[et_pb_section fb_built=”1″ _builder_version=”3.22.3″ da_disable_devices=”off|off|off” locked=”off” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]<\/p>\n
As we wrote earlier in the text about explainer video<\/a>, the production of such an animation usually costs from 2 000 to 7 000 EUR.<\/p>\n How to calculate whether this expense will pay off? And how to estimate the explainer video’s possible results?<\/p>\n <\/p>\n In this text, we will tell you, step by step:<\/strong><\/p>\n 1) What are the best results you can expect;<\/p>\n 2) What indicators should be taken into account when calculating the profitability of production depending on whether it is for marketing, sales, or internal communication;<\/p>\n 3) How to translate it into specific numbers.<\/p>\n <\/p>\n And at the end of the article, we give you the possibility to download the ROI calculator in Excel. Thanks to it, you can easily estimate the return on investment for your company’s explainer video.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.7.4″]<\/p>\n In this area, we have the most information on the ROI of an explainer video. However, it should be remembered that you still have to deduct the costs of marketing campaigns in some cases.<\/p>\n The most spectacular case is the explainer video of Dropbox. It cost several thousand dollars and helped attract (according to various estimates) about 150,000 users<\/strong>, translating into a $15 million revenue<\/strong>. However, this result is from “the best of the best” category. Dropbox’s product was also very viral itself, so it is hard to expect to replicate this kind of result.<\/p>\n In the startup sphere, we have, for example, the history of the Israeli Seegnature, where several thousand dollars were converted into a million dollars for first place in the contest for the best insurance startup in Israel<\/a>. This gives an ROI of 22486%.<\/p>\n From the Polish backyard, an interesting case study is an animation for the platform “Wi\u0119cej ni\u017c LEK”<\/a> it helped the company earn its first 100 000 EUR. In this case, it has ROI of 4445%, although the campaign costs would still have to be deducted.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.7.4″]<\/p>\n In this area, ROI will be based primarily on savings.<\/p>\n One of the world’s largest beverage companies used HSE animations instead of training<\/strong>. According to their information, this saved 50 hours\/month in 20 factories in Europe. Thus, every month it was a saving of 1,000 man-hours and on an annual basis 12,000 man-hours.<\/p>\n Even assuming the rate of 8 EUR gross\/hour (according to the Polish national average in 2019), we are talking about savings of 70-100 thousand EUR per year<\/strong>. More on this cooperation and its results: Review on Clutch from HSE Manager at Carlsberg.<\/a><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.7.4″]<\/p>\n <\/p>\n It is difficult to give specific figures in this area.<\/p>\n Few companies measure the level of understanding of their new strategy, which makes it difficult to show that an explainer video helps to improve it.<\/p>\n That’s why here it usually stops at soft indicators.<\/p>\n For example, when we did a series of animations about the new IKEA GBS strategy, employees from several offices told the board that they finally understood the “Big Picture” and that it would be easier for them to implement the strategy<\/strong>. The American company XPLANE, on the other hand, achieved an 87% understanding and support of its client’s strategy.<\/p>\n Although it is difficult to convert such a result into money, in the following text, we propose some indicators that will help to estimate the value of such material.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.7.4″]<\/p>\n <\/p>\n Here we propose four main indicators.<\/p>\n <\/p>\n 1) Reach<\/strong><\/p>\n Why:<\/p>\n If we’re doing a small campaign on a fanpage with 100 followers and most of them are our friends and family, the results may not be stunning.<\/p>\n But if we have up to 100,000 followers, everything changes.<\/p>\n That’s why both client’s organic reach<\/strong> (size of the fanpage, number of followers on LinkedIn, number of subscribers on YouTube) and paid reach<\/strong>, implemented by the campaign, are important.<\/p>\n Of course, it happens that the explainer video becomes a mini-viral, just like the AutoCAD WS explainer video, which reached over a million views<\/a>. But because an explainer video is primarily informative material, it is better not to assume it will become viral.<\/p>\n What’s important, if we have a good animation, it’s possible that we’ll reach a higher range with the same budget<\/strong>. In the case of 3S Grupa PLAY<\/a> (a Polish telecommunication company), for example, we were able to generate B2B leads 10X cheaper.<\/p>\n [\/et_pb_text][et_pb_code disabled_on=”on|on|on” _builder_version=”4.0.7″ disabled=”on”][\/et_pb_code][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.0.7″][et_pb_column type=”4_4″ _builder_version=”4.0.7″][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2020\/10\/Radowo-Male-explainer-video.png” align=”center” _builder_version=”4.0.7″ width=”64%”][\/et_pb_image][et_pb_text _builder_version=”4.7.4″]<\/p>\n The results like 1400 shares make your hopes up, but they are rare.<\/span><\/em><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.0.7″][et_pb_column type=”1_5″ _builder_version=”4.0.7″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.0.7″][et_pb_text _builder_version=”4.7.4″]<\/p>\n 2) Customer value<\/strong><\/p>\n Why:<\/p>\n If we sell socks and our client is worth 10 EUR, we have to reach many of them for the video to pay off.<\/p>\n In the case of high-margin businesses in which the client is worth, e.g., 3 000 EUR, three clients are enough for the explainer’s investment to come out on top.<\/strong><\/p>\n Here, of course, the question arises whether the clients deciding on such expenses watch the video at all. According to Forbes’ research in 2010, as many as 65% of the decision-makers visited the supplier’s website after watching his video<\/a>. Over the past decade, people have been watching more videos than less, so we can assume that customers like video.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.7.4″]<\/p>\n <\/strong><\/p>\n 3) Conversion<\/strong><\/p>\n Why:<\/p>\n If customers understand perfectly well why it’s worth buying our product and don’t keep up with orders, investing in an explainer video won’t necessarily make sense.<\/p>\n However, if we want to increase the conversion and manage to hit this rate by 3% (as Dropbox did, jumping from 30% to 33%), it is a concrete increase that translates into the number of leads generated and customers acquired.<\/p>\n And the strength of the explainer video lies in the fact that it makes the recipient<\/strong> better understand the product<\/strong> being sold. So, if the product really makes sense, your client is more likely to fill out a form, make an appointment and finally make a purchase.<\/strong><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.7.4″]<\/p>\n <\/p>\n 4) Time horizon<\/strong><\/p>\n Why:<\/p>\n If you use a video in a week-long campaign, it has very little time to pay back.<\/p>\n Explainer videos<\/strong>, on the other hand, are the so-called evergreen content.<\/strong> This means that they are not used for just one campaign but are used on a website or in the work of salespeople for many years.<\/strong><\/p>\n Therefore, you need to consider how long you plan to use the material. Most often, our clients use animation for at least three years.<\/p>\n A good example is the previously mentioned “Wi\u0119cej ni\u017c LEK,” which has been using the video for more than three years and has gained more than 35.000 views in its very narrow target group.<\/p>\n <\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.0.7″][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.25.4″][et_pb_column type=”4_4″ _builder_version=”3.25.4″][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2020\/12\/explainer-video-worth-it-views.png” title_text=”explainer video worth it views” align=”center” _builder_version=”4.7.4″][\/et_pb_image][et_pb_text _builder_version=”4.7.4″]<\/p>\n Animations are used and work for the company for several years. Thanks to that the number of views is accumulated.<\/em><\/p>\n \u00a0<\/em><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]<\/p>\n Here the indicators will have a few things in common with the marketing ones.<\/p>\n <\/p>\n 1) Average number of prospects<\/strong><\/p>\n Why:<\/p>\n If our salesman talks to 10 potential clients per month, the scale of the video effect will be smaller than if they talk to 100.<\/p>\n In the case of an explainer video, you also need to include people who will get in touch with the salesman themselves after he publishes the video on LinkedIn.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.0.7″][et_pb_column type=”4_4″ _builder_version=”4.0.7″][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2020\/05\/linkedin-Bartosz-Czapiewski.jpg” align=”center” _builder_version=”4.0.7″][\/et_pb_image][et_pb_text _builder_version=”4.7.4″]<\/p>\n Publishing an explainer video on LinkedIn can get a lot of responses and encourage customers to contact the salesman.<\/span><\/i><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]<\/p>\n 2) Conversion<\/strong><\/p>\n Why:<\/p>\n If the product “sells itself” and the seller’s role is limited to placing orders, the explainer video may not be necessary.<\/p>\n But if on average, you want to make 10 prospects out of 100 people you call, when you raise this ratio to 20 prospects per 100 calls, you will usually get better results.<\/p>\n And here the explainer video can be useful because it will tell your potential clients about your product clearly, concisely, and effectively. This will not only make the customer more willing to make a purchase but will also disqualify those who have misunderstood our services – so that sellers do not waste time on customers who will not buy the product anyway.<\/p>\n And as LiveSpace’s report “Co si\u0119 naprawd\u0119 liczy w sprzeda\u017cy B2B”<\/a> shows, as much as 72% of B2B buyers believe that the presentations of the company’s offer could be shorter and more comprehensive.<\/p>\n Moreover, the explainer is used in the prospecting phase and the later stages of the funnel. First of all, it is used to supplement the knowledge about our offer to those who were not at the meeting.<\/p>\n An interesting example here is the case study of the Akademia Skuteczne Raporty.pl, which successfully used animation to convince HR departments to order training courses in advanced Excel functions.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.25.4″][et_pb_column type=”4_4″ _builder_version=”3.25.4″][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2020\/12\/sales-funnel-offer.png” title_text=”sales funnel offer” align=”center” _builder_version=”4.7.4″][\/et_pb_image][et_pb_text _builder_version=”4.7.4″]<\/p>\n In sales explainer videos are used primarily in the first stages of the funnel.<\/em><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]<\/p>\n 3) Customer value<\/strong><\/p>\n Why:<\/p>\n It is similar to marketing – if we sell socks and our client is worth 10 EUR, we have to get to many of them to make the video pay off.<\/p>\n But if we have a few business customers worth 5, 10 or 20 thousand EUR, then with the first few customers we get, the investment pays off. And then each additionally acquired client means additional profit.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.7.4″]<\/p>\n <\/p>\n 4) Number of salespeople<\/strong><\/p>\n Why:<\/p>\n Suppose we have a single salesman who takes care of everything and handles an average of 50 prospects per month. In that case, the video effect can be good because it will relieve the salesman from explaining the same thing to new clients all over again.<\/strong><\/p>\n But it will be even better if we have 10 such salesmen.<\/p>\n Each additional salesman is like a screen on which the video will be displayed. The more salesmen, the greater the reach to customers.<\/strong><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.7.4″]<\/p>\n <\/p>\n 5) Time horizon<\/strong><\/p>\n Why:<\/p>\n Here the reasons are the same as in marketing – the longer you use the material, the longer it befits your company.<\/p>\n Salespeople usually use explainer videos for 3-5 years. This means that your video will earn you money long after you forget you’ve paid for it.<\/strong><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.0.7″ locked=”off”][et_pb_column type=”4_4″ _builder_version=”4.0.7″][et_pb_button button_url=”https:\/\/explainvisually.co\/wp-content\/uploads\/2021\/02\/Calculator-How-to-calculate-if-the-explainer-video-will-pay-off.xlsx” url_new_window=”on” button_text=”Download ROI Calculator” button_alignment=”center” _builder_version=”4.7.4″ custom_button=”on” button_text_size=”16px” button_text_color=”#ffffff” button_bg_color=”#34A7CA” button_border_radius=”35px” button_font=”||||||||” button_use_icon=”off” background_layout=”dark” custom_padding=”19px|64px|19px|64px” locked=”off”][\/et_pb_button][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]<\/p>\n Here, we rely primarily on three indicators.<\/p>\n <\/p>\n 1) Number of employees<\/strong><\/p>\n Why:<\/p>\n If we have several employees, we can give them the most important procedures ourselves. And if they have questions, they’ll ask.<\/p>\n But if you make these employees 2000, the cost of reaching them by traditional methods such as 1 on 1 talks, workshops or training will be very high.<\/p>\n So if you can spend the money once and remind thousands of people about the procedures using a video, it’s a clear saving for the company.<\/strong><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.7.4″]<\/p>\n <\/p>\n 2) Number of mistakes made<\/strong><\/p>\n Why:<\/p>\n Nobody makes instructional videos of making ordinary tea. Not without reason – it is difficult to make a mistake during this procedure.<\/p>\n It is much easier to make a mistake when you are serving a customer, operating a machine, or an IT system. And our mistake usually means that someone has to take their time to fix it, which costs money.<\/p>\n So if there are a lot of mistakes, then the reasonability of an explainer video increases.<\/strong><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.7.4″]<\/p>\n <\/p>\n 3) Consequences of errors<\/strong><\/p>\n Why:<\/p>\n Heating a fish in a company microwave can fill the kitchen with an unpleasant smell, but the business consequences are not too great.<\/p>\n On the other hand, mistakes in the area of customer service or sales can mean specific losses for the company.<\/p>\n Errors in the area of health and safety may stop production at the factory and translate into a huge loss of money, not to mention injuries to employees.<\/p>\n In the case of errors in the area of cybersecurity, financial and reputational losses can be even greater.<\/p>\n So if an explainer\u00a0 video can help you understand and apply these procedures, it actually translates into savings for the company.<\/strong><\/p>\n That is why, among others, Bank Millennium decided to invest in such an educational campaign on customer service standards<\/a>, and Norwegian Carlsberg educates employees on occupational health and safety<\/a>.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.25.4″][et_pb_column type=”4_4″ _builder_version=”3.25.4″][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2021\/01\/explainer-video-cost.jpg” title_text=”explainer video cost” align=”center” _builder_version=”4.7.4″][\/et_pb_image][et_pb_text _builder_version=”4.7.4″]<\/p>\n The consequences of not following the procedures can be very severe for companies.<\/em><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]<\/p>\n Here we also offer 3 indicators.<\/p>\n <\/p>\n 1) Number of employees<\/strong><\/p>\n Why:<\/p>\n If a company has 30 employees, it probably doesn’t make sense to make a video about strategy.<\/p>\n Usually, in such companies, the flow of information is fast, you can talk to the CEO in the kitchen while making coffee, and everyone more or less knows where the company is going.<\/p>\n However, if the company employs 3,000 people, it means that it has many departments that do not have much contact with each other.<\/p>\n If a strategy is created, it means that not everyone will be able to ask for details. Therefore, we risk that employees will start playing Chinese whispers and turn the relevant details of the strategy. And as a consequence, they do not act accordingly to the Management Board’s thoughts.<\/strong><\/p>\n However, if we manage to influence 3000 employees and they work up to 1% more productively, with so many people, the effects can be very noticeable.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.7.4″]<\/p>\n <\/p>\n 2) How much does it cost to create a strategy<\/strong><\/p>\n Why:<\/p>\n If the strategy was developed during an evening conversation between two board members (e.g. while drinking wine), the cost of its development would not be high.<\/p>\n Of course, the consequences of not implementing it may still be felt, but although we do not have the impression that “so much time has gone by, we have worked so hard, and the effect is weak.”<\/p>\n On the other hand, if four board members built the strategy in a few hours’ workshops, and they ordered a market research, the cost of developing such a strategy is high.<\/p>\n Since thousands of euros have already been invested, poor communication will simply be a waste of that money.<\/strong><\/p>\n <\/p>\n 3) Expected financial benefits from the project\/strategy implementation<\/strong><\/p>\n Why:<\/p>\n If we are implementing a project that has little impact on the company’s finances, it is possible that it is not worth investing in additionally and ordering an explainer video.<\/p>\n While in the case of strategy, it is easy to estimate what results we expect, how to do it during softer projects like implementing feedback-style culture? One of the ways is to think about what such a project can influence.<\/p>\n In the case of feedback, it can be: fewer mistakes made (because employees know what they do right and wrong), less rotation and therefore recruitment costs (because the atmosphere in the company improves), or fewer conflicts slowing down work.<\/p>\n Of course, it is difficult to turn it into a specific number, but it is worth to try to estimate its impact on the company’s finances. Examples of ideas for approaching the topic can be found in Michael Heller’s text<\/a>.<\/p>\n <\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.7.4″]<\/p>\n <\/p>\n 4) A chance the project\/strategy may be misunderstood, which may result in worse implementation.<\/strong><\/p>\n Why:<\/p>\n If your strategy is to sell more of the cheapest products, it will be easy to comprehend. A few PowerPoint slides are enough. Therefore, there is little chance of misunderstanding.<\/p>\n However, if the strategy is a mix of customer focus, digital transformation and organizational culture change, there is room for misunderstanding.<\/p>\n The second component is also important, i.e. whether a misunderstanding of the project\/strategy results in worse implementation. According to some studies, 70%<\/a> or even 95% of employees do not fully understand the company strategy<\/a>.<\/p>\n But will the fact that a warehouse worker in Walmart does not understand the strategy significantly affect his company’s results? Not really. On the other hand, Walmart’s distribution manager should probably know and understand the strategy in order to be able to implement it wisely.<\/p>\n Therefore, in the case of complex strategies, the possibility to explain and illustrate plans with an explainer video can be very useful.<\/strong><\/p>\n <\/strong><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.25.4″][et_pb_column type=”4_4″ _builder_version=”3.25.4″][et_pb_image src=”https:\/\/explainvisually.co\/wp-content\/uploads\/2021\/01\/strategy-company-understanding1.png” title_text=”strategy company understanding(1)” align=”center” _builder_version=”4.7.4″][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″]<\/p>\n Click the button below to download a template in Excel, where you can put your numbers and count for yourself if such a service is worth it.<\/p>\n <\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_button button_url=”https:\/\/explainvisually.co\/wp-content\/uploads\/2021\/02\/Calculator-How-to-calculate-if-the-explainer-video-will-pay-off.xlsx” url_new_window=”on” button_text=”Download ROI Calculator” button_alignment=”center” _builder_version=”4.7.4″ custom_button=”on” button_text_size=”16px” button_text_color=”#ffffff” button_bg_color=”#34A7CA” button_border_radius=”35px” button_font=”||||||||” button_use_icon=”off” background_layout=”dark” custom_padding=”19px|64px|19px|64px” hover_enabled=”0″ locked=”off” sticky_enabled=”0″][\/et_pb_button][et_pb_text _builder_version=”4.7.4″]<\/p>\n Will an explainer video, which goes quickly through the subject (without resolving viewer’s doubts) and puts the whole message in an unattractive form, achieve similar results?<\/p>\n No.<\/p>\n That is why it is worth focusing on quality in production, especially since the difference between an average explainer video and a good one can amount to 2 000 – 7 000\u20ac. At the same time, the difference in business effects can amount to tens, and sometimes hundreds of thousands of euros.<\/p>\n Especially since an explainer video is usually used for years. Quality is remembered much longer than then price.<\/strong><\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”3.25.4″ locked=”off”][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”3.25.4″][et_pb_text _builder_version=”4.7.4″ hover_enabled=”0″ locked=”off” sticky_enabled=”0″]<\/p>\n Our explainer videos:<\/strong><\/p>\n [\/et_pb_text][et_pb_button button_url=”https:\/\/explainvisually.co\/en\/explainer-video\/” url_new_window=”on” button_text=”Explainer videos” button_alignment=”center” admin_label=”Button” _builder_version=”4.7.4″ custom_button=”on” button_text_size=”16px” button_text_color=”#000000″ button_bg_color=”#f5d220″ button_border_color=”rgba(0,0,0,0)” button_border_radius=”34px” button_font=”||||||||” button_use_icon=”off” background_layout=”dark” custom_padding=”19px|64px|19px|64px” hover_enabled=”0″ box_shadow_style=”preset3″ locked=”off” sticky_enabled=”0″][\/et_pb_button][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”3.25.4″][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.0.7″][et_pb_column type=”4_4″ _builder_version=”4.0.7″][et_pb_code _builder_version=”4.0.7″][\/et_pb_code][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.0.7″][et_pb_column type=”1_5″ _builder_version=”4.0.7″][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.0.7″][et_pb_code _builder_version=”4.7.4″][FM_form id=”11″][\/et_pb_code][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.0.7″][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" 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 will tell you, step by step: 1) […]<\/p>\n","protected":false},"author":6,"featured_media":10904,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":" [et_pb_section fb_built=\"1\" _builder_version=\"3.22.3\" da_disable_devices=\"off|off|off\" da_is_popup=\"off\" da_exit_intent=\"off\" da_has_close=\"on\" da_alt_close=\"off\" da_dark_close=\"off\" da_not_modal=\"on\" da_is_singular=\"off\" da_with_loader=\"off\" da_has_shadow=\"on\"][et_pb_row column_structure=\"1_5,3_5,1_5\" _builder_version=\"3.25.4\"][et_pb_column type=\"1_5\" _builder_version=\"3.25.4\"][\/et_pb_column][et_pb_column type=\"3_5\" _builder_version=\"3.25.4\"][et_pb_text _builder_version=\"4.0.7\"]<\/p> Jak pisali\u015bmy wcze\u015bniej w tek\u015bcie o explainer video,<\/a><\/span>\u00a0produkcja takiej animacji najcz\u0119\u015bciej kosztuje od 4 000 do 15 000 z\u0142.<\/span><\/p> Jak policzy\u0107, czy ten wydatek op\u0142aci si\u0119 firmie? I jak oszacowa\u0107, jakich rezultat\u00f3w mo\u017cesz si\u0119 spodziewa\u0107?<\/span><\/p> \u00a0<\/p> W tym tek\u015bcie opowiemy krok po kroku:<\/strong><\/p> 1) jakich najlepszych wynik\u00f3w mo\u017cesz si\u0119 spodziewa\u0107,<\/span><\/p> 2) jakie wska\u017aniki wzi\u0105\u0107 pod uwag\u0119 przy obliczaniu op\u0142acalno\u015bci produkcji w zale\u017cno\u015bci od tego, czy jest to materia\u0142 pod marketing, sprzeda\u017c czy komunikacj\u0119 wewn\u0119trzn\u0105,<\/span><\/p> 3) jak prze\u0142o\u017cy\u0107 to na konkretne liczby.<\/span><\/p> \u00a0<\/p> A na ko\u0144cu artyku\u0142u dajemy mo\u017cliwo\u015b\u0107\u00a0 \u015bci\u0105gni\u0119cia kalkulatora ROI<\/span> <\/strong><\/a>w Excelu. Dzi\u0119ki niemu\u00a0mo\u017cesz w prosty spos\u00f3b oszacowa\u0107 zwrot z inwestycji w explainer video w swojej firmie.<\/span><\/p> \u00a0<\/p> W tym obszarze mamy najwi\u0119cej informacji nt. ROI explainer video. Trzeba jednak pami\u0119ta\u0107, \u017ce w niekt\u00f3rych wypadkach trzeba jeszcze odliczy\u0107 koszty kampanii marketingowych.<\/span><\/p> Najbardziej spektakularnym case'm jest explainer video Dropboxa, kt\u00f3ry kosztowa\u0142 kilka tysi\u0119cy dolar\u00f3w, a pom\u00f3g\u0142 pozyska\u0107 (wed\u0142ug r\u00f3\u017cnych szacunk\u00f3w) ok. 150 000 u\u017cytkownik\u00f3w, co prze\u0142o\u017cy\u0142o si\u0119 na 15 mln $ przychodu<\/a>. Jest to jednak wynik z kategorii \"the best of the best\", a do tego produkt by\u0142 bardzo wdzi\u0119czny, wi\u0119c trudno oczekiwa\u0107 jego powt\u00f3rzenia.<\/span><\/p> W sferze startupowej mamy np. histori\u0119 izraelskiego Seegnature, gdzie kilka tysi\u0119cy dolar\u00f3w zamienili na milion dolar\u00f3w<\/a> za pierwsze miejsce w konkursie na najlepszy startup ubezpieczeniowy w Izraelu.\u00a0<\/span>Daje to ROI na poziomie 22486%.<\/span><\/p> Z polskiego podw\u00f3rka ciekawym casem jest portal \u201cWi\u0119cej ni\u017c LEK\u201d, kt\u00f3remu animacja pomog\u0142a zarobi\u0107 pierwsze 400 000 z\u0142.\u00a0<\/a><\/span>W tym wypadku jest to ROI na poziomie 4445%, cho\u0107 trzeba by jeszcze odliczy\u0107 koszty kampanii.<\/span><\/p> \u00a0<\/p> W tym obszarze ROI b\u0119dzie oparte przede wszystkim na oszcz\u0119dno\u015bciach.<\/span><\/p> Jedna z najwi\u0119kszych na \u015bwiecie firm napojowych (case study w przygotowaniu) zastosowa\u0142a animacje BHP zamiast szkole\u0144<\/strong>. Wed\u0142ug ich informacji oszcz\u0119dzi\u0142o to 50 godz.\/miesi\u0119cznie w 20 fabrykach w Europie. Zatem w skali miesi\u0105ca by\u0142a to oszcz\u0119dno\u015b\u0107 na poziomie 1 000 roboczogdzin, a w skali roku na poziomie 12 000. roboczogodzin.<\/span><\/p> Nawet zak\u0142adaj\u0105c stawk\u0119 30 z\u0142 brutto\/h (wedle polskiej \u015bredniej krajowej 2019 r.), to daje oszcz\u0119dno\u015b\u0107 na poziomie 360 000 z\u0142 rocznie.<\/strong><\/span><\/p> \u00a0<\/p> W tym obszarze trudno poda\u0107 konkretne liczby.<\/span><\/p> Niewiele firm mierzy poziom zrozumienia nowej strategii, przez co trudno pokaza\u0107, \u017ce explainer video pom\u00f3g\u0142 go poprawi\u0107.<\/span><\/p> Dlatego tutaj zwykle poprzestaje si\u0119 na mi\u0119kkich wska\u017anikach.<\/span><\/p> Przyk\u0142adowo, gdy robili\u015bmy seri\u0119 animacji o nowej strategii IKEA GBS, to pracownicy z kilku biur m\u00f3wili zarz\u0105dowi, \u017ce w ko\u0144cu rozumiej\u0105 \u201cBig Picture\u201d i \u017ce \u0142atwiej b\u0119dzie im wdro\u017cy\u0107 strategi\u0119 w \u017cycie.\u00a0<\/strong>Z kolei ameryka\u0144ska firma XPLANE osi\u0105gn\u0119\u0142a zrozumienie i wsparcie strategii swojego klienta na poziomie 87%<\/a> .<\/span><\/p> Cho\u0107 trudno zamieni\u0107 taki rezultat na z\u0142ot\u00f3wki, to w dalszej cz\u0119\u015bci tekstu proponujemy par\u0119 wska\u017anik\u00f3w, kt\u00f3re pomog\u0105 oszacowa\u0107 warto\u015b\u0107 takiego materia\u0142u.<\/span><\/p> \u00a0<\/p> \u00a0<\/p> Proponujemy tutaj 4 g\u0142\u00f3wne wska\u017aniki.<\/span><\/p> \u00a0<\/p> 1) Zasi\u0119gi<\/strong><\/p> Dlaczego:<\/span><\/p> Je\u017celi robimy ma\u0142\u0105 kampani\u0119 na fanpage\u2019u, kt\u00f3ry ma 100 followers\u00f3w i wi\u0119kszo\u015b\u0107 z nich to nasi znajomi i rodzina, to efekty mog\u0105 nie by\u0107 powalaj\u0105ce.<\/span><\/p> Ale je\u017celi mamy trafimy do 100 000 os\u00f3b, wszystko mo\u017ce si\u0119 zmieni\u0107.<\/span><\/p> Dlatego wa\u017cne s\u0105 zar\u00f3wno zasi\u0119gi organiczne klienta<\/strong> (wielko\u015b\u0107 fanpage\u2019a, liczba followers\u00f3w na LinkedIn, liczba subskrybent\u00f3w na YouTube), jak i zasi\u0119gi p\u0142atne<\/strong>, realizowane przez kampani\u0119.<\/span><\/p> Oczywi\u015bcie zdarza si\u0119, \u017ce explainer stanie si\u0119 mini-viralem i sam dobije zasi\u0119g, tak jak film AutoCAD WS, kt\u00f3ry osi\u0105gn\u0105\u0142 ponad milion wy\u015bwietle\u0144<\/a>. Ale przez to, \u017ce explainer video jest materia\u0142em przede wszystkim informacyjnym, lepiej tego nie zak\u0142ada\u0107.<\/span><\/p> Co wa\u017cne, je\u017celi mamy dobr\u0105 animacj\u0119, to mo\u017cliwe \u017ce b\u0119dziemy osi\u0105gali wi\u0119ksze zasi\u0119gi przy takim samym bud\u017cecie<\/strong>. W przypadku 3S Grupa PLAY np.\u00a0uda\u0142o si\u0119 wygenerowa\u0107 leady 10-krotnie taniej<\/a>.<\/p> [\/et_pb_text][et_pb_code disabled_on=\"on|on|on\" _builder_version=\"4.0.7\" disabled=\"on\"][\/et_pb_code][\/et_pb_column][et_pb_column type=\"1_5\" _builder_version=\"3.25.4\"][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\"4.0.7\"][et_pb_column type=\"4_4\" _builder_version=\"4.0.7\"][et_pb_image src=\"https:\/\/explainvisually.co\/wp-content\/uploads\/2020\/10\/Radowo-Male-explainer-video.png\" align=\"center\" _builder_version=\"4.0.7\" width=\"64%\"][\/et_pb_image][et_pb_text _builder_version=\"4.0.7\"]<\/p> Takie rezultaty jak 1400 udost\u0119pnie\u0144 dzia\u0142aj\u0105 na wyobra\u017ani\u0119, ale nale\u017c\u0105 do rzadko\u015bci.<\/i><\/span><\/em><\/p> [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\"1_5,3_5,1_5\" _builder_version=\"4.0.7\"][et_pb_column type=\"1_5\" _builder_version=\"4.0.7\"][\/et_pb_column][et_pb_column type=\"3_5\" _builder_version=\"4.0.7\"][et_pb_text _builder_version=\"4.0.7\"]<\/p> 2) Warto\u015b\u0107 klienta<\/strong><\/p> Dlaczego:<\/span><\/p> Je\u017celi sprzedajemy skarpetki i nasz klient jest wart 50 z\u0142, to musimy trafi\u0107 do naprawd\u0119 wielu z nich, aby video si\u0119 sp\u0142aci\u0142o.<\/span><\/p>Examples of the highest profitability of an explainer video<\/h3>\n
<\/h4>\n
Marketing and sales:<\/h4>\n
<\/h4>\n
Implementation and training on procedures:<\/h4>\n
Communication on strategic initiatives:<\/h4>\n
How to calculate ROI explainer video for marketing and sales?<\/h3>\n
Marketing:<\/h4>\n
Sales:<\/h4>\n
How to calculate the ROI explainer video in e-learning and procedure communication<\/h3>\n
How to calculate ROI from an explainer video in internal communication<\/h3>\n
Do you want to estimate your ROI?<\/h3>\n
Not every explainer video guarantees ROI<\/h3>\n
Przyk\u0142ady najwy\u017cszej op\u0142acalno\u015bci explainer video<\/b><\/h3>
Marketing i sprzeda\u017c:<\/b><\/h4>
Wdra\u017canie i szkolenia z procedur:<\/b><\/h4>
Komunikacja dot. strategicznych inicjatyw:<\/b><\/h4>
Jak policzy\u0107 ROI explainer video dla marketingu i sprzeda\u017cy?<\/b><\/h3>
Marketing:<\/b><\/span><\/h4>