As the number of businesses grows, it becomes harder for brands to reach out to their respective markets. Although animated explainer videos provide brands with several advantages, companies rarely use them as part of their marketing strategy. Perhaps there are a number of myths discouraging more brands from taking advantage of these tools.
Let an animation expert dispel some of the most common myths that may be flying around regarding these types of informative content. It is hoped that by doing so, people will have a better idea of what animated videos can or cannot do and why it is a marketing instrument worth trying out for any type of business.
Animation is for kids
When people think of animation, they typically think of cartoons. There is nothing wrong with cartoons as a medium, but much like comic strips, they are relegated to shows that kids watch when they have nothing more to do. This cannot be further from the truth.
Yes, perhaps in the past, most of the shows designed for kids were in the form of cartoons. But, much like movies and other art forms, animated videos have evolved so much since the early days. Over the years, animation studios have produced full-length movies, educational videos, company ads, training videos, and more using animation.
As you can see, animation is not just for kids anymore. But why would companies turn to animation? The style is especially useful when explaining complex concepts or features.
Animated explainers are not just utilized by private companies but by government institutions as well. The New South Wales Education Standards Authority, for instance, used whiteboard animation to describe and explain the new HSC education standards. Its stylish animation makes it easier for both children and parents to understand the changes.
Only big brands can afford the service
It takes money to make money, as they say. Much like other marketing tools, animation services should not be merely seen as an expense but an investment. As with any type of investment, working closely with a reputable animation company is key to producing a video that coincides with the client’s requirements, needs, and budget.
Just because we are saying it is not expensive doesn’t mean it is cheap. Some clients have the misconception that animation is a cheaper, low-quality alternative to live-action videos. Like most other services, you get what you pay for.
It is all about finding the right fit. For weddings, for instance, couples have a plethora of photographers and videographers to choose from. Going for the cheapest one may seem like a practical choice at first glance, but seeing the end product is what determines whether the professional services are worth the cost.
It’s all about the program or computer
Going back to the example of wedding photographers and videographers, it is not the camera that produces brilliant work but the person holding it. Cameras and computers are simply tools that users wield. How the person utilizes them is a different matter.
Having the right equipment is essential to producing quality work, but it means little without a creative and knowledgeable user. This is the reason why some people may think they can create a quality animated video by having the right system software. But there is more to it than that.
Quality animated videos are more than just graphics. There is also the script, the narration, the background music and sound effects, and the editing, among others. Each component needs the attention and effort of a professional and takes time to produce.
Going for the do-it-yourself route is possible, but the results cannot be compared with work produced by an animation company. Animation companies don’t just have the tools, but they also have the talent that can use those tools, which brings us to the next misconception.
Animation is easy to produce
Animated videos do not just consist of a few pretty pictures lined up in a row to create movement. As mentioned earlier, there are several components to a quality video, and each part requires time and energy. Even a short clip lasting for a few seconds requires the attention of several professionals working for days or weeks at a time.
Keeping this in mind, making any changes is not quick or straightforward. Similar to building or renovating a house, having second thoughts can be a costly affair. The end product would take more man-hours, which means more time, effort, and money.
Producing a quality video is a work of art that requires the knowledge and expertise of several parties. But it is an effective means of building the image of a brand, promoting a product or service, or educating the audience, among others.
If you have other misconceptions or questions, contact a reputable animation company or send your queries to see what makes animated explainers an essential component of any exciting marketing strategy.
Anthony Lam is the founder of Punchy Digital Media, a creative agency that helps organisations grow using animated videos and creative visual content. Punchy has a team across Australia and Asia and has worked with clients such as Apple, Westpac and the Australian Government, running campaigns and reaching millions of people.