There are three ways to create an animated video that can live on after product changes. The first option is to ignore the visuals of the product and tell the story through abstract elements, objects and scenes. The second is to abstract the product so that it represents a generic UI, not the exact one your software has. The final option is to build the animation with product changes in mind to make them as quick and seamless as possible when they occur.
Why it’s a problem?
Your product is constantly being updated visually as new features are being added and your business grows. Growth is inevitable at any level of business maturity, it’s the main goal for many tech companies and the marketing assets help that.
But, you want your marketing assets to keep up with your product. Does that mean you can’t have an explainer video or any other animated assets? No. There are options – and good ones at that!
How I deal with the problem.
Option 1: Super Abstract
The first option is to ignore the product and tell the story through abstract elements. I think this is the best option as it not only creates an evergreen video but an animation that focuses on the message and the problems it solves whilst being full of personality.
Abstract doesn’t mean the animation has to just use squares and circles but can also use real objects and scenes too.
I use this style a lot for more established companies who have a good set of brand elements and know their audience and messaging.
Option 2: Abstracted UI/Product
This style still uses UI to tell the story but it’s abstracted so that it represents a generic UI, not the exact one your product uses. Sometimes a UI is a great way to explain how the product works, especially in more education animations and where newer companies are still exploring messaging.
I use this style a lot for start-ups that don’t have a lot of brand elements, whose UI is updating often and who may be still exploring ideal markets and messaging. It’s also great for website animations explaining certain features.
Option 3: Update the animation (easier than you think)
This is just updating the UI in the animation when changes happen to the platform. It still takes time (and probably money) but not as much as you’d think, especially if you have the design files.
I only really use this for tutorial videos or small parts of longer videos where it’s essential to have the exact UI. I normally know in advance that it will need updating over time so build the animation to make the update as seamless and fast as possible.
Extra things to think about.
Distribution.
If you’re sharing the video a lot, changing it can be hard as there are many places you need to update, especially if people might have a version saved locally. In these cases going down the abstract route is much better.
Personality.
Abstracted animations have much more room for personality as many UI’s look the same (for good reason, reduce cognitive load and all that jazz). This style of animation helps with brand recognition and trust.