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Explainer videos were once the domain of startups and SaaS companies trying to simplify complex products. Today, they’re standard in B2B sales strategies across industries — from mechanical engineering and IT to pharmaceuticals and finance. “A good explainer video conveys what used to take a ten-page brochure or a 20-minute sales pitch — in just 90 seconds,” says Julia Werner, marketing lead at a German software company. “It’s a powerful tool at the top of the funnel.” Videos are used on landing pages, in cold emails, trade show presentations, and increasingly in personalized sales outreach via LinkedIn and email automation tools. The logic: visual storytelling sticks — and it helps cut through the noise in oversaturated digital channels. Depending on style, quality, and agency, a professionally produced explainer video can cost between €3,000 and €20,000. That includes scriptwriting, storyboard, voice-over, animation, sound design, and sometimes translation for international audiences. “The problem is that many companies underestimate the production time and internal coordination effort,” says Thomas Berger, founder of a B2B video agency in Munich. “There are weeks of back and forth — and that makes the process expensive and slow.” In tight B2B sales cycles, especially in the mid-market, decision-makers often hesitate to approve such high costs for a single video asset — particularly when ROI is hard to quantify directly. Advocates say yes. Numerous case studies show that landing pages with video can increase conversion rates by up to 80%. A 2024 HubSpot report found that 74% of B2B buyers are more likely to purchase after watching an explainer video — especially when the product or service is complex. “It helped us cut down our average sales call duration by 30%,” reports Marcel Döring, sales director at an industrial automation firm. “Clients came into meetings with a basic understanding of our value proposition — which made closing faster.” However, effectiveness depends heavily on context. A slick video alone won't rescue a weak message or poor targeting. Quality scriptwriting, clear messaging, and proper distribution are just as important as visual polish. In 2025, companies have more options than ever. AI-powered video tools like Synthesia, Pictory, and Lumen5 allow marketing teams to create semi-professional videos without actors, cameras, or large budgets. Pre-built templates and avatar voice-overs have lowered the barrier to entry significantly. “For internal training and basic explainer content, AI-generated videos are often ‘good enough’,” says Lisa Neumann, content strategist at a logistics software provider. “But for brand-critical assets, we still go the professional route.” Even agencies are starting to use AI in production workflows — to reduce storyboard development time, automate subtitles, or speed up versioning in multiple languages. Experts agree: Explainer videos are not a universal solution, but they work particularly well when... “A standalone explainer video without a distribution plan is a waste,” warns Birgit Scholz, B2B marketing consultant. “You need to think of it as a content asset with a lifecycle — not a one-off gimmick.” Explainer videos can be highly effective in B2B sales — if they’re part of a smart, strategic content plan. Their high cost remains a barrier for many SMEs, but the return on investment can be significant when the message hits the mark and the video is properly deployed across channels. Cheaper, AI-powered alternatives will continue to grow — but for high-impact, brand-sensitive communication, professional production still sets the standard. The key is knowing when to invest — and when a leaner, faster format will do the job.Explainer videos: From niche to mainstream
But they’re expensive — sometimes painfully so
Do explainer videos really increase conversions?
Cheaper alternatives: AI, templates, and DIY tools
When does an explainer video make sense?
Conclusion: Worth it — under the right conditions
A media monitoring report – also known as a press clipping report or media coverage summary – is a key tool in public relations. It documents how a company, brand, or topic is represented in the media. Whether used for internal reviews, client reporting, or evaluating the success of PR campaigns, a well-prepared media report provides clarity, transparency, and a solid basis for communication strategy. But how exactly do you create one? In this article, we guide you through the process step by step.
A media monitoring report is a collection of media mentions across various channels such as print, online, TV/radio, or social media, where a particular topic, company, or spokesperson is featured. It provides a snapshot of when, where, how, and in what tone a brand or topic has been covered by the media.
A comprehensive media report can include a variety of media types:
Depending on your goals, you may focus more heavily on certain types of media – for example, online-only, or including social listening results.
What do you want the report to achieve? Is it to track a specific campaign, provide a monthly overview, or monitor certain issues like sustainability or crisis topics? The purpose will shape the structure.
Choose a reporting period – it could be daily, weekly, monthly, or linked to a specific event or launch.
Media tracking can be done manually (via Google Alerts, searching news websites, etc.) or with professional tools like Meltwater, Cision, Brandwatch, Talkwalker, or pressrelations. Make sure to set the correct keywords, brand names, spokespersons, and topics.
Gather all relevant mentions in a document – including publication name, date, author (if known), link or scan, and ideally a screenshot or PDF. For each item, analyze:
You can structure the media report by media type (print, online, broadcast), date, or topic cluster. Include a clear table of contents and – optionally – a short executive summary with highlights.
Media reports can be presented as a PDF, PowerPoint deck, Word file, or in an online dashboard. Key elements for a professional look:
Be careful with copyright when including full articles. In many countries (including Germany), redistributing full-text media content without a license may violate intellectual property rights. Instead, you can:
A media monitoring report is more than just a list of articles – it’s a strategic tool. Whether you're measuring campaign success, monitoring brand reputation, or preparing for a board meeting, a well-structured media report offers valuable insight into public perception. It empowers communication teams to respond proactively, demonstrate ROI, and plan better for future campaigns.
Media monitoring is a central tool in modern PR and communications. It allows organizations to track, analyze, and evaluate mentions in traditional media, online outlets, and social networks in real time. But what are the costs of media monitoring, and which factors influence pricing?
The price of media monitoring tools can vary significantly depending on several factors:
Most media monitoring providers rely on flexible pricing structures, such as:
In 2025, the cost of media monitoring typically falls within these ranges:
When comparing media monitoring tools, price should not be the only deciding factor. Important aspects include:
Media monitoring is indispensable for identifying trends early, preventing crises, and optimizing communication strategies with data-driven insights. Costs vary widely – from affordable entry-level solutions to premium, all-inclusive platforms. Organizations should evaluate the investment not only by price, but also by the strategic value it provides for reputation management, brand positioning, and communication goals.
Professional media monitoring is often associated with high costs, since specialized tools analyze large datasets and deliver in-depth reports. However, for small businesses, start-ups, or freelancers, there are free alternatives to get a first overview of their media presence. A clever combination: Google Alerts and ChatGPT.
Google Alerts is a free service by Google that allows you to automatically monitor specific search terms. Whenever new content appears online that matches the chosen keyword, Google sends an email notification. Typical use cases include:
1. Visit Google Alerts
2. Enter the desired keyword or search term
3. Choose your settings (frequency, sources, language, region)
4. Save the alert – done!
From now on, Google will send regular emails with links to relevant new mentions.
While Google Alerts collects mentions, ChatGPT helps with analysis and structuring of the results. Examples include:
Of course, the combination of Google Alerts and ChatGPT cannot fully replace professional media monitoring software. Drawbacks include:
Free media monitoring with Google Alerts and ChatGPT is a practical way to keep track of brand or company visibility. This solution is particularly useful for small businesses or freelancers looking to start monitoring without major investments. However, for strategic communications and detailed analytics, professional media monitoring tools remain indispensable in the long run.
Public Relations remains a central tool in 2025 for increasing company visibility, building trust, and strengthening brand perception. At the same time, requirements have evolved: digital channels, data-driven analyses, and multimedia content are crucial for success. This step-by-step guide shows how companies can effectively manage their PR efforts.
1. Define Objectives
Every PR campaign begins with clear goals. Do you want to increase brand awareness, launch a product, or build trust with potential customers? Precise objectives make planning and measuring success much easier.
2. Target Audience Analysis
To place the right messages, you must thoroughly understand your audience. Which media do they use? What topics interest them? Segmentation and analysis allow PR messages to be precisely tailored.
3. Topic Planning and Storytelling
PR thrives on stories. Content should be relevant, engaging, and easy to understand. Storytelling, interviews, case studies, or background reports increase the likelihood that media outlets will pick up the message.
4. Channel Selection
Multichannel communication is a must in 2025. In addition to traditional press releases, online portals, social media, blogs, newsletters, and industry forums play a key role. A cross-channel strategy increases reach and impact.
5. Personalized Distribution and Contact Management
PR efforts are more effective when targeted at relevant journalists, bloggers, or influencers. A well-maintained media list, personal outreach, and follow-ups improve success rates.
6. Monitoring and Measuring Success
After publication, analyze reach, media coverage, social media interactions, and media resonance. This data allows for optimization and enhances the success of future PR campaigns.
7. Continuous Optimization
Successful PR work is an ongoing process. Feedback, market trends, and analysis results should be incorporated into planning to continuously improve campaigns and maximize impact.
Conclusion:
Successful PR in 2025 requires strategic planning, targeted communication, and multimedia execution. With clear goals, precise audience targeting, creative storytelling, cross-channel distribution, and continuous analysis, companies can secure visibility, credibility, and long-term success.