There are multiple ways to produce stellar marketing videos, only one of which involves live action. Whether your company revolves around business-to-consumer (B2C) or business-to-business (B2B) sales, you should consider using animated video.
This alternative video style lives up to its namesake by featuring multiple frames of animated, illustrated designs woven together to create the illusion of movement. Animated videos often run at between 24 and 60 frames per second. Each frame is slightly different than the preceding and proceeding frames. So, when edited together, it looks like motion — only with animation instead of live action. This is the same principle on which cartoons are made.
Benefits of Using Animated Video
There are countless reasons for using animated video, one of which is cost savings. Producing a live action video requires scouting prospective filming locations as well as hiring talent, neither of which are an issue with animated video. Granted, you’ll still need to hire a company to create the actual illustrations — and piece those illustrations together into a video — but this typically costs less than producing a live action video. As a result, animation is an attractive video format for budget-conscious business owners and marketers.
If you’re looking to sell a product or service — or even generate leads — animation can help. Statistics show that animated videos can increase conversions by up to 20%. Viewers are more likely to take action after watching an animated video than a live action video. It triggers a visceral reaction in the viewer, enticing him or her to take action and buy the advertised product or service.
Animated videos are also frequently shared on social media. Their inherit visual nature encourages users to share them. If someone finds your animated video interesting, perhaps he or she will share it on Facebook. And once your video finds its way on social media, it will generate more visibility and traffic; thus, helping you achieve your digital marketing goals. This doesn’t necessarily mean that live action videos aren’t shared on social media. Rather, animated videos usually receive more social shares.
Furthermore, animated videos are the perfect platform on which to present statistics, charts, figures and data. When using a live action video, you are usually forced to convey this information through speech or a graphic overlay. Animated videos, however, allow you to seamless integrate visualized data into the content.
June: Life is Better When You Share the Ride
You can see an example of an animated video by clicking the play button above. Developed by Academy Award-winner producer John Kahrs, “June: Life is Better When You Share the Ride” is a seven-minute commercial for the ridesharing company Lyft. It follows an older woman who becomes a Lift driver, picking up clients of all walks of life. It’s a heartwarming, memorable video that even includes an original song.
With more than 7.6 million views and counting, it’s safe to say this animated video was a success. In fact, one of the top comments is: “This is how you do an advertisement.” The animation is solid and crisp; the story if fluid; and it’s visually captivating.
Tips for Creating Animated Videos
Now that you know a little bit about the benefits of animated videos, you might be wondering how to create them. Well, here are some tips for creating the perfect animated videos.
- Create a story and tell it through animation. An effective animated video should walk the viewer through the story. If the viewer doesn’t know what’s happening, he or she isn’t going to respond.
- Keep it short. While there are always exceptions, viewers usually respond better to shorter animated videos than longer ones.
- Add a touch of humor. As revealed in the Lyft video above, a little humor goes a long way when creating animated videos. It makes the video more memorable while also increasing the chance of it getting shared on social media.
- Keep text to a minimum. There’s nothing wrong with adding a small amount of text to your animated videos, but you should avoid overdoing it. The entire purpose of an animated video is to create a visualized form of content. If it’s filled with too much, it defeats this purpose and negates the benefits of using animation.
- Use professional animation services. Unless you’re familiar and experienced with animation production, don’t attempt to make your own animation. This is something that’s best left in the hands of a professional.
- Choose colors wisely. The right colors will capture viewers’ attention and trigger a positive emotional response. The wrong colors, however, will have the opposite effect.
Animated videos are only way to promote your business. You should still consider traditional live action video. Rather than choosing between one or the other, include both types of video in your digital marketing strategy.