Picking a good explainer video producer is tough. Here’s something to keep in mind: Storytelling.

At Planet Nutshell, we believe that scriptwriting is at the heart of a good Nutshell. Good writing tells stories about people. Good writing has fun, shows a bit of whimsy, and makes people feel better while they become more informed.

If you’re shopping for an explainer video, ask yourself this: Can this producer tell a good story? Or are they just reading through a bland tutorial while pretty things fly through the frame?

Our Nutshells don’t just explain, they tell stories. In so doing, they help our clients build an authentic connection with viewers. Nutshells help our clients say to their audiences, “Hello, we have a soul.”

Our latest video was produced for the hot new Startup, Wayin, which is the brainchild of Sun Microsystems co-founder Scott McNealy.

Wayin approached us with three main needs:

1. Engage a young, fairly hip audience
2. Explain Wayin’s key concepts in a fun way that doesn’t feel like teaching
3. Do it all in about a minute

Thanks to a strong collaboration with the folks at Wayin we got to the finish line quickly and without a lot of fuss. One thing that’s great about this project is how well Wayin integrated it with their Web site. Below is a screen shot. Note the prominent placement of the video at the top with a big honkin’ play button. Nicely done.

Wayin didn’t stop there. They also integrated artwork from the video into their app landing page. This is the first screen that new users see when they fire up the Wayin app.

It’s just another example of how Nutshells, thanks to their high production values and exquisite artwork, can be integrated into a complete experience.

I’ve seen chatter on the InterWebs about the cost of explainer videos. Why are prices all over the place? Why are quality standards all over the place?

I can only speak for Planet Nutshell on this issue, but I think it’s important to help people understand what goes into making a Nutshell. Nutshells are produced by a complete team that consists of an illustrator, animator, script writer, storyboard artist, sound engineer, voiceover professional, and project manager who corrals all of this talent and communicates with clients.

Pricing depends on each client’s needs. Just as there isn’t one Nutshell style that fits every client, there’s no single price, either. In general, we present pricing once we know something about what a client wants to achieve.

So, let’s chat! Get in touch.

We think more people should know about Tumblr, so we set out to answer the question “What is Tumblr?” Here’s the result. We think it turned out great!

What good are explainer videos? Why go to the expense? Is this just a me-too fad, or is there a genuine return on investment?

For some answers, let’s look at a Nutshell we produced for PlayOn. The Nutshell, combined with a simple yet well-executed Web strategy, had some amazing results that definitely made PlayOn’s investment worth it.

PlayOn came to us with an issue shared by many a tech company: They have a great product that people love once they finally understand what it is.

In response, we crafted a Nutshell that explains how PlayOn solves two problems:

1. People want to watch Internet videos in their living room.
2. Cable TV is too expensive and constraining.

In addition, we worked hard to boil down the PlayOn software and service into the simplest terms possible.

Here’s a snippet from our storyboard for the PlayOn Nutshell:

And the completed video:

Almost immediately the response to the Nutshell was positive. The video appeared on Engadget andCNET and garnered tens of thousands of views right out of the gate. What’s more, cable channel G4 picked up the video and ran it on TV.

Tracy Burman, COO of PlayOn maker MediaMall Technologies, Inc., had this to say about the release:

We have received lots of positive feedback about the Nutshell, and people having an “a-ha” moment after watching it. PlayOn has always been hard for folks to understand, and the video has really clarified it.

An effective Nutshell is only half the story, though, because explanation and understanding should lead to conversion. Here’s a look at the new PlayOn Web site, as designed by Zenwerks, a Seattle-based branding, design, and development firm:

Note how the video stands side by side with the “Get PlayOn” button. What’s more, the video has a clear call to action at the end — “Download it now!”

According to Ms. Burman at PlayOn, this simple arrangement was highly effective:

Our website conversion (visits to trial downloads) literally doubled after we launched the new simplified home page showcasing the Nutshell video.

By any standard, a doubling of conversion is pretty darn good. As we’ve always said, understanding breeds empowerment and the willingness to take action. When people understand something, when they apprehend its value, they want to own it.

That’s why explainer videos are more than a passing fancy. When deployed intelligently, they add immense value.

A good return on investment? Absolutely.