In this video, you’ll learn everything you need to know about making successful explainer videos for your website landing pages in one easy-to-follow guide, put together by explainer video company Spiel Creative.

Don’t forget to answer in the comments: Do you think an explainer video could help boost your marketing campaign? Yes or no?

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In this video you will learn everything you need about making successful explainer videos for your website landing pages in one easy-to-follow guide.

As an explainer video company, we’ve made hundreds of explainer videos for businesses big and small. And through this experience, we’ve painstakingly discovered what really works and, just as importantly, what doesn’t.

STEP 1: YOUR GOALS

It’s impossible to know what sort of explainer video will be right for you if you don’t first define success by outlining what you want it to achieve.

You should always aim to choose goals that are measurable so you can track the campaign’s impact with tangible metrics.

STEP 2: YOUR RESEARCH

Realistically, if you’re going to achieve your goal, you first need to understand why exactly you’re not already achieving it.

The 2 types of research are quantitative and qualitative.
Quantitative is all about collecting hard data and metrics. Google Analytics and Heatmap tools like CrazyEgg and Lucky Orange are great for this.

With Google Analytics, you can collect real-time data on your web pages. This includes important metrics such as the bounce rate of your landing page and its current conversion rates, which you can then look to measurably improve with your explainer video.

On to Heatmaps. These are colour reports of how visitors interact with your website, warmer colours usually signifying more activity and cooler colours less activity.

They will help you design a more effective landing page for your explainer video by providing real-time data on how visitors interact with it. Helping you maximise the play rate of your video and ensure the text on the page is achieving its goal.

Qualitative, on the other hand, is about subjective data.
The best way to perform this is through surveys.

With helpful tools like SurveyMonkey and Qualaroo, you can ask existing customers and live website traffic questions that’ll help you meets their needs and achieve your goals in the video.

STEP 3: YOUR SCRIPT AND ARTWORK

When formulating a successful script, the most important thing is that you strike the right factual/emotional balance for your particular audience and purpose

Generally speaking, there are 2 explainer video styles. They are ANIMATION and LIVE ACTION.

Live action is anything filmed in real life, or basically everything that isn’t animation.

STEP 4: PRODUCING YOUR VIDEO

The production stage has 6 steps all of its own…

STORYBOARD

The first is your storyboard.

Here the art team visualises the script by drawing out multiple sketches for each scene or sentence.

VOICEOVER

Next, the voiceover is recorded. This only applies if you’ve chosen to use animation or if you’re making a live action video with someone speaking off-screen.

PRE-PRODUCTION

If you decide to make an animated explainer video, a graphic designer and illustrator will now start designing all of its graphic elements, like characters, in detail and colour.
Alternatively, if it’s a live-action shoot, you’ll be more focused on casting actors and all that fun stuff.

PRODUCTION

During the production stage, the animators animate and the film crew films

And, before publishing your explainer video, sound effects and music are added to enhance its overall impact.

If you don't have the budget to hire a professional company to produce your video, you could consider producing an animated explainer video yourself using a software tool. Some of the best tools currently on the market are Powtoon, Wideo, Animaker, and Vyond.

STEP 5: ACTIVATION

After publishing your explainer video, you want to promote and encourage people to play it as much as possible. The design of the webpages where it will be added and its thumbnail design play a huge role in this.

THUMBNAIL DESIGN

A thumbnail is the still image visitors or browsers see before playing your video. Like the image of me before you played this video.

The best thing to do is test multiple different thumbnails to find the design that gets you the greatest play rate.

LANDING PAGE DESIGN

Again, the design of the webpage should be tested to see what works best for you. But here are my top guidelines that, generally speaking, tend to encourage more plays:

• Using subtle visual cues, like a hand pointing towards the video or a person looking at it, to subconsciously draw the visitor’s attention towards it.

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