So you’re in the planning stages of creating an animated video production? Good for you! You’re about to connect with your audience, increase your traffic and improve your ROI.
But creating a video is no easy feat. It takes a lot of planning, resource, skills and time, to make sure that what you end up with is a quality product.
The big problem that many businesses like yours face is if the planning stage is rushed and done incorrectly, then you could end up turning off your audience for good.
So here are 5 animated video production problems that should be avoided at all costs.
1. You made it all about features
Creating a video that is full of features is set up for failure. But wait, your product can travel back in time, speak to animals and change colour at the drop of a hat?
That’s awesome, really, it is.
But you know what’s even better? If you told your audience what those features can do for them.
Show them they could go back in time to locate those darned misplaced keys; that they can finally find out why little scrappy is scared of the radiator; or that they could match it to every outfit in their wardrobe.
All of these are benefits, albeit a little far fetched, but benefits all the same.
The solution: Your video has to include benefits. Sure it’s OK to include features, but they need to be a led by benefits because that’s how you get people emotionally invested in your brand.
If you’re struggling to come up with benefits then go through your features and ask yourself: so what?
“We create explainer videos”
“It will explain to prospects why they need your product so you can turn them into customers”
See how much more value the benefit adds?
Remember not to over-do it on features and benefits as this can turn your audience off. Pick out 3 key benefits that your audience cares about and use them to tell your story.
Take a look at this video we created for Advertise-a-job.com. The video clearly outlines the benefits by telling recruiters that they will optimise their applications so they can attract the right candidate for the job. Take a look below!
2. Your animation lacks innovation
When coming up with ideas for a video, it can be hard to think outside the box. Especially if you market to a seemingly professional/corporate/serious audience. But that’s no excuse to let your animation suffer.
If you want to talk about how you can save people time and money, don’t think that the only option is for you to show a clock and bank notes on the screen. The world of animation is limitless. If you can think it, you can do it.
The solution: Get creative. Don’t be scared to push the boundaries and think of a unique theme that will set you apart from the crowd.
Just take a look at this video from LawPal. It’s about a law firm, so it’s safe to say the topic is professional and serious. Yet the video combines interesting graphics with a space theme to tell their story and it really helps them to stand out amongst the crowd.
The video doesn’t make them seem any less professional, rather it gives the viewer an easy way to understand what they can do for them.
3. Your story doesn’t have a beginning, middle and end
Not only is storytelling an integral part of animated video production, but it’s necessary for the success of your brand.
There is a reason why people choose Coca Cola over Pepsi, or would rather be seen in Nike ahead of Reebok. It’s because these brands have told powerful stories that we have become emotionally connected to.
It’s that kind of connection that you need to make with your audience and there is no better platform to use than video.
So we know that a great story should have a beginning, middle and end. But how does this work when it comes to video?
The solution: Your story should follow these three simple steps:
1. The beginning: Problem
Start your story by outlining the problems your customers face. This is a crucial step in grabbing your customers attention right away, because they’ll instantly be able to relate to what you’re talking about.
2. The middle: Solution
The solution is you. This is the middle of the video in which you start talking about those benefits that I mentioned above. Show them how you are their solution.
3. The end: Call to action
The end of the video should be your call-to-action. Whether it’s call you, sign up for your newsletters or download your app, leave your viewers with clear instructions on what they should do next. Check out this video from our friends at Vessel. The video clearly follows these 3 simple steps and does so in an engaging way!
4. It’s too long
The length of your video is important because people have pretty short attention spans. I mean, I’m rather impressed that you made it this far down my blog post!
According to Visible Measures you’ll lose 1/3 of your viewers after 30 seconds, 45% of people will drop by 1 minute and 60% will be gone by 2 minutes.
Pretty scary when you think about it. So that’s why it’s crucial that you get all of your key points into the shortest time possible.
The solution: Think about the key points that you want to include in your video, rather than trying to get across every single thing there is to know about your product.
It’s important not to rush the voiceover or the animation either. They both need to complement each other – like a peanut butter and jelly sandwich – so you don’t lose the attention of your audience.
Take a look at this video from Ocutag Snap. It doesn’t tell more than it needs to, gets the message across simply, and uses awesome animation.
5. You’re trying to do it yourself
As you can see there is a lot to take into account when delving into the world of animated video production. It’s not easy and takes a considerable amount of skills to make sure it’s professional.
You need to be able to be a scriptwriter, an illustrator, voiceover artist and an animator. Now unless you’re highly talented, you won’t be able to do all of those things.
The solution: Hire an expert. You may think that you have to pay the earth for great animation, but we’re here to tell you that you don’t!
If you want to find out what the real cost of animation is then take a look at this previous blog for everything you need to know about this topic.
An explainer video really can help you tell your story and connect with your audience, so it’s important that what you end up with is a professional piece of content.