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 Predicted Conversion increase (i.e. 0,5%) / investment x 100%
 
So it makes the most sense to produce an explainer if you have:
  • good organic reach (Twitter or LinkedIn followers, e-mail lists, etc.) or the ability to get paid reach cheaply (FB Ads, YT Ads),
  • high ticket sales,
  • high potential for increasing conversion (typically because clients have problems with understanding your value proposition and what makes your product special).

     

2) Learn about the best case studies but be skeptical about them.
 
The three best case studies I know fall into the formula I’ve described above.
a. Dropbox that got +3% conversion rate.
  • They had a high organic reach as they placed the video on their referral page.
  • ​Their user was worth around 100$.
  • ​It was hard to get why Dropbox might be helpful. So the video helped people to understand it.
 
b. WNL, medical e-learning company from Poland, that got 42% conversion.
[​​But that’s the Landing Page conversion with a video, not the video surplus like in the Dropbox case.]
  • They had an organic reach as they had a great quality e-mail list of future doctors.
  • Their user was worth around 400$.​​
  • Their e-learning was something new, so people needed to understand why it’s unique.​​
 
c. Crazy Egg that got 64% conversion.
  • They had a great reach – it was Neil Patel’s company.
  • Their user was worth around 100$.
  • They sold a heatmap analysis tool which was a new thing at that time. Heatmaps were easy to explain with visuals, so the video worked.
 
But… we all get how it works. These are the best cases. From thousands or even millions of explainers. Don’t expect that you’ll get similar results.
That’s why it’s so important to estimate your ROI. And if you decide to produce a product video, squeeze 100% out of it.
 
3) Set aside enough time for the production.
 
Typically explainers are evergreen content.
 
It means that you’ll stick with the video for a long time. Not for a three-month-long campaign but for three years. So don’t do them half-assed.​​
 
The process in most studios takes 3-6 weeks. It’s good not to rush it too much because the quality/creativity will suffer.
 
​4) Have one goal (not two, not three) from the start.
 
In theory, it’s easy. But not in practice when you have multiple stakeholders.
 
If you want to generate leads, focus on generating leads. If you want a meeting icebreaker for salespeople, focus on that.
 

In the end, you can have 2-3 goals. But the studio (and their copywriters) need to understand what’s the goal nr 1.

5) Use it as an opportunity to work on your product narrative.
Make this project a reason to align your team around one consistent product narrative. Get sales onboard. Get their insights from customers’ conversations. Do some conversations yourself.

 
The studio may conduct a workshop where they combine your marketing and sales perspectives. If they can’t, do it yourself.
 
The insights and alignment you get might be the most significant ROI of the production.
 

Negotiating with the studio

6) If you can, talk directly with the studio.
 
That’s an obvious one. Agencies typically get 10-30% from the deal for forwarding e-mails.
If you want to find a studio yourself – I recommend taking a look at Clutch.co. On Clutch, the reviews are LinkedIn-verified. And very detailed, so they’re almost like case studies.
 
​7) Ask to provide your voice-over.
 
Voice-overs can be expensive.
 
Some studios buy them via big voice-over companies. These companies can charge up to 3 times more vs. working directly with an artist.
So if you bring your voice-over, the whole project may become cheaper.
 
​​​8) Negotiate the payment terms.
 
Most studios work via agencies. Which means they wait for money between 30 and 90 days.
 
So ask the studio how much they can give you off if you make a 50% downpayment. Typically, the account manager can’t decide (and understand why cash flow is important), so ask his boss.​​
 
You can expect a 5-15% price cut.
 

Video’s content

9) Treat the script like a copy, not an artistic folly.
The script is an essential part of the video.
Just like copy is sales at scale, the product video can be a sales presentation at scale.
 
You can write it yourself or give it to the studio.
 
I recommend asking the studio to write it. That’s because you will get a fresh perspective on your product. And if the script is terrible, you can always edit/rewrite it yourself.
 
Whether you give feedback to the studio or write it yourself, remember to​​ follow Dave Gerhardt’s rules from Laws of Copywriting:
  • Learn how people make decisions.
  • Uncover the selfish benefit.
  • Tell a great story.
  • Write like you talk.
  • Use customers’ words, not yours.
  • Write choppy copy.
  • Be specific.
  • Nail the headline.
  • Back it up with social proof.
  • Address objections upfront.
 
10) Don’t go for the “This is Ken, Ken is a salesman, and he has a problem updating the CRM” format.

If you’re not good at storytelling, don’t for for the „This is Ken, Ken is a salesman, and he has a problem updating the CRM” format.

If you don’t play it well it will be boring because this format has been used many times. No one would give a damn about Ken.

If you’re not good at storytelling, make your audience a hero.

 Address them directly by saying i.e. “Do you have problems with updating your CRMS?”

​​11) Don’t go for stock videos (unless you’re really tight on a budget or need to do 100s of them).
 
You can do them cheaply. But they all look the same. So people may switch off.
 
12) Tie the length of the video to context and moment in the pipeline
 
There’s no ‘best video length’ just like there’s no ‘best content length.’
It depends mostly on two things: how focused your client is and what’s his position in the funnel.
 
Examples of high focus vs. low focus contexts:
  • ​​LinkedIn vs. TikTok;
  • Homepage ​​​​​​vs. FB Ad;
  • Stakeholder’s e-mail inbox vs. YouTube campaign.
Position in the funnel:
  • Top of the funnel – “Just looking around,”
  • Middle of the funnel – “I’m comparing different options,”
  • Bottom of the funnel – “I want to make a decision.”
The lower they’re in the funnel, the more time they can spend on your video. If you don’t believe it, recall the last moment you were looking for a new tool and how much time you have spent on research.
 
​So what are the best video lengths IMO?
Low-focus/Top of the funnel:
30 – 60 sec.
 
High focus/Bottom of the funnel:
120 – 180 sec.
 
When it comes to the time, I recommend a smart trick.
 
If you go for a minute-long video, make the length 0:59. Psychologically, it looks much shorter than 1:01.
Then you can send it to your client and say, “It’s just 59 seconds”.​​
 

Distribution

13) Don’t post links. Post videos in native Social Media format.
 
An obvious one, but it’s good to remember about it. Especially if you give this task to someone else.

14) Work on your YouTube SEO.
 
Here’s an excellent how-to guide:
 
It can pay off very well if you go for more specialized keywords.
 
One of our videos had only 14 views when it started showing up on Google. That’s because there were many articles about the subject but very few videos.
 
woman in room, bacteria viruses fungi in air

Or animationfor SHARP has got over 100 thousand views so far.

 
15) DM (or e-mail) your employees, clients, and friends to like it or share it on Social Media.
 
Very underutilized tactics. One of our clients got 150 likes on LinkedIn and massive reach using this tactic. And it was a video about Excel courses.​
 
16) Test it on Landing Pages.
 
You could have heard that Rypple achieved a 20% increase in conversion after adding an explainer to their LP.
 
It’s a nice story, but it doesn’t mean it will work the same in your case. I’ve seen LPs that got lower conversion rates when the video was added.
So it’s crucial to test it.
 
​17) ​​​​​​​Get a good Landing Page
 
A good video will make a bad LP perform better. But it won’t save it. So work on that as well.
 
You can use the narrative (and visuals) created in the video to improve your LP and make the message consistent.
Or go the other way round – ask the studio to produce a video that’s in line with your Landing Page’s visual identity.
 
18) Consider adding the video’s link to your Contact’s autoresponder.
 
You can go for something like
 
​“Hey, We’re preparing the answer. In the meantime, you can watch how our solution can help you. It’s just 87 seconds.”
 
19) Test the video on FB Ads.
 
The FB video ads are supercheap, and sometimes they can generate significant returns.
 
 
They can use it as an:
– onboarding tool that explains to newcomers what’s your solution about,
– prospecting tool, which means they send a video to potential clients,
– stakeholders-alignment tool as they send it after the meeting, so people who didn’t attend the meeting can understand your solution​​​

We do our workshops in Mural

After the production

21) Update your video
 
Make a deal with the studio that they’ll archive the video for 2-3 years.
​​Then if something changes in your product, you can update the video cheaply.
 
​22) Ask the studio to use the visuals from the video.
 
You can get nice consistent banners, Landing Page visuals, etc.
 
 
 
***
 
And this is it.
 
If you estimated your ROI from the explainer video and it’s positive, take a look at our Portfolio. Maybe you will like our animations and we will produce something together.
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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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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...