When we started Explainify 5 years ago, we were just one of a small handful of explainer video companies out there. Since then, explainers have exploded in popularity.
And for good reason! Putting an explainer video on your website engages visitors, keeps them on your page longer, and improves conversion rates.
But along with the growth in explainer video popularity has come hundreds – scratch that, thousands – of production houses, many of whom claim they can make a great video for as little as a few hundred dollars.
Which means, more and more, sales conversations become focused on explainer video cost. And that’s dangerous. Because when you start thinking about cost over quality, or clarity, or effectiveness, you’re thinking about video as a commodity – rather than a powerful marketing tool.
If you’re looking for a video partner, you’ve got to move beyond simply thinking about explainer video cost. After all, an inexpensive video can do more damage to your company’s image than not having one at all.
But if you’re not supposed to make a decision based on explainer video cost, what factors should you consider? Well, we’re glad you asked! We’ve got four.
An Amazing Script
A great script is by far the most important part of your video.
It’s the foundation that your entire explainer video is built upon. The whole point of an explainer is to create crystal clarity around your unique value in an engaging video format. So if you have a video with high-quality animation and production value but the script is lacking – you’ll be unable to engage your audience any more effectively.
You may be tempted to have someone write the script in-house, or hire a freelancer to try and save money on your explainer video cost. That would be a mistake. Any video producer worth its salt has writers on staff who are specifically trained to write copy that will captivates audiences. Plus, they’ll have a clear-eyed outsider’s perspective that will allow them see the big picture of what makes your company truly special. When you’re in your business all day, every day, it can be hard not to get lost in the weeds.
You need a carefully crafted script that will clearly explain your product, persuade customers that they need it, and issue a compelling call to action. Low-cost companies just can’t give you that.
An Amazing Team
If you work with a low-budget company, you’ll get an animator and maybe a project manager on your account team – and more often than not, those two roles will be filled by the same person! That’s it. Their only goal is to get you a video. And without some additional input on the backend, there’s not way to make sure the video they’re making is delivering the right message in the right way.
But if you choose to work with a truly great video agency, you’ll have so many other experts contributing to the final product.
Sure, you’ll get that animator and a PM, but you’ll also get access to a team of copywriters, art directors, and strategists who are working together to make sure your video’s messaging, positioning, and creative direction will move your viewers to action.
And in the end, you’ll get a video that’s perfectly branded, perfectly positioned, and perfectly produced.
Which is what takes video from being a commodity, and transforms it into a piece of your marketing arsenal.
Maybe you’re looking at a low-cost production company’s website, and you’re thinking, “I mean, the animation isn’t that bad.”
But all you have to do is look at videos from a really great production agency – like what you’ll find on (dare we say it?) our own portfolio – to realize that there really is a big difference between good video and bad.
Now, there’s nothing wrong with simple animation. There are plenty of reasons why you shouldn’t overwhelm your viewers with too many bells or whistles, and maybe agency-level motion graphics aren’t really right for your brand.
We’re not talking about that. We’re talking about video that looks cheap. You know, stick-figure characters, clunky animation, voiceover that sounds like it was recorded in a closet…
Stay away from those videos! While a lower explainer video cost might sound appealing on the front end, skimping on quality can actually do serious damage to your brand in the long run.
So you’ve found a world-class video production team who knows how to write a great script – and pair it with gorgeous visuals. What more could you ask for?
Not so fast.
See, video is definitely a work of art – but it’s also a marketing tool. And in order for it to be worth your investment, you need to know that your video content is going to get you results.
But it can’t happen without the deep research, thoughtful strategy, and ongoing support that a truly great company can provide.
When you have the potential to achieve serious results, explainer video cost doesn’t seem so important.
Explainer Videos Are an Investment
A video is only as good as the team who helps you create it. If you try to cut explainer video cost, you’re only hurting your own business.
Consumers are savvy— they know shoddy work when they see it. If your video is something that’s just been pieced together, it’s not going to engage your audience and it most certainly will not inspire them to buy your product.
The money that you put into the creation of a professional explainer video is an investment. And it’s an investment that will pay dividends if you make the effort to create a video that’s professional, high-quality, and compelling. Where you skimp on budget, you’re also going to lose out on quality and, ultimately, a higher potential return.