Creating a video animation for your business can be a bigger decision than you might first think. Brand videos are an ambitious venture because they condense everything that you want to say about your business into a short, visual format. It’s like putting your elevator pitch out there for everyone to see, so it has to be perfect.
In this blog, we’re going to talk you through the five most important things to consider when creating a video animation for your business.
The first thing you must consider is your budget. After all, your budget will restrict what you can do creatively. If you want your video animation to look like a Pixar movie then you have to expect to spend millions – and that is not an exaggeration. The Pixar movie, Up reportedly cost $1.82 million PER MINUTE!
Of course, you don’t need a huge budget to create an amazing explainer video for your company. Many great ones can be created for less than £2,000 per minute. I guess it all depends on what kind of style you’re after, which brings us onto our next point.
2. Your Brand Personality
According to studies, people tend to remember about 20 percent of what they read, and only ten percent of what they hear. In comparison, the same studies have shown that people tend to remember an impressive 80 percent of what they see and do. This is why your video animation needs to be an extension of your brand, so that when viewers watch it they keep the image of your brand clear in their mind.
And, your brand personality doesn’t just refer solely to visual aspects such as your brand colours and logo, it also incorporates other aspects such as who your target audience are and what kind of industry you work in. For example, if your company is a security firm then you won’t want a video filled with rainbows and cuddly toys. The same applies for the way you direct your messaging, if you’re a B2C company you might want to be a bit more colloquial with your messaging, whereas B2B companies will want to remain corporate. All these aspects of your brand personality are important to consider when creating a video animation for your business.
3. Your Audience
As an established company, or even as a start-up, it’s safe to say that you have an ideal customer or buyer persona in mind. But that doesn’t necessarily mean you are making a video to target these people. I guess the first question you need to ask yourself is:
‘Why am I making a video?’
There are lots of reasons to make an animated video for your company, the main ones seem to be:
a) To raise awareness of your brand or new product
b) To gain new customers
c) To educate existing customers.
So, when you have decided why you want to make a video, and who you want to watch it, the next step is to decide what you want your audience to know or do after they have watched the video. Most brand videos show a problem that the audience member is having and then present their company as a solution, this video below is a great example:
The problem is clearly presented and then the company presents themselves as a solution. The video is aimed at their ideal customer or buyer personas: people who need to remove backgrounds from images.
Length is a very important factor to consider when creating your video because it can often be a deciding factor in how many people will watch the video.
At Wyzowl, we recommend that you keep your video length under two minutes. We have found that engagement begins to drop after this time, and the last thing you want is your viewers turning off before they’ve seen that all-important call-to-action.
Two minutes may seem like it’s not enough time to say all of the things you want to, and you’re absolutely right! But, videos are not about telling people every last detail about your brand. Videos are designed to spark interest and encourage people to find out more about your company, and hopefully become a valued customer.
5. Where are you going to market?
Although promoting your video is the final step in the entire process, you should have an idea of where you want to market your video quite early on, perhaps even before you have started creating your video.
This is because your video should always fit into the context of where it is marketed. For example, if you know that a lot of your customers use Instagram and you want to market there then your video would have to be no longer than 15 seconds in length, and not salesy. On the other hand, if you want to place an ad on YouTube then you will want to be as salesy as you can (without being pushy), but you still only have a limit of 30 seconds to play with.
There are lots of different ways you can market and promote your video: email newsletters, trade shows, on your website homepage, on social media, and so on. The important thing to keep in mind is that you will have to promote your video differently on each platform.
At Wyzowl, we create videos for our clients from start to finish and all within fixed turnaround times, and with a fixed price per minute. On top of this, we’re on hand to offer advice on where and how you can market your video. We’d love to hear from you!