In the fast-moving digital world, B2B companies need clear communication. Explainer videos are key. They turn complex ideas into easy, engaging content. This helps businesses explain their products quickly and clearly. It boosts customer understanding and speeds up decision-making.

Explainer videos are special. They focus on B2B needs, unlike B2C videos. These videos solve real business problems. They show a company's value in a simple way. This draws in more leads and improves sales.

Videos are powerful in B2B marketing. Adding a video to a landing page can lift conversions by 80%. Also, 59% of executives prefer watching a video to reading text. These facts show how vital videos are for reaching and teaching potential clients.

This guide covers everything about B2B explainer videos. We will look at different types, how to make them, and what works best. You will see examples of good videos. Whether you're starting or improving, this guide will help you use videos effectively in your B2B strategy.

Understanding B2B Explainer Videos

What are B2B Explainer Videos?

B2B explainer videos are short, engaging pieces designed for business audiences. They focus on specific industry issues. These videos simplify complex solutions or products. They make the value clear in just a few minutes.

Differences between B2B and B2C Explainer Videos

B2B videos are for a knowledgeable audience. They often deal with niche problems and solutions. B2C videos target general consumers. They aim to entertain or inform broadly.

Why B2B Companies Need Explainer Videos

Explainer videos can transform how businesses communicate. They make messages clear and engaging. This is essential for companies that sell complex services or tech.

Benefits for B2B Marketing:

Clear Communication: Videos explain better than text alone.

Engagement: They keep viewers interested with visuals and sound.

Conversion Rates: Videos on landing pages can greatly increase conversions.

Statistics on Effectiveness:

Landing Page Conversions: Videos can boost conversions by up to 80%.

Executive Preferences: 59% of executives choose video over text.

Videos help B2B companies stand out. They turn complex info into easy, engaging content. This attracts more leads and drives sales.

Types of B2B Explainer Videos

Explainer videos can be crafted in various formats, each suited to different messaging needs and audience engagements. Here's a closer look at the most common types:

Animated Explainer Videos:

These videos use engaging, dynamic animations to bring concepts to life. Often colorful and eye-catching, they are ideal for abstract services or products that are difficult to represent physically.

Best For: Companies with complex software solutions, innovative tech products, or services that benefit from simplified visual explanations.

Live-Action Explainer Videos:

Featuring real people and real-life scenarios, these videos add a personal touch and can make businesses seem more relatable. They are filmed with actors or company representatives in actual settings.

Best For: Products or services that are physical or location-based, or when humanizing the brand is essential for the marketing strategy.

Screencast Videos:

Description: This style involves capturing footage directly from a computer screen and is often accompanied by voice-over narration. It's a straightforward way to demonstrate software applications or web services.

Best For: Tech companies wanting to showcase the functionality of their software platforms or digital tools in a direct and educational manner.

Whiteboard Animation Videos:

Description: Mimicking someone drawing on a whiteboard, this type of video is excellent for breaking down complex information into digestible parts. The drawing hand often appears to write and draw in real-time, which helps maintain viewer engagement.

Best For: Educational content where step-by-step processes need to be explained, or when outlining strategies and workflows.

Also Read How To Create Animated Videos for Free Online

Choosing the Right Type of B2B Explainer Videos for Your Business

The selection of an explainer video style should be strategic, based on several key factors:

Target Audience: Consider who will be watching the video. Different groups may prefer different types of media. For example, a younger tech-savvy audience might enjoy animated videos, while a professional crowd might appreciate the directness of screencast demonstrations.

Product Complexity: Some products need more visual aids, like animations, to be properly explained, whereas others might be best shown in use, as in live-action videos.

Brand Tone: The video should reflect the brand's personality. A quirky startup might go for a bright, animated video, while a more traditional law firm might prefer a subdued, live-action approach.

Budget and Resources: Animation can be less costly if you're working with a limited budget, as it does not require actors, sets, or extensive shooting days. Live-action, however, might involve more logistics and expenses.

Choosing the correct type of explainer video can significantly impact how effectively your message is communicated and how well your product or service is understood. Make sure to align the video style with your marketing goals, audience preferences, and brand identity to maximize impact.

Planning Your B2B Explainer Video

Before diving into production, defining clear objectives for your explainer video is crucial. These goals will guide the video's content, style, and messaging.

Identifying Business Goals: Consider what you want to achieve with the explainer video. Are you looking to increase brand awareness, explain a complex product, or perhaps drive more conversions? The goal will influence every decision from script to distribution.

Understanding the Target Audience: Knowing who will watch your video shapes its tone, language, and content. Consider the viewer's industry knowledge, what questions they might have, and what information is most relevant to them.

Writing a Script

The script is the backbone of your explainer video. It must convey your message clearly and concisely.

Tips for Writing an Effective Script:

Keep it Concise: Aim for a script that's around 150-200 words per minute. Brevity is key.

Focus on Benefits, Not Features: Highlight how your product or service solves problems or adds value, rather than listing features.

Use Simple Language: Avoid jargon unless it's common in your target audience's industry. Make your video accessible and easy to understand.

Example Script Outlines:

Problem/Solution Format: Start by describing a problem your audience faces, then introduce your product as the solution.

Narrative Approach: Tell a story where your product plays a crucial role. Engage viewers with scenarios they can relate to.

Storyboarding

Storyboarding helps you visualize the video before production begins. It's a series of drawings that represent each shot.

The Importance of Visual Planning: A storyboard allows you to experiment with different visual approaches without the cost of actual production. It's essential for aligning your team and avoiding costly changes later.

How to Storyboard Effectively:

Outline Key Frames: Sketch or use digital tools to create the main scenes of your video. Include notes on movement, camera angles, and transitions.

Include Dialogue and Timing: Mark where in the video the key pieces of dialogue will occur. This helps ensure your visuals are synced with the script.

Feedback and Revision: Share the storyboard with stakeholders and refine based on feedback to ensure it meets your objectives and effectively tells your story.

Planning your B2B explainer video is a foundational step that involves setting clear objectives, crafting a compelling script, and visualizing the project through storyboarding. Each of these elements ensures that the final video will effectively communicate your message and meet your business goals. This thoughtful preparation sets the stage for a successful production phase.

Creating Your B2B Explainer Video

Once your script and storyboard are finalized, the next step is actual production. Here's how you can approach creating your B2B explainer video, whether you decide to do it yourself or hire professionals.

DIY vs. Professional Production:

DIY Production: If you have a tight budget, DIY might be the way to go. You'll need basic video editing software and a good quality camera or smartphone. This approach works best for simpler, screencast-style videos.

Professional Production: For higher quality and more polished videos, especially animated or live-action types, hiring a professional video production company is advisable. They bring expertise in video design, sound engineering, and post-production that can significantly elevate the quality of your video.

Equipment and Tools Needed:

Camera: A high-definition camera is essential for live-action videos. For animations, powerful computers with robust graphics capabilities are required.

Microphones: Good quality audio is crucial. Invest in a professional microphone to ensure clear voice-overs.

Lighting: Proper lighting can greatly improve the visual quality of live-action videos.

Editing Software: Whether you’re editing a live-action clip or creating an animation, reliable editing software is crucial for piecing together your video.

Working with a Production Company

If you choose to work with a professional video production company, here’s how to make the most out of the collaboration:

How to Choose the Right Video Production Company:

Portfolio Review: Look at their previous works to see if their style and quality match your needs.

Client Testimonials: Check reviews and testimonials from past clients to gauge their reliability and customer service.

Quote and Timeline: Ensure their quote fits your budget and their timeline matches your schedule.

Collaboration Process:

Initial Meeting: Discuss your vision, objectives, and any specific requirements you have for the video.

Regular Updates: Stay involved throughout the production process through regular updates and drafts. This ensures the video aligns with your expectations and revisions are made timely.

Feedback and Revisions: Provide clear and constructive feedback. Expect a few rounds of revisions as the video gets refined.

Voice-over and Music

The auditory elements of your video play a key role in how it is perceived.

Selecting the Right Voice for Your Brand:

Voice Tone and Style: Choose a voice that reflects your brand’s personality and appeals to your target audience.

Professional Voice Actors: Consider hiring a professional voice actor for a polished and engaging narration.

Choosing Music:

Background Music: Select music that enhances the video without overpowering the message. It should match the tone and pace of the video.

Legal Considerations: Always use royalty-free music or music for which you have purchased rights, to avoid legal issues.

Creating a B2B explainer video involves careful planning and execution in production, working effectively with professionals, and selecting the right audio elements. Each of these steps ensures that the final product effectively communicates your message and represents your brand in the best possible way.

Best Practices for B2B Explainer Videos

Creating effective B2B explainer videos requires adherence to certain best practices. These guidelines help ensure that your video not only reaches the right audience but also makes the desired impact.

Key Elements of Effective Explainer Videos

Clear Messaging: The message should be concise and to the point. Prioritize clarity over creativity to ensure the audience understands the core message without distractions.

Engaging Visuals: Use visuals that are not only appealing but also relevant to the message. The imagery should support the script and help explain the concept effectively.

Appropriate Pacing: The pacing should neither be too fast, which might lose the viewer, nor too slow, which could bore them. Find a balance to keep the viewer engaged throughout.

Mistakes to Avoid

Overcomplicating the Message: Avoid jargon and overly technical language unless it is standard within your target industry. Keep the language simple and accessible.

Ignoring the Audience's Needs: Don’t create a video based solely on what you think is important. Consider what the audience needs to know and what will compel them to engage with your brand.

Lack of a Call to Action: Every explainer video should end with a clear call to action. Tell the viewers exactly what you want them to do next, whether it’s visiting a website, signing up for a demo, or contacting sales.

Common Pitfalls in Explainer Video Production

Ignoring Video SEO: SEO is crucial even for videos. Include relevant keywords in your video’s title, description, and tags to ensure it is discoverable.

Skipping the Script Review: Never rush into production without multiple reviews of the script. A well-vetted script saves time and money by preventing changes during later stages of production.

Neglecting Audio Quality: Poor sound can ruin even the most visually appealing video. Invest in good quality sound recording to match the professional quality of the visuals.

How to Prevent and Fix These Issues

Iterative Feedback: Incorporate feedback loops during the scripting, storyboarding, and editing phases. This helps catch issues early and adjust accordingly.

Professional Help: If certain aspects of video production are outside your expertise, don't hesitate to hire professionals. This can be for specific tasks like scriptwriting, animation, or sound design.

Post-Launch Analysis: After releasing the video, analyze its performance. Look at viewer engagement metrics, such as watch time and interaction rates, to identify areas for improvement.

Following these best practices and being aware of common pitfalls can significantly enhance the quality and effectiveness of your B2B explainer videos. By focusing on clear, engaging, and audience-centered content, you can ensure that your explainer videos are powerful tools in your marketing arsenal.

Examples of Successful B2B Explainer Videos

In this section, we explore real-world examples of effective B2B explainer videos. These cases demonstrate how companies successfully communicated complex solutions in an engaging and understandable way. By examining these examples, we can extract valuable lessons on creating impactful B2B explainer content.

Case Studies

Slack – “So Yeah, We Tried Slack…”

Overview: Slack’s explainer video creatively uses a combination of animations and testimonials from genuine users to explain how their communication tool can transform workplace interactions.

Key Takeaway: The use of real user experiences and a light-hearted animation style makes the video relatable and engaging, effectively demonstrating the practical benefits of using Slack in a daily work environment.

Spotify for Business – Background Music Service

Overview: This explainer video for Spotify’s business service details how their music streaming can enhance the customer experience in various commercial environments.

Key Takeaway: The video smartly uses the scenario-based approach, showing potential business environments and how Spotify’s service fits seamlessly into each. It highlights usability and the ambient improvement music can provide.

Crazy Egg – Heatmaps Tool

Overview: Crazy Egg's video uses animation to demonstrate how their heatmap tool helps businesses understand customer behavior on their websites.

Key Takeaway: The video effectively uses simple animations to demystify a complex analytical tool, making it accessible and appealing to non-technical users. The clear demonstration of the tool’s value proposition encourages potential customers to consider integration.

What We Can Learn from These Examples

Engagement through Storytelling: All these videos incorporate a strong narrative element that captivates the audience’s attention. Whether it’s through user stories or hypothetical scenarios, they make the abstract tangible.

Focusing on Benefits: Each video emphasizes how the service or product improves the customer's life or business operations, rather than just listing features.

Visual Simplicity and Clarity: The visuals are designed to enhance understanding. They avoid clutter and focus on illustrating points made in the narration.

Professional Production Quality: High-quality audio and visuals ensure that the viewer’s focus remains on the message. Each element, from the script to the animation style, is polished and contributes to a professional overall presentation.

By studying these examples, B2B companies can gain insights into producing explainer videos that are not only informative but also compelling and memorable. The key is to blend creative storytelling with clear and concise communication of the business benefits.

Distributing and Utilizing Your Explainer Video

Once your B2B explainer video is created, the next critical step is distribution and utilization. Effective distribution ensures that your video reaches the right audience and achieves your business objectives. Here's how to strategically share and make the most of your explainer video.

Platforms for Distribution

Choosing the right platforms to host and share your video is vital for its success. Each platform can serve different aspects of your marketing strategy.

Your Company Website: Embed the video prominently on your homepage or relevant product pages to increase engagement and conversion rates. It can also live on a dedicated landing page optimized for lead generation.

Social Media Networks: Platforms like LinkedIn, Twitter, and Facebook are ideal for B2B audiences. Tailor your video’s introduction and call to action to fit each platform’s audience.

Email Marketing: Include the video in newsletters or promotional emails. Videos can significantly increase email click-through rates.

YouTube and Vimeo: These platforms are essential for SEO and reach. They serve as a video library that potential clients can access anytime.

Trade Shows and Conferences: Use the video as part of presentations or as a standalone feature at your booth to attract and engage attendees.

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Also Read How To Create a Promotional Video

Tips for Optimizing Video Content

To maximize the video’s impact, consider the following optimization strategies:

SEO Best Practices: Use keywords in your video title, description, and tags to improve its visibility on search engines and video platforms.

Custom Thumbnails: Create compelling thumbnails that encourage clicks. A visually appealing thumbnail can significantly affect whether people decide to watch your video.

Call to Action: End your video with a clear call to action. Whether it’s visiting your website, signing up for a demo, or another step, make sure it’s clear what viewers should do next.

Measuring Success

To understand the effectiveness of your explainer video, track its performance and analyze the data:

Key Performance Indicators (KPIs):

View Count: Measures how many times the video has been watched.

Engagement Rate: Looks at how much of the video people actually watch.

Click-through Rate: Tracks how many viewers click on the link or call to action.

Conversion Rate: The percentage of viewers who take the desired action after watching the video.

Tools and Methods for Analysis:

Analytics Tools: Use tools like Google Analytics, YouTube Analytics, and social media insights to track performance across platforms.

A/B Testing: Test different versions of your video on smaller segments of your audience to see which performs better, and use this information to optimize future videos.

Distributing and utilizing your B2B explainer video effectively involves careful planning and continuous measurement. By selecting the right platforms, optimizing your content for engagement, and measuring its impact, you can ensure that your explainer video contributes to your business goals and enhances your marketing efforts.

Conclusion

Explainer videos have become an indispensable tool in the B2B marketing arsenal. They provide a dynamic way to communicate complex information succinctly and engagingly. By effectively breaking down and illustrating your product's benefits, explainer videos help bridge the gap between your offerings and your clients' understanding. The strategic use of explainer videos not only boosts engagement and conversion rates but also enhances overall brand awareness and customer education.

As we've explored, from planning and production to distribution and analysis, each step in the creation of an explainer video is crucial. By adhering to best practices, avoiding common pitfalls, and applying the lessons learned from successful examples, B2B companies can craft videos that are not just informative but also compelling and memorable.

Ready to take your B2B marketing to the next level? Start by integrating a professionally crafted explainer video into your strategy. Whether you're introducing a new product, entering a new market, or simply looking to increase engagement, a well-executed explainer video can make a significant difference.

Don't wait to enhance your company's communication strategy. Contact us today to learn more about our explainer video services, or visit our website to see examples of our work and how we've helped other businesses achieve their marketing goals. Let's create something impactful together!

FAQs

Q: What is a B2B explainer video?

A: A B2B explainer video is a short, engaging video that outlines a company’s products or services in a way that is easily understood. They are specifically designed for a business audience, focusing on how the product or service solves problems or improves business operations.

Q: How long should a B2B explainer video be?

A: Ideally, a B2B explainer video should be between 60 to 90 seconds. This duration is long enough to cover key points without losing the viewer’s attention.

Q: What are the key components of an effective explainer video?

A: An effective explainer video should have a clear and concise message, engaging visuals, professional audio quality, and a compelling call to action. It should also be tailored to the target audience’s interests and needs.

Q: Can explainer videos improve SEO?

A: Yes, explainer videos can significantly boost SEO if they are optimized correctly. Including relevant keywords in the video title, description, and tags can help improve the video’s visibility on search engines.

Q: How much does it cost to produce a B2B explainer video?

A: The cost can vary widely based on several factors, including the video’s length, complexity, and whether you hire a professional production company. Prices can range from a few hundred to several thousand dollars.

Q: Are there any specific industries that benefit more from explainer videos?

A: While explainer videos can be beneficial across various industries, they are particularly effective in sectors where products or services are complex, such as technology, healthcare, and finance.

Q: How do I measure the success of an explainer video?

A: Success can be measured using various metrics such as view count, engagement rates, click-through rates, and conversion rates. Analyzing these metrics will help determine how well the video is performing and if it’s meeting your business objectives.

Q: What’s the best way to distribute a B2B explainer video?

A: The best distribution strategy includes multiple channels: embedding it on your company website, sharing it on social media platforms, including it in email marketing campaigns, and showcasing it at trade shows or conferences.

Q: Should I use professional voice-overs for my explainer video?

A: Yes, professional voice-overs can significantly enhance the quality and professionalism of your video, making it more engaging and effective at conveying your message.

Q: How often should I update my explainer video?

A: It’s advisable to update your explainer video whenever there are significant changes to your product or service, or if there’s a need to refresh the content to maintain engagement with newer audiences. Regular updates ensure your video remains relevant and effective.

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