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The 4 Traits Great Animated Brand Videos Share

Aubrey Beck

According to Cisco, online video traffic will be 55 percent of all global, consumer Internet traffic in 2016.

And online video production is expected to account for more than one-third of all online advertising spending within the next five years. Telling a story with video is incredibly powerful because video and film tap into our visual nature as human beings. Plus, they do the work for us. A great video entertains you. You don't need to search for an answer, read a lengthy article, or put the pieces together for yourself. A well-executed video will do that for you.

How Do Animated Videos Stand Up to Live Action?

There are basically two broad options for creating a brand (or product specific) video for your company. You can hire actors and shoot live action, or you can have a motion graphics firm create an animated video. Animated videos are preferred in the sense that they have a much longer shelf-life than live action videos because they can be edited to include updated information in the future. Plus, they're usually more budget-friendly than a live action production. Below are stills from a few of our animated videos. 

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As far as effectiveness, The Contemporary Issues in Technology and Teacher Education (CITE) Journal completed an in-depth study showing that animated video performs as effectively as live action in training situations.

This makes animated videos the perfect solution for companies looking to create product videos in which facts, styles, or specification information for the product may change over time.

Here are 4 Traits Great Animated Videos Share:

1. Use simple, direct language. The video format lends itself to a more natural and conversational tone than you might find, in say, a detailed investor deck explaining the same product. Think of your video as a way to drum up customer interest. A short 1-minute video isn't the place to try and get into every specific or detail surrounding what your company does. Instead, it's a place to articulate in simple terms the problem you solve while showing the viewer exactly who the company is personality-wise.

Interested in using explainer videos to market your business? solutions_Video_Animation
Check out our guide
featuring insights from the pros at Wistia! 

2. Clearly define a problem. Spell out the scenario right off the bat. People need to know why they should care about watching your video. The Starview IT Operations Superhero video does a great job of entertaining the viewer while simultaneously laying out the challenge (or problem) right away.

3. Explain complicated concepts with relatable scenarios. If you're working with a more complicated or technical concept, it's a good idea to try and explain it by using a more easily-understood, commonly-experienced scenario.

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4. Conclude the story with a clear call to action. The video should start with a clear problem and over the course of the video show how your company or product solves that problem. The video should culminate with a clear next step for the viewer. They'll "start a free trial" or "call now for more info," but whatever it is, the call to action should be in line with the story they've just experienced. It should make sense and take them onto the next step of the buyer journey based on where the video is positioned in your sales funnel.

 We work with companies every day to conceptualize, script, storyboard and produce engaging videos that increase conversion rates and raise brand awareness. Let us know if you're thinking about adding video to the mix this year — we'd love to help.


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