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ILLUMINATE YOUR AUDIENCE
Video Marketing: Explainer Video Production Guide
lightwithinproductions.com office@lightwithinproductions.com
© Light Wit...
Statistics pertaining to video marketing usage
Statistics from: Invodo Video Statistics The Marketers Summary 2014.
B2B Vi...
Videos in the sales funnel
Top of the funnel: generate interest and awareness. Explainer videos have been
the most prevale...
Top of the funnel: generate interest & awareness - Explainer Videos
What is an Explainer Video?
• Short informative video
...
Typical duration: 1 - 2 minutes, which depends on the:
• Target audience (age range, profession, etc)
• Different target a...
Top of the funnel: generate interest & awareness - Explainer Videos
Recommendations:
• Don’t go overboard, don’t seek to m...
Some of the most popular forms of Explainer Videos
Typical styles:
Cartoon DoodleAnimated Infographic3d
SilhouetteMotion g...
Methodology
Research the company, product, business, service, problem and pain alleviation, benefits, target audience, etc...
Methodology
The script has to convey the subject, engage the viewer, describe the benefits derived from features and state...
Methodology
A lyrical high-level description of what is on screen, when and why. Jumping straight to storyboard has been f...
Methodology
This is where we define what the visual elements will look like.The elements we know, for we proposed them in ...
Methodology
A storyboard is created using the finalized visuals from the style sheet, coupled with the information in the ...
Methodology
Before work on the animation begins, a voice over is acquired in order to then sync the animations to the voic...
Methodology
When the animation is complete, music and sound effects are added.
• Music – I don’t go for the cheezy happy c...
Structure of the script
We state the problem, and let the viewer know what the message is about. By clearly articulating t...
We need the negative that comes in the introduction for it creates fertile ground from which the solution is presented thu...
Benefits derived from features and value attained by using the solution. Features are the unique traits of your product/se...
Final summary that also shows how the problem defined at the beginning has been alleviated, in an overall manner. We need ...
What do we want the viewer to do after watching the video.The best CTA’s are concise, to the point, convey a benefit, ince...
Overall considerations
• Macro-micro fashion: so big picture, small details then back to big picture, thus we get an appre...
• Metaphorical / allegorical / analogy: things can be made easier to understand and comprehend if we use these techniques,...
• Tone of message: you should take into account the manner in which the audience wants to hear things, but not at the comp...
• Style of video: the message should dictate the style of the video, don’t aim for a certain type of video and chop and ch...
• Visual style of the video: you need to take into account the brand style, and thus aim to reinforce and stay consistent ...
• What may flow lyrically in the script may cause jumps in visuals, so words in a sentence may need to be restructured
• A...
• If visuals are not to be synced so we are using the whole sentence due to where the core words are, is the animation goi...
Home Page
Home page: corporate video, product tour, explainer video, customer testimonial. Home pages are about your brand...
Product specific page: typically explainer videos or demo / product tour videos. Generally used to generate interest, or t...
Landing page: explainer video, product tour, testimonials. Used to either push down the sales funnel, collect emails, etc;...
CTA position: dependant on things like how much information is needed to get the user to click on it.You can’t expect the ...
CTA colour: research shows blue works best, is perceived as trustworthy and secure.The colour and size of the CTA needs to...
Landing Page
CTA: the action needs to be one thing, give us this, do that, etc.
4 Video Usage
Email Marketing: explainer video, product tour, customer testimonial. A thumbnail can be used here to generate interest, a...
Email marketing: “Using the word “Video” in email subject lines boosts open rates 18.5%, click rates by 64.8%, click to op...
What we need to take into account in email video marketing is, not all devices can play embedded videos, so we have a
thum...
Email Marketing
• Image needs to have an overlay play button
• When a user clicks and comes to the landing page, the video...
Youtube
• Second largest search engine: processes 3 billion searches a month
• 3rd most visited site
• You need a Youtube ...
Social Media
• LinkedIn is a must for B2B
• Twitter and Facebook has seen an increase in usage by B2B marketers. However F...
Other places
• Your blog
• Press release sites
• Relevant online forums, blogs, and related business sites
• Industry spec...
Video SEO and how most people think it works, is impossible. No search engine can read or classify the contents of a
video...
There needs to be a precise manner in which you can assess the videos performance. In order to facilitate this, I would re...
Typical things to track:
• Number of people who responded to the CTA
• Number of views
• Average viewing duration
• Number...
Video Marketing: Explainer Video Production Guide
lightwithinproductions.com office@lightwithinproductions.com
© Light Wit...
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Video marketing explainer video production guide

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Video Marketing: Explainer Video Production Guide

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Video marketing explainer video production guide

  1. 1. ILLUMINATE YOUR AUDIENCE
  2. 2. Video Marketing: Explainer Video Production Guide lightwithinproductions.com office@lightwithinproductions.com © Light Within Productions 2016 Author: Ace Karim
  3. 3. Statistics pertaining to video marketing usage Statistics from: Invodo Video Statistics The Marketers Summary 2014. B2B Video Marketing Benchmark report by Demand Metric; Content Marketing Institute: B2B Content Marketing 2015 Benchmarks, Budgets, and Trends – North America Video in the C-Suite by Forbes in association with Google B2B and B2C marketers worldwide name video as a top three most effective social media marketing tactic 70% of marketing professionals report that video converts better than any other medium Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos onYouTube at least weekly 65% of Senior Executives have visited a vendor’s website after watching a video Video As a Marketing tool1
  4. 4. Videos in the sales funnel Top of the funnel: generate interest and awareness. Explainer videos have been the most prevalent and effective here, although sometimes demo videos have more effective. Video As a Marketing tool Mid funnel: inform and educate with real world examples and application. Demo videos , product tour videos and case study videos are used here, for this is where the product or service is presented as a real-world entity alleviating problems and providing benefits. Bottom of the funnel: typically social proof of some sort is shown, so case study videos and testimonial videos. 1
  5. 5. Top of the funnel: generate interest & awareness - Explainer Videos What is an Explainer Video? • Short informative video • Used to attract attention and generate interest • There is no ‘selling’, we are informing, explaining, and entertaining; providing focus and clarity • In a lot of cases, the actual product (business, or service), is not shown, it is more a metaphorical / allegorical manner of expression, certainly visually • Structure of information: based on problem and pain points, solution, unique value proposition (UVP), benefits derived from features, summary, ending with the call-to-action (CTA) Video As a Marketing tool1
  6. 6. Typical duration: 1 - 2 minutes, which depends on the: • Target audience (age range, profession, etc) • Different target audience have different attention spans, different levels of detail • Actual product to be explained, some need more explaining than others to reach the tipping point • Financial factors: the more money involved the more detail is required, although you shouldn’t be looking to provide all the information, as already mentioned it is about nudging the viewer Video As a Marketing tool Top of the funnel: generate interest & awareness - Explainer Videos 1
  7. 7. Top of the funnel: generate interest & awareness - Explainer Videos Recommendations: • Don’t go overboard, don’t seek to mention every single nook and cranny, for it is about the right amount of information needed to get the desired response • Survey your customers if possible, to ascertain why they selected your product or service, and what has improved due to it’s usage. This is not just in regards to video marketing obviously, but then video should not be seen as a separate entity. It is an effective and in some cases the most potent form of marketing, but it has to fit into the bigger picture • Duration is important, but more importantly it is about the level of detail required to initiate the desired response, so let that be the governing factor for the duration of the video, rather than the other way round 1 Video As a Marketing tool
  8. 8. Some of the most popular forms of Explainer Videos Typical styles: Cartoon DoodleAnimated Infographic3d SilhouetteMotion graphics Screen CaptureLive Action List not exhaustive 2 Types of Explainer Videos
  9. 9. Methodology Research the company, product, business, service, problem and pain alleviation, benefits, target audience, etc. Get to the core of the raison d'etre. Also research competitors, what have they done that we can improve on, what have they missed out. I also look at the competitors videos, clients own previous videos, and any example videos that the client shared. Explainer Video Production3 1. Research and information accumulation
  10. 10. Methodology The script has to convey the subject, engage the viewer, describe the benefits derived from features and state the values, and end with a strong call-to-action (CTA). As we work on the script, we also start note the manner of expression most suited to convey the information, such as would it be most optimum for a character to be on screen that the viewer can relate to, and who stands in for the viewer. There are other factors that come into play, which are to do with the clients visual and brand style, how they speak to their customers, which will be covered later. Explainer Video Production3 2. Script writing
  11. 11. Methodology A lyrical high-level description of what is on screen, when and why. Jumping straight to storyboard has been found to be too big a jump for a lot of clients, for you are provisionally defining too many things in a storyboard, such as not only what is on screen, but what things look like, as well as when and why.At this moment, we are not interested in how things look, but why they are to be present. Form follows function, there has to be validity in why something exists in this context, from that we can then ruminate on the most optimum way for the objective of the function to be attained in part through the way it looks and behaves. Again, we do also need to note the clients existing visual and brand style, or to be more exact content within their style. Explainer Video Production3 3. Contents Table
  12. 12. Methodology This is where we define what the visual elements will look like.The elements we know, for we proposed them in the Contents Table. Actual look and style of the visuals is based on the clients visual and brand style. Example videos that they share with us are analysed to see what can be taken on board from them, same thing with any competitor videos. Explainer Video Production3 4. Style sheets
  13. 13. Methodology A storyboard is created using the finalized visuals from the style sheet, coupled with the information in the Contents Table. This allows a client to get a clearer picture of what the actual video will look like and how it flows. Explainer Video Production3 5. Storyboard
  14. 14. Methodology Before work on the animation begins, a voice over is acquired in order to then sync the animations to the voice. • Select a voice over artist that aligns with the audience in terms of their expectations, what will work best with them, what fits in with the business area, the message, and thus: sex, tone, manner of delivery, degree of articulation that the audience expect, but that is also representative of yourself • Degree of excitement in the voice over: Excessive over the top excitement, is not the way at all, it comes across as if the person needs to get a room, on their own Explainer Video Production3 6.Voice over
  15. 15. Methodology When the animation is complete, music and sound effects are added. • Music – I don’t go for the cheezy happy clap rubbish, music should not be underestimated in how much it can add to the video • Sound effects – need to be suitable and in keeping with the style of the video Explainer Video Production3 7. Music and Sound Effects
  16. 16. Structure of the script We state the problem, and let the viewer know what the message is about. By clearly articulating the problem and pain points, we convey that we empathize with the target audience, and we trigger their negative memories of the problem. This negative stance will be eradicated and retorted with a heightened sense of appreciation as the video progresses, as they realise your solution addresses the problems. Recommended duration within which this needs to occur is 7-10 seconds based on current research, not the whole problem, but the hook, or to be more exact lead qualification. Once hooked, we can continue with the pain and problems for a little bit more. 1. Definition of problem and target audience qualification Explainer Video Production3
  17. 17. We need the negative that comes in the introduction for it creates fertile ground from which the solution is presented thus ensuring a greater contrast, appreciation, and suitable ebb and flow needed within the story. What has come before is the build-up to this, the introduction of the solution; so anticipation, crescendo, climax, (cigarette). We typically also present a succinct line or two about the solution as a part of the general introduction, what it is, what it does, benefit. 2. Solution Introduction Explainer Video Production3 Structure of the script
  18. 18. Benefits derived from features and value attained by using the solution. Features are the unique traits of your product/service, as well as not so unique, but refined traits, an amalgamation of previously unrelated traits. However, features on their own unless one is an expert, are more or less useless, for if the features do not give the target audience direct benefits, increase the positivity of what it was made to do, bring value to the them, then it will fall flat. Benefits on their, sounds like hype, the endless save money, save time, do this faster, blah blah. Lack of validation of how these benefits come to be if they are not linked to the features is bullshit hype. So, the method is benefits derived from features. This a feature, this is how this feature will benefit you, or vice versa, starting with benefit coming from this feature. 3. Solution Information Explainer Video Production3 Structure of the script
  19. 19. Final summary that also shows how the problem defined at the beginning has been alleviated, in an overall manner. We need to come full circle, where we started, is where we end, thus showing how the solution has addressed the problem. Like any good story, there needs to be resolution, and loose ends tied up. 4. Solution Summary Explainer Video Production3 Structure of the script
  20. 20. What do we want the viewer to do after watching the video.The best CTA’s are concise, to the point, convey a benefit, incentivise and are action-orientated. There is research that shows creating a sense of urgency aids in increasing CTA clicks, such as ‘for a limited time only’ If it is for a limited time only, no problem, however if it is just a tactic, I do not recommend it, unless it really is for a limited time only, or whatever has been used to instigate a sense of urgency. Copy on the page where the video is also needs to fit in and work in tandem with the video, as indeed should all elements, be they in the video, on the page, in images, etc, for they must work in unison to achieve the CTA objective 5. Call-To-Action Explainer Video Production3 Structure of the script
  21. 21. Overall considerations • Macro-micro fashion: so big picture, small details then back to big picture, thus we get an appreciation of how the small things fit into the overall picture • Modular: bite-size building blocks: this aids retention and understanding, for we present information that is built on to previous information • Neural network: we remember and understand things better if we latch something new onto something we already know Explainer Video Production3
  22. 22. • Metaphorical / allegorical / analogy: things can be made easier to understand and comprehend if we use these techniques, for example files and folders. World Wide Web: no spider in sight, but we understand what it means • Certain words that aid in comprehending something that also prompt visuals in the mind of the viewer, so we can then show the corresponding visual: for example, digital landscape Explainer Video Production3 Overall considerations
  23. 23. • Tone of message: you should take into account the manner in which the audience wants to hear things, but not at the complete demise of how your client normally speaks, but then you would hope that client and audience already speak the same language. There are many explainer videos that are conversational in style, some work, some don’t, because they failed to take into account commonality in language used by both client and audience • No point speaking all slack and slang, if you normally speak the Queen’s English orWashington’s English depending on your predilection. I have come across many statements that say cut out the jargon, again depends on the audience, if that is how they speak, and that is how you speak, why change it? • Conversational: in some cases, but to a point, that point being where it no longer fits in with how the company has presented itself in other communication, as well as target audience expectations and pre-conceived perceptions Explainer Video Production3 Overall considerations
  24. 24. • Style of video: the message should dictate the style of the video, don’t aim for a certain type of video and chop and change the message. Of course you do need to take into account other factors, such as visual style, branding, previous videos, perhaps even your competitor’s videos • I say perhaps because it depends on their videos, if we consider them to be ill-fitting for the company or message, then it will be ignored. If we see an opportunity to make a better video and thus further carve a client’s own space then that will play a big part in the decision. Of course large factors in this are to whom the message is for, what are they expecting, should we meet that expectation or ignore it for a valid reason Explainer Video Production3 Overall considerations
  25. 25. • Visual style of the video: you need to take into account the brand style, and thus aim to reinforce and stay consistent with it, where possible • A viewer is not expecting you to drop your tweed and walk round with your underpants showing.There have been a few occasions where the current style has been ignored, again for valid reasons Explainer Video Production3 Overall considerations
  26. 26. • What may flow lyrically in the script may cause jumps in visuals, so words in a sentence may need to be restructured • Analyse the sentence structure as well as the overall structure, at what point in the sentence are the core words? • Are the visuals to be synced in an overall manner, so a visual is synced to a sentence rather than key words? • If visuals are to be synced to key words have we left enough time for the visuals to sink in, in that sentence? • Are the words structured in such a way that animation can occur in a manner in keeping with inherent and intrinsic traits of the visuals? Explainer Video Production3 Overall considerations Quoting myself in parts from a comment I made at: https://www.quicksprout.com/2016/02/19/how-to-improve-your-revenue-using-video-ads/
  27. 27. • If visuals are not to be synced so we are using the whole sentence due to where the core words are, is the animation going to be at a consistent pace, or does it break the speed, so some elements come in at a speed that is outside of what we consider appropriate, taking into account contrast of visual speed can only be done when there is a difference to note, and that difference is what partly contributes to an organic animation • If a visual at the of one sentence is to be present in the next sentence, are the core words so far into the next sentence that we have to have some incidental visuals, and if so, what would be appropriate? Explainer Video Production3 Overall considerations Quoting myself in parts from a comment I made at: https://www.quicksprout.com/2016/02/19/how-to-improve-your-revenue-using-video-ads/
  28. 28. Home Page Home page: corporate video, product tour, explainer video, customer testimonial. Home pages are about your brand, your value, ethos, etc. Video Usage4
  29. 29. Product specific page: typically explainer videos or demo / product tour videos. Generally used to generate interest, or to provide more information about the product, depending on funnel stage. 4 Video Usage Product Specific Page
  30. 30. Landing page: explainer video, product tour, testimonials. Used to either push down the sales funnel, collect emails, etc; depends on the call-to-action (CTA), and a host of other factors. Landing pages recommendation is no navigation links, and just enough text to aid in getting the user to click. 4 Video Usage Landing Page
  31. 31. CTA position: dependant on things like how much information is needed to get the user to click on it.You can’t expect the user to click on something when the value of the product has yet to be established. 4 Video Usage Landing Page
  32. 32. CTA colour: research shows blue works best, is perceived as trustworthy and secure.The colour and size of the CTA needs to stand out, draw attention. The whole point of the landing page is to get the user to click on the CTA. 4 Video Usage Landing Page
  33. 33. Landing Page CTA: the action needs to be one thing, give us this, do that, etc. 4 Video Usage
  34. 34. Email Marketing: explainer video, product tour, customer testimonial. A thumbnail can be used here to generate interest, and increase open and click rates, and to send people to the landing page where the actual video is hosted. 4 Video Usage Email Marketing
  35. 35. Email marketing: “Using the word “Video” in email subject lines boosts open rates 18.5%, click rates by 64.8%, click to open rates by 39%, and reduces unsubscribes by 26%” (http://www.invodo.com/wp- content/uploads/2014/02/Invodo_Video_Statistics_The_Marketers_Summary_2014.pdf) 4 Video Usage Email Marketing
  36. 36. What we need to take into account in email video marketing is, not all devices can play embedded videos, so we have a thumbnail in the email, that when clicked on, sends the user to the landing page. We can of course A/B test the subject, text, and image. The objective here is to get the user to view the video, so we don’t need a lot of text. Animated GIF’s can be used instead of a still image, helps things stand out more. Outlook 2007-2010 can’t play GIF’s, only shows the first image, so we make sure the first image is a suitable image, and size of GIF needs to be taken into account. 4 Video Usage Email Marketing
  37. 37. Email Marketing • Image needs to have an overlay play button • When a user clicks and comes to the landing page, the video should play automatically • Make sure the email can be shared • For email marketing I personally use Mailer Lite.The daddy in this arena is MailChimp, but as it is so popular their emails give off a generic vibe. MailerLite is more generous with what you send out free, although it has a lower number of subscribers in that free range. MailChimp is more expensive • MailerLite: https://www.mailerlite.com/pricing • MailChimp: http://mailchimp.com/pricing/growing-business/ 4 Video Usage
  38. 38. Youtube • Second largest search engine: processes 3 billion searches a month • 3rd most visited site • You need a Youtube channel, and it needs to be branded • Once you get past the 30 days, you can get your vanity URL • Videos on Youtube can then be shared via Social Media and Social Bookmarking sites 5 Video Promotion
  39. 39. Social Media • LinkedIn is a must for B2B • Twitter and Facebook has seen an increase in usage by B2B marketers. However Facebook effectiveness is only at 32%, compared to 63% and 55% for LinkedIn and Twitter respectively • Typical videos used are: explainer video, product tour video and customer testimonial Statistics from: Content Marketing Institute: B2B Content Marketing 2015 Benchmarks, Budgets, and Trends – North America 5 Video Promotion
  40. 40. Other places • Your blog • Press release sites • Relevant online forums, blogs, and related business sites • Industry specific forums • Trade shows, presentations, conferences • Link in your email signature 5 Video Promotion
  41. 41. Video SEO and how most people think it works, is impossible. No search engine can read or classify the contents of a video, they do however index it. What does aid in Video SEO is tagging your video with your keywords, be it on hosting sites, or on your own page. Other things to aid in video SEO: • Meta data • Transcription of the video • Keywords used in the title of the video (not unnaturally) • Keywords used in a thorough description of the video, some recommend putting the transcription in the description • On-page mark-up for the video • Video sitemap 6 Video SEO
  42. 42. There needs to be a precise manner in which you can assess the videos performance. In order to facilitate this, I would recommend a video analytics platform.The best platforms at the moment: Wistia: http://wistia.com/product Vidyard: https://www.vidyard.com/tour/ Ooyala: http://www.ooyala.com/products/video-analytics Of the three, I recommend Wistia, to me it was the most accessible, it was transparent with its pricing, and it provides tools forVideo SEO. The free account lets you get a good feel for things, but if you want to capture emails, put clickable calls to action over the video, user tracking, then you will need a pro account. 7 Video Analytics
  43. 43. Typical things to track: • Number of people who responded to the CTA • Number of views • Average viewing duration • Number of clicks on specific video thumbnails • The viewer itself, viewing behaviour, where there is a drop in viewers 7 Video Analytics
  44. 44. Video Marketing: Explainer Video Production Guide lightwithinproductions.com office@lightwithinproductions.com © Light Within Productions 2016 Author: Ace Karim

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