In a previous post we took a look at how to get started creating your business video. Before you ever get there, you need to define your message. One of the most difficult steps in beginning any animation project is defining that message and keeping the video focused. Here are some process stages that you need to do to lay the groundwork for your animated marketing video or any marketing video for that matter.
Video Messaging: Less is more
Keep your message as targeted as possible, you really want to focus on one simple aspect to convey as clearly as possible in the video. We run into this all the time as our clients are passionate about what they do and easily can fall into the trap of trying to cram too much into one video. If you try to put everything into one video what usually ends up happening is the viewer get’s overwhelmed and will stop watching. Studies show that, in introductory marketing videos you lose about half your audience after one minute. Instead of putting it all into one video, use shorter, snackable video content to drive the viewer to view other value propositions your product or service offers.
Storyboard: Putting visuals to the words
A storyboard will help you to define your imagery and get your core message conveyed as effectively as possible. Usually in the storyboard process we realize that we could trim more from the scripting to shorten the video’s overall length. In the script writing process, we use a text description of the visuals for the storyboard. Then once the script and basic visuals of the storyboard are set, we create what’s called an animatic which is basically a storyboard utilizing a recorded voice over track and very basic, quickly drawn visuals. The animatic is critical to allow our clients to get a good feel for how the video will visually flow. Here’s an example of an initial animatic we created for a recent animation project for Discount Drug Network:
As you can see it’s very basic, quickly sketched out visuals with arrows to denote movement. And here is the final finished product below:
You can see by watching both the animatic and finished video that there were some elements that stayed relatively consistent to the original animatic and others things that needed to be changed completely to tell their story more effectively. While culling down your message to one key focus can be one of the most difficult steps in the video production process, it’s also the most critical to the video’s success. At least I think so, what do you think?