The power of animation in your marketing strategy
In a COVID-19 world, Animation videos are becoming the bedrock of marketers’ shifting digital strategy. But really, what’s all this fuss about?
For one, did you know that Animation is currently the 5th most popular video choice type among our brand clients? It accounts for almost 10% of the total videos produced by 90 Seconds this 2020 so far.
What are animation videos
While it is true that content is king, the story you convey is only as good as its execution. If delivered poorly, viewers will lose interest easily and be less willing to take action. While many video types can be considered for your strategy needs, animation has inched its way upwards in today’s trending mediums. From TV advertisements to product demo videos, animation is proving to be a popular and effective choice.
A good animation video can help boost your marketing and advertising strategy in several ways. Did you know that we process visuals 60,000 times faster compared to just text? And that we transmit 90% of information visually to our brains?
Animation can help simplify complex ideas or products into bite-sized content. This, in turn, encourages action amongst viewers.
Another reason animation stands out lies in its intrinsic nature. Animation videos are entertaining, fun, and naturally appealing to a broader audience. They are great at capturing attention and help connect with your viewers in a unique and imaginative way. This makes it almost impossible for your targeted audience to forget you and your intended message.
Using animation as a strategy during the coronavirus pandemic
As the pandemic rages on, firms should pivot their marketing strategies to what’s most optimal now, and animation videos edge out as the top choice. Live video shooting remains either restricted or prohibited in certain countries. Animated video creation, however, can be completed online and is relatively more affordable.
Firms save on overhead costs such as rental fees for on-site shooting, making animation a cost-effective alternative. Are you ready to start harnessing the power of animation in your business strategy? Here are some of 90 Seconds’ top-produced video types that feature the use of animation.
1. Explainers
It is pretty self-explanatory, but Explainer videos are short clips that briefly explain your featured product or service to customers. Do not overlook the importance of these videos. Customers are 64% more likely to purchase your product after watching an explainer video.
In explainers, the first thing to accomplish is capturing the audience’s attention within a short span of time. Naturally, the types of visual and audio used are of great importance. To further boost relatability and personality, animation elements are often added in explainer videos.
KPMG – Australia
For KPMG Australia, we helped produce an Animated Explainer video that introduced the brand’s regional supply chain solutions. By introducing how KPMG can help solve potential supply chain complications, this explainer directly addressed its local audience’s business needs. KPMG highlighted its service features to Australia’s Agribusiness industry specifically, in an engaging way that ensured top-of-mind awareness.
Infographics are perhaps one of the most popular presentation styles to include in an Explainer video. They translate complex numbers and data analyses into a visually appealing format. Infographic explainers typically include charts and graphs to help viewers understand.
Schroders – Singapore
We have assisted Schroders with their video creation needs since 2017. This year, 90 Seconds helped produce a monthly series of animated Infographic videos. To complement Schroders’ presence in multi-lingual regions, each video was subtitled in multiple languages.
The explainer did not feature a sold service. It educated viewers on the current global economic climate instead, which boosted Schroders’ brand credibility and awareness. The videos did not rely on a spoken script, so a greater emphasis was placed on the animated text, graphics, and audio used to aid understanding.
2. Product demo
Another video type that has inched its way to popularity is the Product Demo video. A Product Demo video illustrates your product’s workings in a way that is easy for the audience to understand and follow. A good one convinces your customers of the product’s value and how your brand stands out from your competitors.
Tip: weave animation elements into real-life footage to drive message retention. Not all animated videos have to be fully animated. Sometimes, having animation elements in your otherwise real-life video footage packs a punch as well. This video style is uniquely memorable and often ensures top-of-mind brand awareness.
HP – Global
For HP, we produced a series of Animated Product Demo videos that advertised products manufactured by HP’s 3D printing technologies. These videos featured product simulation by weaving 2D Animation elements into real-life video footage. By showing the best of both worlds, HP showcased key product features in realistic settings and convinced viewers why they should choose HP over other industry competitors.
3. Teasers
Often overlooked and underestimated, teaser videos are actually a great supplement to your upcoming virtual events. This is especially crucial at a time when the projected $800 billion Events industry is going virtual, as accelerated by the pandemic. Examples of such virtual events include Webinars and Livestreams. For more insights on how you can adapt your content strategy in today’s trying times, check out our blog here.
Videos are shared 1200% more times than text and image content combined on social media. Promoting your virtual event via teasers will help boost attendance. You can also make use of past footage to highlight the success of previous events, encouraging present sign-up rates.
Roche – APAC
For their upcoming Webinar, Roche rolled out a promotional Animated Teaser that introduced a discussion topic. By highlighting familiar pain points using relatable animated personas, the teaser effectively highlighted the webinar’s educational intent. It also helped promote sign-ups with a direct call-to-action linking viewers to the webinar page.
Kerry – APAC
Here, we produced a series of Animated Teaser videos for Kerry and their upcoming webinars. These short clips combined real-life video footage and animated text, which helped gain the attention of potential viewers. In doing so, Kerry engaged its audience with its webinar topic before the virtual event took place.
For more insights on what video types work now in our new pandemic normal, check out this blog here.
4. Advertisements
The effectiveness of videos as a marketing tool is increasingly raved about. After all, 72% of customers would rather learn about a product or service through video. This emphasises the power videos yield in your marketing strategy when introducing your product to potential customers.
Widely used to persuade customers to purchase a product, advertisements are one of the most common features of marketing. In today’s digital world, it is even more crucial for your advertisements to stand out, to ensure both brand and message retention.
Standard Chartered – Singapore
Here, we developed an Animated Advertisement for Standard Chartered that promoted the bank’s Online Banking Tool. Using inspiration from a past video 90 Seconds developed with Standard Chartered, this new video built on the same customer persona used previously. Images and graphics in both videos shared the same elements, resulting in a seamless series of advertisements with a similar tone and message across various local services.
By depicting the firm’s target audience in a relatable and progressive buyer persona, Standard Chartered illustrated the benefits of its services through the different stages of a customer’s life.
Primark – US
Another place to showcase your animated graphics for advertising is your ever-popular social media channels. Primark did exactly this by featuring animated graphics and gifs on Instagram. From 4th of July animated gifs to pandemic-related animated content, the retail brand produced localised social media content for its United States brand region.
This animated brain teaser video served as a reminder for residents to stay 6 feet apart amidst the pandemic, illustrating the retailer’s effort to be socially responsible in unprecedented times.
Creating an animation video
With the right strategy and talent, you too can create a stunning animation video in no time. Firstly, and perhaps most importantly, you should have a clear direction as to what you wish to achieve with your video. Is it a channel for your new product launch? Or will it promote customer education via an upcoming webinar?
The possibilities are endless, so it is best to have a clear video message and Call-to-Action for your audience. Once you have both, it will be easier to source inspiration videos or brainstorm the animation styles you wish to incorporate.
Next, it’s time to onboard the talented individuals that will help create your animation video. Here are some crew members your team should have:
1. Storyboard Artist
The cornerstone of every good animation video is a compelling Storyboard: a visual representation of your script, scene by scene. To create a good storyboard that illustrates your video’s narrative flow, your storyboarder should have an artistic eye to capture your thoughts as animated scenes.
Good communication skills are another trait to look out for. Your storyboarder will work with various other crew members, such as the director, to ensure a coherent revision of your video.
2. Animator
It’s an animated production, so how could we possibly leave out our Animators? Depending on your video’s animation style, you can hire specific animators according to the expertise you require. Examples include a 2D Animator, a 3D Animator, or a Cartoon Animator.
Using the best of both creativity and technology, an animator uses different techniques and tools to create memorable characters and scenery. Besides a flair for creativity, a skilled animator should have a sharp eye for detail, spotting discrepancies between the present scene and the next.
3. Animation director
Last but certainly not least, your crew should include an Animation Director, who is responsible for conveying the video’s intended message effectively. They will also have the final say on the video’s final edit, ensuring the message tone is as intended.
Naturally, a director is expected to have experience in the animation industry to delegate work amongst the crew. The ability to work well in a team is also crucial, as the director collaborates with everyone involved to ensure a seamless production flow.
For more information on how to hire or how to become certain production professionals, check out our page right here.
And here it is: an all-handy guide on the trending video types you can incorporate with animation, and the crew members your stellar creation team should have.
90 Seconds
Content Team
