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The Ultimate Low-Down On Using a SaaS Explainer Video In Your Marketing

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What is a SaaS explainer video?

Explainer videos are digestible, quick videos usually in an animated form, that allow a complex idea, service or product to be explained in a memorable and informative way. A good explainer video will be short and snappy and will not become a pushy sales message. 

An explainer video should run through these four areas: 

  1. The problem: What pain are your prospects experiencing? 
  2. The solution: Introduce your product or service as the answer to their worries.
  3. How it works: Briefly convey how it works or your process. 
  4. A call to action: Tell the viewer what they need to do next.

Although it can be easy to jump into listing all the features of your SaaS solution, try to hold back the urge and hone in on the benefits instead. This will help to really engage with the viewer and their needs. 

Read more about our explainer video formula here. 

Animated explainer video process

Reasons why your marketing needs an explainer video

Video is here to stay, with 72% of customers stating they would rather learn about a product or service by way of video (HubSpot), it is clear to see why more and more businesses are leveraging the power of video in their marketing plans. So, why should you use animated explainer videos? 

1. You can communicate your message quickly and effectively 

Visual information can be processed 60,000 times faster than text, making video a much more effective way to speak to your audience. By presenting information to your viewer in a video format, you are able to control the emphasis on key benefits and core messaging to make sure they do not skim over vital information.

2. Animation can bring any concept to life 

Animation allows you to be extremely creative when it comes to conveying your message. With no physical or budget constraints that can restrict a live-action video, your content becomes much more impactful.. 

Not convinced? See how Microsoft uses video to effectively educate their views on their enterprise cloud solution:  

3. Animation videos are cost effective 

By taking the route of an animated explainer video over a live-action, you won’t need to factor in costs for actors, venues, set, costumes, etc.  

Animation gives you the power to control the finished product without a Hollywood budget, making it a marketing tool that any size business can make use of. But why invest at all? By embedding a video on a landing page on your website, you can increase your conversion rates by a staggering 80%. With statistics like that, the ROI speaks for itself. 

4. They are attention-grabbing 

When animation is used well, it can evoke a psychological connection with the viewer and the brand – think John Lewis’ Hare and the Bear Christmas campaign. Video is great at getting visitors to stop and digest the information you are displaying compared to written formats. Furthermore, the use of music, colours and styling can help you to reach your potential customers on a much deeper level. 

What to consider when creating a SaaS explainer video

Before you jump straight into storyboarding and hiring an animator, there are some things you should consider to make sure you get the most for your investment. 

Take a look at some of the FAQs we have come across with our clients 

Firstly, as with any marketing strategy, what is the end goal for your explainer video and will your target audience respond to this format?

Once you know what you are trying to achieve and who it is for, you will be able to consider how you will share your new content. Depending on where you plan on using your SaaS video and what stage of the buyer’s journey it’s intended for, you will have to adjust the formatting, length and depth of the topics covered. 

The process behind producing a SaaS explainer video

The likelihood will be that you will not have the in-house resources to create a professional video and so will look to outsource to a video agency. To make sure you find the perfect fit, here are some key things to look out for: 

  1. Communication 
  2. Creativity that isn’t stunted by professionalism (or vice versa!) 
  3. Passion 
  4. Experience in marketing 
  5. A love of the job

If this is your first explainer video, it can feel like an overwhelming experience with so much to consider. You’re investing a healthy chunk of your budget; understandably, you want to know you’ll get something good at the end of it. 

With this in mind, we follow a tried and tested action plan to help you get the most out of your investment. 

Video planning worksheet

The first step on your animated explainer video journey will be to create a brief; this will include some of the questions we have covered above, as well as what message you want to get across in the video. 

This will allow us to give you a good idea of pricing before taking up too much of your time. If budgets suit, we then delve into getting to know you a bit better with an exploratory meeting where we can collaborate with you to make sure you get the video you are expecting, and that will help you achieve your business goals. 

Depending on how clear your vision is, we are on hand to help you find the right style to suit your business and message. We can share previous work examples to help you envision what can be created to suit your branding – from animated characters to slick motion graphics. 

Next, it’s all about the script. Again, we like this to be a collaborative process, with you guiding the information that needs to be included. Our marketing and video experts will be on hand to provide a polished and concise voice-over to hit the brief. 

Once the script is finalised, we can really start to visualise what the video will look like. Taking all the information we have discussed with you, we will go away and produce a storyboard that will allow you to see how the visuals will come together with the script to create a compelling and attention-grabbing video. 

From here, we go into the animation, making the storyboard and script come to life. You should be feeling pretty confident in what we are creating for you, but of course, when you see then final product you may spot something that needs tweaking or that no longer works - so we offer two rounds of amends as part of your production to help you get the perfect finished article. 

During the initial animation process, we will work with what is known as a ‘scratch VO’ which is a stand-in voice-over recorded in-house to help get the script timing and animation working together. Now it’s time to get your audio finalised. We can help you pick a voice over artist that fits your budget and backing music to help your video come to life. 

Once all these elements are pulled together, you will have a finished explainer video that can be used to enhance your marketing powers. And of course, if you want any help with the marketing of this asset, we’re on hand to help you there too.

How to measure the results of your SaaS explainer video

Determining the ROI of your video will all depend on the goals you originally set up during your planning stage. If the goal of your video was to help improve your brand awareness, you will want to look at website traffic and number of views. However, if you wanted to drive more leads, you will want to look at the conversion rate of the landing pages using the video to see how embedding it has improved your visitor to contact conversion rate. 

Other factors to consider are how your SaaS explainer video is being used by your sales team. Have they found it helpful in the sales process to help answer any FAQs in record time and with less one-to-one contact? Video doesn’t need to just be a marketing asset. By allowing your sales team to be part of the production process, you will be able to create a video that will provide the information you know your prospects are looking for.

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