The advantages and value of 2D and 3D animation are similar to Whiteboard Animation in the sense that there’s something visually interesting for the audience to watch.
So you’ve finally finished that video. It took a lot of effort and time but it looks amazing! Good job! Now it’s time to let it out into the world. But there are a lot of videos out there, how will you know if yours is working? In video marketing, we measure video success through Key Performance Indicators or KPIs. Which are metrics of audience interaction you can measure to make sure you’re getting the most out of your video. You can define and measure hundreds of KPIs for your videos, website and landing pages. But the truth is - only you can tell what KPIs are important for YOUR digital campaigns. In this video, we will walk you through the most commonly used KPIs. Keep in mind this is just a crash course and we’ll go into further details throughout the series. So let’s get started! The first KPI usually noticed is the VIEW COUNT. View count is simply the number of people who pushed play and is one of the most sought out KPIs. Quite a few video creators stake their feelings on this metric. And while it’s an easy way to compare, this number is not a catch-all measurement. Instead, use view count to evaluate what it is truly measuring: reach. How wide are you spreading your net? Are you building brand awareness? The same people could be watching the same video over and over again…or you could have just discovered a new audience! Try comparing your view count to video impressions and unique visitors. This will help you get an idea if certain people are playing your video multiple times or if you actually are reaching a wide array of viewers. The next important KPI is SOCIAL. Has your video been shared? Posted? Pinned? Tweeted? Some other word that hasn’t been invented yet? People are more likely to watch a video that they’ve been directed to from a source they know. And your social media presence is the best way to know which type of viewers are spreading the word. Don’t forget to look at the COMMENTS. It’s another way to measure how much information your audience is learning and you can get vital insight on what they took away from the video. You could also look at how many emails or direct conversations your video sparks. As users reply, they build community around your brand. Community breeds identification with the brand and you can target future videos around these conversations. But maybe your ideal audience has already been introduced to your brand and you need to educate or inform them further. That’s when you look for the ENGAGEMENT KPI. Engagement measures how long a viewer continued watching your video and the percentage of people who viewed the entire video from start to finish. When you examine their average watch time you can deduce which parts of your video should be edited in order to communicate the most amount of information about your brand or product. And there’s more KPIs than just the people who watched your video. You can can track the viewers who performed the call to action from the video. This is the CONVERSION KPI. If you asked them to call, then measure calls. If you asked them for an email address, measure signups, if you asked them to buy, track purchases. By giving viewers a quantifiable action, you can measure your commitment to success through this KPI. Beyond the video KPIs use your website’s KPIs to examine your video’s effects on buyer behavior. A good video will ideally increase the TIME ON PAGE, which is a site KPI. It will also reduce the BOUNCE RATE or how many users navigate away from the site after viewing only one page. An effective video makes a viewer curious about your company which will lead to more exploration of your website. Finally, don’t forget to measure CONVERSIONS on the website or the landing page. Your video should explain your product or service in an effective manner, which should lead to an increase in page CONVERSIONS. Okay great, You have a list of KPIs to measure. But do you need to measure all of these KPIs? How do you know which KPIs are important for your campaign? Well, it comes down to what the goal of your campaign is. In our next video we will talk about campaign goals and how to map them to your KPIs. For more info check out our website at vercelstudios.com and contact us to get started on your next video.
We at Vercel have done all sorts of videos and we love walking clients through the sometimes, confusing world of video marketing. So we put together a guide for our FOUR FREQUENTLY ASKED QUESTIONS. Question 1. What should my video have in it? To start, understand your target audience. You don’t need to win over everyone, just your customers. Understand their wants and problems and write a short story about how your product or service solves benefits them. Focus on emotional benefits instead of features of your product. Think of a solid call to action to end the video. Call us today and visit our website are good examples. Question 2. What type of video is right for me? Depends on what type of a business you are and how complex your product or service is. 2D Animations are great for explaining a complex concept with a simple and engaging story. Whiteboards serve a similar purpose, but with fun and lighthearted visuals. 3D animations are great to explain how a product works. Live actions on the other hand, are about an experience or the people of the business. If you want to demonstrate great customer service, show it straight from the customer’s mouth with a testimonial video. Or you can combine animation and live action in a green-screen style video. Question 3. How long should my video be? How invested is your audience is in what you do? If you are a non-profit you may get away with a 5-minute video. A marketing or promotional video should generally be under 2 minutes. If the video is an online ad, you better capture your audience in the first 5 seconds or they’ll be tempted to press that dreaded SKIP AD button. Question 4. How can I use the video? You can use your videos to share on your website, social media, YouTube channels, send in emails or play in face to face meetings. But get creative - produce a video series to disseminate bite-sized information in a series of quick videos. Create videos to play at your next tradeshow event to get more foot traffic, or with the sole purpose of displaying on landing pages to increase conversions. Remember – good videos have been shown to increase conversions on a landing page by 80%! For more info, check out website at Vercelllc.com and contact us to get started on your next video!
Also, in the vein of Whiteboard animation, 2D and 3D Animation allow you to present your company’s message and sell your products and services in an entertaining and engaging way.
OFF THE WALL
With animation videos, nothing is off limits. You can feel free to diverge as far from reality as possible. You can use animals or even inanimate objects to tell even the most complex of stories. The world is wide open. Or go beyond the world and take a trip to a distant planet where there are no rules and no products – except yours. And then you can blow that world up in a bright, colorful fireball
Production design and its associative costs are not an issue. If you can draw it, you can do it.
“Wait a second,” you may be asking, “when you say ‘animation,’ are you talking ‘cartoons?’” Well, if you want to put it in simple terms, then yes. An animated video that is designed to sell or explain a product or service is like cartoon, but with a specific point of view. Therefore, an animation video can rely on the same conventions as a cartoon. The departure from reality allows for more humor, more whimsy. It opens the door for a much more light-hearted view of the world around us.
2d and 3d Animation in PLAIN ENGLISH
Explainer videos can be complicated. By their nature, they require a step by step process so that your product or service can be understood and embraced. But the more you need to explain, the greater the likelihood of losing your audience. Engagement is key. And nothing engages quite like animation.
And if your explanation requires a lot of techno-speak, but you don’t want to sound too “stuffy” or “nerdy”, animation keeps things lively!
Sometimes you have a really cool thing to sell that you absolutely know is beneficial to the viewer/potential buyer. You’re certain it can help their life. You’d love to shout it from the rooftop. But often times, the harder or louder you try, the more resistance there is to your message. It’s seen as “desperate” or “salesy.” Sometimes you want to take a more casual approach. Animation places a higher premium on entertainment then on sales so your audience doesn’t see you as a shill. You’re able to state your case calmly and with a twinkle of confidence.
THE VERCEL ADVANTAGE
Our team of talented animators and scriptwriters is equipped with the experience and skill to produce the highest quality animated videos in the industry.
Not sure if 2d and 3d animation is the right format for you? Contact us for a free consultation, and we’ll give you our thoughts on how best to present your company and your product.