So, your company is looking to make an explainer video. But you’re not quite sure where to start.
If you’re like a lot of people, you might Google “explainer video company” and read a few reviews. But, before you go with the cheapest option or the company your coworker’s husband’s boss used for his side gig, think about this: the explainer video company that suited your coworker’s husband’s boss may not be the right fit for you.
A lot goes into choosing the explainer video company that best meets your needs, including considerations like budget, level of customization, and industry expertise.
The right video production company doesn’t just make cool videos. They have a process that works for you and your team. They have experience in the type of video you need. They can take your product and turn it into a concise and impactful video that turns into sales.
At the end of the day, the best explainer video company for you is the one that can create a professional video that does what you need it to do. Working with that company will lead to the best experience and the best returns from your explainer video efforts.
Here, we dive into everything you should consider to help choose the right explainer video company for you.
How to Choose the Best Explainer Video Company for You
Ideally, you want to work with a company that has relevant experience and a great portfolio of past work. Visiting the company’s website and looking at their past work should give you a good handle on those.
But something you may not be able to tell from their portfolio is this: does the video company get your business? To build the best end result—a video that speaks to your unique market and in your brand’s own language—the production company needs to have a firm grasp on the ethos and goals of your business.
The best way to dig into this is to have a conversation with the video company and the people who will be creating your video.
Once you narrow down your options based on those things, there are a few others factors to think about like:
- Industry and strategic expertise
- Video production and feedback process
We dive into each of those four factors below.
Industry and Strategic Expertise
High-quality, professional video is a must for your explainer, and it involves a lot more than great visuals. Strict video quality is a given these days—so expertise is what sets the best explainer video companies a notch above the rest.
A valuable explainer video says what you need it to say. It speaks to your customers, in their language. And, of course, it looks professional, too.
When you’re looking at explainer video companies, take a look at their past portfolio of work. Do the videos look professional? Can the company provide case studies or testimonials about how their work has performed for clients? Are they knowledgeable about your industry, market, and unique needs? All of this is just as important as their technical video skill.
When we talk about video expertise, we’re actually looking at two different things:
- Industry or niche experience
- Strategic expertise
Experience in your niche means that the company already knows how to speak to your customers and about products like yours. They know what it takes to explain and market in your industry. That makes the process easier for you because you won’t have to educate the video team on every detail—they’re starting off with a strong foundation.
Strategic expertise is a little different, and it’s based on what you want your video to do. Some explainer video companies are great at making videos that drive brand awareness. Some are better at conversion-oriented videos. The best video company for you has demonstrated expertise in meeting goals similar to yours for past clients.
In the explainer video world, there are 2 main categories of video: template and custom. Template videos have their place and they often come at a lower price point than their customized friends. On the flipside, template videos aren’t branded or unique to your company in any visual way.
If you work with an explainer video company that does custom work, you can more precisely tailor the visuals, images, and script to your brand and audience.
Video Production and Feedback Process
When the explainer video company you choose has the production and feedback elements down, your experience working with them will be a lot smoother. Ask any companies you’re considering what their process looks like from start to finish, including timeline, milestones, and feedback opportunities.
What does that include?
- Your timeline and the video producers’ timeline need to match up
- You want plenty of opportunities to provide feedback throughout the production process. After all, the video needs to do and say what you need it to.
- The right explainer video company doesn’t preach to you about video—they listen and work with you to create the best end product for your company.
As much as any of us may wish otherwise, your budget is an important factor to take into account. You can’t spend money you don’t have, even if it promises to boost revenue down the line.
The important thing to keep in mind is, with explainer videos and most other things, you do usually get what you pay for. That means if a video production company offers you prices that seem too good to be true, they probably are.
If you can afford a top-notch explainer video company, remember that it’s an investment in your brand and your company’s goals.
Custom Explainer Video Companies
Custom explainer video companies are just what they sound like. They design every aspect of your explainer video from scratch. That means it’s 100% custom and tailored to your business. Custom explainers are more effective because the characters are your customers, the message is your brand’s, and the entire video drives toward your specific business goals.
A custom explainer video usually comes with a more premium price and the timeline for animation from scratch can be longer, but the time and money are both worthwhile investments in your business.
When a Custom Explainer Video is Best
- You need an explainer to drive toward a specific business goal or success metric
- You know who your audience is, and you want characters your customers will relate to
- You want a video that’s infused with your brand and its ethos from head-to-toe
Template Explainer Video Companies
Some explainer video companies use ready-made templates to create explainer videos. They take existing graphics, characters, and script elements, and combine them to create your video.
There are a few drawbacks with this kind of video. For one, templates aren’t created with your brand or your customers in mind, so they can’t speak to your audience in a way that’s tailored to your customers and their struggles. On top of that, since the graphics and characters used aren’t exclusive to your video, there can be issues with copyright and ownership of your explainer.
When a Template Explainer Video Makes Sense
All of that being said, explainer video companies that use templates can usually crank out videos faster than companies that create your video from scratch. So if you need an explainer video made quickly, a template company may make sense for you.
The Best Explainer Video Company for Your Business
When it comes to creating an animated explainer video for your business, you have a lot of companies to choose from. From pricing and customization to industry and strategic experience, there’s a lot to consider. But one thing is overwhelmingly clear: taking the time to figure out which explainer video company is right for you is the best way to set your project up for success.