Senior Account Manager
Posted on October 23, 2017
As the popularity of video production continues to grow, more and more financial marketers are opting to use video animation as a way to market their services and client success stories.
Video animation, is quickly becoming one of the most efficient and cost effective ways for many financial brands to communicate important messages in a visually dynamic way. When using animation, you can easily bring conceptual ideas to life, using colourful imagery, movement, audio and visual effects. With all that said, I now want to explore the 6 steps that will help you plan and execute, the production of any successful marketing video.
1. Creative Brief
Firstly, you need to understand and identify the message you want to convey. You should start by breaking down the brief and clearly defining the overarching objective and purpose of the animation. What do you want to achieve with the video? Who is the target market? What is the tone of voice and brand identity and how will it all be delivered? Identifying these key factors will help to ensure that you deliver the right message in the best way.
Once the brief has been fully explained and understood, you will need to plan out your creative concept and develop the written storyboard. Coupled together, this will help you to accurately visualise how the overall message will complement the visual look and feel.
3. Voice Over Script
Every good video animation uses a carefully crafted, emotive script. As it is important that the spoken words, accurately mirror what is happening on screen, making it easier for the audience to understand. Your script must be fully descriptive and perfectly complement what is happening in every scene, and be written in a way that your audience will understand. Therefore, an expert script writer is required for this specialist task.
4. Voice Over/Background Music
To awaken your script, you will need to choose a suitable voice that fits in with your brand identity. When hiring a voice over artist, you should review a selection of readings from artists that fit your brief. This will help you choose the right style of voice to deliver your story and bring the animation to life.
Also, if you want to use accompanying background music, you must consider:
- Whether the genre of music will complement the message.
- Will it be too distracting?
- Can you achieve a perfect balance between the voice over and music?
To gain even more clarity, you must marry together all of the above elements, and illustrate a complete visual storyboard to outline every stage of your video animation. This is the final piece of the puzzle, which will help you begin the build of your animation.
Once everything is in place and all approvals have been met, the animation build can commence. When working with an external agency, it is important to keep in regular contact throughout the process. As transparency is the key to ensuring that you are both on the same page.
As video animation continues to evolve, many are saying it could be the future of marketing. So as financial marketers, we must ensure that we are not being left behind.
We can help your financial services company, determine and deliver the best type of animated video to suit your marketing needs.