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Guidelines for Producing Product Animation Videos

by Nathan Zachary
Animation Videos

Without further ado, let’s get to the most crucial “to do”: Include educational, straightforward, and succinct animation videos in your product marketing campaigns.

A well-placed video is an increasingly important key to sales success when your business promotes its products on e-commerce websites. As an illustration, the sales conversions increased by 300% when Lone Star Western Decor added video content to its website product page. It takes careful planning, production, and promotion to create an effective product video; simply adding a video to a sales page is not sufficient.

Your product animation videos planning for sales and production should adhere to “best practices” in both the video and marketing industries. Start by conducting a thorough analysis of your target customer’s needs, wants, concerns, and questions. Each product video should highlight its main advantages and benefits. E-consumers need to “experience” your product or service in today’s e-commerce environment before they decide to buy. Without a strong product video, how will they accomplish that?

Your potential e-commerce customers are not the only ones paying attention to your use of video content. The most pertinent websites continue to appear higher in search results thanks to Google and other search engine algorithms; non-promotional and pertinent videos are a key factor in improving search engine rankings.

Many of the “basics” for making product animation videos can be summed up in two sentences each: What should I do? What should I keep away from? You will get off to a great start if you can respond to these two simple questions.

Things to Do for Your Product Animation Video

The following is an excerpt from Visionary Web Studios’ list of best practices for organizing and creating successful product animation videos. Just Do It!, Nike advised in a popular marketing campaign from more than 20 years ago.

Put your customers’ issues first:

This should be the top item on your to-do list. Most of the time, customers are unaware of the issue. Show your audience how you can support them.

Tell a story to your clients:

Everybody enjoys a good story. A compelling story from beginning to end is the best way there is to keep your audience’s attention.

Don’t forget to discuss your solution:

In order to solve a problem in a product video, you must show how your good or service will solve it. You must briefly describe how the solution will appear once the product has been purchased.

Create a compelling script:

The script serves as your guide for what to say and how to say it. Getting “how you say it” right requires consulting a professional reader, which is a crucial step.

Use the look and colors of your brand:

Videos give you the chance to emphasize your brand’s colors and styles. Before you start producing your product videos, think about making changes to your brand’s color scheme.

Keep it brief:

How brief? Considering that less than half of a typical audience will watch a 2-minute video, aim for 30–1 seconds whenever you can.

Build credibility and trust with your presenter: Having a credible presenter is a powerful way to achieve this in a product video. Building trust is essential in the sales process.

Animate your content to support it:

Simply put, animation is a tool for assisting in customer education. Make sure the product content is accurate and straightforward.

Position your product first, then animate:

Make sure to give your product top priority by designing the animation to suit both it and your target market, rather than the other way around. Highlighting features of your product with 3D product animation is a great way to showcase it.

Consider including a “Play” button on your video:

The efficiency of your video will increase if it has a “play” icon. A play button was found to increase video views by 100% in one study.

Add some background music:

Music can set the “tone” for your video while frequently increasing the number of people who watch the entire thing. Keep in mind that including a music track does not make the video longer.

Make a “clear and concise” call to action:

What do you want viewers of your video to do after that? They require a personal “to-do” list! Request that they purchase your item, join your email list or download a white paper.

Never do it! What to Abstain From

Avoiding a few common errors is crucial to your product animation videos’ marketing success. Here are some examples of product video techniques to stay away from; no matter how alluring they may seem, “Don’t Do It!”

Avoid attempting to explain everything.

You have a limited amount of time to make your point, so you must be picky about what you include or leave out of your video. Professional editing assistance is frequently needed to avoid this error.

Avoid using jargon or clichés:

You probably use a few technical terms and expressions in everyday business, but try to steer clear of them in your video. Try to adopt a conversational style of speaking to avoid this tendency.

Don’t put the features of your product first:

Start by concentrating on the problems that need to be solved rather than showcasing your product first. Then, after convincing them that a problem exists, discuss the qualities of your product.

Don’t use non-native voice actors:

You can avoid using false accents that convey the wrong message by working with native language speakers. A qualified voice-over is a wise course of action.

Don’t forget about good lighting and sound:

The CEO of video platform provider Invodo, Craig Wax, advises beginning the production of product videos with the fundamentals: good lighting and good sound.

Don’t make everything animated:

You should choose carefully which products to have animation on. Offering more variety will make it simpler to keep your audience’s attention.

You shouldn’t animate everything at once:

When there is too much movement, it is simple for an audience to miss what they should be seeing and hearing. Additionally powerful in their impact are still images.

Don’t limit your marketing to video content alone:

Even the most successful business-to-business videos cannot completely replace the use of other sales channels and marketing techniques, such as white papers.

Avoid mixing up your animation styles:

Create a unified “look and feel” for different video animation types. When styles change, viewers may become perplexed and miss the sales points. Don’t forget social media, and make it simple to find your videos. You should always use press releases and social media to promote your videos.

Don’t try to sell too hard:

Companies that are too promotional will suffer penalties from both customers and search engines.

Limit your call to action:

Keep in mind that “simpler is better” to ensure that your call to action is direct and succinct.

Here is one final item to add to your “To Do” list — ask Visionary Web Studios for advice before doing anything else!

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