We’ve seen animated videos come in all shapes and sizes, from quick hand drawn stop motion to full 3D motion graphics. And to summarise it from a PR perspective is really simple: video sells. But B2B PR might be failing to reap the full rewards of video animation. And sometimes clients find it difficult to decide if animated video is a must-have.
Let’s see some stats. In 2017, video will account for 69% of all internet traffic – that’s according to CISCO. Video animation can be emotive, engaging and ultimately easy to consume, allowing the viewer to take in information with little effort required. We as a B2B agency focused on tech companies always recommend our clients to consider video animation, to further reach audiences.
The most important part of any film is the story. The time when animation really comes into its own is when it’s used to deliver complex or difficult-to-visualise ideas. As a B2B PR agency, we’re often tasked with distributing a service or product that would be very complicated to explain using traditional techniques like press releases, such as an innovative type of software or a brand new technology. This is why animation is perfect for tech PR and marketing. Animation can illustrate services or innovation which are hard to imagine.
If you have a complex product or service, then it might be time to pull a pencil out and start thinking about animation. There are several ways that animated frames can visualise a message or set a scene, the real trick is to make it visually interesting, the right length and possibly feature a touch of humour to deliver your message in an engaging way.
B2B PR does not need to be boring and dry – and animation can help with that. Through animation, a complex service is made accessible and easy to understand – and there can be a fun element. Animation works to explain the product in a much more engaging way than a talking head.
The possibilities of video animation are endless. Ask yourself if the story you’re trying to tell would be as effective with live action film. Ultimately it’s all about getting the message to your audience in the most engaging way – and as we’ve seen when it’s done well, animation can certainly achieve this.
Videos can be engaging, emotive and very easy to consume. So don’t be sceptical about making a video animation. In the minute you’ll see the result you will never ever have a doubt about it.
Frieda Pries likes to blog in at least two languages. Today is all about moving images.
