One of the most important factors to consider when creating an explainer video is style. Your explainer video should be an extension of your brand. Here are some of the most popular styles you can use.
Six of the Most Popular Animation Styles
Screencasts
Screencasts are ideally suited to explainer videos since they show the audience specific instructions on how to use something with actual images taken from the product. Screencasts work well for videos that are heavy on the tech or have detailed instructions, such as displaying new apps or products that can be assembled or modified.
Typography
While essentially another form of text, when combined with the right fonts, colors, music, and graphics, typography can be a powerful way to evoke emotions, emphasize important points, and spur your audience to action.
Whiteboard
Whiteboard videos are ubiquitous, and with good reason. Because they are usually done in black and white and involve only text and simple illustrations, they are simple to make and allow you to easily distill complex topics into simple images.
Motion Graphics
Taking typography and whiteboards to the next level, motion graphics bring text and graphic images to life. For instance, you might use motion graphics to explain how your product works or to demonstrate a process. These are ideally suited for explaining complex products or processes, as they require you to distill the information into simple graphics.
Stop Motion Animation
Stop motion animation can take a number of forms but the effect is the same. It may feel a bit low-tech, but it’s often fun and attention-grabbing. Stop motion is created by setting up a scene, taking a picture, then moving an element and taking another picture until you’ve captured the entire process you want to explain.
Cartoons
Cartoons tend to be what most of us think of when we think of animation. 2D and 3D animation is ideal for telling stories and explaining complex concepts and allows for a wide range of styles.
How To Choose a Style
Here are factors to consider when selecting the best animation style for your explainer video.
What are the industry standards?
If your competitors are using animated videos, what style is most popular? You might be tempted to choose a style that no one else is using just to stand out, but that could backfire. Select an animation style that follows your industry’s norms while still allowing you to present your unique story.
What is your key message?
How can you best explain your message — with lots of visuals or with fewer, more powerful visuals? If you want to emphasize a few key points, a simpler style may be better.
Because each style of animation has pros and cons, you may need to try a few different options before determining the one that works best for your business. Ask for feedback from customers, conduct A/B testing, and constantly measure your results until you find the animation style that gives you the best results.
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