Many marketing experts nowadays agree on one thing - the world of online content creation is at its peak, and now would be the perfect time to launch your animated video marketing campaign. Of course, the campaign should consist of many different content types.
However, utilizing animated videos for business should be the highlight of your campaign. Anyone in charge of a marketing strategy will tell you that brand awareness is best achieved through social media, and this new wave of digital marketing is going to help you have a far better reach. But before you embark on creating animated videos for your business, we should divulge a full strategy and guide that would aid you in achieving professional results.
Marketing Campaign Strategies
You’ve come across plenty of marketing videos, regardless of where you’re located. There are ads present nearly everywhere nowadays, from TV and news portals to websites of all industries and even while playing mobile games. Unless you’ve installed a decent ad-blocker on all of your devices, you come across dozens of commercials and banner ads in your everyday life. The Youtube platform and its videos are now brimming with animated promotional videos for local businesses and ads for worldwide streaming platforms.
The point is, regardless of the magnitude of a company, they all have campaigns that reach audiences that are targeted through using special marketing tools. And it’s not even the marketing tools that are very exclusive, but the success of one’s campaign hides in the tiny details regarding the placement, timing, target specific technicalities, and skills that video marketers spend their lifetimes learning and tweaking.
Types Of Video Content
Part of the expertise of a content marketer or content creator is knowing which type of content needs to be applied where. Leaving aside textual and other visual content, in this blog, we will focus exclusively on types of video content and the ways in which they are made, promoted, and used for business purposes. However, before we move on, let’s differentiate between a video style from types of videos.
Types can (roughly) be divided into animated videos and non-animated or live-action videos. Live-action refers to video recordings using a camera, with real things and people featured in the video. There are some subtypes of this type, such as live streaming videos, but we won’t go further into these as they don’t always have much application value in the business world.
Animated content, on the other hand, can have several subtypes. It refers to all the content that’s created ‘artificially,’ using online software or downloaded apps, for example. It implies using some form of program to alter and edit motion pictures that are often in a cartoon-like format. Let’s dissect the most common animation styles below:
1. Whiteboard Animation
This type of animation tells stories using doodles and drawings on a white background resembling a whiteboard, hence the name “whiteboard video.” It’s a basic but very useful style that many content creators prefer.
2. Simple Image Animation
This style of animation is what most people imagine upon hearing about an animated video. This approach uses video infographics, where characters and objects are made out of simple shapes, and not much attention is paid to minute details. This makes them very conducive for videos such as:
a. Explainer Videos: As the name itself shows, this type of video serves the purpose of explaining something - an action, steps that need to be taken, or different parts of a machine, for example. They can be used in all spheres, for educational or presentation purposes.
3. Motion Graphics Video
This is a story-telling approach that is a little bit more advanced compared to the already-mentioned approaches. It uses both shapes and text to communicate a more layered story, with the addition of music, sound effects, and voice-overs. Sometimes, if you want to achieve a very high-quality video, you can use this type of animation for your product video.
a. Promotional Videos: Also known as commercial videos, these are the ones that make it into the marketing campaign. Promo videos are usually specifically designed to promote a product or service, and animation helps establish a less ‘advertising’ nature of the video and replace it with more unique, universally-appealing cartoon video graphics. These are further divided into demo videos, product demos, tutorial videos, etc.
b. Corporate Videos: Otherwise known as business videos, corporate videos have a broad range of applications. These videos need to be professional looking, depicting the company and the essence of the business. It can be used for commercial purposes, but usually, they are used for presentations and as welcoming videos for new clients and employees. This animated presentation is crucial. It should include a logo of the company, so you should also look into logo animation solutions.
Creating Animated Videos For Business
Animated videos for businesses as usually created in a video production company, with the help of a marketing assistant that is employed in a company seeking animated videos. Animation makers have different tools to easily create animated videos for your business. However, there aren’t any machines there that will produce a video animation that will look exactly the way the procurer imagined. Video production is complicated, requiring constant video editing, and it often involves video makers, the presence of the marketing department, and even business owners. Here are some general guidelines on how to create animated videos for your business:
1. Develop a marketing strategy
Before even considering which video companies are the best at making animated videos for small businesses, gather the marketing department and talk about the goals for this campaign. This is the point in time where you need to develop a path or a strategy for this animated video campaign and take what you have to those who are tasked with animation production.
2. Discuss the possibilities
As we said, there are different tools that are out there which you can use to create animated videos for your business for free. The animator might ask you which of these tools you prefer, or he/she might insist on using one of them. It’s important that you know the possibilities during this stage, and you should also do your research on the 10 tools to create animated videos for business. Later on, you can discuss using a video template, designing a logo animation, and other details about your custom animated video.
3. Purpose of the video
A business owner may find themselves on the fence about the kind of message they wish to send with this video. They want it to do well on social media but also to reflect a strong business model. Animated marketing videos for businesses are different from animated explainer videos. Because marketing videos are intended for a larger audience, the need to be simpler. You want a short animated video for business, the kind that will ring out and be recognizable.
If the purpose of the video is clear to you, then it will be clear to animation makers what kind of approach they need to take. If you don’t try to squeeze in too many motifs, purposes, and potential audiences, then you will be on a good path for creating a piece that will reflect your decisiveness. If you keep being indecisive about it, perhaps you need to talk to your marketing team and further discuss what the goal of this campaign is.
The Success Of Animation In Marketing
It may seem difficult at first to promote the goals of a business that deals in computer hardware, for example, using cartoon-like videos. So many companies refrain from taking this risk, trying to justify their choice by saying that it doesn’t agree with their company’s image. They couldn’t be more wrong. Animation has had amazing success in marketing that would prove their thinking is a bit outdated.
While an image that a company is trying to maintain is very crucial for future business endeavors, marketing campaigns are fleeting. They are supposed to grab attention, using nearly any means. Naturally, we don’t condone using terribly graphic imagery or outrageous content, but using animation to get more people to pay attention is wonderful for making sales. It’s important to understand that marketing campaigns and animated marketing videos for business are not determiners of the company’s image; they exist to gain some traction and boost sales, and most importantly, to stay active.
Try to think of this animation campaign as a means to stay relevant, use a more bold type of advertising, and get emotional reactions from the people who are watching. Emotional appeal is the driving force behind many of the famous marketing campaigns people have loved over the years. Some of these clips get etched in our minds permanently, and some are so touching that we can’t help but shed a tear. Animation has a very strong correlation to our childhood, and that is why it’s the perfect means of getting a response from someone. We are all nostalgic about at least some bit of the past. Most of us cherished cartoons in our childhood, so giving someone a glimpse into the past like that can be truly powerful.
Another reason why animation is so popular is that so many things can be said using animated characters. We tend to judge characters that are people, but when it comes to an animated person or animal, everything is open for interpretation. By using a concept in an animation, we prompt people to make their own mental images, deciding for themselves whether this is something they would enjoy. It’s much more powerful to use a concept of something and talk about it than to use a picture or an accurate representation of something. It’s because of this fact that we all conceive a different mental image while looking at animation. We then, unintentionally, confuse that mental image with reality and grow to like what we see.
There are other ways in which animation ‘pleases’ our brains so that we are instantly hooked to whatever is being presented to us. Video companies and animated video makers use special effects, and this can also add to the appeal. With animation, you can choose sounds that will accompany it, music, as long as it’s not copyrighted, and even resort to 3D animation.
Achieving Quality and Professionalism
Continuing on the path of creating a brand, a company needs to maintain several attributes. The content that is being produced has to stay uniform and high-quality, similar to the original brand identity concept. While this doesn’t mean that you can’t use different animation styles, you should be sure that the brand is represented similarly. If you have a color scheme, don’t give it up, but try to develop that into a brand identifier. Even when some companies decide that it’s time for re-branding, many of them still use certain characteristics of the previous brand identity. The bottom line is, the content cannot be very useful if it’s not consistent.
We suggest doing a thorough research when looking for a video production company, especially since videos are difficult to nail, and if the creators are changing, the uniformity is gone. Keep a professional relationship with animation artists and video editors, and they will know the right way to approach your next campaign. Professional crews produce professional videos, and that is what you need to be focused on. They will have great knowledge of everything you may not know about, such as placing videos online, analytics for online animation, how search engines will respond to the content, etc.
Using Social Media
We are going to go ahead and assume that the predominant platform that is going to be used for marketing is one or more social media pages. We say this because we are convinced this is the best way to place an ad or a marketing campaign without going broke or investing a lot of money over a long period of time. The world of digital marketing is especially welcoming and fair to small businesses with large goals. They will allow for a maximum reach, more than any other medium, if done right. A social media advertiser will be your best choice if you are not sure how to operate the ad sections on social media.
There are, of course, other tricks you can do online to get more traffic. You don’t have to only rely on ads, but for a business to grow, it needs to be seen first. Small businesses use ads to make themselves known and then use shares and comments to drive some traffic into their business accounts. This is a solid and simple strategy for all of those who are just beginning to appreciate the online marketing world and our addiction to social media. If we quickly take a look at some stats, we will undoubtedly realize that the impact of social campaigns can be vast, and they will likely make a huge difference in conducting business.
We shouldn’t neglect to mention that by measuring social media metrics, you will be able to get an even better grasp at your audience, their likes, and habits, and perhaps develop a more loyal following. You should also use analytics to gain access to information, such as reach and impressions, as well as your click-through-rate and other important factors that will tell you in which direction you should go next.
Finally, we’ve reached the end of one of the most extensive guides for utilizing animated videos for business. Understanding an issue or a notion can be difficult without applying it, but hopefully, this blog was enough to give anyone insight into uses of animation in business. We’ve uncovered the steps for creating an animation marketing strategy where we said that the success of a campaign hides in the details. We have listed different types and styles of animation and videos and learned about the differences that can sometimes be easily overlooked.
Upon meticulously dissecting the process of creation of an animated video, we turned towards uncovering the secrets behind the success of animation in marketing. We also touched on how human psychology takes part in what marketing tools work best and how it’s in our nature to connect with images that are animated. One cannot ultimately establish a brand identity without insisting on the quality of the content and professionalism that needs to be present when trying to present your name to the world. One of our last tips referred to the online marketing world and the most common practices, as well as some of the pitfalls that should be avoided.
We have proven that going from an idea for an animated video to presenting one to the world is indeed a long and sometimes confusing process. Once you’ve made your strategy clear, this guide should help you decide what kind of marketing endeavor to pursue, whom you should consult on certain issues, and how to complete a campaign starring animated content.