A (moving) picture is worth a million words

August 2, 2017

If a picture is worth a thousand words, imagine how many an animated explainer commands. In fact, you don’t have to imagine – it’s 1.8 million (digital marketing expert James McQuivey did the counting). But the real point we’re trying to make is that video is an increasingly powerful tool for brands of every size, shape and colour.

Cisco‘s latest research isays that by 2021 video will account for 82 per cent of all consumer traffic (that’s up from 73 per cent in 2016) and a million minutes of video content will cross the network by the same year.

Not surprising that Forbes claims that video is “the future of content marketing” throwing in salacious stats (like James McQuivey’s above) to back up their big, bold statement. Want some more? All righty then…

  • Mobile consumption grows 100 per cent year on year (according to YouTube)
  • Adding video to marketing emails can boost click-throughs by up to 300 per cent
  • 9 out of 10 customers say product videos aid their purchasing decisions
  • Over half (59 per cent) of company decision-makers would rather watch a video than read an article or blog post
  • 65 per cent of company decision-makers visit a website after watching a branded video

In the face of such glowing endorsements, resistance to animated explainers would seem futile, non? But just because it’s possible to make your brand move, it’s still important to think carefully before unleashing your mini magnum opus on the world.

You may love Wallace and Gromit (who doesn’t?), but that doesn’t mean they’re the perfect match for your brand assets… characterisation, colours, fonts, tone of voice and messaging should support your overall brand strategy, leaving viewers in no doubt of who is doing the talking. It’s called brand synchronicity and it leads the charge.

A meandering, over-complicated explainer is kryptonite for the viewer… work out what it is you want to say, then find the most efficient way of saying it. Sixty seconds of lean, mean moving messaging is worth more than a five-minute epic.

And finally – BOO! Oh, how we love the element of surprise. Whether it’s a Pythonesque character, a free-spirited soundtrack or an idiosyncratic interlude we love to challenge clients and viewers to help them see things from different angles.