Comprehensive Guide to Video Marketing

Hello! Welcome to our Comprehensive Guide to Video Marketing. We’re here to tell you all about how effective and impactful video marketing can be – even more effective than, say, written communication. Written communication still has an important place in marketing or teaching, but video can work alongside written materials to supercharge engagement and retention. Video can’t do everything, but it does some things really well, and we’re here to spill our secrets about exactly how it can be most effective for you and your business.

Video can:

  • Support and accomplish your marketing objectives
  • Simplify a complex product or service
  • Make your social media more interesting
  • Boost your Search Engine Optimization (SEO)
  • Increase engagement with your website
  • Support Internal communications and training – especially with a remote workforce

video marketing cycle process

In this guide, we’ll take you through how video conveys information more effectively than written or other visual media, explore some of the ways you and your company might use video marketing, and talk about some specific examples from different industries.

Then, we’ll take a peek behind the curtain at the video-making process, and share some tips and tricks for making fun, successful explainer videos that your audience will want to share over and over again.

Let’s break down this question. Let’s talk about why video marketing can be more effective than other marketing tools, how to use video as part of your marketing strategy (the possibilities are nearly endless! But we have some specific suggestions.), and which industries can benefit from using explainer videos (hint: just about all of them).

What is video marketing?

While it may seem obvious, let’s start by actually defining video marketing. Hubspot defines video marketing as “using videos to promote and market your product or service, increase engagement on your digital and social channels, educate your consumers and customers, and reach your audience with a new medium.” Basically, any way that you use video to communicate with your audience online is considered video marketing.

Why is video effective?

Video marketing is everywhere. From TV commercials to digital billboards to Instagram, video has become synonymous with good marketing. With the ever-expanding landscape of the Internet, there are more opportunities than ever to create video content that effectively builds your brand and spreads your message. Why is video such an effective marketing tool?

Video helps with SEO and Organic search

The presence of video alone signals to search engines that you are producing quality content, which in turn improves how well your website ranks and how likely it is to be found organically through online search engines. Additionally, things like keywords, labels, and transcripts allow your video to carry more data than just the video itself, which helps it show up in the right search results.

Video is accessible across platforms and to all different kinds of people

Video is versatile. It can be optimized for social scrolling, email, television, or digital ad-space. And by making use of visuals, voiceover, and subtitles, you can reach all different kinds of people in different environments.

Video improves retention

We know that video aids help people learn. So if you are in the business of training your team or educating the public, video is a powerful tool that can supplement your modules or even replace your written materials/slide decks. 

People remember video

Not only do people remember the content, they also remember the experience. Video is more likely to leave a lasting impression on a viewer than text or a picture. That means they are more likely to recall your video later and take action.

Videos grab attention more than photos or text

Marketing is all about winning over competitors by owning the market. Using video or motion graphics gives yourself a competitive edge. They are more attention-grabbing and impression-leaving than other types of media. And – they make your organization appear professional, personable, and modern. 

Videos can be bite-sized

We’ve always subscribed to the less is more mentality when it comes to video, because it’s a medium which really packs a punch. A typical explainer video runs about 90 seconds; however, social media videos and animation GIFs can just be a few seconds long. Sometimes these fun-sized videos are all you need to make a big impact: whether as animated icons on your website, embedded GIFs in emails, or attention-grabbing social media videos.

Videos drive action

It’s so easy to incorporate action into your video. A strong call-to-action is key, and often the foundation of a successful video. You can also incorporate links and buttons into your videos to streamline action for your viewers.

Videos are the best way to explain and persuade

Videos have the keen ability to break down information in a way that’s easy to understand. They can package information such that viewers come away with a new perspective. And that new understanding can change minds and motivate people to act.

As new markets and applications for video marketing emerge, there will be more ways to leverage video to achieve your unique goals and build your brand. There’s a big difference between promoted Instagram stories and Super Bowl commercials, and there’s a video content strategy out there for every budget and organization. It’s all about figuring out your goals, your audience, and where video fits in.

Videos break through the static and grab a viewer’s attention. A professional, personable narrator speaks directly to your audience. Compelling visuals, designed to match your brand, attract attention – and motion graphics keep people watching. And every animation is completely customized to showcase your unique identity by telling your unique story

So, video marketing is definitely right for you! Let’s look at some of the ways you can use it in your organization.

Explain a Complex Product or Service with Video Marketing

So you have an important message to explain, or product to sell, and you’re ready to spread the word.

But here’s the problem: when you are an expert about something, it can be really hard to explain it to someone who knows nothing about it. We call this the Curse of Knowledge, and it can be really difficult to break! This is where you need to step back, put yourself in your customer’s shoes, and focus on what’s most important to them.

Explainer videos are a tool that can bring clarity to your complex subject, product, or service. Using images and narration, video breaks down your topic into easily digestible and understandable parts, leaving your audience with the most vital information (usually, how your product or service can benefit them).

When utilizing video to explain your product and tell your story, keep the following tips in mind:

First, know your audience.

Understanding your audience is the essential first step in knowing how to explain your product. Ask yourself questions like: How old are they? What are their interests? What field are they in? Focus in on some target profiles, and then cater your message to meet them where they are. Hone your message in on how your product can specifically help them.

Next, break free from jargon

(or use it to your advantage). Every industry and niche has jargon, meaning language specific to that industry that might be unknown to outsiders. Do this experiment: write a paragraph explaining your product. Then, underline every word that might be industry specific. Try to think of more common replacement language that will have more meaning to people outside of your industry. Or, if your goal is to sound like an industry-insider, be strategic with the technical language you use.

Incorporate visuals to explain your product or service.

Showing a process? Use a flow-chart. Need to get technical? A product diagram may do the trick. Data-driven? Consider graphs and charts. Visuals help people learn and digest information. Bonus points if you can incorporate motion and/or sound, which has been shown to improve learning outcomes as well.

Emphasize the solution.

You live and breathe your product. When you jump into explaining it, it can be tempting to focus on the features, rather than the benefits. Make a mental shift, and consider: what about my product will be most interesting to this person? Chances are it’s not a literal description, but an explanation of how it can solve a problem.

By emphasizing the solution you provide, you’re empowering your audience to connect the dots between your product, it’s capabilities, and why they should care.

Email Marketing

Email marketing allows marketers to reach a large audience in a fast, personalized way. But most of your prospects wade through a bog of emails, blogs, and text-heavy papers every day. Reaching out to them can feel like swan diving into quicksand. How do you get them to engage with your email content?

Humor, surprises, valuable content. Enter video. Just using the word “video” in your email’s subject can increase open rates by 6%, Steven MacDonald at SuperOffice reports. TJ McCue at Forbes notes that viewers retain 95% of a message conveyed via video, compared with 10% retention for reading.

At their best, marketing videos convey the emotional heart of a story. They pique interest, setting prospects up for a longer conversation. With opportunities for humor in the script and on the screen, they offer a break from the less-entertaining aspects of our day-to-day lives. But they also remain true to the complexity of their subjects.

Other benefits of using video in email marketing? Every time a prospect watches your video, its SEO improves–which will lead to more people finding your video organically. Potential clients are drawn to seeing and hearing humans rather than just reading. In fact, HubSpot is offering a series of new video features to help make those personal connections. Videos are adaptable to many languages and platforms. You can be as effective on a mobile device as you can on a larger screen.

So, video has a range of advantages that make it ideal for email marketing. But what differentiates you from your competitors is the creativity you bring to the video itself and to your use of that video. We’ll get into more detail later on how to use your video… but here are a few things to think about that are specific to email marketing. When planning your video marketing strategy, consider how your audience interacts with email (what time? how often?), what their pain points are, and what delights them.

Then consider some of these ways to use video in email marketing:

  • Embed Video in your Email’s Body. With some knowledge of HTML, you can embed a video to play directly in your prospects’ emails. Since, not all email providers support this feature, you can embed an image or GIF, complete with play button, and format it to link to a video landing page. This puts the viewer in the right place to continue their customer journey.
  • Sprinkle links to videos throughout the text of your email. Provide readers with a wealth of content that they can intuitively explore. Add hyperlinks to emphasize key phrases, whether your company’s name, services, or story–– whatever you can dream up. For example, when talking about the power of whiteboard animations in my email marketing, I add information about the neuroscience that backs it up.
  • Include a video in your signature. This is a great use for a video about your company’s history and purpose.
  • Use GIFs. We’ve seen this work well with retail corporations and any company that wants to add some glitz and/or humor to their emails.
  • Build a campaign with a video series. One email rarely connects you with all possible sales leads. Follow up is crucial, and video can help.

Adding video to your email marketing can improve your open rate, more deeply convey your message, and increase leads– ultimately strengthening your business. Use this guide to get started, and you’ll be well on your way to building a loyal following.

Social media

Oh, Social Media. Facebook, Twitter, Instagram, LinkedIn, Pinterest, and Snapchat. Each network brings its own spin to the social media game, and its own opportunities for video marketing. 

Marketing on social networks means connecting with the specific audiences they attract. And now more than ever, it means using video.

Reports say:

  • By 2020, online videos will make up more than 80% of all consumer internet traffic.
  • 100 million hours of video are watched each day on Facebook.
  • Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.
  • 51% of all video plays are on mobile devices.

So how do you make yourself stand out among the pictures of cats and cocktails garnished with hamburgers?

Tell a Story.

Video makes this easy. At Next Day Animations, we make explainer animations every day, distilling the emotional core of a story to engage and connect with viewers. Whether we’re talking about policy or plungers, we know viewers are more likely to retain a message when it’s told with authenticity and heart. And statistics show that video content sticks with an audience more than any other format.

Use Gifs.

These moving images are the perfect attention-grabber. They are endlessly useful, serving as punchlines to jokes and examples of your very serious product in action. In the midst of a feed that consists mainly of photos, illustrations, and text, they stand out. We love to make gifs to accompany our animations. Check out more information on that service here.

Use Short Videos.

These 15- to 30-second videos are spreading across the internet. They serve as trailers for the trailer, redirecting to longer explainer videos. Or they pull your audience straight to your website or the phone. With surprising and witty content, it’s easy for them to go viral. Click here to check out some short videos we’ve made.

Be Consistent.

Post regularly. This keeps your audience checking your feed week after week. For bonus points: Introduce a recurring post or event. Maybe it’s a monthly video highlighting a new aspect of your service or a weekly gif of your puppy’s greatest tricks. Either way, they’re bound to love it. Need help

Mix it Up.

Variety of content draws viewers. Gifs, videos, illustration, text, and photography each bring something to the table. So use all of them. We’re attracted to difference, to the new and unusual. Be bold. And as previously mentioned, our team loves to create content and manage social media accounts.

Search Engine Optimization (SEO)

Experts agree that your company’s SEO and search engine ranking can have a huge impact on your marketing success rate.

If a picture is worth a thousand words, imagine the value of a thirty second video. That’s why we’re talking about SEO (Search Engine Optimization) and how video can be used to help you land at the top of search results. SEO is the practice of maximizing your web traffic by ensuring your website lists high on search engines. Understanding SEO and the complicated set of algorithms that determine which websites will be ranked higher is no minor feat. However, there are a few simple, tried and true methods that include the use of video that will improve your visibility and help you to get your brand a bigger slice of the web!

Youtube

Don’t forget, YouTube is a search engine. The second most widely used one in the world in fact (second to Google, and it also happens to be owned by Google). So don’t underestimate the value of a well curated YouTube page that lets viewers see who you are and what you’re all about (and includes plenty of URLs to direct visitors to your site!).

Keywords

What are the main search terms you want to rank high for? Identify these keywords, then design your content around them. For video, this means including the keywords in your script, and in the title and description of your YouTube video. YouTube also allows you to upload the transcript of your video, which will earn you more SEO points.

Dwell Time

One of the most valuable, yet misunderstood metrics out there. Dwell time refers to the amount of time visitors spend on your page. This number helps to determine the value of the content which is absolutely taken into consideration when determining search relevancy. High quality, engaging video can significantly increase this metric as it relates to visitors to your site.

Social Shares

A video on Facebook gets 135% more engagement than a photo (Hubspot). All those likes, comments and shares do more than prove that people are listening. They improve your visibility while proving to Google and other search engines that your information is relevant.

Video Drives Traffic to Your Site

When you post your video to third party sites like YouTube or Vimeo, you have the opportunity to include your URL and direct people to your site. After all, one billion hours of video is consumed on YouTube every single day, so why not get your name in front of some of those viewers?

If you’re looking to climb to the top of those search engines, be sure to include video in your next marketing campaign. Your video can be used on social media, YouTube, and your website. Featuring engaging, relevant, keyword-optimized video content makes a huge difference in your SEO. Don’t forget to include URLs and lots of short but sweet authentic content!

Video Landing Page

What is a Video Landing Page?

This is a specific page for a specific audience, designed to tailor information in such a way that it generates more leads or purchases.

Site visitors will click on a direct link (from search results, or social media, or email campaigns, etc.) which leads them to “land” on a page. Think nextdayanimations.com/astronauts. These often have a video, designed to increase conversion.

Different from a home page, a landing page has one main link to drive action. (And a website might have multiple landing pages, each for a different audience or product.)

Some stats from Forbes:

  • Use video on your site? The average user will spend 88% more time there.
  • Viewers retain 95% of your message. Compare that with 10% retention for reading.
  • US television networks have thousands of hours of video. But these days, more video content is added in 30 days than they’ve made in 30 years.

What do I include in a landing page’s video?

  • Your customer’s perspective. How will you solve their problem?
  • Call to action. Ask users to call, fill out a form, donate–– anything you can dream up.
  • Humor. Laughter reinforces key concepts and makes your message stickier.
  • Bonus: Your brand story. Telling your own story can be a tool for humanizing your company and connecting with your users’ needs.

Tips and tricks

  • Adapt pieces of your video for social media. Studies show that video engages more than any other type of post on social media.
  • Share via email. Emails with “video” in the title are more likely to be opened and to convert leads.
  • Give special attention to the launch and marketing of your video. Slay that SEO. (Side note: These are the kind of projects we LOVE to help with, if you’re looking for backup.)

Accomplish Marketing Objectives (and maybe go viral)

You want to sell more product, get more clients, raise awareness about a topic, or generate support for your cause. Even though creating a viral video isn’t usually the main goal, it sure couldn’t hurt your objectives if it happened.

After making more than 500 videos, we’ve learned a thing or two about which videos have the best odds of getting lots of eyeballs. Here’s what we know:

Frame Around Issues, Not Orgs. The most videos most often shared have one thing in common: The video is focused on the problem, rather than the group that is working on it. This is the essence of content marketing- creating interesting, valuable, novel or helpful content that people want to share.

So if a group prevents ID theft, rather than making a video about their services, they would probably be better off making a video about ID theft, that leads viewers to their site.

Why? Problems are more interesting and engaging than their solutions without the context of why people should care. And while viewers may be resistant to sharing an advertisement, they might gladly share valuable information.

Tell The Emotional Story.

The best videos invoke strong emotions like anger, fear, nostalgia, indignation, relief and hope. Don’t get stuck in a fact-trap, people will forget facts much quicker than emotions. And at the end of the day, it’s their emotions that will motivate them to do something new (like share your video). So share your message with an emphasis on the viewer’s emotional story.

Comedy.

Funny videos get more engagement. Period.

And Lastly, Marketing

Unfortunately, the majority of videos are not an “if you build, it they will come” scenario. There are just too many competing videos out there. If you really want to get viewers (and the right viewers), we highly suggest you invest in getting your video in front of those viewers. Depending on your audience, YouTube and Facebook are probably the best places to start.

What makes a video go viral? While it may seem totally random which videos make it big, there is some rhyme and reason to what makes a video something that people actually want to share. An expert animation studio (like us at Next Day Animations) can keep in mind many of the characteristics that make up a video that is highly shareable.

Internal Marketing – like internal communications and video-based learning

“Marketing” doesn’t just refer to the messages you send out to your audience, clients, and potential customers. It can also refer to messaging that you share within your organization.

59% of executives would rather watch a video than read an article, Forbes claims.

And those of us who are not executives agree. Video engages viewers in ways that text can’t. Maybe it’s that videos reach many of our senses simultaneously. Maybe it’s that they can adjust to multiple learning styles. Whatever the reasons the result is the same: Higher information retention.

So it’s no surprise that videos are being integrated into Learning Management Systems and in-person trainings. But what may be news is the way in which video is adapting to integrate new learning technologies.

With video-based learning you can:

  • Save time and increase retention.
  • Create smart, interactive modules and test comprehension.
  • Build a variety of delightful, insightful quizzes and games.
  • Adapt material based on the location of the user, which means that users all over the world can experience material specific to their location, language, and needs.
  • Show your team how much you value them and are invested in their growth by using personalized messages, goals, and recognition.
  • Animate screencasts to teach how to use company tools.
  • Share your company values through an explainer video.
  • Make common workplace scenarios come alive using videos that walk through situations and solutions.
  • Display key graphics and company trends through an animated infographic.
  • Develop company culture that ties your team together.
  • Have boat loads of fun! Really.

Bringing video into your learning processes means you maintain high quality, consistent content with options for accessibility. All of your team, regardless of language, location, or ability can be included in this shared experience.

This does more than ensure that staff know the same things. It means that they have the same experience to talk about, laugh with, and generally bond over. Training is a key part of building company culture, which often defines whether your business succeeds or fails. The stakes are high. Video can help.

Whether it’s a change in protocol, a training for new employees, or introducing a new initiative, it’s essential that your employees, volunteers, or staff listen and retain what you’re sharing. All the better if you can create organizational buy-in — meaning that your audience actually supports your message.

Animations can elevate your internal communication message from one that people hear to one that they really care about.

So how exactly does video learning keep thousands of employees engaged with an online curriculum, and keep trainings fresh, fun and memorable?

They share your message concisely.

Animations enable educators to keep it short and sweet. Videos are perfect for introducing a new concept, teaching a new skill, or demonstrating a key point. Clear and concise video allows your message to ring true, while making sure your audience doesn’t get away from you.

They make it visual.

These days, when it comes to sharing information, visual is the way to go. Did you know 65% of people identify as visual learners? The simple yet compelling graphics of a whiteboard video are sure to keep an audience’s eyes, and brains, focused on your message.

They lighten the mood.

Video-based learning brings a fresh and fun vibe to your workplace training. Break the mold by starting the presentation with a custom animation. It will lighten the mood, increase focus, and set a productive tone for the rest of the session.

They make your message stick.

Want your training to stick with your audience past lunch-time? Animations leave a lasting impression on viewers, because they are clear, chock full of fun visuals and audio, and outside-the-box. An animation in your training will ensure your employees know what you need them to know, and that it stays that way.

You can share them across platforms and across cultures.

Have a message you need to get out to your company of thousands? An animation is highly shareable and accessible to all. They can easily be embedded in an email, on a website, or in your Learning Management System (LMS). Have a multicultural/lingual audience? An animation is easily adapted for a diverse audience and can be translated into dozens of languages. They are a flexible learning tool with a long shelf life, that can help meet your learning needs.

Videos can support Change Management.

Over the past few months, we have faced large-scale societal change head on. When big changes happen, communication is key.

Every business has experienced change on some level. Sometimes these changes are surprising and sudden, sometimes they are gradual adjustments. Either way, change is hard. You need to be thoughtful and clear in how you manage change with your team. In times of uncertainty, you need the best tools for communicating quickly, clearly, and with compassion.

With the right team and tools, you can use explainer videos to clearly communicate about our changing world and workplaces – to many people at once, from a distance.

How can explainer videos help you manage change at your organization?

  • Whether you are still transitioning to remote work, or planning your transition back to the workplace, explainer videos can help you clarify expectations and norms for work moving forward.
  • Do you have changing policies to reflect social distancing practices and use of PPE? An explainer video can lay out changes clearly and visually.
  • Cancelled events or in-person trainings? Adapt your content to video, which can be easily shared over online platforms.

Explainer videos can help keep your team connected and informed. We have worked for years to help remote and spread-out teams stay on the same page, using engaging and fun video content. Whatever changes your team is weathering, and whatever information you need to share, video can help you share it.

You may be wondering if an explainer video is the right choice for your business, considering your industry’s unique challenges and markets. We’ve worked with pretty much every industry under the sun, and here are some who have had great success with using explainer videos and video marketing.

Healthcare

It doesn’t take much time interacting with the healthcare system to understand how confusing it can be. From insurance to treatments, even something like scheduling an appointment with your provider can feel overwhelming. There are so many uses for explainer videos in this industry. You can connect with doctors, patients, office administrators – with a consistent, widely shareable video. (Scroll down for more detail and some specific examples!)

Tech and Security

New advances in technology are happening all around us, every day. While these advancements can be exciting, they can also bring feelings of uncertainty or even fear, especially when it comes to security. Explainer videos help cut through the fear by providing reliable, easy-to-understand information. They can educate users on how to best utilize products, and bridge the gap between uncertainty and trust.

Human Resources

Not exactly an “industry” – but a crucial function in any organization. Sometimes businesses overlook one of their most important stakeholders: their employees. Creating a strong internal communication plan ensures employee satisfaction and understanding. Explainer videos are extremely useful for rolling out new policies, making big announcements, and raising spirits.

Nonprofit

If you work for a nonprofit’s communication or fundraising department, you know how important storytelling is. If you want people to support your work, with their time, money or goodwill, you have to appeal to their heart as well as their brain. Explainer videos are an excellent way to capture the emotional core of your message, and to tell your organization’s story with heart. (Keep reading for more examples from the Nonprofit industry.)

Finance

A field with lots of important, but sometimes extremely confusing, information to share. We’ve created explainers that break down the basics of personal finance for a youth-focused audience, and we’ve made explainers that help first-time home buyers navigate the process. People often are so intimidated by finances that they may shy away from even engaging with financial institutions. Good videos empower customers to make good financial decisions with confidence.

Your Industry Here

I know, I know, this is kind of cheating. But the thing is, we’ve worked with so many types of businesses over the years and know first hand how effective explainer videos can be across the board. Check out Our Work to see the breadth of our experience.

Let's dig into some of these industries...

Nonprofit Video Marketing

Fundraise

In order to make big change, nonprofits need money. It’s a fact of life. An emotionally compelling animation with a strong call to action at the end (“Donate Now!”) can funnel your audience directly to your contribution page, and convince them that now’s the time to give.

Train

Does your organization rely on volunteers to get important work done? An animation is a wonderful way to provide consistent, clear, and engaging trainings to volunteers and employees. These can be sent out via email or shown at an in-person training — super versatile!

Recruit

Increase your visibility with an animation — easily embedded on a website, social media, or in an email. Whether you are promoting an event or recruiting members/volunteers, animations can spread the word about your organization.

Tell Your Story

As a nonprofit, you rely on human connection to raise money, raise awareness, and make important change. Animations help you forge those connections by getting to the heart of things and telling your emotional story. Your message is sure to stick and people will remember your organization, and might just be compelled to join the cause.

Over the past several years, we’ve witnessed the rise of video marketing. As the medium has evolved, it’s become more accessible to organizations of all sizes, shapes, and budgets. Meaning, you don’t need a large staff or a huge bankroll to pull off a killer video marketing strategy.

So what makes explainer animations such a good fit for nonprofit organizations? We know nonprofits face unique challenges. Here’s how video can help:

Share Your Message with a Large Audience

Nonprofits deal in the business of changing the world. Whatever your cause or issue, chances are it’s super important. Similarly, chances are not enough people know or care about it. Part of your challenge is to inform – whether that’s a general public, policymakers, or people who live in a particular community. Explainer animations can distill your important message into a short, digestible, and engaging video. Plus, as pro-scripters and animators, we know ways to make your message really sing and create emotional responses in your audience.

Drive Specific, Actionable Goals

Other than awareness building, most nonprofits are looking for people to act, whether it’s through donations, volunteering, sharing with their networks, or signing a petition. Explainer animations are a great way to drive specific action, by following your core message with a powerful call to action, and providing a pathway for the action to happen.

Adapt to a Changing World

The world is changing. Technology is changing. If you want to stay ahead of the curve, an explainer animation is a great way to show that you are forward thinking. A lot of nonprofits have trouble keeping up with changing trends, but these days, it’s essential to be able to connect with people online. An explainer animation can help you carve out your digital identity, or strengthen your existing one.

Leave the Heavy Lifting to an Expert

In the business of changing the world, there’s always more work to do. Thus, a huge challenge many nonprofit organizations face is workload. Whether your organization is understaffed, or just trying to do a lot, adding another large initiative like an explainer animation may not seem like the solution. Luckily, there are experts out there (like your’s truly!) who can walk you through the process and create a beautiful end product for you. Of course, you’ll need to available for a few calls and to provide feedback, but you can leave the heavy lifting to a trusted animation partner.

Healthcare Video Marketing

Healthcare is complicated. Many healthcare organizations struggle to deliver their message clearly in a way that sticks. And being able to communicate with your key audience, whether to train providers, spread the word about your product, or connect with patients, is essential to your organization’s success and your ability to serve your target population.

An emerging trend in Healthcare, explainer videos are a new secret weapon for impactful communication. Video can inform healthcare providers of the latest trends, demystify healthcare for consumers, connect patients with services and care, and much more.

Did you know?

  • 2 in 3 physicians use video to stay abreast of the latest clinical information. (Panopto)
  • 80% of online visitors will watch a video, while only 20% will completely read a piece of written content. (DigitalSherpa)
  • By 2021, videos will be responsible for 82 percent of Internet traffic globally. (Cisco)

How can an explainer video serve your healthcare organization?

  • Product/Service explainers: Promote your product or service with video by clearly explaining it and demonstrating its value.
  • Instructional videos: Help your doctors and providers stay up to date on trends and industry developments.
  • eHealth videos: More and more healthcare is happening online. Video can be a great online resource for patients.
  • Online marketing videos: Spread the word about your organization through digital marketing.
  • Internal communication: Share important organizational updates with your team through the streamlined medium of video.
  • Technical Explanations of Pharmaceuticals or Procedures: Animated video is a great way to share nitty-gritty details in an engaging way.
  • Video-based learning: Train your team through video-based learning modules; save time, money and increase retention.

The landscape of healthcare is vast and complicated, and the amount of information Healthcare orgs need to communicate can be overwhelming. Explainer videos can simplify your content into digestible parts that are enjoyable and engaging. Through meaningful and concise communication, explainer videos can help your organization make an impact.

Video Marketing Step 1: Your Big (or Small) Idea

Many people come to us with the seed of an idea, usually something that their team has been talking about for a while, but they aren’t sure if it will make a good video. Here’s a secret… we can make anything into a good video. Seriously. It’s what we do!

We’ve helped answer the question “What’s your plan after high school?”, we’ve illustrated the complicated vote-by-mail process in Ohio using the state bird (bet you’ve never seen a cardinal filling out a ballot with a sharpie), and we’ve made organic soil science fun. We’ve also crafted entertaining, and easily digestible videos about irrigation systems and escalator mechanics. For real.

Here’s how:

  • We help you think through your ideas. We’re great at simplifying, clarifying, and amplifying what you want to say.
  • We ask you lots of questions. You don’t have to have a sexy idea to make a video, you can just have a plain old everyday idea, and we’ll work with you to articulate why it’s interesting.
  • We rely on you to be the expert on your business. We may not know jack poop about how elevators work, but if you explain it to us, we’ll elevate it to compelling content. (And we’re not above a good dad joke.)
  • We know how to tell a good story. We find the emotional core of what you’re doing, and we make it relevant to your audience.
  • We collaborate. We’re your co-conspirator, your partner in crime, you cool colleague with good advice.
  • We have fun! We literally get to make cartoons for a living, and we think the process should be as enjoyable as the product.

But before you even call us, there are a few things you can do to find your story. It may seem hard to encapsulate in a few sentences who you are, what you do, and why you’re special… and it is! But it’s worth it. The ability to articulate clearly what you’re all about is a skill that will benefit your organization even after you make a video or launch a campaign. Any work you do to explain, excavate, and elevate your idea not only helps your marketing messaging externally, it will help people feel connected to your mission internally.

Here are some questions to ponder when thinking about how you might turn your idea into a video:

  • How would you explain your idea in plain language so that someone outside your industry can understand it?
  • Do you know who your idea is for? Who benefits from your idea?
  • Does anyone else have your idea? If so, what sets you apart?
  • What happens if your idea doesn’t get out into the world? What are the consequences?
  • Here’s the truth: anything can be a video. Really! Using a proven process, our team of experts, and your industry knowledge, the list of things we can draw up is limitless.

How can I make sure my video is good?

Explosions! VR! Cool motion graphics! Green screen!

While all of these are awesome, eye-catching effects, animation often falls flat when there is no context to back up amazing graphics. A solid script not only provides information, but tone and context. It communicates with words and emotions, helping your audience learn the information and form an opinion on it. Depending on how serious, somber, or wacky the subject is, a great script is highlighted by the images shown on the screen, often deepening the message.

Explainer videos have a tough task of condensing sometimes complex information down into a handful of minutes. Your script might convey this information differently depending who your audience is, but some of the most notable explainer videos can convey complex information that almost anyone can understand.

How can you use your script to connect with not only your colleagues or people within your field of work, but people who might not know anything about what you do?

Thankfully, you can count on our amazing team of script writers to create a narrative that breaks through the barriers of time, complexity, and audience. When building explainer videos, we make sure that your story is not just being told through cool graphics, but authentic storytelling that will not only inform your audience, but make them care.

Maybe you have some potential animation ideas floating around in your head as you’ve been reading this—and if so, great! When you’re ready to start, the first step with Next Day Animations is setting up a kickoff call. Prior to kickoff, you’ll need to ask yourself more questions to get the creative juices flowing. Don’t worry—we’ll provide a questionnaire for you to fill out that has everything laid out for you.

These include questions about the following:

  • Your goal: What do you hope your video will accomplish? How will you consider it a success?
  • Your audience: Will this be used across regions? Job titles? Be as specific as possible.
  • Your core message: What’s the story you want to share?
  • Your strategy: Where are you hoping to share your video? Intranet? Annual event? Trainings? Email campaign to all staff? This defines what our call to action will be, too.
Consultation

It all starts when you get in touch with us, either by phone or by email. Initially, we go over your big-picture idea and goals, talk about things like length and style, and talk about process.

Proposal

Once that initial call is over, we prepare a document for you that outlines everything we discussed, including prices. This is your opportunity to take a look, share it with your team, and let us know if you have any questions. If it all looks good to go, we move on to the next step in our process.

Kickoff Call

As the name suggests, this is the official launch of the project. Before the call takes place, we send you a questionnaire to help us get acquainted with your project and to guide our conversation. Then, on the call, our team meets with yours for about an hour to get into the nitty-gritty of your project. We ask questions about your audience, your objectives, and your organization as a whole. We get to know you so we can best capture your essence via animation. This is also the point at which we establish expectations and timeline so we are all on the same page.

Scripting

This is where the magic happens and we begin bringing your message to life! Once the script is finalized, we have a brief design call where we talk colors, style, music, and more. Then we work with a team of illustrators, voice actors, and animators to create your animation. Once we’ve brought it all together, we deliver you an initial draft. In animation, we have three iterative rounds of revision. Make sure you’ve shared it with everyone who needs to review it before you send feedback to us on the provided edit request form. A note on branding: Most organizations have brand guidelines but not necessarily animation guidelines. We’ll work together to figure these out to match your brand voice and standards. After the revision rounds and your sign-off comes the most exciting part!

Animation

This is where the magic happens and we begin bringing your message to life! Once the script is finalized, we have a brief design call where we talk colors, style, music, and more. Then we work with a team of illustrators, voice actors, and animators to create your animation. Once we’ve brought it all together, we deliver you an initial draft. In animation, we have three iterative rounds of revision. Make sure you’ve shared it with everyone who needs to review it before you send feedback to us on the provided edit request form. A note on branding: Most organizations have brand guidelines but not necessarily animation guidelines. We’ll work together to figure these out to match your brand voice and standards. After the revision rounds and your sign-off comes the most exciting part!

Tips for a smooth process:

  • Get the right colleagues involved. Too many stakeholders can really slow the process, but you don’t want to move a project forward without getting the approval that matters. Think carefully about who should be included in decision making for this project.
  • Don’t forget legal. Your legal department might have an opinion. Clear the script with them early.
  • 9th-hour changes are better than 11th-hour changes. The more time you can give us to implement changes, the better.
  • There is a “Big Red Button.” It’ll undoubtedly cost more money and time, but last-minute changes are always possible.

How do you know what style of animation is right for your video?

The first whiteboard animations were drawn by hand and produced in the style of a stop motion video. Many still are created this way. But in the last several years, software has been developed to replicate this style. Today, there are dozens of shops that specialize in custom whiteboard animations. Some of the techniques and tools for creating whiteboard animations have changed, but the overall effect remains the same: a unique, engaging viewer experience that leaves people feeling informed and delighted. And we can thank the cavemen and the inventor of the whiteboard for that.

But there’s more than one style of animated video! When choosing a style for your explainer video, you’re up against some unique challenges:

  • There probably aren’t brand standards for animation, so you’re basically writing the book.
  • Every colleague has an opinion… and they’re all different.
  • It’s difficult to visualize the final project when you haven’t even written the script yet.
  • You want to use this video for approximately a millennia, and you’re not sure what style will stand the test of time.
  • An army undead paperwork is trying to climb over your cubicle wall. Just kidding. But really, who has the time to do anything these days?

Here’s an overview of the specific benefits of each style.

Whiteboard Animation

With their charming, classic style, whiteboard explainer videos are great for communicating complex ideas quickly, making them ideal for trainings, startups, pharmaceuticals, tech, and academic lectures. The simple visuals help reinforce key concepts. And it’s easy to inject a little humor. Check out the neuroscience of whiteboard animation for more details about why this style works so well.

2D Character and Motion Graphics

Ideal for marketing as well as internal communications, 2D animation offers some particular advantages. It makes data come alive. It creates characters that can become icons. And it takes full advantage of the power of color. Bandwave’s marketing video is one of our favorite examples of these principles in practice.

3D Animation

You’ve got something technical to share with the world. Maybe it’s the technology behind bringing dinosaurs back to life, but more likely it’s your plans for a fancy new toothbrush. 3D animation, popularized by Pixar and Dreamworks, is increasingly used to model software and products with many intricate parts.

Kinetic Text

Words matter. This style emphasizes what you have to say, making it perfect for PSAs, speeches, marketing, and communication with an urgent message or quick turnaround time. Check out a Next Day Animations classic bike safety explainer video.

Stop Motion Animation

Enchantingly nostalgic and deeply imaginative, stop motion animation works well for whatever message needs a creative touch. We’ve used it in everything from construction company logos to pharmaceutical how-tos. Similar to whiteboard animation, the power of human touch comes through, making it great for connecting viewers to content that might seem distant, boring, or technical.

What length is right for your video?

How much time do you need to tell your story? With animated explainer videos ranging anywhere from 15 seconds to 5 minutes, you’ve got a lot of options to choose from.

Here’s your quick guide to choosing the right length video.

In general, shorter videos (30-60 seconds) are great for marketing a product or service, and getting someone to take a next step, like visit your website, sign up for a demo, or learn more.

Super-short videos (10-15 seconds) are often edited-down versions of longer videos, and are used as quick teasers to drive people to a website, or to a longer video. Longer videos (2-4 minutes) are better for internal trainings, or educating an audience about a topic, process, or system. Because it’s harder to keep someone’s attention for longer than a minute these days (hello, internet goldfish attention span), these videos work best with a captive audience.

30-second explainer videos are great for social media - they capture attention and are short enough to keep that attention for the duration of the video.

Because of the length, it’s not a great format for conveying a lot of information – think of a 30-second video as a teaser for other, more robust content. It’s not a documentary about your company, product, or topic… it’s the movie trailer.

One minute videos allow for slightly more information than a 30-second video, but are still short enough to grab and hold someone’s attention on social media. One minute is also a good starting point if you’ve never made a video before and aren’t sure how much or how little content is right for you.

Thirty- and sixty-second videos are perfectly suited to TV, since most ad buys require 30- or 60-second spots.

One-and-a-half to two-and-a-half minute videos are where you can really get the meat (the Impossible Burger?) of a subject, do a deeper dive, and explain the finer points of what the thing does, who it’s for, why it works, and why someone might want to use it.

Three to four minutes is a truly luxurious amount of time.

If your topic is vast and has a lot of moving parts – like a new software demo, a multi-phase project you need to explain in detail, or a training on a new process – three or four minutes can work well. But even with the most compelling topic, four minutes is sometimes too long for some attention spans.

Here are some of the most common questions we get asked – if you’ve still got questions, we bet this section will answer them.

How long does it take to make an animation?

We can produce a video for just about any deadline, but our recommended non-rush process takes about four to six weeks from start to finish.

We need a video tomorrow/in a week! Can you help?

Yes! As Next Day Animations, we have a reputation to uphold. Rush videos will affect pricing, so if you’re able to forecast your need ahead of time, the cost will be lower.

What styles of animation do you make?

We specialize in whiteboard, 2D, 3D, vector, character, and stop-motion animations.

Can I provide my own script?

If you’ve already got a working script that you like, that’s great! We’ll most likely make some suggestions to ensure it’s optimized for the medium and easy to understand for your audience.

Can I provide my own voiceover?

If needed, we can work from your recording—but we generally discourage clients from creating their own voiceover. The best-quality recordings require specialized equipment and a trained professional voice actor, and we’re always happy to work with you to find a voiceover artist with a voice and style that are similar to your own.

How much does one of these cost?

Length, style, deadline, and number of videos all factor into the price.

Video Marketing Guide Conclusion

Whew! That was a lot of info. Let’s recap some of the highlights from the video marketing guide:

  • While video isn’t a magic solution that will rocket your marketing goals into the stratosphere alone, it is a great tool for engaging leads and clients, supporting your internal communications (especially with a remote workforce), simplifying a complex product or service, making your social media more interesting, boosting your SEO, and increasing engagement with your website.
  • Video marketing can benefit any industry, and it’s a versatile tool that’s customizable to your needs.
  • Video can look many different ways, be as long or as short as you need it to be, and works on multiple cognitive levels to engage viewers in retaining information, even complex topics. It’s also fun to watch which shouldn’t be underestimated!
  • The process of making a quality video goes smoothest when you partner with professionals at every step of the way – from script writers to voiceover artists to illustrators and animators who do this for a living, your audience will notice the difference in quality. With so much online video readily available, high quality videos that work on mobile devices will help you stand out in a crowded video marketing space.
  • And if you have any questions, want to talk through an idea, or want to get started on your video marketing campaign asap? Call us! We’d love to partner with you.