Here’s the plain hard truth – “corporate” brands can come across as dry and dull. The name alone conjures the image of straight-faced “suits” giving PowerPoint presentations in a packed boardroom.
Though some companies come across as cold and “stiff” in their marketing, this is not true for all. In fact, some brands that fall under this category successfully show off a more vibrant personality through animated videos.
If your company has an overly formal brand or culture, you should consider using corporate animation for the following reasons.
WHY CORPORATE ANIMATIONS HAVE SO MUCH PULL
Video content (and visual content in general) is far more engaging for audiences than regular text or blog content. That’s a given. But animated videos in particular have some unique advantages over typical live-action video.
UNIQUE ADVANTAGES OF ANIMATED VIDEOS
Err On the Side Of Simplicity – One of the key benefits of animation is that it often simplifies the complex. Case in point: think of The Magic School Bus. It was (and still is) a great example of an animated series that distilled complex scientific and technical subject matter into simple, digestible lessons with sophisticated undertones. Even though the series was aimed at school-aged children, big brands interested in corporate animation can learn many lessons from The Magic School Bus and its educational success.
Have a High Fun Factor – Animations by nature are designed to take the seriousness out of reality, and therefore add a light and whimsical tone to an otherwise dry or lifeless subject.
Can Allow For More Creativity – Reality has limits, live-action video included. With animated videos, you can draw up images, actions, characters and settings that may be impossible to pull off in a regular live-action video. This can include fun diagrams or infographic-style imagery that logically and linearly explains complex topics.
Often Brings Nostalgia – Animations and cartoons have a way of transporting people to a simpler time – their childhood. The use of recognizable tropes and animation styles, when strategically aligned with business objectives, can bring viewers back to moments they want to relive. This alone can make a product, service or idea more “sellable”.
EXAMPLES OF CORPORATE BRANDS WHO DID ANIMATION RIGHT
If you’ve never ventured into animated video before, you might say that it’s just not for your business. If that’s how you see it, you may just need a little inspiration and the right tools.
For starters, you can take a look at some brands that have done a stellar job with animated videos for creative inspiration. What’s even more helpful, is taking a look at our IndiVideo platform, which we’ve used to produce animated videos. Individeo allows you to add a layer of personalization to animated videos.
DO’S & DON’TS OF ANIMATED VIDEOS
Animation is an art – an art that can be challenging to execute successfully. And it’s important for you to do it well because failing to create a compelling animated video will simply fail your brand. With that said, here are some pointers to keep in mind when making an animated video.
THE DO’S OF CORPORATE ANIMATION VIDEOS
Incorporate your company’s visual branding – Logos are created to ensure memorability so it’s important to maintain that identity by placing brand colours and elements in your animated video content.
Choose the right animation style for your brand – Not just any animation style will do. Some will suit your brand’s visual identity better than others, and it’s vital to pick one that does so best.
Tell a story or focus on a theme – The most successful animated videos either tell a tale or revolve around a single concept. Remember, corporate animation isn’t an excuse to run totally wild with creative marketing ideas.
Address your audience’s problem/pain points – At the heart of a corporate animation should reside a business objective, and that most often means resolving customer problems. Make sure to introduce customer pain points your products or services address.
End off with a call-to-action – For your video to convert, it’s vital to have a call-to-action (CTA) that viewers can click. By adding a clear CTA towards the end of your video, you’ll give your audience a reason to check out your offerings.
THE DON’TS OF CORPORATE ANIMATION VIDEOS
Don’t make it too long – This is a self-explanatory point. Attention spans continue to shrink and animated videos by nature are short, so don’t push the limits on length.
Don’t over-explain/over-complicate – Nothing kills an animated video faster than being too complicated. Remember, an advantage of animated video is taking difficult subjects and making them easier to digest.
Don’t focus on “selling” – Yes, you want to convert your viewers into buyers, but selling should never be the focal point of an animated video.
Don’t go overboard with visuals – Keep your visuals simple. The last thing you want is for your audience to get distracted by what they see instead of being swayed by your message.
Don’t choose the wrong voice actors – An animated video needs a clear and lively narrator or voice actor. Too many videos get less than a few seconds of play because of poor voice-overs.
ANIMATE YOUR BRAND THROUGH VIDEO
There are plenty of opportunities for corporations to liven up their brand communications with animation, and it’s worth your while to try it as a creative avenue. Corporate animation allows you to present various USPs, product/service offerings and brand communications in ways live-action videos cannot. So give animation a shot if you find yourself in a creative rut or just want to rejuvenate your corporate image. An animated video might be your best your choice.
For more insight into how you can use corporate animation and other video styles, stay tuned to the BlueRush Blog and see how IndiVideo can help you create amazing videos for your business.
Len has over 25 years of experience in visual communications and strategy. Over the last decade his focus has been primarily in the digital area.
Specializing in corporate communications, Len founded one of Canada’s most successful production companies. His company created leading edge video production, TV commercials, digital strategy and media.
In 2006, Len and Larry formed a partnership to create a new BlueRush with the intent of creating personalized customer experiences using a unique blend of digital media and deep technology capabilities. BlueRush works with clients in the financial services, healthcare and packaged goods industries leveraging current digital technologies and services, creating great user experiences at all points in the customer journey.