On video technique: Treating the camera as a character
June 3, 2020
Animation was a big part of my life growing up. My memories are filled with watching Wile E. Coyote as his plans to catch the Roadrunner failed again. Or crying for the millionth time at the opening of Up.
The stories told by these animations are memorable, so they stick with us through the years. But how does animation succeed when used for marketing? What makes it so special?
The point of marketing is to show how your product or service can benefit your audience. That's easier said than done. Sure, you could write about how your product works. But it might be easier to use animation to get your message across more quickly and simply. Using eye-catching visuals to walk through the story of your product can help your audience more easily understand what you're trying to convey.
Do you know how long the average person’s attention span is? Me either, but if mine is any indication, it’s not very long. In a world where people browse social media and skim blogs, getting their attention can be difficult. They only stop for a split second if something catches their eye. This is where animation can be used to your advantage.
An eye-catching animation has a better chance of stopping someone mid-scroll. Do you know what happens when they like what they see? They share it! In fact, viewers are 39% more likely to share a post if it contains video. More views on your animation means a higher likelihood they’ll be interested in your business. Which leads to more visits to your social media page. And hopefully visits to your website.
It’s important to know your target audience. It’s more important that your audience knows that you understand them and can relate to them. The best case is that your audience recognizes themselves in your characters’ personalities and the problems they face.
Let's use Kellogg’s Frosted Flakes as an example. With young athletic children as the cereal’s target audience, the company created Tony the Tiger with his friendly, coach-like personality. Tony encouraged kids that, with Frosted Flakes, they could do their best at whatever it is they love to do (for example, playing soccer).
Say you take two different online classes. In the first, the teacher gives an audio-only lecture. In the second, the teacher is shown on video. Out of the two, which do you think you would remember more information from?
Evidence suggests you would remember more from the second class. Your brain holds onto visual information for much longer than audio. That is why speakers often have slides or other visuals to go along with their presentation. The audience connects what is being said with the imagery.
With animation, there are fewer creative boundaries. If you want your product to turn into birds and fly away, symbolizing how your product can free up your customers’ time, you can do it. You want to put an animated cow in your next explainer video to walk the audience through the process of your product? Go ahead! You can easily apply your business’s brand style and colors to the video.
Animation and your imagination are both limitless. Why not let animation round out your marketing creative arsenal?
Beth has brought some serious talent to the video group. A self-professed perfectionist, she reviews and tweaks her videos over and over to get them right where she wants them. Beth is also a huge geek. Her fandoms include Star Wars, Marvel, Doctor Who, and Harry Potter. She’s also a total Hufflepuff!View our Team