Explainer Video choices – what are your options?


Of course this is a decision for digital marketing types and traditional video might be in the mix too. If it’s for a short shelf life, filming some social content on a smartphone is easily the most cost-effective. Rehearse and film in one take to avoid editing – just upload, optimise and spread. Flipping ‘eck – film the team this pancake day – easy, fun content.

Mario shown here in 2D and 3D
Mario shown here in 2D and 3D


Although, if a boost in on-page conversion (conversion rate optimisation) is the desired outcome, having a quality video as your hero content is a must.

If you can touch it, like a physical product, consider 3D animation. For smaller hand-held products, you may be able to blend 3D assets in a simple, flat background and make a huge saving on environment design (as you’ll omit any rendering).

For larger physical products, especially those that have to be portrayed in context (like a location for example) a full 3D explainer video is advised.

If you offer a service (like a software solution or crypto currency) a motion graphics based video (2D animation) is probably best and budget needn’t be spent on costly 3D scenery. Quicktime player still offers screen records for free so consider that too.

Before committing to video, define what results you wish for. Any video marketer should steer you toward the correct kind of video based on budget and measurable results.

For further research try Hubspot’s guide to Explainer Video

or, on our website we have dedicated pages for both 2D and 3D explainers;



Thanks for reading!

Including an explainer video on your landing page can boost your conversion rate by up to 80% (Unbounce) so if you have a website then the answer is simply yes.
A better question to ask is “how much do you need to spend?” Find below some golden rules you can follow to get the most from an explainer video!


With most processes, it’s worth starting at the end. That’s why we help define marketing goals with clients before we commence any creative. What does success look like to you? What would you define as a conversion? What ROI do you expect?

If you’re a smaller business with a tight budget, I still think the best approach is to film something on your smartphone. Rehearse diligently and stick to 120 words (for a one minute video) and think about a funky location like a café or innovation hub to film a selfie. Avoid lines like “we were established in…” and focus on your value add. Use the words “you” and “your” and for landing page video, finish on your “Call to Action”.

For SMEs, placing a well executed video on a landing page (above the fold) will establish your authority and garner trust. I hear sometimes fear on the part of the client that videos might be “cartoony” and whilst character animation is right for some, a slick, motion graphics video (also known as motion info-graphics) is a viable alternative that can convert a viewer in to an enquiry. Showing your solution visually has TONS more impact than a paragraph of even the strongest copy.

Repeating copy from your webpage and using it as a script is advisable. This will help create synchronicity between your marketing material and will help you to repeat the same messaging.

Do – ask your video agency for a subtitled version to post across social media.

Don’t – put a landing page video as a YouTube Ad – you will burn cash quickly. A youtube ad is a totally unique video.

Creating a Eureka moment inside the viewers mind, that indeed you have the solution to relieve their pain is absolutely the desired effect. Lead the viewer with your call to action onto next steps and get them to make an enquiry. This is what I call the “hand off” and at this point the job of landing page video is done.

Now it’s over to your sales team!

Interested in getting more inbound leads through landing page video, click here to learn more  and thanks for reading.

Matt Peake, BA Hons Digital Media, Director, Tweak Video

Two minutes is the answer. Two minutes is too long for a front page video. Research suggests that viewers are more likely to click play if the duration is showing anything less than two minutes (Wistia).

Less is more. It’s perfectly acceptable to have a promo video on your website front page of 60 seconds – in fact, we encourage it.

My advice would be to any businesses considering Video Marketing is this: request multiple edits of a film. Why? Because the additional cost is so small. The shoot is taking place so we may as well take maximum advantage of having the crew there. Have a short, snappy film on the front, and a longer edit of the same film somewhere else on the site. Chances are surfers will visit your site a more than once before enquiring and in longer sales cycles they’ll be ready to consume something longer.

Grab your YouTube channel and start your journey to greater engagement today!

Matt Peake, BA Hons Lens and Digital Media, Director, tweakvideo.com

When assessing your Video Marketing requirements you may stumble across Ultra HD or 4K. What should you opt for when seeking Video Production?

HD = 1920 x 1080 pixels. 4K = 4096 x 2160. Baffled? Don’t be : – )

Standard HD is still a great standard for Online Video although Youtube now accepts 4K video which is FOUR times clearer than HD. The first place to start is intended use. Is it primarily for Broadcast or for the Web? For the former I’d definitely opt for 4K as you can always down-convert. If it’s for online use I’d simply stick to HD for now as most home consumers are slow to adopt Ultra HD televisions. The budget conscious should choose HD also.

I’m writing all of this of course on my iMac which has a 5K retina display!! If you need assistance with Video Marketing Strategy or Production, get in touch today: [email protected] or visit our website www.tweakvideo.com

One true innovation we’re seeing in the land of Video Marketing is the continued emergence of Personalisation. The seamless integration between a Video clip (be it film or animation) and a company’s CRM system. The delicate balance between creative, engaging content and Minority Report style tech is here. Now.

Whilst the driving force behind this phenomenon in the UK appears to be BT Contact in partnership with Idamoo, these infrastructure companies are open to working with third party creatives, which is fab news for agencies like us. BT Personalised Clip

Across the pond, the industry leader is arguably Sezion (example here – Clip by US firm Sezion) and the trend is found across most modern countries. The sectors behind the growth tend to be financial providers such as mortgage, credit card and insurance companies as they can take advantage of timed events including expiry dates of interest free periods or impending renewals.

The concept isn’t new of course, just the medium. I have fond memories of my Midland Bank account when I was just five years old, when I received a “Griffin Savers” birthday card. No surprise of course, that I’m still with HSBC today! Ah, the personal touch…

2015 was a busy year in video marketing. In July, YouTube announced that 400 hours of video were being uploaded to the site every minute. In November, Facebook announced that they are generating 8 billion video views per day. And according to Tubular Labs, 654.7 million videos have been uploaded by 66.7 million creators in the last 365 days to more than 30 video platforms. And these videos have 2.8 trillion (yes, that’s trillion with a “T”) views, or an average of 4,390 views per video. But that’s last year’s news. What does the future of video marketing look like?

Let’s hear from a couple of experts below about their views…


Driven by consumer momentum, I expect mobile video to dominate the video conversation in 2016.

Mobile devices have redefined the way we live our lives and online video is in the midst of that redefinition. For example, YouTube has seen a 100 percent growth in watch-time on mobile devices vs. last year. Understanding and taking advantage of the changes in consumer behavior is more critical than ever for brands.

We are seeing a new behavior pattern emerge around micro-moments – intent-rich interactions where decisions are made in real-time. As all media channels are flooded with creative and engaging content, brands will need to understand how to build connections within these micro-moments.

Cenk Bulbul, Head of Agency Marketing, Google


Many video trends for 2016 are easy to predict – increased creation; more inclusion on websites; and the continued popularity of explainer style videos. Certainly video integration continues to grow.

Yet, I’ve noticed a major social media platform where video adaptation is surprisingly lacking: LinkedIn. Whether it’s because people don’t realize it’s possible to add video or they don’t have the savvy to do it, I predict you’ll be seeing a lot more video on LinkedIn in 2016.

John Follis, President & Creative Director, Big Idea Video


In marketing, there are many instances in which the written word simply won’t cut it. For times like these, we often call upon video content to convey our intended message.

With 82% of B2B marketers experiencing success with video marketing initiatives, according to a recent report for demand metric, there’s certainly no denying the compelling nature of the play button.

However, when it comes to video, what does “success” really mean? And what metrics should marketers be keeping tabs on to determine the performance of a video?

Beyond views, which is arguably a vanity metric, there’s actually a lot more to be considered. We’ve defined a handful of metrics below that will help you uncover the true value of video marketing.

1) Play Rate

Play rate refers to the percentage of visitors that click play.

Why It Matters

If you send an email, and nobody opens it, did you really send an email?

The same notion reigns true when it comes to video play rate. If you have a video on your website that contains an super awesome message, but no one actually clicks play, no one will ever hear that super awesome message. Makes sense, right?

How to Improve Play Rate

Small considerations like thumbnail selection, size, and placement can affect your play rate. Experimenting with different variations of each could mean the difference between a viewer lost and a viewer earned.

When optimizing for these influential factors, keep the following tips in mind:

  • Use thumbnails with humans pictured. Snapshots that feature people are more intriguing than those without.
  • Keep your video width between 401 pixels and 600 pixels.  This size is ideal for grabbing the attention of your visitors without overwhelming a page.
  • Focus your efforts above the fold. Videos positioned above the fold see the highest play rate compared to those that fall just under.

2) Watch Rate

Watch rate, also known as engagement rate, refers to the percent of a video that a viewer actually watched.

Why It Matters

Viewers who enjoyed a video were 97% more likely to purchase the product featured in the video, according to findings by Decipher Research.

That’s valuable insight, but to reap the benefits, you need to make sure that people are actually watching your video. Clicking play is one thing, but for someone to truly enjoy a video, they must actually watch it, right?

Consider this: YouTube updated its video discovery features to deliver a better experience for viewers back in 2012. As a result of the changes, the selection of suggested videos are now based on watch time, rather than views. The goal of this change was to ensure viewers were presented with videos that kept previous viewers engaged.

So while many marketers feel inclined to stress over video views, watch rate is actually much more meaningful.

How to Improve Watch Rate

There are a handful of reasons why your visitors might not be watching your video all the way through. To help improve the odds that people actually watch your video, try these tips:

  • Align video content with page context. If your video is about SEO services, but it lives on a page that focuses on social media best practices, viewers might not see the connection, and in turn, they might stop watching. To improve your watch rate, take a minute to reevaluate the context of the video as it relates to the content on the page.
  • Provide multi-language narration. According to Reelseo, viewers that are presented with videos in their native language watch longer and have a lower drop-off rate. If your goal is to appeal to a global market, consider translating your video content into several different languages or offer different variations with subtitles.
  • Leverage a heat map. Video hosting platform Wistia offers video heatmaps that uncover where individual viewers rewatch, skip ahead, and play through your video. Marketers can use this insight to identify confusing areas, rework them accordingly, and ultimately, decrease drop-off.

3) Conversion Rate

Whether it’s subscribing to your video updates or setting up a call with one of your sales representatives, conversions refer to the percentage of people that complete an intended action. 

Why It Matters

Conversions are a necessary step in winning real business.

To prove the effectiveness of video content, it’s important to keep tabs on the number of leads each video generates. Once you have this information, you’ll can tailor your future video format or content focus to drive action.

How to Improve Conversion Rate

If you’re not including a clear, compelling CTA at the end of your video, you’re missing out on a huge lead generation opportunity.

When selecting the best possible CTA for your video, keep the following tips in mind:

  • Focus on alignment. Make sure that the offer you serve up is relevant to the video they just watched. For example, if the video detailed the importance of business blogging, a link to an ebook on business blogging best practices would be a good fit.
  • Use actionable language. To help move viewers from where they are to where you want them to be, use action verbs such as start, stop, build, join, learn, and discover.
  • Keep it simple. According to CrazyEgg, any call-to-action that includes more than 10 or 15 words is probably too long. Get to the point (and get to it fast).

4) Social Shares

Social shares refer to the number of times your video is shared on any given social network. 

Why It Matters

Think about the last time you made a big purchase.

Before you took the plunge, you probably did some research. Maybe you asked your friends, read reviews online, or talked to your one of your co-workers.

When it comes time to make a purchasing decision, 92% of consumers believe recommendations from friends and family over all other forms of advertising, according to Nielsen.

Social media shares serve as the equivalent to face-to-face recommendations. In other words, if your video is being shared by many, you’ve gotten a positive endorsement for your brand.

How to Improve Video Social Sharing

Rather than sit and wait for social shares to come to you, take a look at the following tips to increase shareability:

  • Make sure your video is share-friendly. No matter which video hosting platform you use, be sure that the social share buttons are highly visible and easy to access.
  • Ask. If you really want people to share your video, ask them. Encouraging people to share the video on social if they find it valuable can be done in the intro or close of your video. 
  • Open up a discussion. At the end of the video, prompt your viewers with a discussion question, and ask them to follow up on Twitter or your preferred social platform using a hashtag.