Today, it seems like every brand out there is getting into video production. And it makes sense – 89% of video marketers report video provides a good ROI, and today’s consumers watch an average of 16 hours of online video each week. Even better, company emails that include video receive a 96% increase in click-through rate.
With all this in mind, it’s clear that video production is a lucrative place to be. With so many video types and options to choose from, though, it can be confusing for brands to decide which choice is right for them. One tactic, in particular, stands out: animated video production.
Animated videos serve all the primary purposes of a good marketing video: they’re eye-catching, informative, and easy to produce. They’re also cost-effective and versatile. What’s not to love?
In this post, we’ll talk to you through the process of developing animated videos and how using them can benefit your brand.
What is an Animated Explainer Video?
Animated explainer videos have a pretty self-explanatory name: they’re animated videos designed to explain a concept or product. They’re particularly popular in the tech industry, where they’re often used to explain intangible products like software. In sectors where physical objects don’t exist, live-action is an infeasible option. Fortunately, animated explainer videos allow a creative, easily digestible way to inform users and provide thought leadership.
For example, here’s a great animated video from CrazyEgg: https://vimeo.com/38858205
Benefits of Animated Video
Wondering whether animated video production is right for you? Here are four great reasons to use animated video in your marketing:
- Animations tell a story. Visuals are potent forms of communication, and they can go a long way toward helping your company communicate its mission and message. They say a picture is worth a thousand words, and it’s true – video animations can communicate a massive message in even a 30-second clip.
- Animations are easy to digest. While some companies worry that animations aren’t professional enough for a corporate brand, well-designed animated videos are both professional and easy for clients to digest. Instead of explaining things with several involved graphics, you can put out a single animator video and have the job done in just a few minutes.
- Animated videos are appealing. Animated videos are simple, which is part of their beauty. Because animated characters are fictional, they appeal to a wide audience and are engaging to virtually your entire customer base.
- Animation allows creativity. With animated video production, you’re not limited by the need for actors, resources, or locations. The sky’s the limit, and you can create virtually anything you can imagine.
Step One: Writing the Script
The first step in producing an animated video is creating a script. Think of the script as the foundation of a house – it serves the footing from which everything else grows. A good script is what separates a great animated video from a ho-hum production that never makes a splash. Here are a few of the purposes a script should serve:
- A script defines the length of the video.
- As script communicates the key points and messages your brand wants to communicate.
- The script defines your brand voice, as your customers see it.
As a general rule, one minute of professional voiceover recording is about 140 words of text. While the length of animated videos varies widely, most pros recommend keeping your video between 1-2 minutes long, as this will promote the most engagement.
Keep this in mind as you write your video script. If you’ve never written a script before, bring in a professional copywriter to help you through the process.
Step Two: Design Your Video
Now that your company has written the video script, it’s time to get to work designing it. This is an exciting part of animated video production and is where most of your creativity and branding will come out. If you’re like most companies, you’ll need assistance with this part of the video production process.
Luckily, it’s easy to find skilled videographers to help with the process. The H Hub, for example, is a platform that connects creative with brands and helps you find the perfect photographers and designers for your upcoming project.
When you work with a skilled videographer, you’ll get access to a creative professional who can study your storyboard and help you develop a plot. The videographers will also help you develop an artistic vision that suits your brand identity and vision.
Step Three: Get Music and a Voiceover
Now it’s time to bring some life to your video. This is where a professional actor voiceover and a music track come in. These are essential considerations since both the tone of voice and the kind of music you choose will have a significant impact on the tone of your video.
Above all else, make sure the audio you’re choosing reflects your brand. If you’re running a B2B company, for example, you’ll want a professional voiceover and soundtrack. If you’re a B2C company, you can afford a bit more latitude in your audio choices. Get fun and funky with your music, and seek to find a relatable, friendly voiceover actor.
Don’t be afraid to invest some time in finding the right fit during this process. Again, this is an essential part of the success of your video, and it’s vital to ensure you’re getting a voice actor and soundtrack that will engage your audience and reflect well on your brand. If you’re not sure where to turn to find these things, ask your videographer. It’s likely they’ll have some recommendations about sources you can work with.
Step Four: Have the Video Animated
Finally – the fun part. It’s time to animate your video. By now, you have a storyboard drawn up by your videographer, a script, and a decision on music and voiceover. This is the place your video can genuinely come to life! During the animation process, your animation team will take all of the assets you’ve created up to this point and weave them together into something you’ll look forward to using for your brand.
Depending on the animator you choose to use, this process can take weeks or even months to complete. And it makes sense – good animation takes time. The animator will miss your storyboard, music, and script, and mix it all into a beautiful, engaging video. The finished product will reflect well on your company, include elements of your branding, and be an asset your customers will genuinely love.
The Case for Animated Video Production
Good animated video production doesn’t happen overnight. If you’ve never created an animated video before, developing a great one will involve some time, attention, and experimentation. Luckily, the internet is full of animated video professionals out there who will help you develop a beautiful finished product you’re proud to share with your clients and customers.
By working with an experienced videographer or creative agency, you can ensure high-quality videos that reflect well on your brand. So, what are you waiting for? Get started producing your animated video now!