A step-by-step guide to getting new clients with your explainer video

After reading this guide, you’ll know how to:

  1. Create very targeted, profitable Facebook campaigns from as little as $5
  2. Use your explainer video to convert prospects into leads
  3. Optimize your landing page to convert traffic from your facebook campaign
  4. Bring back visitors who didn’t convert the first time round


You don’t necessarily need a video for this process, but it’s important you understand why you should even consider using video marketing because it will likely give you much better results.

Why is video marketing important?

  • It will help you explain your product or service in an easy to understand and engaging way (without just skim reading)
  • It will increase the amount of time people spend on your website
  • It will increase website conversions
  • It will help in getting to page 1 on Google and boost your SEO
  • It can improve email click through rates and reduce subscriber opt-ins
  • It can boost your social media presence and potentially go viral
  • It will help you stand out from competitors and help prospects remember you


Some solid, tangible statistics on video marketing:

  • 97% increase in purchase intent because of the enjoyment viewers experience when watching video (Source: Unruly)
  • 64% increase in conversion rates by using animated explainer videos (Source: Conversion-Rate-Experts)
  • 52% more confidence in making a purchase online after watching a product video (Source: Invodo)
  • 95% information retention when watching video (compared to 10% with text) (Source: Insivia)
  • 46% of people are more likely to enquire after watching an online video (Source: Eloqua)
  • 59% of senior executives would rather watch video than read text (Source: Forbes)
  • 2-3x increase in monthly traffic using a video (Source: MarketingSherpa)
  • 65% of executives visit the website after viewing a video (Source: Insivia)
  • 88% more time is spent on a website with a video (Source: Mist Media)


There is a lot of compelling evidence that suggests video marketing is very important, and definitely now more than ever.

So let’s go through what you need to realise results like the above.

Facebook Ad Campaigns

Facebook advertising is so powerful.

It automatically learns more about your audience the longer your campaigns run, and there’s a lot you can do with it which I’ll go through now.

To get the most out of your Facebook advertising, you’ll first want to install what’s called a tracking pixel on your website.

This allows you to collect data on your audience.

You’ll be able to see what pages customers visit, what they have done, whether they opted-in, bought your product or displayed interest etc.

How to setup the tracking pixel

  • Go into your Facebook Ads Manager (you’ll need to create an account if you haven’t already).
  • Click on the “Pixels” section of the drop down menu.
  • Hit “Create A Pixel”.
  • Give your Pixel a relevant name and hit Next.
  • Paste the code into the header of all your pages.
  • You might be able to fast track this by going to the “tracking codes” section of your website creator (Custom Sites, WordPress, Clickfunnels, Leadpages and Unbounce all allow this).


You can now tell Facebook what each page means (It will track “Page Views” by default).

So if it’s a purchase page, you can tell FB that, or if it’s an opt-in page, you can tell it that too.

All you need to do is add the relevant “Event Code” underneath the “Page View” section of the code.

Once you update your page, it will now be tracking the additional events.

Test the pixel

To make sure it’s working correctly, you can install a Chrome extension called “Facebook Pixel Helper”.

Then go to your website and click on the Pixel Helper icon in the extension bar (you may need to enable it first)

It will tell you what pixels are installed and whether they’re working correctly.

For example, Spotify have a tracking pixel:

How to drive highly targeted traffic

There are 3 key audiences you can choose from which makes Facebook so powerful.

1) Core Audiences

This lets you select your audience manually. You can refine based on:

Demographics – Age, gender, relationship status, education, workplace, job titles and more.
Location – Target areas where you want to do business or create a radius around a shop to get more walk-ins.
Interests – Find people based on what they’re into, such as hobbies, favourite entertainment and more.
Behaviours – Reach people based on their purchasing behaviours, device usage and other activities.

For example, the majority of our clients are small to mid size business owners, so an audience I’ve used with success is

  • Females (I ran a separate campaign with Males too)
  • 30 – 50 years of age
  • Major cities of the USA
  • Small business owners (as a behaviour)
  • Admins of a facebook page

2) Custom Audiences

One of the best things about Facebook is that it allows you to create custom Pixel Audience’s.

This a specific audience(s) of people who have performed a specific action or behaviour on your site.

To give you an example, you can target an audience of people who have visited your site or who may have clicked on your contact page.

You can do this by going to the “Audiences” section of the Business Manager’s menu.

Click “Create Audience”.

Get specific about the audience you want to create (for example anyone who has visited your website).

Then select the domain you want to create an audience for.

Select the amount of days you want to record over depending on the purpose of your audience.

For example, you may only choose people who visited in the last 10 days for a quick retargeting campaign, compared to 180 days for a long term audience.

Give the audience a name & Create Audience.

Facebook Custom Audience

You can then target this audience in a campaign (also called a retargeting campaign)

3) Lookalike Audiences

A Lookalike Audience is ultimately getting Facebook to do the work for you.

It allows Facebook to look at one of your existing audiences (for example all of your current clients), and average out things like their likes, dislikes, gender, interests and a number of other things.

You can then choose between 1-10% of a chosen country.

It’s incredibly powerful.

To create a lookalike audience you need to firstly hit “Create Lookalike Audience”

Choose the “Source” – this is the audience Facebook will get the base data from.

You can then choose the Audience Size – 1% will be hyper targeted, 10% will be very broad (1-2% is usually a good place to start).

Facebook Lookalike Audience

Hit Create Audience.

Allow up to a day for FB to create the audience (should be quicker though).

You can then select the Lookalike as the audience in your campaign.

Other Lookalike’s you can create include:

  • Visitors
  • Email Lists
  • Different Countries etc.

A quick guide to building a high converting ad:

  • Choose your target audience whether core, custom, or lookalike
  • Create 3 separate ads with different copy but the same video / image
  • Target these ads at the same audience
  • Start with a small budget (As little as 5$ per day), gradually increase budget for the ads that are performing well
  • Increase the budget for the ads that are working well (using your tracking pixel & FB analytics)
  • Kill the ads that aren’t converting
  • Review weekly
  • When you find the winning ad, start making small tweaks 1 at a time and monitor conversions – this will optimize your ad even further
  • Repeat the process & replicate with other audiences if you wish

Where to send your paid traffic to convert them into leads

The most effective way of converting the people who see your ads into actual leads is to send them to a video landing page.

The sole purpose of this landing page is to convert, nothing else. You can use your website if you wish, but that will have a lot more distractions on it, so it may reduce your conversion rate.

I’ve actually created a guide on the most important elements for a high converting sales page, which you can see here: https://view.publitas.com/instinct-animations/7-tips-to-increase-conversions/page/1

I wrote it over a year ago and whilst nothing has changed on that, I would add a phone number at the top right of your page.


  • Create a core audience based on your educated guess
  • Retarget people who have visited your website
  • Create a lookalike audience of your current customers (or other)
  • Start small with a $5 dollar budget
  • Scale the ads that work, kill the ads that don’t
  • Send traffic to a landing page with an explainer video for the best results
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About Instinct Animations

Instinct Animations help companies grow with bespoke animated explainer videos and video marketing strategy. They’ve produced over 100 videos for Fortune 100’s, small startups, and everything in between.

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