Animation Videos and 3d/2d motion graphics have become an essential part of many successful marketers’ content strategies. According to a recent survey, 95% of video marketers believe video has helped viewers better understand their product or service. This points to just how powerful video marketing can be — when executed correctly.
The last few years have been all about educating the audience. It was one of the three most-cited goals of marketers, according to a Content Marketing Institute report. As a result, educating and explaining is now an essential responsibility of all brand marketers. Viewers want to understand their world and make informed decisions about what they buy. So, instead of the straight hard sell, more companies sincerely execute and share valuable educational content — whether it’s about how to use their product or about a broader topic of interest in their industry.
Let’s deep dive and look at the critical elements of a successful explainer video.
Define your goal clearly.
It is as important as we decide our life goals. Everything starts with a clear vision on the whiteboard. If you haven’t identified what purpose your explainer video/motion graphic or shoot video is trying to achieve, then, in that case, you won’t be able to make any of the other decisions that follow.
For instance, if your goal is to show how to program the home music system your company sells, you may subsequently conclude that the best format for your project is a live-action video with animation overlay (animated labels and data related to the sound system). You might also decide that the video can be several minutes longer if necessary for the explanation.
But if your goal is clear and attracts a broad audience of people who love music overall, you may choose to create a highly stylized motion graphic with quick transitions and stunning illustration. You might also decide to keep it under 60 seconds.
who is your target audience
Just as you need to know what you want your video to achieve, you also need to know who you want it to be viewed. Your target audience’s age, location, and interests will determine everything from the explainer video/motion graphics tone to what channels you choose to share it on.
After all, how can you explain something to an audience when you don’t know who that audience is? You need to understand what your target audience needs and want before reaching them and delivering the video.
Find the right tone and type
When it comes to 2d and 3d animation explainer videos, there are three primary types to choose from :
1. Shoot video or live-action video,
2. Animation and motion graphics and
3. Shoot video with animation/text overlays on every screen
which types to choose depends on why kind of information you’re sharing and how your viewers prefers to receive that information.
Motion graphics are fully animated videos that can span various design styles, from business-to-business (B2B) and professional to humorous and relatable. They’re ideal if your topic doesn’t lend itself well to shoot video. For example, maybe you’re dealing with a product or service like a computer chip or hardware item for a bike for which good little footage exists, such as microbiology or medicine. Or it could be that your topic is just too complicated when seen in photos, and you want to simplify the explanation by simplifying the images you share.
Shoot video, meanwhile, is terrific if you’re selling hotels for vacation packages. But that doesn’t mean a little animation wouldn’t help. Especially in an animation explainer video, incorporating animated data visualizations, labels, icons, and illustrations can help readers understand and interpret the video they’re seeing. If they’re trying to learn something new, this makes it easier for them to follow along.
Now all you need is a good visual strategy which will include a visual representation of your brands color palette, design style and other visual characteristics.
Once all fits in and you will have a wonderful explainer video.