The stats don't lie, explainer videos are winning for businesses. Before you jump into your first project, learn the in's and out's of video prep, production, and posting. With a little extra know-how, you'll be ready for your closeup!

1. How to Create an
Awesome Explainer Video
For Your Business
Presentation by Heather Clark

2. Tonight’s Agenda
1. Introduction
2. Intro to Video
3. Why Video?
4. Preparing for Your First Video
5. The Production Process
6. Video Distribution
7. Advanced Video Marketing Ideas

3. 1.Introduction
Tonight’s Presenter: Heather Clark

4. Video Brewery
Founded in 2012 to help connect companies
with video professionals to create their videos.
To-date over 300 videos have been created,
using a hand-picked pool of creatives.

5. Audience Poll
❖ Who has an explainer video already?
❖ Who is considering an explainer video for
their start-up or business?
❖ Have you produced a video before?
❖ Who’s business is B2B? Who’s B2C?

6. Tonight’s Agenda
1. Introduction
2. Intro to Video
3. Why Video?
4. Preparing for Your First Video
5. The Production Process
6. Video Distribution
7. Advanced Video Marketing Ideas

7. What is an explainer video?
A video designed to explain what a product or service does for its user,
focusing on the most important features and the benefits those bring to the
user's life.

8. A classic explainer video

9. What this video gets right:
❖Got to the point, within the first 10 seconds of the video
they’ve introduced Dollar Shave Club.
❖Clearly outline their value proposition and what makes
them different from traditional options.
❖Keep it interesting, there is a lot to look at and it’s a little bit
wacky.
❖Unique. When it was produced, no one had seen anything
like it.

10. Why Video?
Powerful research suggests that video is a way to attract
attention and increase views in today’s overcrowded
marketing landscape.

11. Just some of the stats:
SEO - An indexed video has up to 50 times more chance of ranking on the 1st page of
search results versus a regular text web page.
Viewership - The average internet user spends 88% more time on a website with
video.
Email Marketing - Increase open rates by 20% and CTR by 2 - 3x.
Social Media - The number of videos from brands on Facebook increases at an
annual rate of 360%.
Attract Business Execs - 59% would rather watch a video than read about a product.

12. Why do people watch video?

13. B2B vs B2C
No matter who you’re trying to attract, your video should speak
to the individual.

14. Types of Explainer Videos
Live-Action
❖ Budgets range from $5,000 -
$75,000
❖ Range of cost is affected by the
amount of actors needed,
number of locations, and
complexity of filming
Animation
❖ Budgets range from $2,000 -
$50,000
❖ Range of cost is affected by the
level of detail in animations,
amount of animation, and style
of animation used

15. Additional Cost Factors
❖ Experience level of production
team and type of video producer
❖ Location of video producer
❖ Creative concepting and scripting
❖ Timeline for final video production
❖ Voiceover needs

16. Coovil 2D Animated Video
Budget $3,000 - 5,000

17. SmartVault 2D Animation
Budget $8,000 - 10,000

18. Additional Animation Styles
Budget $2,000 - 10,000

19. Needls Live Action Video
Budget $2,000 - 4,000

20. Konvene Live Action Video
Budget $13,000 - 15,000

21. Ready for your first video
project?

22. Preparation Steps
1. Decide on the Scope and Goal of Your Project
2. Assemble Internal Team
3. Assign Team Roles
4. Prepare a Creative Brief
5. Find Inspiration Videos
6. Create a RFP

23. What is the goal for your
video?

24. Realistic Goals for your video:
❖Introduce your company
❖Demonstrate a product or service and its key features
❖Introduce your key staff members
❖Increase your visitor time on your website
❖Raise your conversion rate
❖Decrease your bounce rate

25. Unrealistic Goals for your video:
❖Introduce your company and all its services
❖Introduce a product or service, and give a 15 minute sales
presentation
❖Share all of your staff members bios, the company
headquarters, and everyone’s favorite foods
❖Create a video in 1 week with a $500 budget
❖Create a viral video

26. Assemble Your Team & Assign Roles
❖Keep your team to 3 or 4 people, however if more people need to sign-off
on video at end, involve them at specific stages
❖Identify one person to manage the project and communication with your
chosen video producer
❖Do you need a lawyer to review the script and video?
❖Identify preferred process for reviewing creative elements
➢ Use Google Apps or other collaborative tool, so that all feedback is

27. Avoid this

28. Prepare Your Creative Brief

30. Gather Inspirational Videos
Sources include “Best of” lists, YouTube rankings, and brands you love.

31. Create Your RFP
Items Included:
❖Video Budget
❖Desired Video Completion Date
❖Style of Video
❖Length of Video
❖Number of Videos

32. Choose a Video Production Partner
❖Send out your RFP
➢ Include Your Creative Brief and Inspirational Videos
❖Once Proposals are submitted, identify a short list of creatives whose
work you like to discuss your project in detail
❖See the Video Brewery blog for the “23 Questions You Should Ask”

33. The Video Production Process
in 6 Simple Steps

34. Script - Week 1
❖Establish the problem in the status quo
❖Introduce your solution
❖Establish the benefits of your product
and how it works
❖Wrap up with a call-to-action
(It’s all downhill from here)

35. 150 words
60 seconds of video
Every
Equals

36. Typical Script Anatomy

37. Voiceover - Week 2
❖Pick talent based on a variety of factors
➢ Gender
➢ Age
➢ Accent
➢ Tone

38. Style Frames - Week 2

39. Storyboard - Week 3

40. Video - Weeks 4 & 5
Finally!

41. Music and Sound Effects - Week 6

42. A Note About Live Action
There are a number of additional steps taken to produce a
live action video, including:
❖Scouting Locations
❖Getting Location Permits
❖Hiring Lead Actors and Extras
❖Gathering Props and Costumes

43. We’re almost there!
1. Introduction
2. Intro to Video
3. Why Video?
4. Preparing for Your First Video
5. The Production Process
6. Video Distribution
7. Advanced Video Marketing Ideas

44. Your Video Only Works if
People Watch It

45. Hosting and Embedding Your Video
Good for SEO Rankings
2nd Largest Search Engine
Embed Features Are Clunky
Free
Embed Features Are
Robust
Plug-In’s to CRM Tools
Total Control Over Video
Paid

46. Making the Most of Your Video
Don’t just post it to your website!
Use it in an introductory email to new prospects.
Have your creative edit different lengths for your social media
channels.

47. What next?
Incorporating Video in All Aspects of Your Marketing Planning

48. ❖ Video Content Marketing (AKA Vlogging)
❖ Promoting Events with Event Previews
❖ Video Voicemails
❖ Customer Testimonials
❖ Tell Your Company Story
❖ Recruiting Videos
❖ Answer FAQ’s with Videos
❖ Anticipate Delayed Service Times? Create a
Service Disruption Video

49. Questions?
heather@videobrewery.com * 773-726-0778

50. Resources!
1. 23 Questions to Ask Your Creative
2. Best Explainer Video Lists
3. Video Brewery’s Creative Brief
4. Script Template
5. Script Anatomy
6. DIY Explainer Videos
7. Stock Music Sites