1. How to Build an Effective Animated
Video Marketing Strategy
2. Table of Contents
01
02-03
02
04-07
03
08-09
04
10-11
05
11-16
06 How to Create and Effective Video
17-24
07
25-28
08
29
Animated Videos
Why is Video Useful in Business?
Why does Video resonate
better with humans? Where Can I Publish my Videos?
Extra Tips
Sources
Why Video Works
4. Owing to the abundant information available, the
millennial generation has demonstrated the
increasing issue of shortened attention spans. This
younger generation is more likely to acknowledge
information that contains less formal text and
more visually appealing elements than their
older counterparts. Marketers globally are being
forced to become more concise and articulate when
targeting consumers.
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How to Build an Effective Video Marketing Strategy 3
6. A study by Wiman and Mierhenry shows that “people will generally remember”:
How to Build an Effective Video Marketing Strategy 5
50%
of what they hear and see
20%
of what they hear
10%
of what they read
30%
of what they see
Why Video Works
As human beings, we are
Fact:
“physically hard-wired to respond to movement, the intonation
and pitch of voices and body language; all of which create
strong emotional connections.”
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7. How to Build an Effective Video Marketing Strategy 6
“the brain processes visual data
600000 times faster than text.”
What distinguishes video from other marketing
strategies is its ability to tap into viewers’ emotions
in terms of motivations and affective learning
styles. Videos provide ‘greater cognitive learning,’
which is beneficial when trying to reach a wider
demographic characterized by different social and
professional statuses.
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8. How to Build an Effective Video Marketing Strategy 7
Video contains different levels of engagement as
the viewer is presented with sound, color,
pictures, animation, images, and words that
speak to all types of people through “multiple
entry points.” In addition, statistics now show
that if a video is informative, the viewer “will
re-watch it 2 or more times.”
Audiences are therefore demanding more
video across various platforms.
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10. How to Build an Effective Video Marketing Strategy 9
Animation attracts attention from
all types of people,
Animated Videos
even more so than real life images. The fictitious
nature of the image draws in the audience and
prompts the use of their own creativity in bringing
the image to life. Animation guides spectators in
an innocent and pure way, presenting the
necessary context and information in an
open-minded manner.
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12. How to Build an Effective Video Marketing Strategy 11
Creativity has taken on a new form and it isn’t
going backwards. Companies are now being
pushed to expand their creative minds to produce a
story that will stand out from the rest.
Video animation, as a brand positioning strategy,
is brilliant because it moves away from the
undertone of a firm preaching. It simply shows
viewers the possibilities offered, they form their own
impressions.
Giving customers the space they need to watch,
observe, and act removes the feeling of company
advertising.
This produces a general positive reaction
because
A huge benefit of working with a DIY video
platform is having the power to modify and
improve your content according to the audience’s
measured reactions to your finished product.
“58% of consumers consider
companies that produce video
content to be more trustworthy.”
Why is Video Useful in Business?
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14. How to Build an Effective Video Marketing Strategy 13
E-mail Marketing Youtube
In particular, emails can struggle to grab users’
attention as they usually omit any sort of brand
information that might look like spam. However,
“video can increase the reading rates
of emails by 5.6%, while marketing
emails including video can increase
click-through-rates by 96%.”
Although YouTube is the largest video-sharing site in
the entire world, how do you know if it’s right for
your brand? YouTube is efficient in terms of SEO.
Using keywords within your video description should
be a top priority to increase searches as well as links.
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15. “Vimeo screams professionalism
in the same way that Linkedin
does”
If you’re looking to impress the more ‘creative
crowd,’ then consider sharing your videos on
Vimeo. Unlike YouTube where the Internet throws
suggestions and too many options in your face the
moment your video finishes, Vimeo is video
marketing for the pure and focused.
How to Build an Effective Video Marketing Strategy 14
Facebook Vimeo
Facebook is the second most visited website,
with over 500,000 viewers actively engaged
on the site every day, including mobile users.
Therefore, it is crucial that you ensure that any
video created is displayed on the site.
Moreover, Facebook allows posts to be
featured on Google search, the largest search
network in the world. So by incorporating your
marketing video on this site, you are killing two
birds with one stone, so to speak.
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16. How to Build an Effective Video Marketing Strategy 15
Wideo
Much like Vimeo, Wideo focuses
solely on the products of its users,
allowing them to share videos
with all users. It also includes the
ability to reuse templates designed
by the site and fellow wideoers. This
feature allows all groups access to
other brand information and creates
a shared experience.
17. Because landing pages with videos increase
conversion rates by 86%, it is a wise tactic to
include videos on company landing pages. It
has been shown that people are more likely to
watch a video first when presented with the
opportunity.
The enjoyment of a video has also been shown to:
“increase purchase intent by
97% and brand association
by 139%.”
How to Build an Effective Video Marketing Strategy 16
Company Websites
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19. How to Build an Effective Video Marketing Strategy 18
Developing your ‘beginning’ is essential in the original
planning process for making all ideas more coherent
and helping the content fall into place.
Define your target audience, what you want
their reaction to the video to be, and its
message before outlining the content and look.
Identify an ‘issue’ and meticulously outline how you
can solve this problem.
As the beginning process is essential, you can
try making a storyboard:
http://wideo.co/blog/creating-a-storyboard-for-yo
ur-animated-video/.
The Beginning
20. How to Build an Effective Video Marketing Strategy 19
Create and tell a story.
Stories convert viewers into followers.
Establishing a coherent and cohesive subject matter
and a flowing storyline are crucial to the success of
your video, otherwise the video can look
unprofessional and choppy.
Font size, consistency, color, background, and
text all are key elements when creating an
effective and enticing video.
Creating a Visually Cohesive Story: Making it Flow
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21. How to Build an Effective Video Marketing Strategy 20
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Styling your video is the next step once you’ve
decided on the content and tone. Your target
audience defines what types of audiovisual aspects
your video will include.
Animation, in particular, creates a more neutral
tone that all people can relate to. It transfers
knowledge to an audience, with your personality and
vision shaping the video’s content and theme.
For further information on how animation can
improve your marketing video click the link:
http://wideo.co/blog/animation-evolved-why-its-toda
ys-ultimate-tool/
Click the link to see more animation ideas and
implementing personal images:
http://wideo.co/blog/your-videos-identity-design-tips-
and-tricks/
Getting the right visuals
22. How to Build an Effective Video Marketing Strategy 21
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Using voiceover can bridge the gap between
personalizing the video and making it
professional. This can create a more finished look
that accesses people’s auditory learning style, which
allows them to focus on hearing and to absorb
information in the best way.
Viewers respond to female, male, and children’s
voices entirely differently, considering each to
have a different underlying tone.
Voiceover presented in the third person takes on an
objective tone, and this can be effective for putting
forth information to an audience that will inspire trust.
The voiceover shouldn’t tell the entire story;
Remember not to overwhelm the viewer with too
much information. Stick to the three main points that
are necessary to portray. Finally, make sure you
keep the voices consistent to avoid confusing the
viewer.
The Next Step: Voiceover
When is Voiceover most effective?
23. How to Build an Effective Video Marketing Strategy 22
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Necessary Length of a Video
One survey found that
83% of consumers state that the ideal
length of a video that will inform a
purchase decision is 5 minutes or less.
Better yet, videos between 1-2 min attract most
audience attention. For this reason, it’s important to
aim to get your message across within this time-frame
to ensure boredom doesn’t get the better of your
audience. You do not want viewers dropping off before
finishing the video and engaging in your call-to-action.
24. How to Build an Effective Video Marketing Strategy 23
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Consider the following comments from customer reviews:
Use only High-quality
images and visuals
[for video marketing to
consumers]
Funny videos but
with no nonsense
Show a 360 degree view of
the product!
Demonstrate what
the product can do!
Info-rich videos are way
better than blatant
advertising!
25. How to Build an Effective Video Marketing Strategy 24
Call-to-action and logo Call-to-action and logo
In addition to an enticing storyline that grabs and
holds viewers’ attention, including a compelling
call-to-action at the end of your video will ensure
that viewers are not distracted from the point of
your message. It is a psychological cue for
humans that triggers their need to finish their
interest in your company, generally placed at the
end of your video. A call-to-action should not only
sum up the video but also bring the serious
aspect of your video to life.
The key to an effective call-to-action is therefore
to evoke a sense of urgency and excitement about
the information and interest.
You can mix and match these words to
create an effective CTA
Verbs Nouns and Adverbs
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27. How to Build an Effective Video Marketing Strategy 27
Extra Tip
Understanding how to use different colors in
interesting ways is important for grabbing viewers’
attention. For example, try using colored text
combined with a large white background to narrow
the focus onto the call-to-action. Don’t be shy: make
sure to place the call-to-action front and center. It is
imperative that the call-to-action is apparent in a
non-aggressive way.
Remember to add your website URL and social
media pages as well.
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Extra Tips
28. How to Build an Effective Video Marketing Strategy 28
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To Sum it Up
Make sure you appreciate your viewer’s effort and
make them feel like they’ve made the right decision.
In addition, ensure that you follow up on your
video’s progress with metrics. This is easy to find on
Facebook and YouTube and monitor how viewers
are responding to it. If video is a key component of
your marketing plan, it is crucial to follow up with
your users and those who do choose to act on the
call-to-action. This is all a part of creating an
impactful video story and message.
29. Cruse, Emily. “Using Educational Video in the Classroom: Theory, Research, and Practice.” Pp. 1-24.
Vidyard
Marketingprofs.com. Ayaz Nanji. “The Power of Video for Businesses [Infographic].”
Dave Evans, “Social media marketing.”
Kafai, Yasmin B., and Kylie A. Peppler. “Youth, technology, video animation,
Review of Research in Education. Pp. 1-31.
Marketing techblog. Douglas Karr. “10 steps to improving video marketing.”
Unbounce.com
Reelseo.com. Grant Crowell. “10 Reasons Facebook Video Marketing is Valuable for Business.”
Socialmediatoday.com. Pam Dyer. “20 marketing statistics that will drive 2014 Marketing Strategies.”
https://net.educause.edu/ir/library/pdf/ELI7021.pdf
How to Build an Effective Video Marketing Strategy 29
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References
DIY: Developing participatory Competencies in Creative Media Production.”
