In 2022, boosting social media presence is the ultimate goal for brands. No matter where you go, how to come up with a unique social media strategy is the talk of the town.
And why not?
Content is pouring like never before. And in such a huge crowd, b2b brands must figure out ways to stay competitive and relevant.
But then the question comes… How do they *really* stay competitive and relevant?
Animated videos on social media are the composition you need.
Did you know social media posts with videos have 48 percent more views?
With over video consumption across the web on the rise, this trend will only deepen. And with an animated video, you can effectively tap on it to drive maximum returns.
Social media is the most cost-effective platform for brand awareness and generating leads. The ads are affordable, and the reach is unbelievable. After all, almost everyone you know is on social media.
But you don't need to blast your message to everyone. In fact, there's a specific audience that'll benefit from your content. Your videos must be geared toward this audience.
For lead generation using social media videos, we’re going to focus on education. But the topics you need to educate the audience about would vary from one audience to the other.
Reaching out to a Marketing Manager, your content could revolve around lead generation, for example. But if your audience is someone from the CXO level, lead generation might not work for you. Instead, you would want to make content revolving around brand identity or something else that concerns them.
That said, in our experience, these are the types of social media videos that work well for lead generation:
Educational videos are good for both lead generation and brand awareness. The depth in which you explain the topics, however, increases a lot in the latter.
For lead generation, you could educate the audience about simple solutions for the problems related to your industry and products.
As you’ll soon see, HUB worked on the same concept. The company works in the b2b insurance sector. Instead of talking about in-depth topics about insurance, the company picked news from top brands and plugged an insurance-related concept with it.
From the Starbucks employee/customer incident to the Washington-based construction business’ incident, HUB plugged its services in a natural way. In all of these situations, they talked about crisis management which is something they’re actually pretty good at.
Here’s one of the videos we made for our client, Hub International:
Our client safeguards different businesses against external and internal risks. They wanted to educate their audience about insurance-related topics. We handcrafted a series of five bite-sized animated social media marketing videos for them.
With the help of these videos, we redirected traffic from social media to the client’s blogs. This helped them get relevant and better quality traffic.
Read HUB's success story to know more!
You spend countless hours and a lot of resources in making an ebook. After all, they are a great means of lead generation. It's simple, you give them information, they give you their email address (and a few other details, if you ask nicely).
But if you share it on social media and expect the ebook to go viral, you’re going to have a hard time.
It all comes down to how you're enticing your audience to check your ebook out.
And for that, we recommend ebook trailers. The below social media marketing video was done to promote the report launch by Omnivore. The story focuses on what future mankind will create and entices the audience to check the report for completion of the story.
You don't want (or need) to tell the audience all about your ebook. All you need to do is convince them to go to the landing page where they can find and download the ebook.
It is challenging to attract your audience’s attention and convince them to move from social media to the landing page.
What you might be thinking of doing is to write a few lines of amazing textual content for it. But when you’re competing for attention, you need to make sure that you grab eyeballs.
Animated trailers are not only attention-grabbing but also engaging. So you can rest assured about conversions when you try them out.
For a lot of companies, the decision-making process is quite a complex one. This holds true for both B2B and B2C companies. But in the case of B2B companies, there are a lot of people involved in the decision-making process. And that adds to the complexity of the process.
What makes decision-making so difficult? For most companies, it’s the lack of data to support the decision. For businesses of all sizes, a wrong decision could be expensive. So they get stuck in the decision-making process until they find relevant data.
Thought leadership videos can help such businesses make the right decision. When you make these videos, you give statistics and your analysis of those statistics. This helps the decision-makers choose wisely. And when your audience sees positive returns on those decisions, they trust you more.
It is out of this trust that they keep coming back to you when they need data. They listen to what you have to say and see you as a leader. And that is what makes thought leadership videos important.
But when you make social media marketing videos to drive thought leadership, you need to be careful.
Look at how Qualcomm did it in this animated video:
The video explained the 5G technology. Great. But that’s something many people have already done. What makes it a leadership video is the kind of insights given. These come straight from the experiences of Qualcomm, which makes it valuable.
Everyone knows that commercials should be short. But when it comes to social media, you have to get extra creative and make it fun.
Keeping it short and punchy ensures maximum response to your call to action. This doesn’t mean that it always has to be short. There are long commercials that work just as well.
These social media marketing videos give you a high ROI while improving the quality of engagement from the audience. And it does that by building curiosity. Commercials leave you wanting more, and this “more” is on the landing page. This way, they drive a lot of traffic to your landing pages, thus bringing ROI up.
Let's talk about how they worked for our client, McAfee.
The video uses storytelling to tell the audience about the company’s product in just 30 seconds. It is engaging and builds curiosity, leaving the audience wanting more. This is where the CTA comes in, so the audience knows that to learn more, they need to act on the CTA.
It's always a good idea to do event-based content around important dates or current events because if done right it has a high probability of going viral. Now that means more brand awareness and ROI for every dollar spent per view.
Sometimes, using current events can work well for brands. For example, let's say a topic is in the news that you think relates with what you do. So you make a video talking to your audience about it, as well as your own views/analysis.
These type of social media videos help you easily connect with the audience on an emotional level. But it’s more than simply wishing your audience. It works when you start important conversations around the events.
For example, look at this social media marketing video from Giant Ant, its a collection of beautiful frames with a holiday theme that keeps you engaged and delivers pocket full of JOY:)
Such animated video content can create a very high impact and brand recall in a short amount of time for your business.
People love to engage with shapes, colors, and different textures that compel their intellect to consume for wider perception. Also, some studies prove that there are 10X higher chances of engagement as visual cues trigger emotions.
Animated social media videos can become a new voice for your brand marketing as consumers will recognize your presence in an altogether different light.
Even your most complex business ideas, technical aspects, and new product launches can be explained in a simplified, animated way, and can enhance your brand engagement like never before.
There’s no other kind of content that sticks in your mind other than stunning visual animation or a funny short video, isn’t it? Also nowadays, we see living examples of how any viral short video can leave its influence on our mind playing in loop 24/7.
This is a power that brands can (and do) leverage. All you need is to continually publish such eye-catchy social media videos on different platforms so that you can slowly create a long-lasting imprint and a unique way that consumers can keep recalling your brand. Animation goes beyond merely grabbing the viewers’ fleeting attention; it stays in their minds and memories for a long time afterwards.
Creating video is prohibitively expensive. Casting professional actors and voiceover artists; hiring production crew, lighting people and editors-- all that just for fleeting brand awareness and brief influence over consumers. There’s just not a lot of payoff or return on investment for all that effort and expense.
To make it worse, with ever-changing fashion trends and styles, it is hard to keep up with the pace of change to re-shoot and deliver fresh content with every season. Therefore, video is simply out of the reach of all but the biggest players.
This is where animated social media videos can be extraordinarily cost-reductive. With a relatively minimal set-up, you can produce outstanding content that’s easy to customize, wherever and whenever you feel, for a myriad of platforms. In animation, you are limited only by your imagination and not so much the budget, compared to live shoots. So your videos can be far more creative, artistic, fresh and original without breaking the bank, so to speak. You can better target your audience and shifting needs, without the hassle of “recreating everything”.
This saves money. And more importantly, this also saves time. But all that does not mean much if you cannot be heard and understood. Which leads us to the next point...
It’s a well-known fact that we understand and digest any information more quickly when it happens to be entertaining at the same time.
Animated videos on social media usually run anywhere between 30 to 120 seconds, or usually under two minutes. That’s all it takes for any consumer to know and remember your brand for a long time.
And if inspired by a unique creative storyline and sense of direction, it can do wonders for your brand image and value!
Fun and entertaining animation is an excellent way to tell your brand’s story on social media. Consumers need something they find relatable in their daily life so that they can share amongst friends and family to feel connected.
We all love stories. That’s why movies are a multi-billion dollar industry, even during recessions. Storytelling is as old as the human race itself-- according to anthropologists, storytelling has been around since man started walking upright. It’s a fundamentally powerful and natural tool that humans have been using to teach, share stories, amuse and entertain, and even shape their cultures.
This is a power that brands can cash in on, too.
Even your consumers will thank you for quick and short creative shareable content that entertains them while learning. No matter how serious your services might sound, a light-tone-delivery can create that magic of understanding, leading to a powerful sense of trust that lasts.
There isn't clear segregation of what works for social media videos and what doesn't. So we're going to list the points out explaining both sides:
Short videos (<30 seconds long) work best on social media. Your audience has a short attention span, so make it count.
Now, this won’t fit all needs. There will be times when you would need a longer video. For example, when telling your brand story or doing an FAQ, 30 seconds won’t be enough. You would probably need a couple of minutes. And that’s fine as long as it’s relevant and engaging.
Let’s look at this video by Land O’Lakes to understand it better:
The company has nothing to do with elevators. It serves the food industry. So what connects the company with this video? The tagline toward the end. Since the main product they deal in are dairy spreads, their tagline “add a little good” is linked to both a random act of kindness and their product. This helps build a recall value for the brand. And it does it all in 30 seconds.
An interplay of education and entertainment can hook the right audience. If you’re a B2B or even a B2C company that doesn’t directly work in the entertainment sector, you should know that your audience wants educational content that is also entertaining. It makes them feel productive.
Look at this video by Verizon:
It uses the example of a door to explain what a better network looks like. What makes this video great is the fact that it doesn’t use any technical jargon. It explains the concept in a simple and entertaining way.
If anything, it decreases your video's visibility on your audience's timeline.
Let’s look at this video by Oscar Insurance:
If you’re in the insurance industry you probably know that people can perceive insurance to be a serious matter. And historically, that’s been the messaging style from insurance companies. So this video stands out because of the humor.
Now that you know what works and what doesn't, let's take a look at how you can use animated social media videos.
When you're making social media videos, there are a lot of things that affect their efficiency. If you're not careful about these things, you might end up making a video that doesn't perform well.
So it is best to get the video right in the first go. Here’s how.
Without a strategy, you're like a cloud drifting in the direction of the wind, wasting your marketing budget.
With a proper strategy, however, you can define a path for your company to reach specific goals on social media. While you're at it, remember to put it all in numbers. Define the number of followers you would want the page to have by the end of this week, this month, and this year.
Likewise, you would need to define numbers for the rest of the aspects of your presence on social media. Remember to keep these numbers realistic.
Moreover, you have certain marketing goals. Gear your content toward these goals. Without a strategy, you wouldn’t be able to see measurable results, so you wouldn’t know if you’re putting the right content online. So always have a strategy.
Following your competitor's journey on social media can tell you what's working in the industry and what isn't. This helps you prepare your campaigns better.
Moreover, you want to stand out. So you wouldn't want to do much of what they do. For example, if they're into live-action videos, you could try animation. If they're into a specific style of animation, you could try some other style of animation.
Do whatever it takes to stand out.
Your failed campaigns can tell you a lot about what you should be avoiding. The learnings from these campaigns can help you define the newer campaigns in the best way.
Tracking successful campaigns can help you templatize things. This helps you speed the creation process up. Moreover, you can run A/B tests against these campaigns to know the extent of success that you can achieve.
When you track everything, you learn what your audience wants to see on social media. And then you give them that.
Most of the people on social media prefer to run the videos on mute. This is because you aren't always alone and/or near your headphones.
This is why it’s a good idea to add subtitles to your videos. Also, this ensures that those with hearing impairments can consume your videos.
When a video goes viral, everyone copies it. And soon, everyone has the same kind of video on their feed. This is boring.
Stand out by being unique. When you put out fresh content, you are easily discernible, and people remember you for it.
But rolling out videos is not that easy. For such times, we have a technique that worked out for us. So read on!
You likely already have a clear understanding by now of how a well-designed and creatively-directed animation video can be a powerful marketing tool for your brand.
It helps reshape your brand image in a sense of evoking emotions and connecting to your audience in an impressionable way.
Here at B2W, the way we like to explain it is as follows:
Information can speak to the mind. It’s logical and understandable, but not especially exciting or soul-stirring.
Art, meanwhile, can touch the heart, your emotional center. The impact is more organic and visceral. If done well, it can grab the audience’s attention easily.
But only a story can hit both of the above, with a powerful punch. Not only can you grab the audience’s attention, but you can hold on to it to make a heart-level connection. The end result is that you build a sense of trust in the audience that cannot be achieved with art, information, or advertising techniques.
If you’re not sure about this, consider the last movie you really enjoyed. Remember how you were drawn in to it, how emotionally invested you became in the character as they overcame challenges and embarked on a life-altering journey? The tension and hope that your hero would fight and win and rise above their circumstances and reach a happy ending? This is the power of storytelling.
There’s an entire art and science behind good storytelling that we do not even have time to go into here. But suffice it to say that we have ten years of experience and counting, and we have slowly and continuously been perfecting and honing our technique. We’ve drawn from a myriad of sources from advertising, psychology, to Hollywood scriptwriting, to craft our scientific formula for effective, powerful storytelling through short-form animation. And our results speak for themselves, all you have to do is refer to our long list of delighted and repeat customers of all backgrounds and sizes, from individual entrepreneurs to Fortune 500 giants.
Businesses of all sizes, from all over the world, are slowly realizing the impact of creative animation on their brand. Animation videos will expectedly become a force in itself to empower and influence the market because of their unique and incredible conveying style.
So, if you haven’t added animated videos to your social media content calendar yet, it’s time to rethink!