Explainer videos, tutorials, social media, web + app animations, and events. Each way has a different technique for getting your message across effectively so that your audience not only understands your product but remembers that information too.
Why Animation?
Animation is great for educating your audience, it’s the perfect combination of text, visuals and audio to make learning both engaging and memorable.
It’s also helpful that you get to set the flow and order of information meaning that users can’t skim-read and accidentally miss key parts.
And just to throw in a statistic from the internet: We process visuals 60,000 times faster than text.
Now, onto the list.
1. Animated Explainer Videos
Animated explainer videos are usually between 1-2mins and give a quick overview of your product including the benefits and how it works. They are normally embedded on a webpage for anyone to see but can be sent directly to an individual when used as sales collateral.
These should be used to educate people near to top of your marketing funnel. Explainers best suit a high-level overview rather than diving too deep into the details.
I like to see it as ticking off a mental checklist your viewer has to see if the product will help solve their problem. I try to avoid too much selling, this is about informing the viewer how the product can help people in their situation and how it differs from the competition. I find that if a user feels like they have made the choice themselves they are much more likely to purchase and stick around.
2. Animated Tutorials
Animated tutorials are where we can dive deep into the details of the product. They are much less flashy and much more functional. They are all about education as the customer is usually already bought in at this point. They can range in length depending on the complexity of the product and the information we are explaining.
These should be used to educate existing customers on how to use the product. This might include complex tasks, integrations, or explaining new features. It’s better to split longer tutorials into multiple videos or use chapters so users can find the bit they’re after quickly.
I try to make this style of video as simple to follow as possible by using plain language, clear graphics, and removing anything that may be a distraction to the message itself. I like to keep these as short as possible whilst still getting all the required information across.
3. Social Media Animations
These come in two options, organic and paid ads. Each post is different with a different objective so I’m going to generalise a little here.
As these animations sit on social media channels, they need to be digested quickly. This means the messaging should be super clear. They are perfect for educating over time with small snippets of information.
I nearly always start these with a visual hook to first grab attention (being social media where it’s not always easy to get people to stop scrolling). Once we have eyes, we can slow the animation down to clearly share our message and any CTA we might have.
4. Web & App Animations
Animations for your website or app that are normally short and looping but can also be interactive. There is so much creativity to be seen with these animations and with the web technology we have now, the sky’s the limit.
These are great for bringing some personality to your brand as well as sitting alongside text to help further clarify your message. These are also seen a lot when onboarding new users to mobile apps.
I focus on the problem and message we are trying to communicate when creating web animations as it’s easy to distract from the surrounding elements rather than enhance them. We’ve all been on those websites that insist on animating absolutely everything.
5. Events
These are videos made to be shown at events. This could be part of a presentation or just shown at your stand.
These are great for getting attention at a busy event and then showcasing your products’ key benefits.
I tend to make these super easy to follow and think that people may be watching it from a distance and join the video at any point in time. There is also not likely to be audio so I make sure the text is clear to read and stays on screen long enough to comprehend.