There are many aspects of videography and film production that can go into a marketing campaign, from product descriptions to full company commercials. Graphics, scripts, lighting, makeup, audio, and other components all go into making video production so complex that it can be a difficult venture for small companies and brands with less access to expensive equipment, software, and training. Because of that, many companies outsource videography to marketing agencies with a dedicated film department. Not only does this make the entire process less stressful and more efficient without compromising control over the creative process, it’s also often a less expensive way to get a quality product. The return on your investment (ROI) for videos is typically one of the highest when compared to other marketing systems, such as pay-per-click (PPC) advertising and even other visual media. Modern video content has proven time and again to be one of the most engaging formats of marketing media. MLT Group Creative Solutions provides comprehensive video production in Minneapolis, MN, Rochester, and the surrounding area. Our expertise extends to corporate, social media, industrial, training, education, and commercial videos, animation, video duplication, surveillance video enhancement, and even aerial video with our 4K drone technology.
In addition to complete videography services, MLT Group also offers digital marketing strategies, graphic design, social media and SEO services, web design, and more. With MLT Group, high quality video production is within reach because we know how to provide scalable video production to meet most budgets. Throughout any project we work on, we operate as your partner. Our customers maintain creative control from start to finish while our videography experts provide continued communication, state-of-the-art equipment, and talent.
Because there are so many different kinds of marketing videos, videos that can be used to boost your audience and website traffic, and videos that can improve communication with your users, it can be hard to know where to start. The video format that will benefit your company most will depend greatly on your goals and current standing as a brand. However, for many companies and digital brands, the format of “explainer videos” can be highly beneficial and even change the way your website is ranked on search engine results pages (SERPs).
What are explainer videos?
Explainer videos are short, often animated videos that walk users through a clear explanation of a company’s services, products, or goals. Quality explainer videos have proven to have extremely high conversion rates, some even as high as over 100%. Conversion rates, the measurement of how many users take the next step on your site to click a product, read a new page, sign up for an email list, etc are important key performance indicators (KPIs) that help you determine your ROI, user engagement, and other factors. Explainer videos are usually placed prominently on a home page or landing page so they are your site’s first line of significant user interaction.
There are many types of explainers videos, though animated graphics are the most popular format of explanation today. Some basic types of explainer videos include:
If you have a staff that’s camera ready or if you are able to hire commercial actors, you can make a highly effective live-action explainer video. Live-action explainers are most effective for companies with goods or services targeted for physical use. For example, a live-action video might be more effective for a company selling a special type of toothbrush rather than for a company offering more abstract services like customer relationship management (CRM) technology. Having a cast of real people using physical products or services can also help create an emotional connection with viewers.
This format of explainer video is one of the more prevalent styles used today, often used for companies offering digital services, software, and other internet tools. Animated explainer videos can be very useful for walking the viewer through complex subject matter with interesting or fun graphics. Many people learn better with visual aids, so an animated explainer video can capture the viewer’s attention throughout a full breakdown of a more abstract concept or process. Additionally, animated explainer videos often have a better retention rate of technical or intangible information when compared to live-action explainer videos of the same material. Animations give companies a chance to instill creativity and their brand’s aesthetic into information-rich video content.
Social media live streams can be made into casual live-action videos that reach a high level of user engagement. Live streams don’t give you the ability to edit the information given in real time or the ability to erase stumbles in the script, but they are highly effective in reaching your viewers on a very human level. They also show that your company feels comfortable showing raw footage, meaning you have nothing to hide. Live streams can increase the trustworthiness and friendliness of your brand.
How are they made?
The way explainer videos are made will vary slightly from format to format, but every process will follow the same general guidelines. Most effective explainer videos will have a well-defined topic, a script or at least key talking points, style/aesthetics, sound design, an introduction, and a conclusion. Depending on what format of explainer video you’re making, your production process could also include a storyboard, voiceover, animation, transitions, and other aspects of videography. Some of the most important parts of any good explainer video include:
The finished video design quality can make an explainer video more effective, but nothing communicates the information more quickly and precisely than a well-written script. When writing a script, consider what key information you need to relay to the viewer. Try to answer the “who, what, where, when, why, and how” (five Ws and an H) of your video topic. The script should always include a brief introduction to the topic, a clear explanation that answers the five Ws and H of the video, and a conclusion that increases conversion rates. A good script will convert users to click to learn more, view a product or service page, sign up for a newsletter, or even make a purchase. If you aren’t using a full script, for example, if you are filming a live stream on social media, make sure the people featured in the video have in front of them key talking points to cover.
From a fully edited animation to a casual live stream explainer video, you should always produce the video in your company’s style. Using the design aesthetics and stylization of your brand will help incorporate your video into the map of your website and boost your marketing image. It will also help make your marketing campaign and overall online presence into a cohesive unit. Your company has its own unique style and using those aesthetics in your explainer videos will solidify their inclusion into your website design.
For both the technical and aesthetic aspects of your explainer videos, sound design is critical. When it comes down to it, your viewers need to be able to clearly hear the explanation given of a product, service, or company goal. Clear sound capturing with mid to high quality equipment and a crisp production of the script will both help you improve the value of any explainer video. Additionally, when used effectively, music, sound effects, and other components of creative sound design increase the viewer’s retention of the information relayed and improve conversion rates.
There are many other steps that go into the making of an explainer video in addition to these basic requirements. Explainer videos range from as simple as an informal, spontaneous live stream to as complex as a full animation taking many hours to produce.
If you are ready to incorporate an animation or live-action explainer video or other audiovisual content into your website, contact MLT Group at (507) 281-3490 or at firstname.lastname@example.org for more information about our video production in Minneapolis, MN and across Minnesota, Iowa, and Wisconsin.