19 Jan The what, when, why and how of video animation
In a few years time, you wouldn’t even click on this article. You’d be watching the video. Video marketing is the poster child for content marketing, with 2017 set to be a bumper year for video traffic. As lovers, makers and creators of video animation, we see daily how it can boost businesses, capture the imagination of audiences and YES drive sales.
So, if you’re in the dark about the what’s, why’s and wherefores – look no further and read on.
1. What is a video animation for marketing?
Video animation for marketing, is usually a short video that explains your product, an idea, a concept or a process. They can be practical, informative, beautiful or inspirational (like the animation below), and everything in between.
Video is a perfect medium to deliver a clear message and improve audience engagement, 59% say they’d rather watch a video than read copy.
Animation comes in many forms; 2D motion graphics, 3D motion graphics, whiteboard animation (perfect for explaining processes and ideas) and kinetic typography (think, animated infographics, akin to the video above) to name but a few.
2. When should video be used?
Video is great for a range of campaigns, product launches, explaining a new idea or launching a business, even internal communications and training. Video is becoming increasingly important for audiences to glean information and be entertained, which presents many opportunities in terms of when to create a video for your business.
We love this whiteboard animation by the Royal Society for the encouragement of Arts, Manufactures and Commerce (aka the RSA), which perfectly conveys an idea, where copy would be overly complicated and lengthy. It is estimated that one minute of video is equal to 1.8 million words! Mind-blowing!
It might seem as though the options are vast and overwhelming, but don’t panic. Just watch examples of videos from around the web, and save a few you like, your video team can do the rest! And, unless you’re an animator yourself, you will need a video team or animation professional.
3. Who is using video animation in marketing?
Everyone! Some big brands use animation to communicate a range of ideas and products to audiences, Dropbox, Shopify, Google, Clinique or this combination of 2D and 3D animation by Apple.
One of our favourites in recent years, is this from the Melbourne Metro Trains, Dumb Ways to Die is a 2D motion graphic video and was created in 2012 with the sole aim of reducing accidents and deaths on the railways.
This is a great example of how video can deliver serious messaging, in an engaging, and where appropriate, humorous way.
This video went viral and spawned many, many parodies. But most importantly, it delivered in its objectives. Metro Trains say the campaign contributed to a more than 30% reduction in “near-miss” accidents.
4. Why should I use video animation?
a. It’s versatile
From 2D or 3D animations to explainer videos, whiteboard videos or live action short films, stop motion or infographic animations – the opportunities for your video are rich and varied, enabling you to portray your brand personality, values and story in a way that connects with your audience.
b. It’s profitable
Video leads directly to sales and conversions – adding a product video on your landing page can increase conversions by 80%.
c. It can explain complex ideas, simply
Video triumphs where words can fail, it can even engage the laziest of customers.
d. It is loved and shared
It’s official – the world’s in love with video. From Google and Facebook who are prioritising the medium above all else, to the millions of consumers who are watching video online everyday, it seems we can’t get enough.
e. It works wonders for email marketing
The use of video in email marketing campaigns has been shown to double click-through rates. What’s not to love about this partnership?
5. How do I create a video animation for my business? Do I need to spend thousands on animators?
Unless you’re an animator yourself, you will need the support of experts to create a top notch and beautiful video for your business, but, it needn’t cost the earth.
The first step is to find yourself an animation company, a team of people who can take care of the whole process, from ideas generation, to script writing, storyboarding and the animation process itself.
Take a look at a variety of work and talk to different organisations to get a feel for their ethos.
At DoodleDirect, we’re proud to have a range of experts in our team, fantastic professionals in creative direction, scripting, storyboarding and a team of animators; so typically, all you need to do is outline your requirements, define your key messages, and let us have any branding guidelines and we get right to work.
We can turn a video around in 10 days if required, but typically projects take 2-3 weeks, you get sign off at each stage; Idea, Script, Storyboard, Animation Draft – so there’s no surprises when you finally get your animation.
And that’s it, the What, When, Why and How of video animation, what do you think? Will you be adding video to your content plan this year?
Perhaps this whimsical 2D animation will win you over!
Remember, it doesn’t end when you’ve made the video, you then need to make sure you audiences see it. We’ll give you all our hints and tips for getting your animation seen in our next post.