In the marketing world, several tools are employed for the purpose of innovation and capturing people’s attention in new ways. This helps a company or brand or simply a product to stand out amongst other competitors, making it easy to reach a larger potential consumer base. However, this too requires strategy. Sometimes, it is not about finding new medium through which to express yourself, rather use the media available, the kind that everyone has access to and revolutionize the way it is used. One such medium is that of ‘explainer videos’. Using the power of audio and visual, explainer videos allow customers to engage with the process of a product or service more deeply, so they can feel like they have a better understanding of the product. This removes the ambiguity behind two-liner advertisements and really attracts your customer.
Animation is a crucial aspect of explainer videos. In this case, animation is an all-encompassing term for what our basic understanding of animation is (i.e. a depiction of certain figures and objects brought to life), animation of textual elements and simply the treatment of the visuals you obtain to include in you video. To understand animation requires a fair amount of expertise, but here are just a few tips and tricks to get your way around what your video can look like in order to stand out:
- Textual animation is important in explainer videos. Text does not only make what you are trying to explain appear clearer but also makes your video accessible to deaf and mute individuals, creating an inclusive brand image.
- Pay attention to how companies like BuzzFeed employ text in their visuals. The text often changes color, font and expresses, in a way, the emotion linked to each word as it is being read. For example, in a video about rape, the number of rape victims is emphasized in bold to communicate the magnanimity of the situation and the shock linked to the largeness of this number.
- Whiteboard animation is a fantastic way to create educational explainer videos.
- 3D animation works best for slightly high-end goods and is very effective with children’s products.
- Your animation should reflect the style of your product. Take, for instance, the Froot Loops mascot, Toucan Sam. His beak is colorful and reflects the vibrant, fruity nature of the cereal.
- Limit the animation to minimum for explainer videos about more mature products to maintain a sense of sophistication. Often, simplicity remains key!