04 Apr Animation April! Step 1: The Planning Bit…
Okay, let’s get to it, spring is here, it’s a new financial year, so we’re launching Animation April. A month of guiding you through exactly what goes into creating an animation for your organisation. Harnessing the power of video in your content marketing is a no-brainer, video is much more widely consumed than text content alone and much more widely acted upon – this is only set to grow. Get the competitive edge and get those conversions you want to take your business to the next level.
First thing’s first; what do you want an animated video for? Think of this like any other marketing content you create; who is the audience, what do you want to say to them and what do you want them to do as a result of seeing your video.
- Audience: You can’t be all things to all people, so define your audience for this piece of content alone.
- Key messages: Refine, refine, refine! Fifteen key messages, aren’t key messages. Plus, with the average animation video being between 1 minute and 1 minute 30 seconds, you need to get to the point. Sure, you can make your video longer, but then we encounter the dreaded ‘switch off points’ (we’ll address those next time), it’s important to keep your audience engaged and take them with you on that journey towards the Call to Action.
- Call to Action: Your video only has to make people take one action, what is that? Is it to call your sales line, to sign up to a newsletter, to book a consultation? Make that very clear, know what success looks like for you.
Writing a Brief
If you’re working with a video animation agency, like DoodleDirect, the likelihood is you will be provided with a standard project briefing form to complete. Nevertheless, it’s still worth doing some thinking beforehand.
- Style of Animation: Different animations work for different purposes, read our post here about how to match an animation style with your project. Look at a few animations and note down what you like and dislike, this will help to guide your agency. If your competitors have video content you like, note that down too.
- Voiceover or not: Do you want your animation to have a voiceover, just music, both, or none? It’s up to you, most of our clients opt for a voiceovers particularly with explainer videos or narrative / character animations, less so for an animated infographic, for example.
- Background Information: It might be useful to give a very brief synopses of your business and what you hope to achieve with the animation.
- Key messages: This is different to background information, this should be the exact pieces of information that are essential for your animation. The crucial elements you want to convey. Be aware, that the more you include, the longer the video will be.
- Context: Where will the video be hosted, which platform? Your website, on Facebook only, on YouTube, perhaps at a trade show or as part of a client presentation… This information allows the scriptwriters and animators to structure the video accordingly.
When you’ve a team in place and you’ve given them your brief – they will get to work on script-writing, story-boarding and finally animating your video.
We’ll cover the ins and outs of that in our next post. Got any questions so far? Let us know and we’ll cover those too.