Animated video can serve various purposes. For example, it can advertise a new product of a company, help it enter the market, explain regulations to potential customers, or explain socially important issues to an illiterate population. Looking for an example of an animation that fits your needs? Contact us today to bring your vision to life!
This type of video is becoming more and more popular. Firstly, it is effective. Secondly, it allows you to stand out.
Research shows that viewers retain 95% of a message when they watch it in video form, compared to only 10% when reading it in text. Additionally, animated videos can increase conversion rates by up to 20% when used strategically on landing pages. As visual content continues to dominate digital marketing strategies, animated videos have become an essential tool for businesses of all sizes.
Wondering why you should continue reading this content? It’s obvious! This article was written by specialists who know the subject inside and out. At Explain Visually, we specialize in creating visually engaging content that transforms complex ideas into compelling visual storytelling. Our production team has mastered various animation styles to captivate audiences and effectively communicate your message.
Are you interested in traditional animation, or are you inspired by the latest computer animation techniques? This blog post will provide valuable insights to improve your marketing strategy.
Understanding animation
Before we dive into specific examples, it’s important to understand what animation truly entails. Animation involves creating the illusion of motion through a sequence of images displayed rapidly. This art form dates back to the magic lantern shows of the 17th century, but has evolved tremendously with technological advancements.
The magic lantern, a 17th-century slide projector, laid the groundwork for modern filmmaking and contributed to the development of visual culture, including eerie horror shows known as phantasmagoria. Artwork courtesy of The Museum of Fine Arts, Boston / The Richard Balzer Collection.
Source: https://www.newyorker.com/culture/
Today’s computer animation utilizes the same principles as traditional cel animation but offers greater flexibility and efficiency. The animation industry encompasses diverse range of techniques, from hand drawn animation to sophisticated computer generated imagery, all designed to bring static images to life. Check it out: ExplainVisually SHOWREEL 2023.
Every animated video begins with a clear objective, whether it’s to explain complex concepts, build brand identity, or simply entertain. The process typically starts with storyboarding, where the visual narrative is mapped out frame by frame.
This is followed by character design, which involves creating characters that resonate with the target audience while embodying the brand’s values. Background creation comes next, often incorporating painted background or vector graphics depending on the chosen animation style.
Sound design, including voiceovers and music, plays a crucial role in enhancing the emotional impact of the animation. Finally, editing brings all these elements together to create a cohesive and engaging content. Check out our workflow, which is always based on 5 steps.
Animation styles
When considering animation for your project, it’s essential to understand the various animation styles available, each offering unique visual appeal and storytelling capabilities. At Explain Visually, we’ve mastered multiple techniques to ensure we can match the perfect style to your specific communication needs.
2D animation
This traditional animation style creates moving images in a two dimensional space, offering clarity and versatility. Perfect for explainer videos, 2D animation uses vector graphics to create smooth movements and smooth transitions. A great example of an animation in this style is classic hand-drawn cartoons like those from the early Disney era.
Whiteboard animation
One of our specialties, whiteboard animation features hand drawn illustrations being created in real-time on a white background. This style is particularly effective for educational content and explaining complex ideas in a simple, engaging manner. A well-known example of an animation in this style is the RSA Animate series, which visually illustrates complex talks in an accessible way.
Digital whiteboard animation
A modern take on traditional whiteboard animation, this computer animation technique maintains the engaging visual appeal of hand drawn elements while allowing for greater flexibility and faster production.
Vector animation
Utilizing scalable vector graphics, this type of animation provides clean, crisp visuals that remain sharp at any size. Vector animation is ideal for corporate videos and brand animations where a polished, professional look is essential. An example of an animation using this technique is a dynamic infographic that presents data through fluid, scalable motion graphics.
Stop motion animation
This technique involves photographing physical objects as they’re moved incrementally, creating the illusion of movement when played back. Clay animation is a popular form of stop motion that adds a unique, tactile quality to animations.
Typography animation
By animating text elements, typography animation creates moving characters and interesting effect that enhance messaging and capture the audience’s attention. A famous example of an animation in this style is kinetic typography used in lyric videos, where words move dynamically to match the rhythm of the music.
Cutout animation
Similar to traditional animation but using cut paper or digital equivalents, this style creates a distinctive look that works well for short films and marketing content.
6 examples of the use of animated video
1. Animated video: explaining the Democratic Party’s climate strategy
The first thing that strikes you when looking at this animated video is how detailed it is. The drawings are clear, yet beautiful. Every element that appears in it accurately accentuates the words of the voiceover.
In this case, the animation allowed the creators to take the viewer back to the past and show why the “Green New Deal” legal package, designed to combat global warming, among other things, was not passed in the US. The creators contrast it with the current legal situation and show how the lobby against these changes works.
Alexandria Ocasio-Cortez, an American politician, belonging to the Democratic Party, is the voiceover artist. The cartoonist is award-winning artist Molly Crabapple.
The animated video has been viewed by nearly 900,000 people on YouTube alone. It was also very popular on Twitter and received media attention.
This animated video showcases how powerful visual storytelling can be for explaining complex political concepts. The hand-drawn animation style allows viewers to connect emotionally with the message while understanding difficult environmental policy issues. The animation examples in this video demonstrate how traditional animation techniques can be combined with modern messaging to create impactful content that drives awareness and engagement.
2. Animated video: promoting a startup
Our clients most often point out this animation as an example of a whiteboard animation they themselves would like to have in their company. And no wonder, because it is visually appealing and above all effective.
“Więcej niż LEK” is an online course for future doctors, which helps them prepare for the Medical Final Examination.
Our task was to show what makes it different from other courses, how it works, why it is effective and why you should use it. Whiteboard animation lasted only 1.5 minutes, so we had to choose every word carefully.
The advantage of this form of communication is that we can show visually what we do not have time or do not want to convey in the text. But we don’t have to – we can also focus on emphasizing and highlighting the most important words. A great example of an animation that follows this approach is a kinetic typography ad, where key phrases are animated to reinforce the message effectively.
In the first weeks of the campaign, the company recorded 800 newsletter signups, which translated into 324 people enrolled in the first edition of the course. This meant over 100 thousand EUR of generated revenue.
This type of whiteboard animation exemplifies how effective animated videos can be for startups with limited marketing budgets. The clean animation style helps potential customers understand the value proposition quickly and clearly. Using animated sequences and smooth transitions, the video manages to captivate audiences while conveying complex ideas in just 90 seconds, proving that effective visual storytelling doesn’t always require lengthy explanations.
We write more about this case study here.
3. Animated video: overcoming cultural barriers
An interesting case of using animated video was an educational and research project carried out in northern Canada – funded, among others, by government organizations dealing with the protection of the Slave River.
The problem is serious, because the areas surrounding the Slave River have seen the impact of destructive human activity for years, and the river’s water is periodically polluted by industrial factories.
“But why educate indigenous people about this?” – you may ask. It was necessary because pollution from factories directly affects these people’s health and quality of life. And the first step to improving this is education.
“And why whiteboard animation?” – begs another question. An animated video allows you to tell a story and storytelling is cross-cultural and overcomes communication barriers.
The process of creating this animated video itself was very interesting.
Usually a company meets with a client and, based on the materials and brief received, prepares an outline of the script.
In this case, the creators of the animation faced a challenge at the beginning: how to show the content in such a way that the symbols and images presented were understood by the indigenous people? How to go beyond cultural differences?
They conducted several hours of interviews with 11 elders from the communities targeted by the animation. After a thorough analysis, they pieced together a story and prepared a table of images and symbols.
The final result is a 13-minute whiteboard animation. It tells the story of the changes that have occurred on the Slave River over the past 100 years.
When asked about the end result, indigenous people said that the whiteboard animation captures the problem well and is understandable. However, there has been no extensive research on its effectiveness.[1]
This project demonstrates how animation can transcend language barriers through universal visual appeal. The hand drawn characters and culturally sensitive approach make this an outstanding example of an animation that serves a higher social purpose.
The production team invested significant time to understand the target audience, ensuring the animation style would resonate with indigenous viewers while still effectively communicating important environmental concepts.
4. Animated video: communication about strategy
“The company’s content marketing strategy” – for many employees, this does not sound particularly fascinating. Therefore, Coca-Cola, to help employees understand the topic and increase their engagement, released the following animated video in 2011.
Interestingly, the animation was prepared primarily for internal purposes – to educate employees about the brand strategy. However, the company shared it with the whole world. And “the world” responded with an enthusiastic response.
Content is about brand engagement and communication. Anything that allows the customer to interact with the company about the brand becomes content. So content should be a little bit of everything,” said animation originator Jonathan Mildenhall, then VP of Global Advertising Strategy and Creative Excellence at Coca-Cola.[2]
Coca-Cola’s use of animation for internal communication shows how animated videos can simplify complex corporate strategies. The visually engaging approach turned what could have been dry content into engaging content that employees actually wanted to watch. This animation example demonstrates how brands can use motion animation to build brand identity internally and externally, creating consistency in messaging across all stakeholders.
5. Animated video: education through YouTube
- What happens in a body infected with coronavirus?
- What would happen if you only drank energy drinks?
- How does the brain function under the influence of LSD?
These are just a few of the hundreds of whiteboard animation topics produced and published on YouTube by ASAP Science.
The channel is run by two Canadians, Mitchell Moffit and Gregory Brown, and is watched by nearly 10 million people. While their animations are light-hearted in order for viewers to get a good understanding of the issues being discussed, the pair puts in a lot of work.
To simplify the topics discussed as we do in our animations, we need to thoroughly understand the scientific themes we are covering. Therefore, we start with thorough research, summarize the information we have gathered, and then synthesize it to create a simple scenario. The next stage is coming up with a visualization and shooting it. In the process, we usually come up with original and engaging ways to present a topic,” say the channel’s creators.[3]
Although the pair creates educational videos on scientific topics, the same is true for animations for corporations created by agencies.
A 1 minute whiteboard animation involves many hours of familiarization with the company’s materials and goals, and an additional few dozen hours of work on the animation itself. The work is required to make the animation effective and meet the client’s expectations.
ASAP Science’s channel showcases how whiteboard animation can make complex scientific concepts accessible to diverse audiences. Their animated sequences combine visual storytelling with scientific accuracy to captivate audiences of all ages.
The channel’s success proves that traditional animation techniques, when applied skillfully, can transform educational content into highly shareable videos that generate millions of views while maintaining informational integrity.
6. Animated video: civic education
“In the UK something special happens every five years. An election. On one day, every eligible person in the UK casts a vote and takes part in electing a local representative to parliament.”[4]
Now turn on the video below. Which form of the message appeals to you more?
Whiteboard animation doesn’t change anything about the content; it just provides an engaging and relevant visual representation, so more people are more likely to listen to what you have to say. And the message will be memorable to them.
The animated video below was produced by the UK Parliament for students to explain how elections work and why they matter. The voiceover is by well-known English journalist Rick Edwards, which is an added bonus when wanting to target young people.
This isn’t the first time the British government has used animation. In 2014, it released an 8-minute vector animation on how parliament works.
It was apparently happy with the form since he reached for it again a few years later, except this time in a hand-drawn version.[5]
This government-produced animation demonstrates how public institutions can use animated videos to increase civic engagement. The clean animation style helps make potentially dry electoral information visually engaging and accessible.
By incorporating smooth movements and animated characters, the video successfully holds the audience’s attention while educating them about important democratic processes, showing that animation is an effective medium for public service communication.
The future of animation in marketing
The landscape of animated marketing videos is evolving rapidly with technological advancements transforming how brands connect with audiences. Artificial intelligence is now being integrated into animation workflows, allowing for more efficient production and personalization of animated content. Virtual reality and augmented reality are opening new dimensions for animated experiences, taking viewers beyond the traditional two dimensional space of conventional videos.
Interactive animations are gaining popularity, giving viewers control over the narrative and creating more engaging content. As mobile consumption continues to dominate, short-form animated content optimized for social media platforms is becoming increasingly important for brands looking to capture the audience’s attention quickly.
Explain Visually, Showreel animation showing 3D models of products made for Clients
We’re also seeing a resurgence of retro animation styles, with brands leveraging nostalgia through callbacks to classic animated films and traditional cel animation techniques. And while we’re on the subject of emotions, be sure to read one of our fantastic articles: Understanding Psychology Animation – Effects on emotions and perception.
As bandwidth continues to improve globally, higher quality animations with more detailed visuals and smooth movements are becoming the standard even on mobile devices. The line between animated movies and marketing content continues to blur, with brands producing entertainment-quality animations that prioritize storytelling over direct selling.
Creating engaging animations
To create animations that truly resonate with audiences, it’s crucial to understand the latest trends and technologies. By incorporating interactive animations and personalized viewer experiences, brands can enhance engagement and drive meaningful interactions. As mobile consumption continues to dominate, short-form animated content optimized for social media platforms is becoming increasingly important for capturing the audience’s attention quickly.
Why choose Explain Visually for Your animation needs
At Explain Visually, we distinguish ourselves through our unique combination of artistic excellence and strategic communication expertise. Our specialized production team brings together professional animators, scriptwriters, and marketing strategists to ensure your animated videos look visually stunning and achieve your business objectives.
Unlike generic animation studios, we begin each project with a comprehensive analysis of your target audience, ensuring the animation style, animated characters, and narrative are precisely tailored to resonate with your specific viewers.
Our expert team
Our portfolio spans multiple industries – from healthcare and finance to technology and education – giving us the versatility to understand complex concepts quickly and translate them into accessible animations.
We pride ourselves on our collaborative approach, working closely with clients throughout the production process to incorporate feedback and ensure the final product perfectly aligns with their vision. Our commitment to deadlines and budget constraints is unwavering, allowing for stress-free production experiences even under tight timelines.
The Explain Visually production team utilizes cutting-edge computer animation while maintaining a deep appreciation for traditional animation principles, creating a perfect blend of innovation and time-tested techniques.
We offer end-to-end service, handling everything from initial concept development to final delivery in optimized formats for various platforms. Our animations consistently achieve measurable results for our clients, including increased engagement, higher conversion rates, and improved information retention.
Contact us to discover how our animated videos can transform your communication strategy and help you connect more effectively with your audience.
Animated videos can be used in many ways. If you want to see more examples, click here:
