The past decade has confirmed that video marketing is not just here to stay – it’s here to slay. Today it’s not a matter of whether you should add a video to your marketing campaign, but rather how to get the best out of that investment.
Rapid advancement in technology, cultural shifts, and expanding international markets, have accelerated the changes in video trends. And when it comes to marketing – you either move with the current or you drown in irrelevancy. So here are the explainer video trends you need to watch out for in 2021.
Animation > Live Action Explainer
The eternal rivalry has ended and we have declared a clear winner – animated explainer videos are better than live-action. Sure, you might think I’m biased, but let me finish. Animation has several advantages over live-action:
- It is less costly. High-quality animation is more affordable than a great live-action video, as you don’t have to pay for actors, locations, sets, costumes and makeup, etc.
- It’s limitless. Animation has unlimited potential to visualize things that live-action simply cannot (unless you spend some good dough on special effects).
- It’s universal. If you want your characters to be relatable to various ethnicities and races, animation can help you achieve that.
- It can simplify any topic. Through animation, you can make anything look much simpler and easily accessible by the viewer.
- It’s more engaging. The child in all of us just responds to colorful animated characters and remembers them longer than live-action.
So if you want to stay relevant this year, consider explainer animation. Or consider mixing it up. Another trend picking up speed is to combine realistic backgrounds with animated characters and elements. This is an awesome way to take the best from both the animated and the live-action worlds.
A certain zoomer-favorite social media platform, which surged in popularity last year, proved that 15 seconds are more than enough to make your online mark. The short-format trend in video marketing is a logical consequence of our ever-decreasing attention span in a world in which we are constantly bombarded by new information and distractions. People just don’t have time to watch a long video. Obviously, 15 seconds is not going to work if you need to explain a complex process or how your product works. But strive to strip-down all the fat and fit in 90 seconds.
Mobilize and socialize
People spend more and more time on their phones, so naturally, they consume more video content on that particular device. It’s important to keep that in mind when you design your brand identity, build your site, and create your explainer animation. Another important thing is that your video has to be optimized for different social networks. With content on social media the main driver for engagement and your target viewers spread across platforms, you have to always be prepared. This includes adding subtitles or typography to your video as most users battle the autoplay function by watching videos on mute.
Videos! Videos Everywhere!
Explainer videos have their reserved spot in online campaigns and on company websites. But they gradually find their way in almost all other marketing materials.
For instance, more and more companies use explainer videos for their email campaigns. Research indicates that embedding a video in your marketing emails can increase email click-through rates by up to 300% and reduce unsubscribe rates by up to 25%. With the overwhelming amount of marketing emails people receive every day, a video can be a great way to stand out.
Another increasingly popular trend is video business cards. They are slightly bigger than their predecessors and include a small LED screen that plays a few-second-long video showing the name and position of the business card holder. While this concept might sound a bit gimmicky, you can be sure that a card like that will not get lost in the pile of boring old printed business cards.
With the advancement of technology and the growing environmental concerns, the era of paper brochures is quickly coming to an end. Moreover, people don’t have the time or patience to read blocks of text. So why not just put your message in a quick and engaging video brochure, instead? That’s a great way to make your brand stand out and be remembered. Naturally, you won’t be able to produce as many video brochures as you would print, but this is not necessarily a bad thing. Having a limited number of marketing materials will force you to think about a specific audience you want to target, which will additionally increase your chances of success.
In regards to websites, videos are no longer just for your index page. They can add dynamics and uniqueness to your website if used as a background.
Organic, natural, sustainable
Environmental issues have become one of the leading topics in public discourse today. There’s growing pressure on businesses to adopt sustainable practices and assume corporate responsibility. In the last five years, we see a peak in green start-ups that harness the power of technology and innovation to reduce pollution, carbon emissions, and deforestation. This has caused a spike in green tech explainer videos, that by this point have become a category of their own.
Videos about sustainable technology include elements of both worlds – nature and innovation. This creates a wonderful balance, where the organic gives warmth and humanity to technology, making it look approachable and easy-to-understand.
Earthy, pastel tones, grainy textures reminiscent of recycled paper, and clean lines are used to communicate the message of innovation in favor of sustainability.
Trends are short-lived, but a well-thought-out explainer video that speaks to the right audience will work for you for years to come. Still, with videos taking a growing percentage of the marketing budgets every year, it’s important to have a good understanding of the many new applications and tendencies of explainer animation.