The creative edge of animated videos
Videos are only effective when properly executed. Any business or individual could have a fantastic story to tell, but if they don’t have an engaging way to tell it, the results could be lackluster. Case in point: A study published by Microsoft found that the average consumer’s online attention span is eight seconds. You read that correctly: Eight. Seconds. With so much to say and so little time to hook an audience, marketers are turning to animation to bring their most abstract ideas to life. And it’s working.
Spotlight on Animated Videos for Business
What are animated videos?
Sometimes referred to as “motion graphics” or “motion design,” animated videos look cartoon-ish, and they’re perfect for capturing ideas that are tricky to articulate with live footage. Animation is the abstract thinker’s paradise, and it works for almost any genre of video. We’ve seen animated videos on websites, social media, HR training videos, explainer videos—the list goes on. Dropbox uses animation to visualize its product’s file sharing capabilities, a concept that could be hard to wrap your head around without some outside-the-box thinking (pun intended). Even Pinterest used animation in one of its original explainer videos.
Why are animated videos effective?
Besides being attention grabbing, animated videos are effective because they appeal to everyone, they’re easy to understand, and they’re super versatile. Between the unique characters one can create and the unlimited variety of bold color schemes, animation is intriguing, and it fills a gap regular live-action videos simply can’t. It’s imaginative, quirky, and viewers can’t help but stick around to see what happens next.
Why are animated videos worth it?
The point of video is to tell a story that resonates with a target audience and compels them to ask for more information and take action. Animated videos give marketers unlimited creativity, and that means no idea is too wild or too “out there”. Plus, you don’t have to deal with scouting locations or finding actors, which can help cut down on costs.
Our work with makeeveryvotematter.org and the Make Every Vote Matter video
When we were asked us to explain the electoral college via video, we knew animation was the way to go. Not only is the subject matter not cut out for live footage, we also needed to keep the audience’s attention for the duration of the video if we wanted to get the point across. That’s a tall order given our eight-second attention spans. We were able to create a short, animated social studies lesson that was informative, educational, and evergreen. Check it out and see if you learn something new.
If you’re totally sold on animated videos—because let’s be real, you should be—we should talk. We are big fans of using motion design to tell a better story, and we would love the opportunity to work with you on your next video project.