Words are no longer king when it comes to content on the internet, which is good news as videos and animations are better at driving ROI. Compared to words visual content produces a more immediate reaction, which is why it’s so much more engaging on social media.
Thanks to advances in technology and bigger bandwidths there’s a huge potential for creating exciting and engaging videos for the web that simply wasn’t possible a decade ago. High quality videos, and especially ones that use motion graphics, are the kind of content that has yet to be explored for marketing in the same way as images. However, the extra resources required for professional results means that a little extra thought needs to be put into creating them.
Here are five top tips to keep your videos on track and get the best results out of all the visual content you create and share.
Sketches, Scripts and Storyboards
Think about what you’re making before you start making it. For video it’s important to start with a script – it doesn’t have to be complicated, it just has to outline what you want to see on screen and what you want your voice-over or characters to say. Once you’re happy with your script it’s also a good idea to produce a storyboard, roughly sketching what each shot is going to look like.
Keep it Short
If you have a lot to say don’t try and cram it into one epic video. It’s more effective to create several shorter and more focussed videos than a single long one. Attention spans are short and studies show that videos of 30 seconds or less have a viewer retention of 80%. So in general you’re likely to have a more engaged audience if you keep your videos under one minute in length.
When it comes to animation it’s much better to have a series of bite-size videos that are easy to digest and can be shared over a period of time. We’ll be expanding on this in a future blog.
If pictures speak a thousand words then one short video should be worth an entire IKEA catalogue of instructions. Take advantage of visual content’s ability to explain things more effectively than text and create videos which help the viewer in some way. Don’t create a video of someone reading out an instruction manual for a wardrobe, create a video of them actually building it.
Think Big for Small Screens
There’s an 80% chance your visual content is going to be viewed on a smartphone or tablet it’s important the elements within your content are clear on smaller screens. Avoid using tiny fonts and graphics which will make smartphone users squint, and ensure the sound is good. Because the viewer’s brain has less to digest in terms of scale it’s also possible to use faster cuts to maintain their attention.
Show Great Stories
Words are for telling, images are for showing – so make sure you’re providing your audience with more than just pretty pictures. Similar to the IKEA analogy above don’t show something that can be expressed in words, inspire people with the kind of stimulation you can’t get from text.
If you want to take it a step further then motion graphics are for explaining and not just for showing. Animated videos have the power to explain things in a way that’s not possible with regular moving images. They have the ability to be both more literal and more abstract than normal videos which makes it easier for the viewer to absorb the information being shared.
In this video for the University of Exeter’s Change Agents project animation supports the interview segment, turning a talking head into a much more engaging piece of storytelling.
By keeping these five tips in mind you’ll be able to start creating visual content that will get you the results you want, whether that’s a more engaged audience or a greater return on the resources you invest in making it.
You need an animated video partner that you can trust to be as passionate and enthusiastic about your business as you are, and that’s where we come in. We’ve been making creating web video content since way back in 2002!
Contact us now on 01837 53573 or email email@example.com