Animated Videos For Business: Why Do You Need Them?


Animated Videos – one of the most powerful tools to help promote or explain your business

Animated videos capture the attention of your customer audience longer and more thoroughly than any other advertising medium.

Animated videos are attention-grabbing.
They are passive, not strenuous – it’s a comfort zone.
They can be fun.

Consumers stay longer on web pages with video, because they’d rather watch a video explanation than read a lot of text. There’s an immediacy about a short video, it is definitely more engaging for most people.

Business owners who put their animated videos on YouTube are using the second most powerful search engine (after Google), and there’s no doubt about the number of people who use YouTube every day to search for products or services, and to find solutions to their problems.

Animated video is another form of “content”, which is all about telling a story, whether it’s a story about your product, customers, staff, or maybe even a training video or eLearning option. Still your main goal is to share a message that influences and encourages your target group to take action.

Video is upping the ante in the marketing stakes

Linden Ryan Skeens, writing for Forbes Business online towards the end of last year, said that a new era of video advertising has arrived, and it’s shaking up the marketing world. He attributed this to advances in smartphones, tablets and streaming services, and said that mobile devices in particular have become bigger, faster and more conducive to video advertising.

His big message to readers was that businesses now have the opportunity to serve up personalized video messaging right into the hands of consumers like never before, and that it has proven to be effective. Viewers reportedly retain 95% of a message when they watch it through video.

There is a lot of research in the fields of education and psychology showing that people take in more information if it is visual, for example, “65% of people are visual learners, and 90% of the information transmitted to the brain is visual,” are common statistics.

A quick Google search brings up many sites which quote the fact that people form a first impression online (about your product, your website, your service) in a mere 50 milliseconds. This statistic is reported time and again on internet sites. It’s from research undertaken by Gitte Lindgaard of Carleton University in Ottawa, Canada, way back in 2006. It’s highly likely that it still holds true.

The benefits of animated video are that it grabs browsers, and gives them a reason to spend more time on your website or your YouTube channel. Animation is different to a “live video” which can be engaging too, of course – but each animation is as special and different as your imagination can make it, and not just another “talking head” on the screen! Plus, it’s much cheaper than a professional live shoot!

Survey research done by Wyzowl with marketing professionals and online consumers in December 2020 (report: The State of Video Marketing 2021), gives us some key figures about video and marketing. Wyzowl have been doing this research annually since 2015, and have been able to track trends for a 7 year period, with both marketers and customers.

From the consumer perspective: Wyzowl found that 96% of people have watched an explainer video to learn more about a product or service. 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video.

From the marketers’ perspective: Wyzowl have found that currently 86% of businesses use video as a marketing tool. This was 85% in 2020, 87% in 2019, 81% in 2018, 63% in 2017 and 61% in 2016.

They also asked marketers:

Does video give you a positive return on investment?
Wyzowl found that there has been an almost unfaltering rise in the number of marketers reporting a positive ROI from video. Back in 2015, only a third said they got a good ROI. That number more than doubled in the following 12 months, and has since seen further increases, peaking in 2020 at 88% and settling in 2021 to 87%.

See graph below:

Does video give you a positive return on investment? % of people who agree

6 more reasons why animated video is essential for your business

Apart from the reasons we focused on above – capturing the attention of your target audience, making a more lasting impression, and a positive ROI  – there are additional important motivations for business owners to get cracking with video animations.

  1. Animation simplifies complex topics
    You can make an animated explainer video to demonstrate complex ideas simply. You can visually capture abstract ideas or information from specialist fields.  When you’re dealing with a complex idea or product, trying to explain it in text form can be quite challenging, and the audience may or may not connect and engage with it. Written copy and ordinary images don’t always cut the mustard. An animated video can bring an idea or concept to life and cut through the complexity.
  2. Animation is fine for most purposes
    Animation works well for almost any organization’s needs in marketing, explaining and training!
  3. Animation is relatively cheap to produce
    One of the major advantages of using animation for your websites and social media channels is that it is less expensive than live videos. A full live video production would certainly coast a great deal of money. Instead, you just need a fraction of this time, effort and money to create the perfect animation.
  4. Animation boosts sales conversion rates
    Including a video on a landing page can increase conversions by 80%.
  5. Animated content is more easily updated
    Whether you’re a trainer updating a company’s compliance content, a salesperson revising earlier presentations, or a marketer restructuring branding or introducing a new product, updating content can be a challenge! But with animated video, you can go back and change text, edit animations or even completely revamp your entire video.
  6. Search engines love videos!
    Videos can really help you rank higher on the Google and YouTube search pages.

However Search Engine Optimization of your sites is a must to achieve this.

Videos in fact need quite specific optimization to assist Google Search, and basically what’s good for Google Search is also good for the customer experience.

How you can use animated videos

Video content is diverse. They are used as brand awareness videos, product videos, educational videos, tutorials, company culture videos, customer testimonial videos,  for internal communication, and for many other purposes.

As we’ve previously indicated, the use of animated videos for marketing purposes is already a very important business tool.

Some common uses of animated videos for business are:

  • An animated explainer video. In a nutshell, this is one which has the goal of informing potential customers about your business, and how your product or service can resolve certain issues or needs that they have. It must be short and catchy. Remember it has to grab people with short attention spans, quickly. It’s like the “elevator pitch” in American culture.  Short and sweet. It can be distributed everywhere, such as social media, emails, YouTube.
  • An animated product demonstration video. This is a video in which you show off your product or service to your audience. It differs from an explainer video in that you’re not explaining how the product or service works, but rather showing off its features, qualities and benefits.
  • A training/ or how-to animated tutorial video. This is self explanatory. These are often created to target customers, or to use internally for staff training.
  • For eLearning. If the Covid pandemic of 2020/2021 has taught us anything in the fields of both education and work, it is about the importance of alternatives to face-to-face work attendance and in-person classes.  E-Learning has made yet another huge leap forward, to meet demand.  Animated videos with their ability to portray ideas and concepts freely and with imagination, can be really immersive and involving for learners, and make a great addition to teacher/trainer talk, student collaboration, written materials and electronic documents.

Types of animation

There are many different types of animation, so it is worth looking at what will work best for your particular business need. Some types can be combined for effect.

Here are just a few types of animation mentioned:

Whiteboard animation is a video style that shows the viewer static images being drawn on the screen. Typically, the illustrations are accompanied by a narration that walks the audience through the story or steps being told within the drawing. These animations are simple yet engaging.

Example: (a training video)

CPR – Simple steps to save a life” by Chest Heart and stroke Scotland

2D animation is the most commonly understood and traditional form of animation. It’s the process of creating images in two-dimensional environments.

Example (a brand video):

Airbnb Advertisement – “Breaking Down Walls” (over 6 million views)

3D animation adds a third dimension – depth – to the animation, creating a highly dynamic animated environment, the kind we all recognise from movies and short films, such as the Hollywood movies Lion King and Avatar, or Japanese Anime movies, or French animations such as A Cat in Paris, to name a few.

Example (a promotional video):

Android advertisement –  “Rock Paper Scissors: Be Together, Not the Same”.

Stop motion animation is an animation technique in which physical objects are moved in small increments and individually photographed so that, when watched in rapid sequence, they create the feeling of movement.

Example (a brand video):

Sapadilla Brand Video

Motion graphics is a type of animated graphic design that usually features a lot of text and simple graphics. While traditional animated videos usually centre around characters and elaborate settings, motion graphics videos give life to stories that otherwise wouldn’t be visual, using shapes, graphics, and text to visually represent the story being told.
Example (an explainer video):

Slack: “Communication Without Chaos

You don’t have to be the expert

Just recapping …

Consumers stay longer on web pages with video.

Video gives a positive return on investment.

Searchers on Google Search will find you higher up the rankings list.

86% of businesses use video as a marketing tool – will you be joining them?

If you love the idea of animated videos for your business, but feel it’s too difficult or too time consuming – you don’t have to be an expert.

With Webyroo, we’ll be your experts!

Contact Webyroo here for help with animated explainer videos, promotional videos, and animated videos for training and eLearning.

Get the ball rolling with your ideas. Tell us what you need.

Soon you’ll be sharing your video with the world!

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