Videze Review – Maximize Marketing Productivity With Videos
Animation is up first in our new series about film-making techniques. We’re looking at how animation films can help your business get your marketing messages across.
Animated videos come in all shapes and sizes, from quick hand drawn stop motion to full blown 3D motion graphics. The most important part of any film is the story. But how do you know if it can be best told with animated video?
Animation films for complex messages and products
The time when animation really comes into its own is when it’s used to deliver complex or difficult to visualise ideas. We are often tasked with marketing a service or product that would be very difficult to explain using traditional live action video techniques, such as an innovative type of software or a brand new technology. For instance, animation is perfect for medical marketing. In this Videze Review context animation can illustrate procedures or treatments for diseases which are difficult to imagine, showcase medical devices in action and works well to create anatomically accurate 3D models.
If you have a complex product or service, then it might be time to pull a pencil out and start thinking about producing an animation. There are tons of ways that animated frames can visualise a message or set a scene, the real trick is to use the correct amount of pace, visual interest and possibly a touch of humour to deliver your message in an engaging way.
Technology video marketing
It’s not just medical marketing where animation is useful. Let’s look at an example from technologybehemoth Google, which utilises animation in a fluid and visually stunning way in this film for their service ‘Google drive’
The video is a really good example of using a visual style to create a brand message. They maintain the minimal colour palette (now synonymous with Google) and a simple white background. These two elements combine to create a feeling of simplicity that we associate with the service. But they also inject a futuristic vibe with glowing transparent elements, implying that the product is forward thinking and cutting-edge.
They use the visual trick of 3D glass rooms at the start of the film to establish the different places you might need to use your files. Then, rather than showing screen grabs of software or real life representations of the service, they create glowing glass blocks to show the different types of files you might use or share. It’s a clever way of getting the proposition across in a quick, clean and easy to understand way.
Through animation, the complex service is made accessible and easy to understand – and there is a fun element with the company’s ‘secret sauce’ being visualised. Explainer animations can demonstrate how the product works in a much more engaging way than a talking head.
Taking the viewer to another world
Animation can also be used to create a completely alien world, driving interest in a brand or product by making it feel futuristic, advanced and almost other worldly. That’s what automotive brand, Volkswagen and creative agency DMG decided to attempt in this short viral video for the new VW Golf GTI. https://goo.gl/Td8WTB
Launching the product in China, the agency decided they wanted to “create an aggressive, new school video”, which showcased the car in an “out of this world” environment and to go beyond the limitations of live action shooting. It’s a great example of a visual look and feel that would be virtually impossible to re-produce with traditional filming techniques.
Animate sensitive stories
When it comes to animation in marketing, it’s not just about new technology or imaginative worlds, it can also be really useful when dealing with sensitive issues.
You can see a great example of using a simple story, some lovely animation and a touch of humour in this example from London studio Animade.tv for UK charity, Bliss.
They capture the feeling of not being able to hug your premature baby so effectively in this short piece. The video meets the difficult task of being simultaneously heart-warming and heart wrenching all at the same time. Most importantly it highlights the top line message of the charity in a sensitive way, and leaves the viewer wanting to find out more about they can help.
We used animation to tell another difficult story for charity, Together for Short Lives, which helps children with life-limiting illnesses and their families. How do you capture that moment every parent dreads when they hear the news that they child will die? We interviewed a number of families about their experiences and working with illustrator Katy Davis, the team distilled the story into a short hand-drawn video. By using animation we were able to tell this most difficult story in a beautiful and meaningful way.
Is animation right for your brand?
The possibilities of animation are endless. It’s important to talk to video marketing experts about whether it is the most effective format for your brand and the particular messages you are trying to convey. Ask yourself if the story you’re trying to tell would be as effective with live action film. Ultimately it’s all about getting the message to your audience in the most engaging way – and as we’ve seen when it’s done well, animation can certainly achieve this. Videos are the ideal format for content consumption. That’s why 87% of marketers incorporate video into their content strategies.
At Brafton, we use video at every stage of the sales funnel because it’s the most efficient, effective way to convey messages, illustrate complex ideas and persuade stakeholders.
Justifying a video investment is easy:
Marketers who use videos grow revenue 49% faster than those who don’t.
Videos in emails increase click-through rates 200-300%.
Users spend 88% more time on websites with video.
73% of B2B marketers report positive video ROI.
Tell Your Story
Marketing is more than data and dollar signs. It’s also a podium for communicating who you are, what your company values and how you conduct business.
Every brand has a story, one that is inherently unique. Your narrative is a differentiator, and our animators, producers and videographers tell the story of your products, services and corporate identity.
Through visuals, we express the personality, emotion and value behind your brand. These characteristics prompt buyers to flock to you, vendors to partner with you and customers to stick with you.
Video marketing is an immersive, interactive experience that leaves a lasting impression.
What mark will you leave on viewers?
With a full-service, on-site video studio in our Boston headquarters and top industry visionaries behind the camera, we produce videos that make an impact.
We deliver brand experiences by filming product demos, news updates, interviews and more, all under one roof. All the resources and expertise your video marketing strategy requires live right here in our studio.
Videos shot on location personalize your message and add a human touch to your brand and its offerings. We partner your brand with expert videographers, producers and creative directors to bring high-quality video production straight to you.
By sourcing on-screen talent, scouting optimal filming sites and shooting live-action interviews, testimonials, demos, promos and more, we “have video, will travel.”
Short, snappy, man-on-the-street videos put a new perspective on your brand. Poll consumers, ask questions and gather honest opinions with a mic and a camera.
Vox Pops work well for industry conferences, special events and internal functions. Plus, they translate to social media for mass appeal.
Our motion graphics designers synthesize complex ideas and animate them in 2D and 3D formats.
Through animation, you can explain dense, technical software and elaborate product specs with ease.
Promote your brand, describe your product and inform your prospects with digestible, step-by-step explainer videos.
Explainers can be animated, live-action, 2D, 3D or hybrid formats that help nurture leads and close deals faster than other content types.
Video Blogs are just that: blogs in a more consumable, direct video format.
Complement your Editorial strategy with 60-second v-blogs narrated and presented by on-screen actors. Each v-blog also features image backdrops, visual cues and branding elements which support engagement, lead generation and conversions.
Maximize the value of live events by filming the big moments your audience wants to see.
Trade shows, private events and industry conferences are great for physically interacting with attendees, but the business opportunities don’t end there: Repurpose live footage for social media and post-event followups.
Whiteboard Video Production
Present information, educate audiences and illustrate creativity with whiteboard videos.
Our in-house producers and animators combine the best components of live-action talent, narration, custom character illustrations and visual storytelling to communicate your message.
Video as a Strategy
Video marketing is an imperative in a search engine-driven world. Videos that engage viewers, keep them on the page and solicit social sharing rank higher.
And each video you produce increases the number of indexable web pages in search engines, enabling stronger search presence and putting a visual, compelling face to your content.
Video assets confer a number of benefits, including:
Media-rich content gets you seen and heard.
Followers and subscribers are more likely to share powerful videos.
Your brand can build trust and loyalty with the human touch of video.
Videos embedded in your content will help it outrank competitors’ pages.
Videos optimized for mobile make your content device-agnostic.
Video content is a way for your brand to reach prospects, qualify leads and convert buyers.
Video marketing makes a difference in every vertical. Whether it’s B2B or B2C, the bottom line is the same: Viewers are consumers, and videos are designed to be consumed without asking too much of your audience.
That means you’ll connect with customers like never before, on their terms and in their preferred format.
Your Vision in Action
Have an idea? We bring it to life. Not sure where to start? Your dedicated video team works directly with your company to understand its brand, its vision and its future.
We develop custom video solutions that serve your needs and marketing goals. It’s lights, camera, convert.