Do you want to make a great animated explainer video? One that you would place at par with your favorites.
Amongst many factors that come together to make such a video, there is one factor that ensures that your video is a great one. Storytelling!
You might be thinking that we over-glorify storytelling but truth be told, the videos that actually motivate the viewers to perform some action tell a story. It is this story that empowers your video to engage and connect with the target audience.
Now, you might be thinking that I’m referring to writing the perfect video script. However, storytelling doesn’t end at the script.
Visual storytelling is just as important. And that is where the animation style of your video plays a key role.
Let's start with the question that helped humans evolve over the ages - "why"
Why bother choosing the right style for your videos?
What would happen if you pick the wrong one?
Answering the second question first - a lot of things. You have a story, a great one. One that you would want the entire world to know.
As great as your story is, if you don't tell it the right way, you aren't going to have the impact your story deserves.
You left no stone unturned in making the story great. Why compromise on its impact by going about telling it in any way but the right one.
By choosing the right style, you ensure that people consume your story the way it is supposed to be consumed.
No superhero story was ever told without characters.
Likewise, the story of the big bang can't be told with characters.
So let’s talk about what animation style is.
Simply put, it is the visual style of the video. Since the intention is to tell a story with the help of visuals, every element in the video must complement each other. Different styles have different elements that play a major role in storytelling. While not exclusive, these elements have the lion’s share of screen time in specific styles.
Now that you know the importance of these styles, how do you choose the right animation style to make the best explainer videos?
Now, while animated videos pack plenty of benefits, the goal is to maximize those benefits. After all, why settle for two when you can get ten? This is why it’s important to be careful and strategic about the kind of video animation styles you choose, length of the video, CTA, distribution channels, and various other aspects.
The examples of animated brand stories can give you seed ideas but, in the end, it’s you who has to steer the boat ride in the right direction based on your exact needs, requirements, budget, and goals.
In that context, here are five tips to create animated videos that bring to your business maximum ROI:
Everyone is now trying different animation styles. More marketers and brands are joining the animation bandwagon. But that alone isn’t a good reason why you should too.
Just because others in your industry are producing animation videos doesn’t mean you have to do it as well. They may have defined goals and objectives… you don’t. Not yet!
So, as a first step, define your goals. Why are you planning to invest in animated videos? What are you looking to achieve?
Having a clear understanding of your goals will also help you identify the KPIs to track your success.
Once you know what you want to achieve, time now to find out how you can achieve that.
This is where having a buyer persona will come to your aid.
Alongside goals, your buyer persona will help outline the video marketing strategy. What kind of people are you targeting? What’s their interest? What are their pain points? At what stage of the marketing funnel they are on?
Make sure your buyer personas guide the kind of animated video that gets made for your brand and products.
Here’s a simple fact: People don’t like being sold something. They, however, like stories and getting help.
You must keep that in mind when creating your animated videos. Avoid sounding salesy or making sales pitches with your animated videos. Even when you’re making product videos, the focus should be on the solution the product delivers and not exactly on its features.
Animated videos are great at telling stories. That’s one of their key powers! Tap on this power. Tell stories with your animation, which will subsequently boost your brand’s identity, engagement, and recall value.
This is the most important part of this whole process. Your animated video needs to be great to outstand competitors and make an impact. And this is only possible when you have a good animation company by your side.
So, take your time to find and hire the right video production company that specializes in animation videos. Make sure they have extensive experience, especially of working with businesses like yours.
A good animation company will support your video marketing strategy, paving you to greater ROI.
Experimenting is the backbone of growth and better outcome.
Remember, your first few animated videos might not work as expected. You may not see the kind of metrics you were hoping for.
Similarly, even if the video did great in returns, you shouldn’t settle for it.
You must consistently test, track, analyze, improve, and test some more. The more you test the more opportunities you will discover to scale with your animated videos.
So, try different informational and explainer video styles. Try different distribution channels. Test more.
Just like wearing a suit to a pool party, and swimming trunks to the office isn’t a good idea, using just any random style for your video is a bad idea.
I’m all for experimenting, but every video has a style that is perfect for telling its story. It is upon you to listen to your video’s calling and pick the right one.
This takes us to a very important question: what are the options available?
Well, there are a lot of options, but we’ve narrowed them down to give you the ones that work best for businesses. So let’s get started with them:
Ever seen explainer videos with cartoon characters and their experiences explaining the functions and features of the product/service?
These videos are called cartoon explainer videos and are the prime choice when you want to tell an emotional story.
Since the audience can see themselves in the characters shown in the video, they connect with it immediately, which helps build trust.
B2C companies, especially those with brand mascots, prefer going for this style since it is easy to connect with and can make even serious subjects easily palatable. However, the use of this style is not limited to B2C brands.
B2B companies have seen great results with this style as well since it helps in humanizing your brand. Moreover, you can exploit the power of humor better with this style than any other style.
Some of the industries in which we’ve seen this style work best are BFSI, Healthcare, Retail, and Non-profit.
There are times when you need to present valuable information about your product/service to explain your product to the audience. In such cases, the focus is on the information and not on the emotions it generates in the audience.
For such videos, you need abstract shapes and objects that go with the company’s branding style to tell the story instead of animated characters.
This is where infographic explainer videos come in. This animation style is emotionally-neutral and is used where a minimalist approach is needed for storytelling.
Most B2B companies prefer going for this style as it is exceptionally good at explaining products and services by disseminating information to the target audience. While it can be used by B2C companies as well, most of them avoid using it.
Some of the industries in which we’ve seen this style work best are IT, BFSI, and Professional Services.
Here are some great examples of infographic explainer videos:
Sometimes it is imperative for you to use live-action images or footage in your video but you want to exploit the power of animation in it as well. In such cases, you would need an animated overlay to be placed on your video.
This where live-action explainer videos with animated overlay come in. We call this animation style mixed-media animation.
Mixed-media animation gives you the opportunity to work with different media and try out multiple combinations to come up with the perfect one for your video. It all comes down to what your story demands.
Being an experimental style, both B2B and B2C companies can use it for unique visual storytelling. Since it is neither traditional animation nor traditional live-action, it stands out from the videos that are present online. This gives them an edge in terms of engagement.
Some of the industries in which we’ve seen this style work best are Non-Profit, IT, and Healthcare.
Here are some great examples of mixed-media explainer videos:
Sometimes you have to explain complex concepts to the audience in a simple way. You need to educate them in such a way that they retain the information you passed on through the video.
In such cases, you need to go for whiteboard explainer videos. Physical whiteboards have historically proven great for education and the digitally produced videos carry the legacy quite well.
Since we narrate the illustrations on the screen, it is easy to follow through. This makes it easier to educate the audience about complex concepts without losing their interest anywhere in the video.
If your video is educational in nature, don’t think twice before going for whiteboard animation for visual storytelling.
Some of the industries in which we’ve seen this style work best are Non-profit, IT, Healthcare, and Professional Services.
Here are some great examples of whiteboard explainer videos:
If you run a non-profit, you know how complex the process gets. This makes it difficult for you to explain the process when you have to tell it. So when the video explains CCH’s process in a simple manner, you’re hooked. You connect with it.
The reason why you connect with it is that you can relate to it. You want to know how you can explain your non-profit’s process as plainly yet effectively as possible.
Once again, you can see that it was the video that decided how visual storytelling would go in the video.
When you need videos for explaining how your physical products work, you have to go for 3D explainer videos.
Due to the extra dimension, you can play around with visual storytelling and come up with something that tells your story best. You can show how your product works externally as well as internally. You can even use this style for services such as plumbing or carpentry.
This style is predominantly used by companies with physical products. However, a lot of IT and healthcare companies have also started using this style lately.
Some of the industries in which we’ve seen this style work best are Healthcare, Entertainment and Professional Services.
Here are some great examples of 3D explainer videos:
If you manage a supply chain, you know exactly how difficult it gets. Sometimes even a simple delay dominos into a full-blown catastrophe. When the narrator talks about how IBM helps make leaders and professionals more successful with the use of AI, you’re hooked.
Later, when the video shows a 3D spare part levitating in the air while explaining an issue, you relate further. You relate because it hits home. You relate because this product could be seen as one of the many products that you might have faced issues with.
The video demanded this very style to be used and so it was used.
As we’ve seen in the cases mentioned above, the video clearly defines the animation style. All you need to do now is to recognize the right style and go for it.
Remember the following to make the right choice:
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