What is it?
An animation video uses animated drawings to visualise explanations and tell stories.
It has the advantage of naturally translating them into universal, easy-to-understand concepts and storylines – that’s the reason why they appeal to children and adults alike.
Why do you need it?
Studies have shown that animation videos can boost learning and memorisation. They provide a playful way to talk about serious topics. What’s more, they easily cross language and cultural barriers and come with diversity built-in.
When you have a project or campaign to promote but cannot use real-life footage (either for practical reasons or because you are talking about something abstract), animation videos are a great alternative to a talking-head video that can often be a challenge to make entertaining.
They are also easy to adapt if you need to use them in a new context and provide many options for branding, making them a cost-effective tool in the longer term.
What will it look like?
A good animation video builds on a strong collaboration between writer, illustrator and animator: the script (which can become a voice-over, a sub-title or spoken dialogue) needs to be written with the visualisation in mind.
The illustrator and animator, on the other hand, will work their imagination to translate the (sometimes abstract) script into moving images.
Animations are popular on social media as they are the perfect match for behaviours on these platforms: visually appealing yet informative, they are ideal for skimming and scrolling users looking for a quick win. For much the same reasons, they are the format of choice for explainer videos.
Tips for a successful animation video:
- Tell a story – animated videos need a narrative
- Say it simply – use words that match the language of images
- Be concise – an animation video is a short story rather than a saga
- Trigger emotions – making your audience laugh or cry will help your message travel
- Check the cultural context of your imagery – not all scientists are men for example!