Have you ever wondered how a simple idea is turned into a finished explainer video? For marketing managers in SMEs, this is often a black hole: we know that videos work – according to studies, purchase intent increases by up to 80 % with explanatory videos, but the path from idea to film remains nebulous. At Videodesign, we take you behind the scenes. Step by step, hands-on and with real insights from our projects.
1st kick-off workshop: The starting point for clear messages
It all starts with a conversation. In our kick-off workshop, we clarify three key questions together:
- What message do you want to convey?
- Who is your target group and what makes them tick?
- Which style suits your company?
At the end there is a concrete timetable with all the milestones so that you know what you are getting yourself into.
Your task: Provide briefing documents, participate in the workshop, first round of feedback
Practical mini-case: The marketing managers at a Swiss SME initially had a vague idea: “We want a video about our product.” The workshop revealed that the most important message was not the product itself, but how it simplifies customers’ everyday lives. This allowed us to set a clear focus and the video later became twice as effective.
Typical stumbling block: marketing teams often pack too many messages into one video. The result? Confusion instead of clarity, and the target group can’t remember anything.
Tip: Concentrate on a central message and tell it consistently throughout the video.
2. script & storytelling: The idea gets a voice
Now the idea becomes tangible. We develop the concept and write the script. Not as a dry product description, but as a story that engages your target group. At the same time, you will receive voiceover demos in all desired languages to ensure that the tone of voice and expression fit perfectly.
Your task: Select speaker, give feedback on the script (usually 1-2 rounds)
Mini-case from practice: For a medical project, we explained the patient journey of an eye operation. Initially, the script was extremely technical and rather unsuitable for patients. We simplified it with simple words and clear visuals. The result: understandable, human, directly applicable. The clinic then needed significantly less time for preparatory discussions.
Typical stumbling block: Too much technical jargon. Experts easily forget that the target group is not an expert.
Tip: Have scripts tested by someone outside the team, such as real customers or colleagues from other departments.
3. design & storyboard: words become visible
Now text becomes image. We develop the visual style to match your corporate design and current trends. Then we draw each individual scene in detail: Which character? What movement? Which colors? You see exactly what your video will look like before the animation begins.
Your task: Give feedback on the storyboard, confirm visual direction
Real-life mini-case: A technology client wanted a futuristic look and feel. We combined clear, modern visuals for the technology with a story that made the real user experience understandable. The result: visually strong and impressive, yet understandable for the target group.
Typical stumbling block: Too many design elements at once lead to distraction and quickly appear overloaded.
Tip: Reduce to the essentials and use visual highlights in a targeted manner – less is more.
4. animation & sound: the story comes to life
Now everything comes to life. Characters move, scenes flow seamlessly into one another, sound and music create emotions. Our sound design and the voiceover recordings combine to create a coherent overall work that sticks with the audience.
Your task: Review rounds, final approvals
Practical mini-case: We visualized the processes of an ePortal for an SME in the education sector. Through clever animation, interactive processes suddenly became clear and understandable. The result: support requests dropped significantly because users understood the system themselves.
Typical stumbling block: Selecting the sound and speakers late, which throws the whole schedule into disarray.
Tip: Determine the speakers, music and sound effects early on so that all other steps can build on them.
5. tada! Your video is finished and ready to use
According to your individual schedule, you will receive your finished explanatory video: clearly explained, visually strong and immediately usable on websites, social media, in training courses or as a customer service tool.
Takeaway: Why the effort is really worth it worthwhile
An explainer video is more than just marketing. It saves time, strengthens the brand, makes complex content understandable and demonstrably reduces support requests. Studies show: Companies with video content experience an average of 50% more website traffic.
If you want to know what such a video would look like for your company, let’s find out together how we can help you.
Schedule a free consultation with our video experts.
Together, we’ll simplify your communication.
