Explainer videos are one of the top marketing strategies for companies to bring their work into the spotlight and engage with their target consumers. However, interacting with your audience with the combined use of audio-visuals seems to be tricky, especially since it requires expertise in marketing, audio and video-making. Animation is the most common visual medium used in explainer videos. No matter what product the video is marketing, animation seems to grab attention more effectively than videos featuring actual people.
There are two distinct types of animation: Cartoon Animation and Whiteboard Animation. The decision to use one type of animation over the other for your brand could make or break your video. In such a case, it’s important to know the difference between the two and keep a few other things in mind:
The basic difference.
Cartoon animation is what we are most familiar with: colorful motion graphics that may or may not resemble the human world. In the case of explainer videos, they usually do.
Whiteboard animation differs from this in the sense that it is usually not that colorful. In fact, one sees the visuals being drawn onto a whiteboard for the purpose of explanation- much like teachers would do to explain concepts to their students.
The importance of color.
Since cartoon animations tend to be more colorful, they appear to be more engaging as opposed to the monochrome canvas whiteboard animation relies on. However, it is important to remember that colors are often distracting and extremely colorful videos are only suitable if the ideas expressed in the video are fairly simple. If the ideas presented are more complex, it is probably best to stick with whiteboard animation simple visuals to ensure that information is clearly communicated.
A major advantage of whiteboard animation is that it allows for the insertion of text which would otherwise be difficult to incorporate in complex cartoon animations. This, again, is useful if your video is explaining more complex ideas; perhaps why software companies usually rely on such animation for their videos!
Whiteboard animation has all the graphics being drawn on screen in front of the viewer, making them inevitably longer than cartoon animation videos. Keep in mind how long you want your video to be when deciding which type of animation you want to use for your video.
Animated explainer videos are one of the most commonly used explainer videos. Entrepreneurs and businessesalike, often opt for animated explainer videos over others. That being said, such animated videos have many types; screencast, cartoon style, whiteboard, motion graphics and three dimensional or 3D.
Screencast explainer videos are digital recordings of a device such as a mobile phone or a laptop. These digital recordings record the screen output of a device performing certain tasks, somewhat like a screen recording but with a soundtrack or voiceover. Hence, screencast videos tend to be very simple and easy to understand. The nature of this explainer video essentially requires less work and therefore, has the lowest production costs, making it the best option for newly-formed businesses.
Whiteboard animation videos are known for drawing in the audience by making it seem like a story is being told by drawing onto a whiteboard. Such a way of presenting information also seems very educational and practical, tapping into the conditioned minds of the audience and ultimately making it easier for them to understand complex statements. This type of animated explainer videos may be pricier as compared to screencast videos but is well worth the extra money.
Cartoon Style Animation
This type of explainer video is also referred to as a character animated video. Videos such as these have specially illustrated characters and background settings such as those in cartoons, thus, this type of animated video has the most resemblance to a live-action video. An advantage of such videos is that custom made characters allow you the freedom to create characters that best fit your brand identity. These characters also help engage the audience and allow them to relate more to the company.
3D or Three Dimensional Animation
Three dimensional animation videos are much like cartoon style animated videos but with the addition of three dimensional elements. There are endless possibilities of what can be created using three dimensional animation. This however is the most expensive type of animated explainer video because of the great quality of the video and the amount of time and effort that goes into the making of such a video. 3D animated videos by far seem to be the most captivating explainer videos and if you have the time and money to spare, this is the right the way to go!
Explainer videos are prepared so that the product can be adequately explained to the viewers and they can then understand what the product that is all about. The explainer videos are prepared when there is a proper whiteboard prepared for the explainer videos. This helps in keeping track of all the changes that are a part of the storyline that you are creating. It may seem that whole crux of the product explainer videos is supposed to be all about how you have used animations, but the storyline is the key!
Below are some of the writing tips that you can use for creating the best scripts for the best explainer videos that can be used for promotions:
You need to write a video brief before anything for your explainer video. When you have brief with you, you know how to go about the whole idea. This helps in creating an easy structure, with which you can work with to create the right script. You need to ask yourself, why are you writing the script, for what product, who is your audience, and what impact are you looking to create for the audience.
The biggest mistake that is made by people is that they do not have a storyline. They have a variety of different messages that they want to convey to people and then jumble it all up and present. The issue lies in the continuity and fluency of the content. To ensure that there are no such issues, it is advisable that the content should be first created in the form of a story and then the relevant video created to make sure that the message is conveyed correctly.
The language that you are using for the video should be simple and easy to understand for the audience. If you have a product that is for the general public, using complicated words will not help. People will overlook the message, and it will be of no benefit to you.
The message that you are looking to convey through your explainer video should be short and sweet. This will help the viewers understand the topic, and then connect it with the message that you want to convey.
Whenever you are reviewing your script for the animated explainer video, you need to ensure that you include all the emphasis points, pauses, and gaps so that the timings are proper and perfect.