Let’s start this article with a scenario.
You’ve been reading up on video marketing statistics lately and the high conversion rate experienced by companies that have used explainer videos has moved you into getting one created for your brand as well.
You spend your next few days conducting detailed research on explainer videos. But instead of feeling more enlightened, you end up feeling confused.
You have no idea what animation technique to use while designing your explainer video!
Don’t get disheartened, because we, at Vidzio are here to help you!
We have presented descriptions of each type of animation method, evaluated on the basis of the following premises:
- Demographic characteristics of your target market group
- Personality of clients
- Message to be conveyed
- Image to be projected
We’ve accompanied each technique with a video from our portfolio so that you know what it exactly entails.
We guarantee that by the time you reach the end of this article, you’ll feel like the Einstein of explainer videos!
1.Character Based Animation
“Those who tell stories rule the world”-Traditional Hopi American-Indian proverb
If you wish to rule the industry with your products/services, you should place serious consideration on character animation. Amongst the variety of 2D animation techniques available, this one relies heavily on visual storytelling.
You can go about these explainers in any one of the following 2 ways:
The Problem-Solving Approach
Here, we have a ‘distressed dude’ or a ‘damsel in distress’ as our central character, while the product/service plays the role of the knight in shining armor!
The best way to boost your viewers’ level of engagement with your story is to create a protagonist who embodies their personality. This results in the development of an emotional attachment for your brand within them.
The Wishful Thinking Approach
If you’re selling fashion or beauty products, this would be the ideal way to go about your explainer video!
Your protagonists in this case would represent your target audience, however you would focus on depicting their transformation into someone they aspire to be or their achievement of aspects and qualities they desire the most.
Here’s the perfect example of a character animation. The problem that leads to the distress of this dude is something that all youngsters can relate to very well!
2. Kinetic Typography
If you thought that all words and no characters call for dull animated videos, then you need to fix your concepts regarding animation design! Because kinetic typography is one of the most powerful types of animation that you can use to express and promote your ideas.
You would find typography animation to be of great use if you find yourself in any one of the following 2 situations:
- If you intend to raise awareness within your viewers regarding social issues.
- If your goal is to move your audience to action and try out your products/services without any further delay.
The use of kinetic text, i.e. moving text, along with various distinct styles of typographic fonts can make your explainers very compelling, as it would:
- Add emphasis to your message
- Evoke specific emotions within viewers
- Build a sense of urgency
This animation technique is very engaging in its own unique way, as it holds viewers’ attention to the words leaping onto the screen as the story unfolds.
So if you aim to inspire people, consider kinetic typography as your most valuable asset!
Still not convinced? Have a look at this video which is based on a simple idea but whose immense power lies in its use of typography animation.
3. Motion Graphics
Product videos created using motion graphics play around with moving graphic elements-such as different types of shapes and colors-to create an illusion of motion.
The strength of this technique lies in the simplicity with which it presents facts.
Hence, you would consider the use of motion graphics in one of the following scenarios:
- If you’re selling a relatively complex product/service.
- If you wish to explain an abstract concept such as e-commerce, e-banking services, etc.
- If your target customer segment comprises of relatively more mature individuals, specifically professionals.
- If you indulge primarily in B2B marketing.
- If you wish to project a more sophisticated and serious image of your brand and organization.
In addition to these, motion graphics is considered to be the perfect form of animation design for startup videos which seek to provide an engaging and explanatory overview of relatively new products/services.
Take a look at this animated explainer video which used motion graphics and got all the uptown girls walking the high street fashion way!
4. Whiteboard Animation
As its name suggests, a whiteboard explainer involves the creation of interesting stories though illustrations made on a whiteboard.
Whiteboard animation uses an educational approach, making it most effective for:
- Corporate training videos
- Demo videos
Therefore, you can generally expect these explainers to be lengthier.
The appeal of whiteboard animation videos lies in the following aspects:
- They present information in the clearest way amongst all other 2D animation techniques.
- They make use of the ‘backstage approach’, i.e. the creation of characters right before the viewers’ eyes.
- Their black-and-white theme gives them a classy and sophisticated feel.
Learn more about this animation technique by looking at this video!
5. Live Action Explainer Videos
These promotional videos are as easily distinguishable from TV ads as Twiddle Dee from Twiddle Dum! Or maybe, Chip from Dale!
Although live shot explainers involve no cool animations, you would find them very effective because:
- The absence of any fancy animations and effects appeals to a target audience that is largely composed of older, more business-oriented people.
- The presence of actual individuals:
- Helps to establish a personal connection between your brand and your viewers.
- Builds trust, since viewers can pick non-verbal cues which place greater emphasis upon what is being stated
Here’s a video which uses live shots along with 2D animation to explain its cool social networking app!
6. Screencast Videos
Like whiteboard explainers, screencapture explainer videos are built upon an educational approach.
Screencasting is the best strategy to adopt if you’re in the high-tech industry and wish to provide a detailed explanation of how an app, a program, website or software works.
In essence, these explainers are demo videos as they possess the following characteristics:
- They comprise of screenshots of the website/app’s interface accompanied with a step-by-step tutorial.
- They are generally long and often last for more than 5 minutes.
Here’s an example of a screencast video that was made specifically for the users of a website, explaining them how to edit the content on the webpages.
You can now consider yourself a pro at your knowledge regarding the different types of animation techniques!
To conclude, I would suggest you not to limit yourself to using just one method while creating your explainer video. Using a combination of two methods will render an innovative and unique aspect to your video. For instance you can combine live action with character based animation in order to get the best of both worlds-You can be personal and build trust with the live action part, while being entertaining and illustrative with the animated part.
Last but not the least, before you choose a particular type of animation technique, evaluate your expertise thoroughly because nothing is worse than a poorly done animation!