web Is Wrong: https://time.com/12933/what-you-think-you-know-about-the-web-is-wrong/

[5] Case study Dropbox: https://www.commoncraft.com/blog-categories/dropbox

[6] Case study 3S Grupa PLAY: https://explainvisually.co/case-study-projektu-dla-3s-grupa-play/

[7] Case study Crazy Egg: https://demoduck.com/portfolio/crazy-egg-explainer-video-case-study/

[8] Case study Akademii SkuteczneRaporty.pl: https://explainvisually.co/skuteczne-raporty/

[9] Computer Aided Design – Wikipedia: https://pl.wikipedia.org/wiki/Projektowanie_wspomagane_komputerowo

[10] Reaching 10 million downloads and the guerrilla marketing tactics we used to get there: https://techcrunch.com/2012/07/22/reaching-10m-downloads-and-the-guerrilla-marketing-tactics-we-used-to-get-there/

[11] Case study Inbenta: https://www.switchvideo.com/case-study-inbenta/

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About the author

Oscar Krysik

With over 10 years of experience working with renowned brands such as Lipton, Listerine, and Ben & Jerry’s, I have developed comprehensive communication plans, executed brand launches, and devised effective brand strategies. I am committed to understanding key messages and ensuring they reach the right audience. My experience also includes brand creation, exemplified by the launch of Benji’s Planet, a premium dog food brand. As a brand and marketing consultant, I help businesses craft their brand identity and communicate their value propositions effectively. I regularly update my skills with new certifications and stay abreast of marketing trends to ensure my strategies are cutting-edge. Outside of work, I am passionate about design, graphic arts, and enjoy bouldering in my free time. Contact me for expert brand and marketing consultation.

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You want to create a corporate video. You probably have a lot of questions. What to pay attention to? What is involved in the production of a video? How much do corporate films cost? If you type in "corporate films" in Google  over two million results come up. You...

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Imagine you are sitting comfortably on a plane, reading a book. Suddenly you feel turbulence that is much stronger than usual. You start to get anxious, especially since you see people around you panicking. Then you hear the captain's voice from the speakers: "Please...

Customer Segmentation: The Cornerstone of SaaS Pricing

Most personas are eye-rollingly useless. Product Managers usually create these personas to satisfy Agile’s user story framework, adding nothing (or even causing harm) to the process of creating breakthrough products and offers. The managers who create these useless...

How to get people to follow the recommendations of the Ministry of Health, doctors and pharmacists? [Visual Thinking in Medicine]

You have a fever, you feel weak, and your cough is getting worse. Normally this wouldn't concern you, but there is a coronavirus raging in the world so you have doubts. Just in case, you call the hotline. The lady on the other end of the phone patiently explains what...

Sales enablement: what it is, why implement it and how to do it

Sales enablement is primarily about making salespeople's work easier and faster for them to achieve sales targets. How does it work in practice? It is a bit like the organization of a football club. Let's look at Robert Lewandowski. Before the Bayern star steps out...

How did we help 3S Group generate leads using animation?

About the company: 3S Group - Polish provider of telecommunication services, data center and ICT solutions, and part of PLAY operator since 2019.     3S Group supports the realization of its clients' business visions by designing and implementing ICT solutions....

How we helped Israeli startup to win a 1,000,000$

About the company: Seegnature (now Reach): Israeli startup that creates an application for remote discussion and signing of contracts. Department: Company Founders. Problem: Seegnature entered the competition for the best insurance startup in Israel. The company...

How did Michelin sell tires in a country with no cars? Three examples of big brand content marketing that shows the power of good content

Before 1900, there were only 3,000 cars in France. At that time, brothers André and Édouard Michelin decided to start a company that sold tires.[1] Sound like a recipe for failure? Probably many people thought so, as how do you sell tires to people who don't need...

6 things without which your sales support and sales materials will be ineffective

You know the scenario? The conversation is going well, and the customer is interested. Finally, the potential customer says to the salesperson: "Then please send an offer. I'm having a meeting with my boss/team/partner and I'll let you know what the response is." The...

Content marketing that supports sales – what is a content funnel and how to use it

After publishing an article about content marketing of three global giants: Michelin, Pirelli and Guinness, our subscribers were strongly surprised as not many knew the stories.   The artice has not yet been translated to English, but in a shortcut: - When...

How to maximize ROI of your explainer video (22 non-bullshit practical tips)

These are the insights we got after producing hundreds of explainer videos.  Before you start 1) Check if the ROI numbers add up. Sometimes they don’t.   The easiest formula to calculate ROI is: Predicted Reach (i.e. 10 000 people) x Avg. deal size (i.e. 100$) x...

Animation versus illustration: which is more effective [based on research]

Walt Disney said: "Animation can represent anything the human mind can imagine. This ability makes it the most versatile and direct form of communication. At the same time, it is created to be appreciated by mass audiences."[1] Although this quote comes from one of...

Whiteboard animation: Best Business Cases

Whiteboard animation videos are special animated films, which educate customers about a company, a brand or its products. They have been used by marketing, sales and HR departments of the biggest companies for 10 years, but only just starting to gain popularity in...

13 ideas for using animation in business – practical videomarketing

Well-crafted animation can help in many elements of business. Most often, it supports companies in acquiring leads, training employees, presenting a product or service to customers, implementing procedures, or increasing conversions. Since you've already invested in...

How to sell when your product is not much different from the competition?

"If there is no difference, there is only indifference" said Louis Nizer Customers may think the same when your products are not much different from the competition. Of course you can lower the price but this may start a price war. Thousands of companies have faced a...

Vegan food market in Poland

Imagine that you go to Facebook and there are pictures of sausages, kabanos to be exact, everywhere. They are posted by your friends, the fan pages you like, and strangers on groups you belong to. Sounds like science fiction? Meanwhile, it is reality as kabanos are...

Veganism, vegetarianism and marketing: how to advertise and sell vegan products?

Veganism is on the rise. There is no question about it. To give you just a few recent examples... New vegan product a sales hit The first example is the British bakery chain Gregg. I first heard of its existence when it released vegan sausage rolls and I read about it...

How our animation helped the „Wiecej niż LEK” website earn their first 100 000 EUR

About the project:  “Więcej niż LEK” is a Medical Information Portal which is used to run high quality e-learning courses for students and graduates of medical colleges, which prepare them for, among other things, for the Final Medical Examination and the Final...

How to calculate if the explainer video will pay off?

As we wrote earlier in the text about explainer video, the production of such an animation usually costs from 2 000 to 7 000 EUR. How to calculate whether this expense will pay off? And how to estimate the explainer video's possible results?   In this text, we...

Product videos—types, prices, advantages and disadvantages (classic film, whiteboard animation, vector animation, and 3D animation)

Product videos are becoming more and more popular because they help to tell about the product in a few minutes. Thanks to them, the customer does not have to read a wall of text on the website or in the brochure. Sellers also feel relieved because they don't have to...

11 tips and tricks that will make it easier for you to make an explainer video

You want to commission a explainer video production. It is an important project because you need to talk about a strategic initiative, generate more leads, or implement a new procedure. You gave the company a general idea and...wait until they hit your vision? This is...

Our Team

Claudia Together with the late Michael (my fiancé at the time), I am a co-founder of ExplainVisually. At the beginning of the company's existence, I was a creative 3-in-1: I wrote scripts, storyboards, and drew films. This was the case with the first 84 films, but in...

The cooperation between TESCO and ExplainVisually has been extended to the Czech Republic and Slovakia

The shelves of supermarkets bend under the food. But what happens to food that is not bought? The last project in cooperation with TESCO brought us the answer to this question. We got a call from Gosia Tokarz, who asked us if we can prepare 7 by 2 meters infographics...

How did Millenium Bank educate its employees on standards of customer service? [Case Study]

About the company: Millenium Bank – one of the main banks in Poland, part of Banco Commercial Portuges. Department: Department of Quality–responsible for providing equal and high level of customer and sales service in the bank’s facilities.   Problem: Keeping the...

4 unobvious reasons that make your offer land in the basket

Thank you for the offer, we have decided to cooperate with another supplier;At this point we have suspended the project, we will contact you when we get back to it;Unfortunately, we are not interested. Every salesperson has heard these answers. Often, the reason for...

Our video telling a story about the most creative Polish School

Among dozens of projects that we have carried out this year, the film for the Kornel Makuszyński Elementary School in Radowo Małe is one of our favourites. And not only our favourite: the video scored over 1300 shares on Facebook. Why this project is so important to...

How did Orange tell their employees about the Continuous Improvement? [Case Study]

About the company: Orange – the biggest telecommunication operator in Poland and one of the main companies in the world, made it to the Fortune Global 500 list. Department: Customer Experience, trying to design the ideal customer experience and supporting the...

What is Graphic Recording (and Graphic Facilitation)?

When the lecturer starts his speech on the stage, the atmosphere of concentration fills the lecture hall. It is his name that brought the crowd to this conference. The slides complete his words, and hundreds of people are focused on him and try to remember as much as...

What is whiteboard animation (and how your business can benefit from it)?

Whiteboard animation is becoming more and more popular in business because of the clear and transparent way it provides information. Research shows that it has an advantage over text messages, and often also over static images and ordinary films. That is why it is...

What is explainer video (and how your business can benefit from it)?

  Explainer videos are short movies which explain complicated issues in an easy way. Typically they deliver information about companies, products and services. Today, explainer videos are used by thousands of companies around the world, including the largest...

The curse of knowledge: How it affects managers & marketers

Klątwa wiedzy jest efektem psychologicznym, który w ogromnym stopniu wpływa na naszą pracę oraz życie osobiste. W wielu wypadkach niestety negatywnie. Szczególnie narażone na jego skutki są osoby odpowiedzialne za komunikację w firmie – managerowanie, marketerzy,...

Goodbye to the best boss I’ve ever had

“I heard that you quit your job,” the words echoed in my ears. It was a call from Michał. How on earth did he already know?, I thought. It must have been our Lebanese friend who told him. He was the only person who knew. “Yes, that’s true. The message was being...

Klaudia Tolman of ExplainVisually in the jury of 50 Top Creative list

Klaudia Tolman, our Creative Director, is going to be one of the jurors in the 9th edition of the ranking of 50 Top Creative in Business. The ranking aims to honour companies and people: put their money on innovations and out-of-the-box solutions in their businesses,...

We got the results of the first nationwide research on Visual Thinking

Last year we co-created the very first nationwide research on Visual Thinking. Why did we decide to take part in reliable research on the effectiveness of visual thinking? For years now we have been hearing from our clients, that what we do, works. But it’s one thing...

Maciej Budkowski and Klaudia Tolman to host an “Expert” cycle meeting for Brief.pl

For the last 5 years, we have been building and developing our know-how. During that time we’ve carried out over 200 projects in 19 languages for dozens of corporations, startups and GOs. But never before have we publicly spoken about our agency experiences. This time...

Maciej Budkowski and Klaudia Tolman in the #agencja podcast

Just released, there’s an #agencja podcast featuring our managing team, Klaudia and Maciek. In the podcast we’re telling about our daily work. Link to the podcast –...

ExplainVisually’s film about European Funds submitted to Camerimage

In 2015 we made a film with the Mazovian Unit of EU Programmes Implementation in Warsaw. Its aim was to tell in a simple way how to gain European Funds. The project went very well and many organisations associated with European Funds considered it to set a good...

ExplainVisually’s infographics to support Polish Football Association

Maciek, our Managing Director, has been a huge fan of football for over 20 years and he’s always been dreaming about cooperation with the Polish Football Association. So when they actually called us to say that they needed to explain to football coaches complex...

ExplainVisually a laureate of the competition 50 Most Creative in Polish Business!

We are a laureate of this year’s ranking of 50 Most Creative in Business. 50 Creative is the biggest competition in its field in Poland. The ranking is carried out each year by Brief.pl. Amongst former laureates are CD Project, Brand24, iTaxi, LifeTube, Booksy or...

How to spend money to be happy? Our infographic in “Głos Mordoru” (“Voice of Mordor”)

“Money doesn’t bring happiness” or “You cannot have too much of a good thing”? Turns out, it depends on what you do with it. Those are the conclusions of Elizabeth Dunn and Michael Norton, Professors of British Columbia University and Harvard University. In their book...

Summary 2017

Christmas time has passed, so it’s time for some summary. We can’t describe this year with one word. 2017 was demanding, tragic, developing, successful, sad and joyful. In the period of 12 months we made over 70 films, which means we scored almost 200 total since the...

Our video helped to win 1,000,000$ in a Israeli’s startup competition

A week ago Seegnature, an Israeli InsurTech start-up, used our whiteboard animation during a pitch - presentation to the investors. The stake was high. Pitch is a key moment for a start-up. Several minutes of presentation may determine the company’s future. Especially...

HR Case Study: recruitment video

It was the end of May 2016, when we realized we could not put it off any longer. Everybody took their place, and we started the meeting. “We have to recruit new drawing artists! I can’t do it by myself any longer! We won’t manage when the new projects come…!” Klaudia...

Explainer video production process

Explainer video production process typically takes a few weeks (3-8). The production time depends on the film's duration, its complexity, the flow of works, communication between both parties (or three parties if an Agency also takes part in the discussion), work...