A good animated marketing video can bring you huge benefits. A bad one can drag you to the grave. Why not make things properly and get the most out of this great marketing tool? Avoid these 10 typical mistakes made during animated explainer video production and you´ll get awesome results!
Before you begin, watch this video selected by hubspot as one of the best animated explainer videos of the web:
1) MAKING IT TOO LONG
In this digital era, Internet users are accustomed to consuming quick and brief content. One of the most common mistakes made during a marketing video production is making the video too long. Consequently, people don’t get the main message, they get bored…and simply fly away. Keep your animated video short and straightforward (no more than 90 seconds on average).
2) LEAVING ASIDE YOUR TARGET AUDIENCE
Forgetting about your target audience is another huge mistake. Focus your video on your potential customers so as to make them feel you really understand their problems and that you know how to solve them. Empathy is the key here! Craft the characters and backgrounds of the video by keeping your target audience in mind (make them feel identified with the look, age, clothing, job and landscapes you present).
3) MAKING A POOR QUALITY VIDEO
A poor design and a bad animation can be detrimental for your video...and for your business. Your animated video represents your brand and has to stand out from your competition! You can´t run the risk of making a bad quality video that will certainly ruin your image. Instead, focus on hiring a professional talented team who can assist you in making the best explainer video you could make. If you want to learn how to recognize which video company best fits your needs, download this free eBook on How to choose the right explainer video company for your business.
4) FOCUSING ON THE PRODUCT FEATURES
If you focus your video on your product features instead of your audience´s problems, people will easily get bored and feel like you´re trying to sell them the product no matter what. The key is to show your potential customers HOW you can solve their problems and why you´re better than your competition in this matter. At this stage, you shouldn’t focus on trying to sell your product or talk about how great you are, but on meeting your customer´s needs and gaining their interest and trust.
5) NOT USING YOUR BRAND COLORS
If you don´t use your brand colors across the whole video, you´re missing the chance of generating strong brand recognition. Using your brand identity from the beginning to the end will help your potential customers understand (and also remember) who is talking to them, by relating the colors with your brand and product. Besides including your logo, make sure you use a color pallet that has to do with your identity across the entire video.
6) USING TEMPLATE DESIGNS
Template videos are made with pre-designed animated characters instead of being specially designed to represent your target audience. Moreover, these types of videos tend to be of low quality and are boring and dull. It´s better if you focus on creating a custom video tailored for your specific target audience and needs that can ensure great marketing results. To learn more about template vs. custom marketing videos, read this article.
7) DOING BAD AUDIO EDITING
A very common mistake is playing the music and sound effects too loudly, this will certainly damage the voice-over. If the music is disturbing, no one will watch the video. Another typical mistake is inserting music that has nothing to do with what you´re showing in the video. All of this generates confusion and lack of interest from your audience. Have it in mind so as to not to spoil the whole video.
8) NOT USING A NATIVE VOICE OVER
Many companies make the mistake of hiring a non-professional voice actor to save some money. A voice actor with a different language or accent than your video´s target audience passes on an unprofessional image of your brand and generates mistrust from your potential customers. A native professional voice over actor is always the best choice to record the audio for your animated marketing video.
9) MAKING IT TOO COMPLICATED
If you make your video obscure and complicated, people will lose interest. Try to keep it simple, clear and focused on the main message (if they feel interested they will certainly look for more information about your product). We recommend that you follow the basic structure every story should have: first tell the “what” (explain to your audience what the problem you´re trying to solve is), continue with the “how” (tell them how your company specifically solves that problem) and end with the “why” (express why you’re a great option to help them out).
10) TRYING TO INCLUDE EVERYTHING IN JUST ONE VIDEO
Another typical mistake is trying to include different products, services, or talk to different audiences, all in the same video. If you fall in this trap, the video will be confusing and people will stop watching it. Instead, always try to keep it simple, short and straightforward (we´ve already mentioned this before, right?). Besides, the animated marketing video production world offers you diverse and great alternatives to make a specific animated marketing video for every marketing goal you might have, based on different products / services / target audiences.
Do you want to learn more about animated marketing videos? Access our Marketing Video Academy and find useful educational resources. We also invite you to visit our YouTube Channel to learn about the countless alternatives the video production world offers you!