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Iva Kitipova

segmentation marketing

How to Use Segmentation in Your Video Strategy?

By | Explainer Videos, How To, Marketing & Strategy, Tips

segmentation marketing


By now, most marketers and business owners already know of the positive effects explainer videos have on a marketing campaign. But what still eludes a lot of people is how to create an effective on-brand video that maximizes ROI. One of the often neglected ways to do that is to segment your audience. Segmentation allows you to identify different groups of target customers in a way that will help you understand them better. This way, you can create personalized, hyper-specific campaigns that are much more likely to produce success. It also presents you with the data to determine which campaign generates the most revenue.

Why use segmentation?

Here’s an example: every SaaS business needs an explainer video, but the pain points of a B2B company are very different from those of a B2C. Going deeper, a business-to-business start-up that sells ERPs for healthcare professionals faces challenges that are different than, say, a collaboration tool for graphic designers. By segmenting out potential clients, we strive to get to know the specific pain points of every individual group, which helps us come up with tailor-made solutions. Averages can be misleading and without proper segmentation, you might run the risk of making the wrong strategic decisions for your video campaign. 


How to use it effectively?

Proper segmentation depends on your business model, your product, your metrics, and your goals. It can be as simple or as complex as you want, but you need to decide which type is the most effective for you. The four basic segmentation categories are Demographic, Psychographic, Behavioral, and Geographic. While those categories are incredibly useful, the perfect video strategy will probably require a more in-depth and goal-specific look into your audience groups.

For example, if your goal is customer retention, useful segmentation criteria might be something like:

  • At-risk of canceling. The so-called churn rate: the rate at which your clients cancel their subscriptions, is a good metric to separate those who need more convincing to renew their subscription.
  • Unprofitable customers – the ones that are low in value for your business, but cost you a lot to maintain. Identifying this group of people can help you turn things around and make them profitable.
  • Profitable customers – the ones that have the highest lifetime value.
  • Product/service advocates – the most valuable segment, who will support you and recommend you. It’s important to nurture them as they are not only loyal in the long term, but can also refer others.


By separating your audience segments, you can develop a great video marketing strategy and target segments that are worth investing in. Imagine that you wish to focus on your product advocates. You know that showing appreciation to this part of your client base will help build awareness and a positive brand reputation, and it will also strengthen your company’s relationship with your most loyal clients. After you identify this segment, you can produce a video directed specifically at them and their unique pain points and desires.


Or maybe you want to address the objections people on the verge of canceling their subscription might have. Why not produce an amazing video addressing their doubts head-on and help them feel assured enough in your services and care to renew.


Of source, this is just one type of segmentation that caters to a specific goal – customer retention. If your goal is to increase new leads, you might want to go a different direction, and segment people according to (for instance) state in their customer journey. The tactics you would use to raise awareness for people who’ve never heard of your product will be completely different from the ones you’d utilize for those at the decision-making stage.


In conclusion

Segmentation data allows you to refine your video’s message. Building customer profiles of your various segments will help you find the specific language to address each group in the most effective way through explainer video. This will lead you to maximize your results and increase ROI. This doesn’t mean you have to get a separate video for each segment that you have defined. However, when you are ready to create one for your business, you need to know which specific segment you’re addressing in order to get the best out of it.

Explainer video trends

Explainer Video Trends You Need to Consider in 2021

By | Explainer Videos, Tips

Explainer video trends

The past decade has confirmed that video marketing is not just here to stay – it’s here to slay. Today it’s not a matter of whether you should add a video to your marketing campaign, but rather how to get the best out of that investment.

Rapid advancement in technology, cultural shifts, and expanding international markets, have accelerated the changes in video trends. And when it comes to marketing – you either move with the current or you drown in irrelevancy. So here are the explainer video trends you need to watch out for in 2021.

Animation > Live Action Explainer

The eternal rivalry has ended and we have declared a clear winner – animated explainer videos are better than live-action. Sure, you might think I’m biased, but let me finish. Animation has several advantages over live-action:

  • It is less costly. High-quality animation is more affordable than a great live-action video, as you don’t have to pay for actors, locations, sets, costumes and makeup, etc.
  • It’s limitless. Animation has unlimited potential to visualize things that live-action simply cannot (unless you spend some good dough on special effects).
  • It’s universal. If you want your characters to be relatable to various ethnicities and races, animation can help you achieve that.
  • It can simplify any topic. Through animation, you can make anything look much simpler and easily accessible by the viewer.
  • It’s more engaging. The child in all of us just responds to colorful animated characters and remembers them longer than live-action.

So if you want to stay relevant this year, consider explainer animation. Or consider mixing it up. Another trend picking up speed is to combine realistic backgrounds with animated characters and elements. This is an awesome way to take the best from both the animated and the live-action worlds.


Explainer video trends



A certain zoomer-favorite social media platform, which surged in popularity last year, proved that 15 seconds are more than enough to make your online mark. The short-format trend in video marketing is a logical consequence of our ever-decreasing attention span in a world in which we are constantly bombarded by new information and distractions. People just don’t have time to watch a long video. Obviously, 15 seconds is not going to work if you need to explain a complex process or how your product works. But strive to strip-down all the fat and fit in 90 seconds.


explainer video trends


Mobilize and socialize

People spend more and more time on their phones, so naturally, they consume more video content on that particular device. It’s important to keep that in mind when you design your brand identity, build your site, and create your explainer animation. Another important thing is that your video has to be optimized for different social networks. With content on social media the main driver for engagement and your target viewers spread across platforms, you have to always be prepared. This includes adding subtitles or typography to your video as most users battle the autoplay function by watching videos on mute.


explainer video trends


Videos! Videos Everywhere!

Explainer videos have their reserved spot in online campaigns and on company websites. But they gradually find their way in almost all other marketing materials.

For instance, more and more companies use explainer videos for their email campaigns. Research indicates that embedding a video in your marketing emails can increase email click-through rates by up to 300% and reduce unsubscribe rates by up to 25%. With the overwhelming amount of marketing emails people receive every day, a video can be a great way to stand out.

Another increasingly popular trend is video business cards. They are slightly bigger than their predecessors and include a small LED screen that plays a few-second-long video showing the name and position of the business card holder. While this concept might sound a bit gimmicky, you can be sure that a card like that will not get lost in the pile of boring old printed business cards.

With the advancement of technology and the growing environmental concerns, the era of paper brochures is quickly coming to an end. Moreover, people don’t have the time or patience to read blocks of text. So why not just put your message in a quick and engaging video brochure, instead? That’s a great way to make your brand stand out and be remembered. Naturally, you won’t be able to produce as many video brochures as you would print, but this is not necessarily a bad thing. Having a limited number of marketing materials will force you to think about a specific audience you want to target, which will additionally increase your chances of success.

In regards to websites, videos are no longer just for your index page. They can add dynamics and uniqueness to your website if used as a background.


Organic, natural, sustainable

Environmental issues have become one of the leading topics in public discourse today. There’s growing pressure on businesses to adopt sustainable practices and assume corporate responsibility. In the last five years, we see a peak in green start-ups that harness the power of technology and innovation to reduce pollution, carbon emissions, and deforestation. This has caused a spike in green tech explainer videos, that by this point have become a category of their own.

Videos about sustainable technology include elements of both worlds – nature and innovation. This creates a wonderful balance, where the organic gives warmth and humanity to technology, making it look approachable and easy-to-understand.

Earthy, pastel tones, grainy textures reminiscent of recycled paper, and clean lines are used to communicate the message of innovation in favor of sustainability.

Explainer video trends



Trends are short-lived, but a well-thought-out explainer video that speaks to the right audience will work for you for years to come. Still, with videos taking a growing percentage of the marketing budgets every year, it’s important to have a good understanding of the many new applications and tendencies of explainer animation.

Working With a Company Abroad

Working With a Company Abroad: Advatages and Drawbacks

By | Explainer Videos, Tips

Working With a Company Abroad

Thanks to technology, people are no longer restricted by international borders when looking to hire a creative team. There are dozens of ways to find a foreign company or a freelancer to work on your project: freelancing platforms, social media, classified-ad websites, etc. But the wide selection comes with a lot of risks. The fact that just about anyone can offer their services to international clients means that the responsibility to find the best person for the job falls exclusively on the client. There are many benefits of hiring a foreigner for creative work. But let us start with the negatives (you know, just to get those out of the way)Clients have many concerns when thinking about hiring a contractor from a different country. Whether based on personal experience or speculation, it is good to address those concerns head-on.


Getting Your Wires Crossed

The language barrier is one of the most popular objections. For you, as a client, it is important to communicate freely with the company or freelancer that will work on your project. Although misunderstandings often occur even between people who speak the same language, it is understandable why you would be wary of linguistic hiccups when hiring foreigners. To avoid a potential lost-in-translation type of situation, it is best to do your research beforehand. If the company you are looking to hire has a website, revise it carefully. Read their blog articles (if they have any), their about-us page, and other copy they have posted. If you are considering a freelancer who does not have a website, ask to review their portfolio and social media pages. Those should give you a pretty good idea of how good they speak English. To be even more comfortable, ask for an online meeting or a phone call. If they refuse to speak with you, maybe consider another person for the job.


Time is of the Essence

Another potential problem might be the time difference, especially if the contractor is on the opposite side of the world from you. To save your project from falling victim to time zones, clarify everything from the start – tell your contractor your exact location, and establish deadlines that take into account the time difference. Have them set their clocks to your time. Most freelancers enjoy the flexible schedule working in a different time zone offers. Besides, most people who work with clients from foreign countries are used to pulling the occasional all-nighter to meet a deadline.


At Arms Lenght

How about not having sufficient control over your project if the contractor is in a different country. You will not be able to walk into their office and meet them face-to-face whenever you need to nudge them in the right direction. But the number of virtual collaboration tools that exist today give you plenty of ways to supervise your contractor as if you are standing right beside them. There is plenty of file sharing, video conferencing, project management, and time-tracking software to fit any need. Try them out yourself and have your contractor show you the ones they usually use. Decide on the tools that will work best for both of you.


Here is Why it’s a Good Idea

There is one major benefit of hiring someone from another country, which is probably why you’ve started looking into this option in the first place. That is, of course, the opportunity to pay a much lower price than if you were working with someone in your country, especially if your contractor is from a lower-income region, where taxes, salaries, and the GDP are lower.

Another great benefit is that you might be getting an even higher quality of work for your money. Freelancers and companies working with international clients are highly motivated to make a great impression. More often than not, this means that they will go above and beyond to fulfill your project. A lot of the creatives working via freelancing websites count on your positive review to increase future business opportunities, so they will make sure you are happy. Even if your contractors work outside of the freelancing platforms, they still want a stellar reputation on social media and review websites. This reminds me: if you are happy with the work a freelancer or a company has done for you, make sure to share the love everywhere you can. Appreciating a job well done is extremely encouraging and helpful when trying to attract clients so a positive review can make a huge difference for a contractor. 


In Conclusion…

To avoid a disaster when hiring a freelancer or a company from a different country, take the time to research them. Once you o that, you’re free to reap the benefits this type of working relationship carries.

creative brief

Why Is the Creative Brief So Important and How to Write a Good One?

By | Explainer Videos

A brief introduction

All creative projects start with a creative brief, in which the client presents guidelines to the creative team: scriptwriters, with their final product. And just like with maps, if he brief is unclear, misleading, or incomplete, the treasure might remain buried under countless frustrated emails, revisions, and lost time. 

This article will help you compile a brief that outlines your goals in a way that will help the creative team dig out a gem of an explainer video. 


X Marks the Spot

Start from where the treasure is buried and work your way back. Visualize the desired end result of your explainer video –  thousands of people knowing your brand, a swarm of new clients running to your stores,  million new downloads of your app. Take the time to clear your goals, discuss them with your employees, managers, or co-workers. Ask yourself – what is the main problem you want to solve or the main question you want to answer.

After you have figured out what you are trying to achieve, let’s see how you can go about it.


Hear ye, hear ye!

Another important aspect you need to clearly communicate with the creative team is your target audience. Think about the people who will be watching your video – are they professionals in your field or laymen, regular everyday folk, or big-time important investors? This will help the scriptwriter sort out the correct tone of the video and the designer – the right style. Describe this in your brief, do you want your animation to have a light-hearted, humorous spirit or would you rather it be serious and straight-to-the-point? Or you might want to evoke a deep emotion from your viewers.


Explain Yourself

Describe your product, service, or business, even if you don’t want to include it in the video. In order to make the perfect explainer video for you first, we need to have you all figured out ourselves. Don’t just mention that you fix cars – tell us how you do it step-by-step. Don’t be afraid to get into the details, but stay away from advertisement talk. We need to know the facts!



After you’ve described what you do, tell us what is the most important thing people should know about your business. List your strongest points, what sets you apart from the competition, and what the main focus of the video should be – is it that you’re shipping worldwide, or that you’re open on Sundays; maybe you have 24/7 customer care, or your prices are the lowest on the market. The main message might also be your mission statement or the guarantees you give your prospective clients.

As explainer videos are usually quite short, concentrate on just a few bullet points. Think of it like this – if your viewer could only remember three or four things from the video, what would you want them to be.



Send us your logo, mascot, corporate colors, preferred typeface – anything that makes your brand design recognizable and unique to you. In terms of style, you need to be specific – find another video you might like and share it as a reference. You can check out our portfolio or visit our YouTube channel for inspiration. 


The devil is in the detail

Besides the main points listed above, you might also want to include additional guidelines in your brief so that the creative team can get the full picture. Here are some things you may want to consider adding:


  • Do you want a voice-over script or just visuals
  • Is your brand slogan mentioned at the end of the video
  • Are there any characters and what do they look like
  • Is there  a call to action and what it might be


All in all, the more detailed your brief is, the better the creative team can understand your wants and needs. Of course, our talented team will be happy to collaborate with you on your project if you don’t have everything figured out just yet. Get in touch with us and we’ll be happy to discuss ideas and directions!

How to Write a Kickass Explainer Video Script for Your Business?

By | Explainer Videos, How To

The script is the backbone of every explainer video – it gives it a subject and a tone, and it drives the narrative and the animation. Depending on the goals, the brand, and the target audience, each explainer video is different, so there is no one size fits all when it comes to the script. That being said, there are some common elements that we need to cover when writing any script. Read on to see how you too can write a killer script!


It’s the thought that counts


Before you start writing, you need to think about your goals. I don’t necessarily mean your life’s aspirations, but rather what you want to achieve with your explainer animation.

To help you pinpoint your goal, let’s talk about the three main categories of videos in terms of intent:

Educational – these videos serve to explain something relevant to your business, without mentioning your business at all. Say you work with cryptocurrency and you want to spark the interest of people who don’t even know what a blockchain is.

You can use this type of educational animation to introduce people to your general area of expertise before you deep-dive into the details of your particular business.

Spreading the word – your goal here is to increase brand awareness and introduce your product or service to untapped audiences. You can include things like what inspired you in the beginning, how many years of expertise you have, where you operate, and what sets you apart. Think of it as an about us page, mission statement, and “why us” – all in one catchy explainer video.

Selling – this is basically an animated advertisement where you are entirely focused on the product and its main selling points. You want people to be stoked on what you’re offering, so shine the spotlight on the most attractive features of your business.

Most explainer videos are not strictly in one category or another, but rather in a mix of two or all three to a certain extent. Still, understanding what your primary goal is will help you determine your main focus when crafting your script.


You Talkin’ to Me?


Establish your target audience. The more detailed image you have for who is going to see the video, the better you can pinpoint the right tone for your script. Try to picture your viewer –  their age, occupation, mindset, how they talk. This will help you write a script that speaks directly to them. Like this video we did, aimed at college students, who find it hard to study for math exams (but then again, who doesn’t):


The Five Elements


After you’ve done the preliminary work, it’s time to commit it to writing. As with every creative endeavor, there is no wrong way to go about developing your script. But if you are not an experienced copywriter, I would strongly advise you to follow this basic structure:

  • Problem

Regardless of its goal, each explainer video deals with a particular “problem” – identify what problem you want to solve with the video or the service it is about. Put yourself in the shoes of your listener – understand what keeps them up at night. Or even tell them about a problem they never even knew they had.

  • Solution

Now that you know what’s bothering your viewer, it’s time to put their worries at rest. This can be your product or action they can take, or finding out that your business exists. Let them know that what you offer is just the medicine they need.

  • How it works

You’ve made your big claims, now it’s time to back them up with actual facts. Give the viewer an insight into the mechanics of what you do. You don’t have to bore them with unnecessary details – be short and to the point. Your audience wants to know the basics of how things work, not prepare for an exam.

  • Benefits

Tell people how they can benefit from what you’re talking about. Remember that people are most interested in what’s in it for them – not how awesome you are. You might offer the best product or service on the planet, but your viewers need to see it as a life-changer for them. 

  • Call to action

Sum it all up with a CTA – a call to action, prompting your viewer to do something. This can be the company slogan, a mention of the site, option to click somewhere, or to simply try something first-hand. The CTA gives the video a good conclusion and it delicately (hopefully) pushes the audience in the right direction.

Although the methods mentioned above are tried and tested, nothing is set in stone. For your unique video, you can always choose a different route. For example, you can do brand awareness, without even mentioning your brand:

or you can rely entirely on the power of animation and not include a single spoken word:

Kashu’s awesome writers can create a wide variety of scripts, tailored to your brand, goals, and target viewers. If you want to save yourself the time and hassle, simply contact us and get the perfect script written for you!