Most designers of animated marketing videos use cute characters before bringing the production to life. The production process encompasses hard and innovative work that is based on a true-life story. In most cases, success does not have anything to do with the importance of the product you are marketing but how the audience understands it.
Most companies go down, even though they have good products, because they don’t know how to create great animated marketing videos. Developing a good marketing video will inspire the customer to view the production and transform him into a buyer. Below are some crucial tips that are important in improving animated videos.
1. Keeping it Short
You will agree that very few people enjoy watching long videos. Statistics show that eighty-five percent of viewers will watch the thirty-second video, while half will look at a video stretching up to two minutes. That percentage is still pretty high. However, any video which stretches beyond two minutes will have fewer viewers. The message here is that the script has to remain short.
The length of your script will determine the length of the marketing video. On average, one minute of a video will take a script of 160 words. A ninety-second video will take approximately 240 words. Ninety-second videos give the manufacturer enough time for an explanation without losing the viewer’s interest. Therefore, always keep the animated video short if you want to retain your audience.
2. Coming Up with a Classic Structure of The Script
Any popular marketing video follows a similar basic writing structure. Following a basic structure will ensure that the script of the video engages with the audience. It always comes with three acts, which comprise of the beginning, middle section, and the conclusion. All animated marketing videos remain on these scripts but with little editing.
The beginning should explain what your product is going to solve for the audience. The listener will immediately engage with the video and view it to the end. After providing the solution, the video has to explain how the product will solve his problem.
Since the audience now knows how to address the issue, you should note that there are many companies with similar products which are also able to provide the same solution. The audience needs to understand why they need to choose your product over the rest. Therefore, you have to describe the benefits and features of your product in this section.
3. Getting Straight to the Point
A marketing video should always be short for delivering the business idea directly and quickly so that the audience stays clear of the world’s boredom. The message should be simple enough by not trying to explain all the things about your business in the script.
Get to the point and think of what is imperative to include in the video and what not to include. There is no need to get worried because once the audience gets an interest in the service or product, the time of explaining deeper details of the product will now be available through blogs and sales calls.
4. Embed a Call to Action
It is important to prompt the audience on what to do after watching the video. The call to action needs to be direct and clear. Do not make multiple calls but just one that is clear and straightforward.
However, if the marketing strategy needs a different call to action, come up with other versions of similar marketing videos with the various calls in them. Involve these calls in various campaigns and decide on the most successful one.
5. Focusing on Your Audience
When making a marketing video, it is important to concentrate on the public by explaining to them how they will get solutions. Do not sell the product directly but rather tell them of the help they can get from the product.
This is the time when they will develop trust in the brand and make a purchasing decision. Make a video which will talk about the problem of the audience and the features of the product at the same time.
6. Use Motion Graphics
The use of motion graphics plays a critical role in the development of animated marketing videos. Most animation companies include motion graphics that give the video a sense of explanation.
This technique is great as it explains complex concepts in a quick and easy manner. Additional video styles, like a whiteboard and cartoons video, will also bring in an element of fun.
7. Using Music to Set the Tone
Just like a video, music can evoke incredible emotions in a marketing video. It also sets pace and tone to the explainer. Many developers have a perfect song in mind when coming up with a video, but on many occasions, developers will look for music that will fit the mood after doing the video. In most cases, the developers will use tunefruit, audiojungle, or premiumbeat.
8. Having Some Fun
It is vital to come up with a video which will resonate with the audience. However, you need to understand that regardless of the person who is viewing the video, entertainment is key.
Adding a slight difference to the video, like a surprise, humor, or a downright wacky thing that can go far is important. An interesting video will engage the audience with your brand in a big way.
9. Let the Video Speak About Benefits and Not Features
It is important to note that there is a new product on the market; people will make videos showcasing features forgetting that it is the benefits which matter most to customers.
Instead of recording technical nonsense, it is crucial for people to know how they will take advantage of the product. Present the features in a way that the viewers will see what they will derive from the product.
10. Visuals are Secondary
Just like contracting a company which has people that produce polished voiceovers, coming up with visuals that look professional is crucial for the animated marketing video. However, these visuals are not as critical as they seem because there are many professional and efficient videos which use simple visuals.
The most important aspect is using visuals that will help in illustrating the story and reinforcing the voiceover. When you use too many visuals in the video, there are chances that the audience will not get the intended message.
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John is the head of marketing at the 'Australian Marketing Agency'. John brings over 20 years of experience in creating outstanding and innovative solutions to help businesses reach their full potential by developing brand stories and user experiences which viscerally connects with the target audience and delivers mind-blowing results.