In this module, you will learn why animation is so popular and what makes it an effective marketing tool. There are several different types of animation and you’ll learn about many of them, as well as, when, where and why you might want to use them in your promotions. The videos in this module include examples of logo animation, calls to action, motion effects, characters, text and whiteboard animation. Animated videos often use more than one type of animation, for instance, text works well with characters and when a segment of your video needs more explanation.
We hope this gives you a fresh perspective on animation and ideas for using it to promote your own product, service or business. We’ve included a resource guide with links to some of the elements and software we use to create animated videos.
Introduction to Animation
Animation has become very popular. You see it used on sales pages for digital products, e-commerce and to introduce company brands. It can increase a viewer’s ability to retain your message. Animated illustrations and images often breaks down complex ideas and makes them easier to understand.
Animation appeals to many users because it often entertains while educating and that makes it a powerful marketing tool. Animated videos are easy to share and often get passed around. Using animation in your promotions has become much more cost effective. There are many video subscription services and programs listed in the resource guide included in this course that can help you get started. You can also purchase animated characters, backgrounds and other assets and create videos in various editors or PowerPoint.
Logo Animation and Calls to Action
Logos are a branding tool and make it easier for people to identify your company. Animating your logo gives your brand some personality and can be the eye catching intro that gets your business noticed. You often see logo animation at the beginning or end of videos, however, you can also use a lower third text box or have your logo displayed throughout the duration of your video also.
Animating your calls to action can be quite effective. Your call to action will most likely come at the end of the video, but it doesn’t have to. No matter where you place your it, make it simple and direct. If you are just getting started, you might want to ask your viewers for small commitment. For instance you aks them to “like” your video. You can always build up to asking them to subscribe, visit your website and of course for the sale later.
Character animation is fun and allows your audience to connect on an emotional level. They are effective in telling stories. If you create a story that shows a character having the same or a similar problem as your viewer, they will often develop an empathy connection. If that character goes on to solve their problem, you give the viewer hope that they can also find the solution. When people connect on an emotional level, it builds trust. You can keep your viewer interested in upcoming videos by producing an ongoing series.
Animated characters have no boundaries; they can say and do almost anything and that makes them very versatile as a video marketing tool. You can have them speak by recording your own voice or use a text to speech software. Some text to speech voices sound more robotic than others, however newer apps have been developed that sound undeniably human. The resource guide will provide some links to text to speech apps.
Drawing out a scene on a whiteboard is called “whiteboard animation or doodling” and has been effectively used in advertising for many years. They are often used to educate because they are interesting enough to keep the attention of viewers, making them are perfect choice for explainer videos. They are also useful if you have a lot of information to present. This type of animation works well to tell stories, as well as, present products and services.
Whiteboard animation is not just black drawings on a whiteboard anymore. Charcoal or chalkboard animation drawings provide a different look, geared for a more outdoorsy or sporty type business. The addition of color to many whiteboard animations has made them stand out from the traditional black and white types.
Text animation gives your words life and it is probably the easiest to get started with. It is more visually appealing than static text, but of course, there is a fine line. So, when do you use text animation? I would use it for bullet points or brief explanations. I wouldn’t use it with longer explanations as it can be distracting to try to read while text is flying around the screen.
Many ads use animated text and images to create movement and present the best features and benefits of the product being promoted. Think of text as a support element to present the needed information for customers to make a solid decision.
There are many free text animators on the internet or you could use PowerPoint to animate your text.
Motion effects are those added elements that emphasis the message in your video. Stop motion can make people do a double take. It could be just one stop or a series of stops and starts, giving your video a more jerky appearance, which is a great way to accentuate action.
Time lapse is used to give the impression that a period of time has elapsed or speed up a process. Hyper lapse can involve more motion and movement and is useful in highlighting a fast action section of your video.
Slow motion is also used to exaggerate a point or emotion as you’ll see in the EarthScents Natural Bath example .
Gifs are animated images that repeat. They are popular on social media because they are short and usually funny. They can be embedded directly in emails.