There is no question about it, video is an internet marketing medium that is on the rise and here to stay. Some people prefer a visual aspect to what

Video has become a medium with a wildly high organic reach. Consumers take it seriously as a way to become educated about a product or service. In fact, 96 percent of consumers find video helpful when making decisions online, and 75 percent are more likely to purchase after watching a video that explains the product or service, according to this e-book entitled How To Make Your Own Explainer Video on a Budget from Digital Third Coast’s Tom Shearman.

What Is An Explainer Video?

First of all, an explainer video is usually a 1-2 minute video used to introduce a new product or company. They should cover some basic information such as the problem that a business’s product or service is trying to solve, and why the viewer would want to use it.

It may be time to conduct a little research. If you are unsure on the problem that your product or service solves, or why the viewer would want to use it, you can always ask them to find out. Once you have solid information, it is time to start writing a script.

Script Writing

A good explainer video script does a few things. First of all, it doesn’t need to be elaborate or involve any major explosions or other special effects. It simply needs to get straight to the point, and keep viewers entertained for a short duration of time.

An explainer video needs to say one thing well and keep the boring parts out. This is not the time for verbose explanations about your company. It is a chance to get in, educate viewers about your company and get out.

Once you can take care of these aspects, you will have a strong foundation for a video that your potential customers will enjoy.

Acquiring The Right Equipment

Next, it is time to find the right equipment. First and foremost, you will need a camera to shoot with. A lot of times, the DSLR cameras are better for shooting video than comparably priced video cameras. They typically have better sensors and they can be used with high-quality interchangeable lenses. So keep that in mind when it comes to finding the right equipment.

There is other equipment that businesses will need to shoot a quality explainer video as well. That includes lenses, audio mics, tripods, memory cards and lighting to name a few things.

Shooting Your Video

Make sure that you take the time to get your video and audio right, because some problems discovered later cannot be solved in post production. For instance, underexposed film cannot have the colors added back to it in post production. Poorly recorded audio cannot be fixed after the fact either.

This makes it important to shoot the most high quality footage possible the first time through. Make sure that you get enough footage for the video in the final edit, which will likely mean much more footage than you think.

Post Production

After you spend that time working to gather the right audio and footage, you are close to completion but not quite done. You will need to edit and compile your work, but you also may want to add some graphics, music or extra B-Roll footage into your work.

When it comes to dropping other people’s creative work into your video, make sure that you have a firm understanding of copyright law. If it is not in the creative commons licensing, you will likely need to pay for what you are using before you can use it.


Remember that explainer videos do not need to be huge, elaborate works of art on a large budget. There are plenty of ways to utilize video in a fiscally-savvy way. Remember to keep those statistics in mind as well. Consumers love video. They are an important way to get people to invest in your business and grow your customer base.

Learning how to tell your company’s story through video is going to become a crucial marketing skill for any business or organization. Your audience is becoming more visual every day. Quality explainer videos can help you stay at the forefront in your marketing.