What Does A 60 second Animated Explainer Cost?
That is the most common, and often the first question we get asked by customers or prospects. Many times it’s the only question asked. Like anything else the answer is, that depends on many factors. If you’re buying a car there are $8000 Korean imports and $90,000 German imports, and many others in between. It’s the same with the cost of an explainer video. You can find many low cost videos and some very high priced productions. In general an animated video that looks very simple is much more involved than many people realize. You can find quite a few blog posts that explain the costs involved with creating a quality animated explainer video. I won’t attempt to recreate that information here. What this article will focus on are some of the factors that should be considered and why cost alone is not the best approach and is unlikely to get you the results you need. Businesses use explainer videos because they work. They have become popular because people enjoy watching them. With a small investment in time a site visitor can understand what a company does and determine if they want to engage with them directly. If the video is going to be a key piece of the marketing plan it needs to be effective. That’s really the only thing that matters in the end.
What Is the Return on Investment for an Explainer Video?
This is a better question. If you have determined that a quality explainer video will help you succeed, and you know based on your business plan what success looks like, then a good question to ask is how much is the video worth vs how much does it cost. You should have already calculated what a new customer is worth. If a video increases your sales by 10 percent, what is that worth? If the conversion rates are better with a video, and statistics show that they are, then you can expect a good return on your investment. If you can get that message out via your explainer video on social media, email, website and landing pages, you can begin to see how many more people you can reach with a quality video. Consider this when you’re shopping for a production company to create your explainer video.
What is Your Goal for Your Explainer Video?
Most customers I work with want an explainer video to help launch a new business or a new product or service by an established business. Marketing is vital to a successful launch and a quality video is usually an important element of that marketing plan. Often the video is the main marketing tool. It will be promoted on social media and linked in every email. It will live in a prominent place on the home page and other landing pages, hopefully near the top of the page where it can’t be missed. If you have invested a considerable sum in research and development, app and website development, personnel, advertising, other expenses, it doesn’t make any sense to cheap out on the explainer video. This doesn’t mean get the most expensive one or ignore price altogether. Every business has a budget. The point is price should not be the main factor. Consider asking other questions before asking about price.
Questions to Ask Before Asking Price
- What examples do you have where the video was a key factor in marketing a business?
- Do you have testimonials from previous customers, and can we contact them?
- Do you have any experience in our industry?
- Do you work with us to determine the style and approach to the messaging.
- If the content is still relevant, is the company still using the video. If not, how long did they use it?
- How have other companies used their video as part of their marketing plan?
- Can you also work with us marketing the video?
Explainer Videos Shorten the Sales Cycle
I hear this from many of my customers. When they talk with their potential customers much of that time is spent explaining the basics of their companies offering. When they speak to a person who has seen their explainer video they begin from a much better starting point. The customer is more qualified because they are clear on what it is they are inquiring about. They’ve already determined that they are interested. The result is a higher closing ratio because the prospects are better qualified. A salesperson can get to the meat of a sales presentation much quicker if the prospect understands the basic concept and the salesperson can thereby focus the time and energy on asking questions, responding to objections, and closing a sale.
Factors (Other than Price) to Consider:
- Visual Style
Does this video project the image I want for my company. Most explainer videos are simple cartoon or illustrated infographic art styles. Your company may not use this style in other materials but a quality animation can reflect positively on your company’s image. Low quality art or cheap, clunky animation is probably not something you want to associate your company with. Make sure the quality is professional looking. This includes the animation, audio quality, voice style, and overall messaging.
- Voice Delivery
The art of a good voiceover is in making it sound natural and conversational. It should sound like one person talking to another. Avoid the golden-throated classic “announcer” sound. It was great for old school corporate video but not so good for animated explainer videos. You want an inviting sound, a warm, thoughtful delivery with some personality, not a detached voice.
- Clear Messaging
Art and animation are important but if the message is not clear then all that art is useless. Start with the message. As you view sample work by various producers view them as if you were the potential customer for their product or service. After watching the video do you clearly understand what this company does, what makes them unique, and what problem do they solve. If not then move on.
- Length of Video
Clear and concise messaging is essential to an effective explainer video. One minute is excellent, 90 seconds is most common, and two minutes should be the limit. Having said that be wary of companies that charge according to length. While it is a factor, a longer video is not necessarily better and it may even be worse. You are buying results. If more people watch your 60 second video then it’s more effective and more valuable than the 3 minute video they don’t watch to the end.