I recently spoke to a woman who runs a company that incorporates businesses.
She told me that her business doesn’t have much of a social media presence, and she wants to change that.
But she’s at a loss for how to come up with content for an industry that most people would consider incredibly boring.
I told her it’s possible to come up with captivating content for any industry, regardless of how dull it is, but you need the right concept and you have to present things in the right way.
Obviously, videos of her sitting at a desk filling out legal documents wouldn’t work, as many viewers would be snoring face down on their keyboard before they hit the 30-second mark.
But by leveraging the visual appeal of things like animation, you can generate great content, even if your business seems like a total snooze-fest.
Whiteboard animation, specifically, allows even the most boring concepts to be presented in an engaging and entertaining manner.
Quick explanations and equally swift cuts of animation make for a good way to quickly get your message across without putting people to sleep.
But don’t confuse whiteboard videos with those tutorials where people talk in front of a whiteboard, occasionally drawing or writing something on it to supplement their talking points.
These videos use either an animation of a hand drawing on a whiteboard or an actual video of someone creating these illustrations.
If you’re intrigued, then keep reading to find out how animation and whiteboard videos can benefit your business.
But before you do, check out this example of one of the whiteboard videos we’ve produced:
Even if you’re not familiar with the term ‘explainer video’, there’s a good chance you’ve seen one.
These videos use animation to explain things, such as products or services.
There are numerous ways to make an animated explainer video, and whiteboard animation is one of the more popular methods.
But no matter what technique you choose, these videos are known to boost sales.
Their simplicity and visual appeal can capture the attention of your audience, evoke emotion, and inspire people to take action.
A survey from Wyzowl found that 81 per cent of businesses said their explainer video helped them improve sales.
And according to Business Insider, Dropbox’s explainer video increased conversions by 10 per cent, which translated to 10 million new customers and $48,000,000 in revenue.
Not bad considering how crappy the animation is.
It’s no secret that video is more popular than textual content.
A survey from Animoto found that four times as many people would prefer to watch a video about a product, compared to those who’d rather read about it.
So right off the bat, people are more likely to watch an explainer video than they would be to read an instruction manual, for instance.
But these kinds of videos can also help people to better understand what your business has to offer.
The Wyzowl survey referenced above also found that 91 per cent of consumers have watched an explainer video when learning about products or services, and 97 per cent of businesses said their explainer video has helped people to understand their product or service.
Coca-Cola released the video below to explain its new content marketing strategy, and it’s definitely easier to follow than listening to some talking head go on about the nuances of Coke’s marketing.
This is directly related to the last point, as memory is an integral part of how people learn.
This is a no-brainer – if it’s easier for people to remember what you’re telling them, they’re going to have less difficulty understanding the information.
Psychology professor Dr. Richard Wiseman conducted a study on the psychology of whiteboard videos.
He made a video of himself talking and a whiteboard video with the exact same audio, and then tested viewers’ memory of the subject matter.
What he found was that people who watched the whiteboard video retained 15 per cent more information than those who watched the video of him talking.
Check out the video below if you want to hear Dr. Wiseman talk about the experiment.
There’s something about whiteboard videos that’s just mesmerizing.
As you watch that hand creating these illustrations, you’re not quite sure what’s going to come next.
The anticipation helps to keep viewers engaged, as they’re trying to guess what that hand’s going to draw.
That excitement can be enticing enough to keep people watching your videos right to the end, instead of losing interest and clicking on something else.
And besides just keeping people engaged, the level of social media engagement you’re going to get with videos is significantly higher than other kinds of content.
According to a Content Marketing Institute study, people are ten times more likely to embed, share or comment on video content, compared to blogs and other social posts.
The UK Parliament used the video below to explain how general elections work, and there’s no doubt that it’s way more engaging than listening to someone drone on about elections.
Let’s be honest, many great practical ideas are not the most fun things to implement or learn about.
But cartoons are just fun to watch, regardless of how old you are (I’m in my 30s and I still love Ren & Stimpy) and that entertainment value can be applied to pretty much any concept, regardless of how boring it is.
And I don’t need a study to prove that more people would prefer to watch cartoons than a talking head.
In any case, investing in whiteboard video production is a great way to showcase a product or service to potential customers.
Things like explainer videos and whiteboard videos help to present complex information in terms people can understand while keeping them entertained and promoting your business at the same time.
Weird Al released a music video making fun of the onslaught of whiteboard videos we’ve seen from businesses in recent years.
Check it out if you’re looking for a laugh.