Contemporary marketers know that web videos are an integral part of any productive advertising campaign.…
Who didn’t grow up riveted to the TV when cartoons aired on Saturday mornings? Grown men and women can readily summarize the plots of every episode in their favorite series. Moving images, especially colorful ones, are real attention-grabbers in the human brain, and memories of them tend to last.
Animation has a way of bringing any story to life and making it more understandable. Not only that, but it’s more flexible, manageable and cost-effective than live-action video.
You know all that, but how do you persuade your boss? Here are some points that the head honcho will have a hard time arguing.
Animation is budget-friendly.
That’s not the most compelling reason to use animated video, but bosses tend to go straight to the bottom line. Until they know what a new idea is going to cost them, they have trouble focusing on the fine details.
Animated video eliminates the production costs associated with live-action video. Bad actors, not to mention cameramen, set designers, makeup artists, hair stylists and caterers, are expensive. Equipment and location fees are outrageous. If you’re filming outdoors, you can also count on costly delays for bad weather. Save money by utilising animation.
Like all visual images, animated videos are easier to digest than text.
Scientists believe that 90 percent of the information transmitted to the brain is visual and that illustrations of any kind are processed around 60,000 times faster than text. When you’ve got mere seconds to engage a potential customer on your website, app or Facebook page, every element of your content counts.
Animation is a rich, compelling medium that has strong emotional and psychological appeal to people of all ages, genders, ethnicities and income levels.
Not only that, but visuals are more memorable than text. Do you know what a triangle is because you remember the definition in your math book or because a picture was provided?
See if your boss can correctly, immediately identify the Taj Mahal from this written description: a marble mausoleum that is the centerpiece of a 17-hectare complex on the south bank of the Yamuna River.
Don’t be too hard on the boss. Many consumers would be stumped as well. A travel brochure that didn’t feature stunning pictures of the iconic structure would hardly entice anyone to book a trip to India to see it.
Images, especially animation, leave a deep imprint in people’s minds. When you throw in music, sound effects or voice-overs, they’re likely to remember it for a long time.
Animated videos are valuable tools for emphasizing what’s important to you.
Let’s face it. Consumers need help. They’re inundated with digital noise. Yes, the goal is to create a buzz, but your buzz will be drowned out by everyone else’s if there’s nothing special to distinguish it.
Use animation to promote your brand, convey your mission, showcase your company’s colorful history, make your logo more recognizable, highlight your products and services, introduce or demonstrate new products, and explain why you’re better than your competitors at what you do.
With animated video, you have more control over the tone and emotional appeal.
Leaving it up to actors and directors to set the right tone is risky. What if the final result comes across as amateurish, cliche, insincere, condescending, overbearing or sappy? What if consumers fail to see the humor? What if fit, good-looking actors make viewers feel bad about themselves? What if you lose a would-be customer because the lead actress reminds him of his mother-in-law?
With live-action performances, the message is often lost in inaccurate, confusing or glib interpretations of it. Animation video gives you the ability to set the tone, create characters that appeal to everyone and choose the emotions that you want to evoke. Furthermore, animated characters have no limitations. They can fly, morph into something else, travel through time or walk on water.
The pace at which viewers absorb your content is also up to you. Use animation videos to guide visitors through your pages as slowly or as quickly as you like. You can create stops along the way for important, strategically placed text. Tell your boss to think of it as a leisurely cruise with interesting ports of call.
Animation is also useful when you want to put ideas in context. A close-up of the moon’s surface isn’t all that impressive; a long shot or a picture of Buzz Aldrin and Neil Armstrong placing the American flag on it is far more engaging.
In the same way, static pictures of any product, such as a vacuum cleaner, rarely excite anyone. With animation, you can describe how difficult life was before its invention, show how it came to be, demonstrate its various uses, explain its inner workings and conclude with the many ways that it has improved people’s lives all over the world.
Animation videos are highly effective when you want to illustrate abstract ideas. You can’t photograph customer service, peace of mind, success, prestige, leisure, loyalty, luxury or lifestyle. These are recurrent themes in ad campaigns, and animation can convey them in subtle ways.
It can also explain things in a way that average consumers easily grasp. Describing in words the journey of a recycled soda can gets rather tedious. Artificial intelligence, bitcoin and digestion are some other tough ones. Animated videos save the day when there’s a product or service that requires an explanation.
Infographics are excellent tools for presenting data and statistics, but consumers often glance over them without really getting the point. Astronomical numbers go over their heads. Only the biggest slice of the pie chart is appetising to them, but the sliver may be the piece that was supposed to make them hungry for more information.
Animated videos interpret infographics, iterate their message and make them relevant. Whether you’re plugging nicotine chewing gum or state-of-the-art security systems, animation makes the statistics personal and startle consumers into buying what they need.
Unlike live-action video, animated video is easy to update.
Let’s say that the boss wants to introduce new products using an existing live-action video ad campaign. That won’t work if the lead actor is in court-ordered rehab or the formerly cute kid is now in the awkward throes of puberty.
Play it safe and go with animated video, which also grows right along with your business. All you need for explainer videos, tutorial series, gated assets or training videos for employees are storyboards and scripts.
Engaging consumers and convincing them to act is much easier with animated video, and requires fewer resources. If you make your case using the reasons above, your boss will have to agree.