Video has become the preferred medium for viewing content online. Discover how to use 2D, 3D, and 2.5D animation in your communications strategy.
There is no doubt that content marketing is king when it comes to marketing in general but in today’s day and age, using text and images is no longer enough. In fact, video has become the preferred medium for viewing content online and more than one research study has shown that retention rates for video content are higher than those for text-based content only.
Using an explainer video is a wise business investment but bear in mind that not all explainer videos are created equal. Also, some types of videos may not be suitable for your business but they might prove wildly successful for your competitors.
There are many different types of videos that can be used for marketing purposes but in today’s article, we’ll focus on 3 very popular styles that can yield excellent results. Then we’ll take a look at how they can help you with your marketing.
2D Animation or two-dimensional explainer videos are referred to as cartoon animations and are a very popular choice. They often involve a dose of humor to engage the audience and they are quite successful, largely because they appeal to the kid in us. Saturday morning cartoons were popular for a reason, people.
Different types of 2D animation include:
- 2D character animation
- 2D motion graphics animation
- 2D infographics animation
- 2D kinetic type (typography) animation
- 2D whiteboard animation
- Screencast animation
As fun as they are, however, 2D animation may not be the best choice if you need to present a lot of technical information. They tend to appeal more to emotion rather than reason. If, on the other hand, your message is simple and you want to add a humorous note to your marketing and establish a personal connection with your audience, then a 2D animation video is a great choice.
Consider this example from Samsung which turned a regular infographic into a 2D animated video in order to help teachers understand how technology tools can help them in their classrooms:
When it comes to animation, 3D is definitely the king of all video styles. These are usually the most expensive videos and use the illusion of depth to add a third dimension to characters and backgrounds. They often include lifelike characters or objects with plenty of details. They often resemble a movie and as such have a longer turnaround time to create.
Different types of 3D animation include:
- 3D full animation
- 3D explainer animation
This is a great choice if you want to create a large scale presentation or a trailer for a book or movie.
HiLine Homes uses a fun 3D animated intro and outro to engage their audience:
If 3D animation is out of your budget and 2D animation doesn’t quite fit with your message, consider using 2.5D animation. It’s a clever mix of 2D and 3D animation where 2D is used for the background and environment and 3D animation is used to create the characters. This technique is best suited for those who want a visually engaging video without the high-cost and time-consuming process of creating a full 3D animation.
Since it combines elements of both 2D and 3D, it can successfully be applied to their respective animation types and it’s a great way to create a visual message that stands out from the competition.
RainSafe Device uses 2D/3D animation to present their product which allows households to use 100% of their harvested rainwater:
How Animated Videos Can Help Your Marketing Strategy
1. You Have More Creative Freedom
Your content should tell a memorable story about your products, services, company, and even customers. When you use animated video, the only real limit is your imagination and with a little help of software and modern techniques, you can create any kind of story to deliver your message.
2. Animated Videos Let You Communicate More Clearly
With clever use of animation packs, animated videos can be used to simplify your concept and explain them in a highly visual way which is how most of our brains work. They can introduce various topics and provide context that cannot be explained effectively through text and images alone. They work particularly well when dealing with very abstract concepts.
3. They Are Cost Effective
3D videos might be expensive but they can’t compare with the cost of a live-action video. Not only do you have to buy props, but you also have to account and provide a budget for production time, actors, sets, equipment, and depending on the location, sometimes even special permits as well. Animated videos, on the other hand, require only talent and software. Another benefit of animated video is the fact that changes are usually easier to make than with the live-action video where another shoot would probably add even more expenses.
4. Animated Videos Are More Accessible
Animated videos perform well on all marketing channels; from social media and TV to websites and digital entertainment outlets. Live action videos often require the help of text and/or graphics to better engage your audience on different channels which can result in your message getting lost.
5. They Help You Increase Brand Awareness
Video content in general makes for a powerful statement but it’s also a great way to introduce your brand to your target audience and reinforce your brand’s message with each new video you produce. This leads to raising the awareness of your product, your service, or both and results in an audience growth which ultimately leads to more revenue.
6. Increase website conversion rates
According to ComScore, 64% of online shoppers are more likely to make a purchase after watching a video. Various other studies by different online retailers have proven time and again that using videos in their marketing campaigns has resulted in their target audience spending more time on their website and increase their order size.
Animated video is a fun and engaging medium that has the power to create a high impact on your target audience. It can help you communicate more clearly and concisely, capture the attention of your audience, keep them engaged, and make a lasting impression.
On top of that, these videos are cost-effective. But bear in mind that your message should take center stage rather than the animation itself. Your message and your objective need to be clearly defined before hiring someone to create the animation for you. Once you’re clear on your goals, you will have an easier time creating the right type of animated video for your business that is guaranteed to be a success.
Animation can be used for other areas within your business like: animated logo, animated UI examples with Material Design, SVG animation in web, and CSS animation in web design. Have a look at A Collection of Pure CSS Animation Snippets & Demos for more inspiration.