Don’t try to reach everyone. Put the focus on the right people.
Audience segmentation is an essential process to create an effective marketing strategy for any business.
Knowing your audience in-depth implies understanding their problems, desires, or needs to offer them effective solutions through relevant and more personalized content.
According to your type of business, you can create as many profiles of ideal customers or Buyer Personas as necessary. These profiles are made from people’s demographic data, needs, interests, behaviors, motivations, etc.
This is a research process that requires a lot of time and patience, but it is the basis for effective brand communication. So, if you haven’t already, now is an excellent time to get started!
A great way to get started is through surveys and interviews with current customers, prospects, and potential customers.
You can also analyze the requests you receive through your website’s contact form or talk to your sales team to detect recurring problems, needs, and desires.
Once you define your Buyer Personas, you must select the profiles you will target in your animated video. In this way, the video content you develop will undoubtedly make your audience feel identified with your story.
3. CHOOSE YOUR ANIMATED VIDEO STYLE.
It’s time to determine which style is right for your business!
We’re not just talking about the visual style, but you’ll also need to consider the voice and tone used in the message.
The visual style of your video should be aligned with the type of business, your goal, the design of the brand, and the message you want to convey.
If, for example, a company is dedicated to providing financial advisory services for people with high purchasing power, it would not be a good idea to use characters with a children’s graphic style or very bright colors, as if it were an app for teenagers.
Just because the video is animated doesn’t mean it should look childish or casual. Therefore, it is highly recommended to use custom designs for your business.
On the other hand, when we talk about the voice and tone of the brand, we refer to its personality (the voice) and how it is expressed in certain situations (the tone).
You have to imagine the following: If your company were a person, what would it be like? How do they dress? Is it cheerful or reserved? Are they outgoing or introverted?…
By defining the voice and tone of your brand, you help both the person in charge of writing the script of your animated explainer video and the other members of the project to follow a coherent line of communication.
Everything will be perfectly aligned with your brand!
4. IDENTIFY THE MAIN IDEA OR THEME.
Remember we were talking about not covering much when it comes to defining goals? The same thing applies here.
Some content is not easy for our brains to digest. By mixing too many ideas at once, the message becomes scattered and confusing.
It has been shown that the brain rejects information that it does not understand and that it does not consider helpful for survival.
You’ll have better results if you choose a core message and then consistently develop secondary ideas that complement it.
If you cover a lot, you run the risk of your viewers feeling overwhelmed and not remembering anything.
5. ESTABLISH THE APPROPRIATE DURATION.
In our experience, the ideal length of an animated explainer video is between 60 and 90 seconds.
That’s the perfect length to explain key ideas, keep the audience entertained, and encourage them to take action.
If we talk about a commercial ad, the duration will be much shorter, between 6 and 20 seconds.
However, not everything is black or white. It all depends on different factors, such as the complexity of the content, the audience, the distribution channel, and the context of the overall project.
For example, if the explainer video is for employee training purposes, the duration can be 10 minutes or more, and the video will not lose effectiveness.
You’re not dealing with strangers who don’t know your product, these are your employees, and they have a particular interest in listening to you (or should have 😊). In addition, they know that they are going to be trained, and the time this takes is expected to be high.
6. CHOOSE THE DISTRIBUTION CHANNEL.
It is essential that you know which channels you will distribute your video before its production to avoid wasting time and money.
If, for example, you make a video with a duration of one minute, and then you want to broadcast it on television, what do you think will happen?
You will have to change the video format because the settings are not the same for a video for online use as for television.
In addition, the broadcast on television is much more expensive, so the ads are usually short. And since the length of your explainer animated video is 1 minute, you’ll probably need to edit it.
7. CONSIDER HIRING AN ANIMATED VIDEO PRODUCTION COMPANY.
So far, we have assumed that you are looking to create a quality animated video that allows you to achieve your goals and stand out above your competition.
If that is not your case and you settle on a more DIY solution, you have at your disposal free video production software or very cheap and easy-to-use templates in the market. Among the most popular are Vyond, Powtoon, Moovly, Wideo, Animaker.
These options are not recommended for creating professional business animated videos. However, if you have a presentation for college or want to make a video for internal use for your employees, it may be a good option.
All your marketing efforts will be a waste of time and money if you don’t produce high-quality content, both visually and message-wise.
It’s something you have to evaluate personally. Like anything in this life, you get what you pay for.
If you decide to work with the best, keep in mind that you won’t just need good illustrators and animators. Although this is an important part of the project, remember that your explainer animated video is a marketing tool.
So, make sure that they also have extensive knowledge about digital marketing strategy in the team you choose.
When hiring an animated video production company, it is important to evaluate three key aspects:
- The Portfolio
- Client Testimonials
The visual quality is relatively easy to distinguish. The best cover letter an animated video production company can have is its portfolio.
Through the portfolio, you can assess the quality of the designs and animation.
To know a little more about the strategy part, you need to have a conversation with them, transmit your goals, and ask them if they can sincerely help you achieve them.
This conversation will also help you know a little about the quality of the service and the team’s work process.
Finally, let’s not forget about client testimonials. Check the feedback and testimonials provided by clients who have worked with the team to get an idea of the result you can get.
SEE YOU NEXT TIME!
As you can see, to lay the groundwork for an effective animated explainer video for your business, you’ll need to have these aspects clear before production.
Draw up a plan, get it up and running, and you’ll see great results!
I hope you enjoyed this blog!
If you want free professional advice to create a quality explainer video for your business, contact us here.