If you’ve browsed the internet anytime in the past five years, you have more than likely ran across a few whiteboard animations. These short videos often feature a hand sketching out animations, with narration and music playing in the background. They’re highly effective forms of marketing, and part of a sales trend that’s growing growing by leaps and bounds each year.
Here’s everything you need to know about whiteboard animation videos and how to get started with your own powerful marketing production.
How Whiteboard Animations Are Used
Whiteboard animation videos are effective tools for marketing, branding and customer education. Let’s take a closer look at these three key areas.
Whiteboard Animations for Marketing
Marketers can’t be everywhere at the same time. As a person, you’re limited to the amount of sales activity that you can conduct in one day (you have to sleep right?) Whiteboard Animations, on the other hand, work for your business 24 hours a day. Once they’re posted to your website or social page, it’s there until you take it down. This means that no matter what time of the day or night a visitor lands on your page, the video is there promoting your products and services.
Guess What? Online video now accounts for 50% of all mobile traffic and up to 69 percent of traffic on certain networks. (Bytemobile)
Short and Targeted
People have things to do and won’t spend a lot of time listening to a sales pitch. Whiteboard videos are short and direct, which is exactly what today’s customer wants. With the right script, your video should be able to present a problem and a solution, all within 1-3 minutes. This is enough time for the viewer to relate to the video and make a conscious decision about using your product or service.
Did you Know: Landing pages with video have up to 800% more conversion than the same page without a video.
Whiteboard Animations for Branding
Some businesses use whiteboard videos for branding. What this means is that instead of producing a video that pushes your product or service, you would instead present your business in general. This gets a bit tricky and often blurs the lines with marketing because you still want to keep a target audience in mind. Whiteboard animations are short and memorable, so they’re the perfect tool to get people to remember you when it’s time to make a purchasing decision.
Something to think about: 92% of shoppers say visuals are the most influential factor affecting purchase decisions.
Whiteboard Animations for Customer Education
Depending on the complexity of your products or services, you may need to create videos to show your customers exactly how to use them. This is where whiteboard animation often exceeds other forms of customer education. Businesses often mix animations with charts and live video to create these types of videos.
Quick Fact: Video equals higher viewer retention. The information retained in one minute of online video is equal to about 1.8 million written words. (Brainshark)
Why Whiteboard Animations Work
There are three main reasons why whiteboard animations are so effective in selling, branding and educating the customer.
Animated videos are easy to relate to, and businesses can use an emotional appeal do draw in the customer. This is a tactic used by large and small companies, and people tend to make emotional buying decisions more often that not.
Consider This: Explainer and product feature videos were the most popular videos for retailers in 2015.
Most whiteboard videos could be considered entertaining. The quirky music, the funny script and graphics all work together to create an entertaining experience for the viewer. This not only helps make the production memorable, but also adds a level of engagement that you don’t get with plain text.
Consider this: 50% of advertisers are shifting budgets from TV to digital video.
When you’re selling a product or service, you have to know exactly who your customer is and speak directly to them. With video marketing, you have the ability to do just that and more. By tailoring your script to speak to a specific customer with a specific need, you have a much better chance of converting that viewer into a buyer. The video helps the customer relate and gets them more engaged.
Consider this: Marketers who use video grow revenue 49% faster than non-video users.
Tips for Starting Your Own Whiteboard Video Project
Know Your Customer
If you haven’t already done so, create a customer demographic sheet. You need to know what this person likes, what frustrations they’re experiencing, how they’re currently dealing with their frustrations, etc. A detailed customer demo sheet can go a long way in creating the perfect script to grab the viewer’s attention and get them interested in your company.
Remember: Be very detailed in this process. The more you know about the person you want to sell to, the better your chances are of doing so.
Stick to One Topic
It may be tempting to create one whiteboard animation video that addresses several needs at once, but don’t do it. The reason you shouldn’t is because your goal should be to target one customer with one specific issue. This will help to keep the video short and sweet, and ensure that you send the right message to the right person.
Remember: You can always have more than one video targeted to different customers with different needs. Keep each one unique.
Keep It Short
Your video should not be over three minutes long. This is more than enough time to showcase your product, brand your business, or teach the customer how to use your service. Anything over three minutes would be considered overkill and more importantly, you risk losing the viewer’s attention. The typical whiteboard animation is about 1-2 minutes long.
Remember: Put yourself in the viewers shoes when it comes to video length. How much time do you have to watch a sales pitch? Always get to the point quickly.
Talk It Out
If you’re working with a team, get their ideas on what should be included in the video, and the overall message that you want to portray. Involve people who work in different areas of the business, and be sure to document ideas and suggestions. Even though some of your staff may not be directly tied to the production, your team members may have some fresh and interesting ideas that you probably have not considered.
Remember: Creating a successful company video is a team effort. One person shouldn’t be solely responsible for planning if there are other team members available.
Interview Several Production Houses
You don’t want to go with the first company that you encounter. Interview a few production houses to see who would be best for your business. Inquire about their previous customers, pricing, process and any other aspect that you feel is important. All companies have their own way of doing things, and you want to choose one that can meet your needs and communicate with you throughout the entire process.
Remember: You may want to have several videos created, so take time to choose the right production house in the beginning. Doing this makes future projects easier to get going.
Whiteboard animation videos are highly effective for marketing, and can help you reach a whole new audience for your business. If you haven’t considered video marketing, then there’s no better time than now to get started.