How to make a successful marketing video in motion design?
successful marketing But first, a reminder of what motion design is! Motion design or graphic animation. (Or animated graphic design) is a form of video using animations, whether drawings. Illustrations, graphics, etc. Video in motion design is sometimes called videotelling. Because the principle is to tell a story in a playful and animated way.
This visual support has the advantage of being easily memorable. A motion design video can also be declined according to your wishes. With your imagination and your creativity as the only limits. Unlike filmed video, screencast. The principle is to use animations as the main graphic and artistic tool. This notion of video animation is quite recent in the world of marketing because these techniques were previously reserved. For large companies that had the means to call on an animation studio. However, with the democratization of tools, the increase in team skills..
video in motion design?
. marketing videos in motion design are now very affordable. And they have become an essential marketing tool for getting a message. Across in a simple and fun way. Here is an example with the company Eloquant which presents. Its activity in the form of a hand-drawn cartoon video:
The main benefits of a motion design video!
Creating a marketing video using motion design is interesting in several contexts:
- To communicate in a playful and synthetic way about an idea, a product, a concept...
- Motion design videos are generally short .(From one minute to 3 minutes maximum). Which forces you to simplify your subject for better understanding.
- The short format allows for better memorization and a high retention rate. Especially if it attracts the curiosity of the public.
- A video attracts the public’s attention more than reading large blocks of text… A video is more entertaining and requires less effort than reading a long paragraph.
- Below is an example of an animated video with the History of Marketing on video
- To facilitate communication with a short format that quickly gets to the point.
- Internet users are often in a hurry and they want to have answers immediately. And therefore they choose to watch the videos instead.
- According to a study published on the Hubspot site on video marketing . Video appears to be one of the favorite content of Internet users, even before emails, images…
- In addition, the use of stories, characters… Allows better memorization than a long speech. And above all it allows to generate emotions in order to facilitate overall memorization.
- Here is an example with a marketing video composed exclusively of illustrations. And a voice-over, which is much more digestible to watch than a long blog article.
To simplify an idea, a concept, to send a clear message in order.
- A picture is worth a thousand words… that’s why illustrations. Graphs and characters are more effective in conveying a message.
- It’s also a great way to get known on social media, because a motion design. Video will create more engagement and sharing on different channels.
- In addition, videos published natively on a social network (Linkedin. Facebook, etc.) are generally favored in terms of visibility (much more than text or an image).
- When scrolling on social networks, a video animation will attract the eye and be more visible.
- A video also helps to reinforce ideas and concepts that are sometimes a bit complex to present. Here is an example below which allows you to support a speech via a short story
Here are the main uses of video animations in motion design in a marketing context:
- The promotion of its products & services to its customers. And prospects via landing pages, the corporate site, etc.
- To accompany a product launch via dedicated emailing
- On the landing page to explain the concept of the product in a few tens of seconds
- To communicate internally on a product and a concept. Via dedicated emailings, a presentation during a seminar, etc.
- Customer and prospect appointments in addition to the powerpoint presentation
- Before the meeting to present the company and the product. (A presentation of the company with its values, history, etc.)
- To help the salesperson introduce the company. (Often without sound so that the salesperson can comment on the video)
- After the appointment to send back the Powerpoint. Presentation used and accompany it with a summary video
To summarize information at events
- Present the history of the event and some key figures
- To show the results of a survey, a study… with the essential information
- Online advertising (Facebook Ads, Google Ads, Youtube Ads, etc.)
- A short, funny video is sometimes more effective than a long, boring corporate video.
- Dedicated content on social networks
- Summarize a survey, a study, an infographic… via a video
- Summarize a conference with images
Now that you know the uses and benefits of setting up a motion design video. Here are the key tips to help you make your animated video a success.
10 tips for a successful marketing video in motion design
Whether you’re making a cartoon-style video, an animation with only illustrations. Hand drawings…there are simple rules to follow to make a punchy and effective video.
1 – Start with the “Why” of this video in motion design
This advice may seem obvious, but I’ve seen companies order a motion design video to launch a product, but without thinking about the marketing use they were going to make of it… Since creating an animated video is going to take longer and cost more than a screencast, a video interview… it’s worth taking a few minutes to do a little benefit/use comparison before getting started. The motion design animation will be particularly interesting to explain an idea (especially if it is innovative), but you must indicate precisely what it will be used for in your marketing device:
- Present the pre-sale offer
- Give a “fun” character to your product or your company
Then, we must not neglect the uses and distribution of video.
Take the time to list where and how you will use video animation in your marketing plan:
- On your landing page (so you must have a dedicated landing page)
- In a communication emailing (you have to plan your targets, and the sequence of messages)
- On your website (on the blog, on the product pages, etc.)
- In these regular communications on social networks (see the editorial schedule)
- In an advertising campaign (necessarily with a budget)
When you know why to make this video, the uses you will make of it… you can launch the project! Knowing that the cost of a video animation is at least 3000 € (for a simple video with market tools), to several thousand euros (or even more) for a tailor-made animation.You can also use tools to create your own animations independently (prices range from 40 to 75 € / month for Cloud solutions), but allow at least 1 to 3 full days to produce a video that meets your expectations. instead of going on another track…
Vyond is a very complete solution which above all offers a very large library of animations, objects, people, emotions... which allows you to produce almost all types of video. You can choose turnkey models: And personalize them with your logo, your texts, the photos of your products…
2 – Make a list of inspirational videos to frame your project
Picasso said “Good artists copy, great artists steal”.
So you have to take ideas for videos in your industry, and especially other industries. To come up with interesting ideas. List the best “animation design”. Videos and take the time to watch them to get inspired. For that, just use Youtube and type in keywords like “best motion graphics video”. “Best animated video”… Take 1 hour maximum to find ideas and inspiration, and then create an inspiration library (or mood board in English) to explain the style of video you expect in your project. It will also be easier for your motion design agency to understand what you expect from them and to create your video. Important: do not watch too many videos before having validated the why of your video, made the simplified brief… otherwise you risk being influenced by third-party videos.
3 – Write a brief for your agency or the internal creative studio
The brief must contain all the answers to all the questions that could arise during the production of the video. A brief must contain the questions you want to answer through the video, the objectives you want to achieve and the messages you want to convey through the video.
That is to say :
- The presentation of the product / event / study / … for which the video is created and the persona for which the video is intended
- The project team and the interlocutors
- The context and the problem to be solved
- The final call to action (what the user must do…)
- Distribution channels
- The constraints of timing, graphic charter, budget, angle, different languages…
- Expected deliverables
- Any KPIs for measuring the achievement of results
It is all this information that will then be transformed into a simple and short story in the video. Even if it is not a story board (which details the different sequences and shots of a video). It is advisable to list the main scenes in the brief. Even if you are alone to make the video. Or that you do not go through an internal creative studio. You must write a brief in order to clarify the project, the main lines… and have them validated.
4 – Divide your video into 3 separate parts
Most videos have a simple narrative scheme, like an action movie. Generally a story follows the following pattern: However in an animated video the story is simplified: you usually only have 3 moments. The before, the solution and the after.
That is to say :
- The before, i.e. the initial situation where things are not going well, and all the negative consequences
- The presentation of the solution (your product)
- The after, with the situation once your product has been adopted
Here are the 3 essential parts of your motion design video:
- The hook : This is the part where you will hold the attention of your viewers. In order to encourage them to watch your video until the end.
- It is essential to take care of the first 10 seconds of the video to hook the reader.
- To attract the viewer’s attention, you will present the questions to which the person is sensitive, and to which you will provide answers in the video
- Content / resolution : This is the body of your video, this part should not be neglected so as not to disappoint your viewers.
- It’s time to answer the questions you presented in the first part of the video.
- We must always remain positive to capture the attention of the spectators with a common thread to follow.
The Call To Action
- / call for action:
- This is the third and last part of the video, but the most essential!
- You need to get your viewers to take action.
- For this, you can add a promo code, a time-limited promotion.
- You can plan different endings (or have the possibility to cut the video) to change promotions, calls to action…
Define the action that the person watching the video. Must take before the whole creative process. It is not at the time of the design of the video. That it will be necessary to set an objective but well before. To avoid mistakes, simply start from the final action you want to generate. And only then will you play the rest of the video. Here is an example with the initial situation where the Customer Experience Manager. Is overwhelmed by numbers and indicators, the solution with the App Cockpit and finally the situation. After the implementation of the application. From the start, the objective was to encourage people to use the mobile application via the stores.
- The problems mentioned must be real and important, and concern your target… Do not play on levers that are not strong or powerful enough for your targets.
- The characters must be close to reality and the daily life of your customers and prospects.
- To do this, you must define your persona with their problems, fears, expectations…
- If you can’t get your customers into the story, you’re going to flop.
- In the example above, it is a woman who is presented because the position of Customer Experience Manager is often managed by a woman.
5 – Set the duration of the video
The duration of a motion design video can depend on several factors. It can vary depending on your project, your objective or the story you want to tell. However, an animated video must be VERY short. A video lasts on average between 30 seconds and 2 minutes 30, few are longer videos. Remember that an animation should have only 1 message to convey and 1 call to action… this reduces the messages, and therefore the duration of the video.
Simplify as much as possible… don’t multiply ideas, and focus on your call to action before anything else. A 1 min video includes a script of about 120 words, it’s very very short! Also, the script must take this into account when developing it… Make short sentences, without words of more than 3 syllables. Important: more and more videos are played on mobile via social networks, so you must add subtitles to your videos so that the person can follow the video without sound.
6 – List the constraints related to your graphic charter
The video you are going to create will represent the image of your brand, do not forget that. It should not be out of step with all the other communications you send out. Make sure that all the elements you are going to use in the design of the video reflect your company, especially its values. For example, a startup can play on humour, disruption… but not necessarily a large company. For the rendering to correspond well to your brand and your values, you must ensure that your video in motion design is in line with your graphic charter.
7 – The storyboard must be done before starting to create the video
The next step in creating a storytelling marketing video is now to create the storyboard, i.e. the detailed scenario of the video. The storyboard is essential because it allows you to represent the different sequences and check that your animated video will be relevant and coherent. If you jump into production head on, you’ll produce a disjointed video that doesn’t get to the point.
The service provider, like the client,
relies on this medium to verify that the message communicated will be effective. Once the storyboard has been validated, your motion designer (or yourself!) will bring the video to life with graphic elements, texts, transitions… It is therefore essential to check that your video is effective well in advance so that you do not have to start over once the work is done. For this, you can simply use a paper pencil, and draw the different sequences with actions, texts, animations… Here is an ultra-complete example of a storyboard for cinema
Just start writing the ending at the end of your page (bottom right) the end screen and the call to action, and start with the starting situation at the top left of your A4 page. By doing this, you will focus on the essentials. The goal is just to first validate the macro sequence of the scenario (for example by reading it orally) with squares with little men and objects… The goal is to check that your script sticks, that it is not too long, that the story flows naturally..
Once the main stages of your video have been clearly determined,
you must move on to the detailed scenario stage and tell your story with a common thread. The texts to be displayed (and those said by the voiceover). The sounds, the animations, transitions… You can go through a software or Powerpoint to get a good result… But again a pencil paper (or simply Word) is enough in most cases. With the paper scenario, it is always possible to rectify inconsistencies… Which is more complicated with an animation that has already been produced! Ideally, 80% of the scenario must be exactly the same between the video and the detailed scenario… if this is not the case, it is because you have not prepared the scenario well.
What you need to remember is that a good video must above all deliver a unique message.
Cut out any footage that is not essential to your story. Likewise, you must use simple, easy-to-understand language that can be assimilated. By a 9-year-old child. Your next concern will then be to look into adapting the scenario with the storyboard. With the storyboard brief, the motion designer (or yourself). Will be able to create an animation, all that remains is to obtain the graphic elements and put them in motion.
This can be a screenshot of the software, a 3D packaging. Pay special attention to transitions: transitions are useful for drawing attention and connecting scenes. So it will be easier to understand the story. Important:successful marketing always give your feedback by email AND in book (if possible face to face). Indeed, it is often complicated to understand what the person wants. (Ex: add an image there…), and if you do everything by email, you will spend a lot of time there!
8 – Don’t forget the subtitles
Depending on the distribution channels you have previously chosen. You will probably have to publish your video without sound.This option is also the one prioritized during broadcasts on social networks. To have the choice, you can think of making two variants of your film. A video without subtitles and the other will be provided.
In any case, the goal will be to develop a film that is easily assimilated by the public. With or without voiceover, your message must be transmitted in a clear and relevant way. You can also opt for several formats to be compatible according to the different reading media. Once this is done, you are ready to promote your video on different distribution channels. Facebook, youtube, Twitter, website…
9 – Add music, visual effects, sounds
Always keep in mind that the music is as important as the visuals. successful marketing The rhythm and intensity of the music must correlate with the power of the images. Thanks to the music and the sound effects. The spectators will be brought to live the history. It is as if they are on the place of the action. Sound effects and visual effects (zoom, etc.) are also used to express the character’s emotion. Also add sound effects (ringtones, etc.) To your video to enhance the animations and awaken attention. A sound or music in line with the scenario can make all the difference.
10 – Do not hesitate to ask for Feedback
It is wise not to work alone on the project and to deliver the video once it is completely finalized… Asking for opinions can be beneficial so that you don’t end up with a finalized video. That will at best have to be redone, and at worst never used! To do this. You must validate the key elements of your video animation:
- The goal, persona and call to action
- The story, the macro script, the story board…
- music and illustrations
You can ask your friends,
successful marketing your colleagues, your manager… their opinions. Sometimes it is enough to simply ask for feedback to be sure to defuse a situation. Of course, we must not forget that this is your project and that all the remarks are not necessarily. Judicious, but you must take them into account… Especially if they come from your sponsor! This will prevent you from having to start all over again from the beginning if. By chance, certain elements do not suit your principal. Sometimes it’s just the music. Sometimes it’s the terms… while 90% of the video is good. Important: if the validations are too long or complex, simply indicate a deadline for making feedback. And beyond this date indicate that you will consider that no one has any comments.
successful marketing I hope that these different tips will have helped you for the realization of your animated video. Remember that it is essential to think carefully beforehand about the purpose of this animation. the distribution, as well as the call to action. All that remains is to produce your video, with the files (usually an MP4. In HD or low resolution), for distribution on the various media.