What to look for in a video explainer production company
A video explainer is a great way of conveying what your business does in an engaging and concise manner. Due to the use of diverse visuals and audio, 64% of customers are more likely to buy a product online after watching a video about it. They are often placed on a company’s website landing page or in other prominent online locations. Gone are the days of lengthy text explainers that provide a forgettable user experience. Explainer videos convey complex information, brand identity and exciting narrative in a short, watchable package.
A good production company will use a selection of live-action footage, custom integrated graphics and sound design to explain your product or service. They will have extensive knowledge of your sector and therefore be able to tailor the video to what works for your target audience. This is important in converting your audience as different people have different preferences in visual style and content. An experienced production company will be able to help you with this.
A few indicators of a good video explainer production company may be:
Quantity – Have they made several video explainers before? If yes, then they will have better knowledge of what converts your audience. If no, then they may create a video that doesn’t specifically target who you need it to.
Quality- What is the quality of these videos? Are they tailored to where they will be shown (e.g. Instagram stories, YouTube etc.)? Do they create a seamless viewer experience that reflects how your business presents itself?
Showreel- Does their showreel feature a wide array of technical ability? This can be a good indicator of their scope of work and the type of clients they have experience working with.
Client care- Does the production company provide advice on how best to use the explainer video? If not then it may be used in the wrong way, creating a lower audience retention and conversion rate.
Testimonials- Can you find reviews or testimonials from other businesses in your sector? This may be a good indicator on their knowledge of your audience.
All these pointers will help you avoid a video like the one below, the dreaded generic video explainer…
For examples of some of the best video explainers see our list of the ‘5 best video explainers’. Contact us for more if you need a explainer video or a video agency for your brand!
Nina Postans
Nina is Managing Director at Skylark Media. She has written for Marketing Week, Advertising Week and Creative Review.