When the concept of “animated explainer videos” springs to mind, most people think of whiteboard animation. The two have become practically synonymous, especially since whiteboard animation explainer videos have become so appealing in such a short amount of time.
But just as there are different types of explainer videos, animated explainer videos also have their own categories. We look at the top three styles of animation that almost always come out winners.
As the name suggests, kinetic typography explainer videosare words in motion. These types of explainer videos heavily depend on catchy but clean transitions between one word and the next. The timing either depends on the narrator reading the scriptout loudor on the video editor/typographer. When read out loud, the words pop up in time to the narrator’s pacing. When done to background music or sound effects, the reading pace is set by the typographer.
These videos work really, really well if your script is simple, snappy, and reads like a story. Just as people feel compelled tofollow the bouncing ball used in car commercials, viewers can’t help but read the words as they appear on-screen. Ergo, it’s important that your words aren’t too long, your explanations aren’t too complicated, and your sentences are well-constructed.
Admittedly, kinetic typography explainer videos are one of the more extreme video styles you could choose. When done right, they can convert leads like nothing else. When poorly produced, they come out as bland, boring, or wordy – qualities that can turn viewers away faster than you can find them.
Check out Sky Vidi’s 30-second spot for a well-paced kinetic typography video that’s both catchy and effective.
Whiteboard animation videos are arguably the style of choice for explainer videos. The clean, simple look of black lines on white background (hence, “whiteboard”) can easily draw the viewer’s focus onto what’s being shown. It also eliminates the need for background fillers, further emphasizing the subject of the video.
A good example of this is the explainer video for OtterPilot – technology touted as the future of “Group Think Driving.” The explanation for the technology is divided into segments, and each segment is done on a clean slate (no pun intended). By “wiping” the board clean, the viewer’s mind is fresh and ready to accept the next segment without previous information interfering.
Constant motion, yet again, is the key to this style’s effectiveness. Watching how the drawings pan out, one line at a time,is as mesmerizing as watching street chalk artists draw. The appeal of witnessing an on-going creation process is can grab a viewer’s attention and keep it.
2D Graphics Animation
2D graphics animation explainer videoscombine elements from kinetic typography and animated whiteboard videos to give you the best of words and pictures in motion. The constant movement of both keeps the viewers entertained, and the visuals – whether a keyword or a 2D graphics – help illustrate the point of the script.
Check out the 60-second spot for Boss Rocket – a company that helps start-up businesses by offering daily deals and bulk discounts on all the services one would need to start a small company (like accounting, consulting, bookkeeping, and so on.) Using animated graphics to illustrate salient points such as customers, office supplies, and even a cartoon representation of the clientcangive theviewer visual cues that will help them remember these key phrases. The constant movement of the words helps keep the script easy to understand, making sure the watcher doesn’t tune out the narrator.
This style is one of the safer options, and definitely one of the most engaging. Unlike kinetic typography explainer videos, the risk of the video becoming “boring” is significantly lessened thanks to the graphics.