At the Email Evolution Conference in Miami, Kath and I learned that video is a great way to engage an audience - and when featured in an email, they tend to get a lot of clicks!
I'm a big fan of animated videos, that's why I invited guest author Manroop Takhar of of Qudos Animations (turn your volume down before you click!) to write a short blog post on how to create animated videos:
How Animated Video Can Boost Your Marketing Message Delivery
by Manroop Takhar
Welcoming visitors to an inspiring animated video, away from the bustling mayhem that is the internet, can make an invaluable first impression.
Attracting visitors to your animated video is not always easy, though.
Here are my top tips for producing a video that attracts, gets shared and makes an impact.
Tip 1. Simple is attractive
With so much content crowding the web, people can become overwhelmed.
So making your video simple yet striking can be the best way to retain attention and encourage click-through.
It is best to provide potential customers with the minimal information necessary at first. Don’t push them, but captivate them with an inspiring thought.
Don’t forget, simple can still be original and make you stand out from competitors.
Tip 2. Educate and explain complex concepts
You can simplify complicated ideas this with the use of various elements in animated video – i.e. imagery, music, voiceover, special effects.
These also stimulate the viewer’s senses.
One minute of video is the equivalent of 1.8 million words of text, according to Dr. James McQuivey of Forrester Research.
A personable or authoritative voiceover can help viewers relate to an educational video.
Tip 3. Trigger an emotion
Appealing to the viewer’s visceral emotions can be an effective method for keeping them engaged - whether happiness, excitement or shock.
Viewers are then more likely to hear your message, and these emotion-rendering videos are most likely to be shared with their friends.
Tip 4. Create memories and enhance brand recall
If you look back at the most memorable television adverts you’ve seen, the chances are that many of these will be animated.
The simplicity, imagination, unusual voices and often vibrant colours make these often unforgettable; and these can become synonymous with a brand.
Paired with a positive message and this can be invaluable to brand image and loyalty.
Tip 5. Create appealing characters
Give your story a hero - or several.
Some marketers will make the brand the hero of their story, but this often does not answer the questions that your customers have.
It is more effective to tell stories about the problems your customers have faced, so that they can relate to the hero.
For example, if your prospects are animal-lovers, tell a compassionate animal-rescue story.
With your customer taking the lead role in the story, you as the company or brand might take the role of the sage, providing them with answers.
Tip 6. Include gaps and cliffhangers
To engage with your audience, you need to understand the importance of the disparity that exists between what the hero of your story wants and where he/she is now.
As the hero closes in on his/her goal, viewers follow and expect to see their accomplishment, but an unexpected cliffhanger can add to the story’s lure.
Your audience also have gaps in their lives and goals to reach, which they’ve invested a lot of energy in to. A story that recognises this can have power.
Tip 7. Take time choosing your style
There are many methods and styles of animation to choose from, some with potentially different benefits.
A quirky paper cut-out animation can inspire creative minds, while the most up-to-date motion graphics with special effects can appeal to a different target audience.
Find the best style to put across your message to your audience, adapting it to your creative ideas, and this could give a considerable boost to your brand image.
I wish you all the best in creating your animated masterpiece!
This blog post was written by Manroop Takhar, who is the founder of Qudos Animations, an animation studio that creates engaging advertisements and high impact explainer animations for businesses.