The idea that video marketing is very good for business is not a new one. People engage with them, they get your message across clearly and, more to the point:
• 64-85% of people are more likely to buy from you after seeing a product video
• You are 53 times more likely to appear on the 1st page of Google if you use video on your website
Once upon a time animated video was just for the big boys with huge budgets, but times have changed and it has become an affordable option for many companies.
People like to get their information quickly and animation is a great way to engage through a mixture of images, text, voice and music. They tend to be easy to watch, engaging and memorable.
That’s sounds great, but before you get too excited you must remember that animation isn’t going to be the ideal choice for everything. Let’s take a moment to look at the pros and cons of using animation.
The pros of animated video
1. No limits
OK, that’s not strictly true, there are 2 main limits: your imagination and your budget.
Using animation you can create just about any effect you care to think of so, other than the two factors mention earlier, the sky’s the limit.
The actual process of creating the animation isn’t simple, but it is a very good way of simplifying your message, especially if you’re trying to market a complex product.
Often, with complexity comes dryness, so again animation gives you a way of injecting a bit of fun and humour into even the most boring of subjects.
3. Story time
Animation lends itself to story telling perfectly, much more so than live action videos. You can create anything within your imagination so you can really go to town.
Building your brand into your animation is easy. By using your fonts, colours and general look within the artwork you’ll generate a visual connection between your brand and your viewers.
The cons of animated video
That all sounds great, but there are certain situations where animation won’t be appropriate:
• Testimonials – people relate to people so live action video is best for the purposes of conveying testimonials
• Human touch – especially for charity videos, someone speaking passionately on screen, or shots of people in need of help, will be far more effective than an animation.
• 3 Ps – if your brand is recognisable by either your products, people or places, live action video is far more effective (e.g. anything to do with Virgin is instantly recognisable if Richard Branson is there)
Every form of video marketing has its place, so look at your project as a whole and work out the pros and cons of animation before diving in.