When it comes to capturing the hearts and minds of your audience, few mediums are more powerful than the animated marketing video. With the potential to attract, engage, and convert viewers like no other, animation in marketing is no longer a luxury, but a necessity.

However, crafting the perfect animated marketing video is an art as well as a science. It involves a strategic blend of creativity, narrative prowess, and technical skill.

For Marketing Managers and agencies looking to harness the full potential of animation, this in-depth guide will walk you through each essential step from storyboarding to measuring your video’s impact.

Planning Your Animated Masterpiece

Before any drawing begins, effective planning is the foundation of a successful animated marketing video.

The Power of Storyboarding

Think of a storyboard as your video’s blueprint. It outlines your scenes, describes the action and dialogue, and gives you a clear visualisation of how your video will unfold. This organisational tool is invaluable in bringing clarity to what can often be a complex creative process.

Person drawing a storyboard.

Style That Suits Your Brand

Animation comes in many forms, from 2D to 3D, infographics to whiteboard. Each style conveys a different tone and suits different messages. It’s crucial to align the style of animation with your brand’s image.

Honing Your Message and Call-to-Action

Your animated video is as good as its storytelling. Identify your key message and craft a call-to-action that is both compelling and clearly presented. This will be the guiding star for your entire video.

Designing Animation With Impact

With a plan in place, it’s time to consider the visuals that will bring your message to life.

Colour and Style Choices

Colours can convey emotion and meaning, and animation style affects how your brand is perceived. Choose wisely, ensuring that the aesthetic elements of your animation are consistent with your branding.

Tools of the Trade

In the production process, the right tools are essential. Popular choices include Adobe After Effects for 2D animations and Vyond for simple, user-friendly 2D and whiteboard animations.

Characters That Connect

Character design is especially important in animation, as they can be the most memorable part of your video. Ensure your characters are relatable to your audience and they’ll add to the storytelling in meaningful ways.

Scriptwriting for Impact

The script is the heart of your marketing video; it conveys your message with clarity and emotion.

A set of video scripts.

Keep It Concise

The attention span of online audiences is brief, so keep the script tight and focused. Every word and frame should serve the purpose of the video.

Crafting Engaging Dialogue

Your dialogue should be crafted with the audience in mind. Use language and phrasing that the viewers will resonate with.

Seamlessly Integrate Product Benefits

Incorporating product benefits into your storyline can be challenging but should be done in a way that feels natural to the conversation. This is where smooth writing truly shines.

Animation in Production

With a solid script and design in place, it’s time to bring your animation to life.

The Process Unveiled

This section details a high-level overview of the animation production process, from the storyboard’s iteration to the final rendering.

Pitfalls to Avoid

With animation, it’s easy to overcomplicate. Each element of the video should elevate the storytelling, and should be edited down ruthlessly during the review process.

The Role of Sound Design

Sound design is often the unsung hero of animation. It sets the mood, underscores the action, and enhances the emotional impact. Never underestimate its power.

Utilise Your Video In Marketing Strategies

Creating your animation video is only the beginning. It needs to find its way to your audience.

Effective Distribution Channels

YouTube, Instagram, and your company website are just the start. Look for other channels that align with your marketing strategy and the preferences of your target audience.

Integration with Broader Campaigns

An animated video often works best as part of a broader marketing campaign. Ensure the various elements are integrated seamlessly, working towards a common goal.

Measuring Impact

To understand the ROI of your animated marketing video, you need to measure its impact. Track metrics like views, engagement, and conversion to get a clear picture of its performance.


Crafting an animated marketing video is artistry and engineering combined. It requires a deep understanding of your audience, a clear vision of your brand, and a meticulous attention to detail. By following the steps laid out in this guide, you will be well on your way to creating a marketing masterpiece that captivates and converts.

If you’re ready to turn this knowledge into action and want hands-on guidance from animation specialists, don’t hesitate to book a free 30-minute strategy call with Super Motion. Together, we can create the next chapter in your brand’s story.