Do you know what the biggest commodity in marketing is these days?
Don’t be fooled by claims that the human attention span is shrinking. Consumers are simply becoming more discerning with the content they choose to engage with.
Because there is so much!
Every minute, 300 hours of video are being uploaded to YouTube.
Every day, 3.5 billion Google searches are being performed.
That’s a lot of content exposure. And, not to get morbid or anything, but life is finite; it makes sense that consumers will become more and more conscious of where they spend their time.
If your software-as-a-service business isn’t making an effort to create engaging content with a strong narrative, you will get swallowed up in the wave of digital information that is being churned out every second of every day.
So, if you’re trying to get your hands on some of that priceless consumer attention, you’ve undoubtedly heard the news: video content is the future.
87% of online marketers are utilising the power of moving images, and with good reason. Humans are multisensory beings; we are naturally stimulated by sound, imagery and narrative. Combine these elements in a clever way that adds value to the viewer’s experience, and you have a potent tool for breaking through the daily content cacophony.
If you’re trying to sell software and you’re wondering how to get through to your buyers, you can bet your bottom dollar that an explainer video is going to be one of your most important investments.
That’s right; it’s an investment.
Depending on the content, you can use it for lead generation, helping with the sales process, onboarding new customers and more.
It’s crucial that you select the right agency to help you create a high-quality explainer video that will become an evergreen resource in your content arsenal.
So, how do you select the right agency to produce your SaaS explainer video?
1. Know thyself, and thy budget
Video production isn’t something you want to go into blindly. If it’s your first time creating video content, do some research. You can start by reviewing your competitors, noting down what you like, and what you don’t.
Look into what it actually takes to create the kind of video you want for your business and what the process is going to look like. It’s essential to formulate your ideas around your end-goal. The clearer your motives, the easier it will be to discern whether the agencies you are considering can actually meet your expectations.
Although it may be tricky to get pricing information from some agencies if they don’t publish prices on their websites, try and get a ballpark figure of what the cost may be. When you do eventually meet up with your prospective partner, there may be changes to the fees depending on what you wish to add or remove from the project, but it’s important to know what you can realistically afford. This will help you to negotiate and make sure you are only paying for the work you want.
2. Review their SaaS explainer video portfolio
Ask to see what the agency has created for businesses similar to yours.
Oh, they’ve never done anything for software companies before? That might be a deal-breaker.
They might have a stellar back catalogue of explainer videos for kitchen appliances, but that doesn’t mean they’re familiar with the SaaS market. It isn’t easy illustrating the benefits of a software product, so you need to work with a team that knows how to storyboard, narrate and visualise what your product does in a way that makes sense to your prospects.
Also, you want to make sure you’re satisfied with the quality of their previous work. Was it unique, up to date and engaging? Do they have access to the metrics that their previous work has generated? These are all simple ways to check that you are dealing with a company that knows how to get results for its clients.
3. What is the agency's process?
You’re going to dedicate a fair chunk of your budget to this project, so make sure that you’re working with someone that has a proven methodology for completing a project according to the brief.
Establish where the touchpoints are and whether there are added costs for adjustments. You want to avoid situations where you have limited input in the design process after the initial meeting because it could lead to unexpected costs down the line.
4. Always choose quality
If someone is pitching an Oscar-worthy production for an unbelievable rate, be wary. A lot of work that goes into creating a video, be it live-action or animation. Many businesses will try to undercut the competition in order to win the bid—and those too-good-to-be-true prices may tempt you—but remember what we said at the start of this post: attention spans aren’t shrinking, tolerance for lack of quality is.
Your SaaS explainer video is an asset, so it’s better to spend a little more, rather than get low-value content that may damage your brand or go unnoticed.
5. Select a partner; not a one-off
When choosing your agency, ask yourself the question: would I work with these folks again?
A lot of time and effort goes into creating a SaaS explainer video, and with software products constantly updating and your business growing, it’s likely that your video content catalogue will also evolve and expand.
If you find a great agency that focuses on building strong relationships with its clients, the process will become more streamlined. The agency already has your visual assets, they understand your core business values, and they know how to manage your expectations.
Always think long term. Your SaaS explainer video may prove to be a hit on social media, so ensure continuity by choosing someone who’s going to give you the best results consistently.
If you’d like to find out more about working with us on your SaaS explainer video, why not make an appointment today? We’d be happy to discuss your vision and see whether we’re the right fit for you.