Designing Explainer Video As Part Of Landing Page’s Promotional Media (Study Case : Rakryan, An Education Technology Start-Up)

Abstract

Invariably, startups encounter challenges when introducing their products to the market, particularly when featuring unprecedented innovations. Overcoming these hurdles necessitates a communication strategy and media approach that focuses on educating the intended audience. An explainer video is considered a viable media option to fulfill this need. This study aims to design an explainer video and analyze its significant influence in addressing the aforementioned challenges. The design process initiates with qualitative data research to formulate positioning and brand persona, serving as guidelines for the communication strategy, both verbally and visually. Subsequently, the explainer video is strategically produced, aligning with these guidelines to achieve an effective explainer video, complemented by supporting media. This objective is evaluated through a feasibility questionnaire, assessed by the startup's board of directors and media experts. Results indicate that incorporating explainer videos on the startup's landing page significantly enhances audience comprehension of the product in an accessible and engaging manner. The result indicates that utilizing explainer videos on the landing page not only facilitates audience understanding of the service but also positively influences the brand image, enhancing the customer's perception of the product's value.