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Motion Graphics, Animation and Explainer Video Production Pricing and Process Guide

Whether you work for a Fortune 500 company or a small start-up, investing in quality animated explainer videos can be an  efficient and cost effective way to deliver the value proposition of your company, products and services to sales prospects.  The “here’s how it works” animated explainer video has become a popular video format for online business marketing, communications, websites, video email campaigns, and one-to-one sales presentations.  Further, the use of explainer videos for online video marketing and communications has exploded as motion graphic video production and distribution becomes more accessible and affordable.

According to netindex.com, the average global bandwidth now exceeds 16 Mbps.  This, combined with technology such as HTML 5 for mobile video viewing means more video content is available to viewers in more places and on more devices.

Okay, video is important … I get that.  How much can I expect to pay for an explainer video?

A high-quality, custom (not templated) animated explainer video under 2-minutes in length that is conceived, scripted, storyboarded, and produced with several rounds of edits can cost anywhere from $4,000 to $20,000+ depending on the agency overhead costs, creative concepting and sophistication of the animated motion graphics (i.e. 2D or 3D animations).  While this is a broad price range, a good production agency will have experienced video project managers who will learn as much as they can about your video needs, objectives, desired style, and available budget before presenting an initial proposal.  At Flimp Media, we show prospects a wide range of motion graphic and animation explainer video styles and a range of production prices so they can determine what will work best for their needs. We also provide our 6 step video production process so that everyone is on the same page when a pricing proposal is considered.  A look at our explainer video examples indicates that most clients opt for motion graphic explainer videos in the $5,000 to $7,000 range for a :90-second to 2-minute video.

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Corporate Videos Serve Many Purposes

If you are a corporate company, you can definitely take advantage of video production, showcasing your product and services to better educate consumers, particularly your target audience. However, it is best to use the services of an effective, innovative and experienced video production company. Companies require videos for a wide range of reasons besides educating and informing consumers. Some of these other reasons include:

professional_video_production

  • Employee training and onboarding
  • Benefit explanations and enrollment
  • Product launches and demonstrations
  • Promotions and advertising
  • Workshops and event announcements
  • Staff safety guidelines
  • Company’s financial outlook and annual results

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Three Reasons Interactive Video Is Essential for a Business

multimedia_video_marketing

Interactive videos are one of the most influential ways to market content online, especially for small companies. BrightRoll surveyed 150 influential advertising executives and found that 91% were confident that online video was more effective or similar to display ads. Another 75% thought it was more effective than television, and 68% considered it to be more effective than social media. If you don’t believe this, try looking at some YouTube videos to see their following or you could check out your competitor’s vides to see the impact. People are attracted to video because it gives them a sense that there is someone behind the business and that the company put out a lot of effort into providing adequate information. There are three top reasons, though, why companies need videos to boost their online businesses.
Better SEO and SERP Ranking
Online videos are valuable as a way to implement effective SEO. It also helps to improve your SERP rankings. With a video on your website, the search engines see that as a value-added benefit to the user – something more stimulating than plain text. When you add the increased probability for users to be more engaged with content on your site, it can result in higher search engine ranking. Cisco did research and found that half of the online traffic is towards video. This means that videos have a better chance of ranking in the search engines.

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Is Online Video the Future of B2B Content Marketing?

video marketing
If a picture is worth a thousand words, a video must be worth a million. Well, it’s technically worth 1.8 million words if you follow the formula used by Dr. James McQuivey in the Forrester study How Video Will Take Over the World. Dr. McQuivey came to this conclusion based on the notion that video shoots at 30 single-image frames per second and a typical explainer video is 60 seconds. Therefore, 30 times 1,000 times 60 equals 1.8 million. In this post, we’re going to take a closer look at the growing trend of video-based content marketing and reveal why every business owner and entrepreneur should use it.

79% of Online Traffic Will Be Video
According to a recent Cisco Visual Networking Index (VNI) study, video-related Internet traffic will increase from 66% to 79% by 2018. That’s certainly a bold prediction to make, but experts say it could happen. As smartphones and tablets get used more for mobile video marketing and content viewing, and Internet connections become faster, users can access online video with greater ease. No longer are users forced to endure slow-loading videos, making this a preferable form of media when compared to static images and text.
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Ready for Your Close-Up?
5 key success factors for B-to-B online video marketing

behind_the_cameraBy Wayne Wall, Flimp Media, Inc.

During the first 20 years of the Web, content presentation was focused on text and graphics.

Today, however, video is the fastest-growing content segment of the Internet. Online video has become an immovable part of the direct marketing industry. According to the "2014 Online Video Marketing Survey and Trends Report," published by Flimp Media and the Web Video Marketing Council, 93 percent of marketing professionals are using online video as part of their marketing mix and 82 percent of marketers feel that video marketing has had a positive impact on their business.

This makes sense when you consider that more than 75 percent of U.S. adults watch online video on a regular basis. According to James McQuivey at Forrester Research, one minute of video content has the same value as 1.8 million written words. That’s roughly 3,600 web pages! There is no doubt that the next generation of web marketing will be video-heavy and will be interactive. User interaction will be as much a part of the video marketing experience as the content itself.

With this in mind, here are five key factors that B-to-B marketers need to consider when incorporating online video into their direct marketing strategies, whether it be for inbound website and SEO marketing or for outbound email and mobile video marketing for lead generation.
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Choosing the Right Style and Design for Your Marketing Videos

Every day, I get to play “video matchmaker,” helping customers choose the best style and design for their marketing videos. As a video producer and project manager, I never try to hide the fact that diving head first into the video production process can be rather daunting at times. No two videos are the same and the number of moving pieces and variables that go into the video production process are considerable.

This is one of the reasons it is critical to invest adequate time early on to really match up the messaging and the marketing video style elements during the pre-production development stage. Video pre-production primarily deals with creating synergy between the two most important elements of your video; the content messaging and the video style or design (i.e. the visual impression). If you’ve ever worked with me on a video project, you may have heard me slip in my tried-and-true math analogy:

“In order for the style and messaging to align, you need to get the first step right before you move onto the next step in order to solve the equation.”

With this in mind, the type and style of video you choose, and how that style meshes with your company brand, is probably the most important choice you have to make. The easiest way to do this is to look at a lot of different styles of videos that may have a similar messaging objective as yours. When I consult with a client, often times one of the first questions I’ll ask is if there are any existing videos that appeal to them in terms of overall style. These videos can reside anywhere, including our client video galleries or even a competitor’s website. Typically, a video will utilize one or more of the following styles:

Animated Explainer Videos
Animated explainer videos and motion graphic videos have become a very popular marketing video style. Motion graphic and animated videos are great for companies who want to package their message in a clear and engaging presentation. This marketing video style is great for simplifying a message, as well as educating your audience about products, services or concepts. See the example below or visit our animated video production gallery.

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Video Analytics: Going Beyond Video Production

Flimp Media tracks video analytics for viewer engagement and other analytics to learn how well the video was received.

video analytics

Here at Flimp Media, we are more than a marketing video production company. We also collect actionable video analytics to help customers learn about the successes of their online videos, and also develop an effective marketing strategy to increase viewer engagement in future video marketing campaigns.

Actionable Viewer Tracking

Actionable viewer tracking is a method for collecting comprehensive video viewer engagement and response information based on an individual email address or identifier. The data collected using this method is important for determining the success of a video marketing campaign. This includes learning about how audiences are interacting with their content and learning the best way to maximize the impact of the video.

The data that we collect with our HTML5 multimedia platform is useful for decision making information. Some of the data that is collected includes total engagement, length of time the video was watched, video starts, number of times the video was watched to completion, calls to action clicked, video shares, social media sharing activity, and type of device the video was viewed on. These key metrics only scratch the surface of what the Flimp5 platform can do.

Video Content Tracking

Video content tracking is very important for learning about the kind of audience and how they are engaging with your marketing videos. Our tracking methods include real time reporting alerts sent by email so that a sales and/or marketing department can make quick decisions about their video marketing content. We also provide a wide array of viewership information so that executives can identify several key measurement factors used to learn about the success of their video marketing campaign.
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Using Trackable Video Microsites For Online Direct Marketing

Video Microsites

The growth of video microsites

When it comes to promoting your company online, static direct marketing content has become obsolete. Distributing print content through email and WebPages yields low engagement and response rates. The growing use of interactive web video, in particular, interactive HTML 5 video microsites, for web and mobile video marketing opens up exciting new opportunities for direct marketing and communications. Direct Marketing is shifting from static to rich audiovisual content. Online video marketing drives higher engagement and response rates. According to studies conducted by Flimp Media and the Web Video Marketing Council, video microsites yield an 88% engagement rate and a 103% response rate among engaged viewers.

The surge in web video viewing and mobile device use coupled with marketers’ need for more engaging, responsive and measurable marketing channels, is creating the opportunity for interactive direct marketing through online audiovisual video microsites. The integration of multimedia, web video and direct response marketing has created more application and demand for a new online direct marketing product: Video microsites.

What are video microsites?

A video microsite is a self-contained web page with video that enables direct marketing through the use of multiple videos, calls to action and branding. Video microsites can also be referred to as video landing pages, video postcards etc. The important characteristic is that the microsites are not part of a larger website. They contain a message and content focused around a topic or objective. The purpose is to derive engagement and corresponding responses. A HTML5 Video Site or a Video Landing Page can be a standalone URL that can be distributed and tracked through email or online platforms if it supports the Video Analytics.

Video Microsites are used for:

  • Email Marketing and Communications
  • Social Media
  • Online Advertising through company pages
  • Web video within other content
  • Mobile Devices- Need bite size pieces of content to engage on a mobile player rather than static text.

The majority of applications for video marketing thus far have been to embed videos on company websites or use them for online video advertising. While web video advertising is appealing to large consumer advertisers, interactive agencies, online ad networks and media companies, it is cost prohibitive or not practical for most B2B companies and direct marketers. As a result, many B2B marketers have not fully embraced web video as a viable option for direct marketing.

Microsites are typically used to focus attention on a specific topic. Video sites contain audiovisual content and typically generate much higher engagement and response rates than static image and text microsites. These sites may or may not be linked to a main company website but exist as standalone pages and URLs. The emergence of audiovisual microsites will change the way many marketers and communicators view Internet marketing. They must reevaluate the roles of web sites, email marketing and paid search marketing. Video microsites can generate high response rates by combining an interactive digital experience with targeted distribution, viral messaging and comprehensive video analytics and viewer tracking capabilities. No other direct marketing application combines all of these features.

Video Sites are also crucial to use for mobile device viewing. As more and more consumers choose to view video on smartphones and tablets, it becomes increasingly important to provide a quality experience to a broad range of devices.
Traditional company websites are difficult to navigate on mobile devices. A great deal of static content is difficult to see due to formatting and size on non-computers. It becomes difficult to make sense of content when it is viewed on a small screen such as a smartphone or tablet. Furthermore, many websites are not formatted properly on these mobile devices. This runs the risk of a platform appearing unprofessional and a consumer becoming unengaged, frustrated and confused.

Rather than limit a business to a static online platform, a video microsite can enhance the viewing experience on all devices. By providing an informative video you can engage and inform viewers in a succinct, professional and effective manner. As part of the video site, the viewer is provided with additional resources to gain access to any requested further information. On a video microsite’s standalone URL there exist custom calls to action which drive the viewer to download a report, sign up for a service or buy a product depending on the purpose of the microsite. Additional links provide resources where viewers can access additional information. No longer is it necessary to have extensive pages and articles of information that cannot be navigated on many devices when a simple video landing page or microsite can share information and resources in an effect manner across all platforms.

Direct marketing

The essential elements for successful direct marketing are as follows:

  • Interactivity. An actionable, interactive message containing audiovisual content and other content elements that provide a clear “call to action”.
  • Online Distribution. The ability to distribute or “push” the microsite to target viewers using Internet communications methods such as email, blogs, podcasts, weblinks and searchlinks.
  • Measurability. The ability of the microsite to collect detailed viewer activity and response data for follow up and to measure campaign results.

Successful web video marketing campaigns provide an opportunity for viewer interaction and response together with the capability to capture and measure the activity and response data. When using video microsites, the multimedia content has to provide an opportunity for interaction that can be measured by a built-in analytics component beyond simple traffic numbers. Ideally, a video microsite will be able to instantly capture and report detailed viewer data in a reporting dashboard by individual email addresses.

It is important to realize that videos alone cannot be direct marketing. Video must be combined with branding, other forms of content or links to content, and calls to action in order to create a video microsite that can be used for direct marketing. This, combined with an effective online distribution and video analytics and tracking data is what will help direct marketing reach its audience. Video microsites are to online direct marketing what print mail pieces were to traditional marketing. They are the integral and most crucial part to effective, engaging and comprehensive marketing.

Just as traditional direct marketing was transformed by email and search marketing, web based direct marketing has been transformed by the use of web video and interactive audiovisual microsites. New technologies are available that are helping direct marketers use audiovisual content for their online direct marketing campaigns. FLIMP 5 is an online video platform that enables users to easily combine video and multimedia content to create and distribute portable, self-tracking video microsites and video landing pages with no programming. On average the video microsite marketing campaigns when delivered by marketing company Flimp Media, through its collection of actionable analytics has reported very high engagement and response rates across a variety of vertical markets. These types of engagement and response rates are unseen with static marketing. This technology, in addition to HTML 5 video are the foundation for powerful direct marketing and web video marketing that is affordable and accessible to marketers as direct mail and email marketing. Web video microsites have become the new direct mail in the world of marketing.


Wayne Wall

Author: Wayne Wall

Wayne Wall is CEO of Hopkinton, Mass.– based on-demand video software provider Flimp Media.  He can be reached at wwall@flimp.net.

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Using Animated Videos for Online Video Marketing

Animated Explainer Video Example

Following the explosion of YouTube and other social media video sharing sites in recent years, video marketing has become one of the most popular advertising methods.  In our digital world, the attention span of internet users is becoming increasingly shorter and shorter. If a picture is worth a thousand words, then imagine how much you can say with a well-constructed marketing video. Video marketing offers an array of advantages for businesses. They grab viewers’ attention, and provide valuable information in a quick and interactive manner.  Videos provide enhanced audiovisual engagement compared to static text content.  In addition to live action and spokesperson video, marketers have found animated video to be highly successful at garnering engagement and response rates among viewers.  Animated video adds another dimension to marketing and provides variety for marketing campaigns.

Incorporating animated video into a video marketing campaign can make productions more exciting and enticing for viewers.  The most important element of any video, but especially an animated video, is content.  The most effective animated videos are often humorous, especially entertaining, or heart-warming.  An animated video is able to connect on a personal level with a viewer while simultaneously delivering its message in a strong and succinct manner.  The content must be memorable and relevant to the audience while remaining entertaining and engaging.

When considering production, animated videos are generally very cost effective and have few limitations.  Recent technology has made it possible to create anything on-screen, whether it is in cartoon format or CGI.  With few restrictions, businesses can expand their marketing materials to areas that traditional marketing and live-action video marketing cannot.  Animated videos do not require the extensive film crews that live action footage can.  When properly outsourced they are fast, cost efficient and easy to make.

Video marketing is becoming an increasingly essential part of any business advertising campaign.  Video advertising grabs potential customers and communicates crucial product information in an engaging and succinct manner.  When done properly, video marketing can also help boost SEO efforts and help your business rank high on search engines.

The positive conversion effects of video marketing are heightened when utilizing animated videos.  Animated video production allows companies to push the boundaries of digital content while providing stimulating and engaging viewer material.  Animated videos have been found to offer businesses high customer conversion rates when embedded on a website of video microsite.  More than half of the people who view an animated video will choose to take a call to action offered.  Animated video offers higher conversion, engagement and response rates.

Properly utilizing video as part of an online marketing campaign can help communicate information to viewers in a prompt, effective, interactive and engaging manner.  Using animated video provides a positive and stimulating experience for consumers to learn about your product and take a call to action as well as yielding higher conversion, engagement and response rates.

Wayne Wall is CEO of Flimp Media.  He can be reached at wwall@flimp.net.

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Choosing The Best Web Video Production Style For Your Online Marketing and Communications Videos

Introduction to Web Video Production Styles

In this digital age, consumers want clear, concise information fast.  Companies are struggling with the question of how to engage and inform potential customers.  The advent of an online video boom has been spurred by this desire to attract and retain viewers.  Studies show that web visitors are 64 to 85 percent more likely to purchase a product after watching web video, and a website that incorporates video is 53 times more likely to appear on the first page of Google. By now, seasoned marketers know that good web video production can transform a company.

Of course, identifying the potential benefits of video production and making the decision to get started is hardly the challenge that most marketing departments face. Video production is an art; it’s subjective, and creating a successful marketing video takes time, energy, and careful consideration.

The first thing to consider in the business video production process is style. Which style is best suited to your pre-determined objectives?  Different objectives require different video styles. The effectiveness of the finished product, the production schedule, and the budget all depend on the production style. A website explainer video should be different in style from a B2B marketing video. They are designed to achieve different ends, they take different amounts of time to shoot and edit, and they require vastly different budgets.
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Past Blog Posts