Mastering the Art of Animated Marketing Videos for Professional Services

by Super Motion | May 24, 2024 | Production Tips

With the fast-paced digital environment, Professional Services are finding innovative ways to capture their audience’s attention. One of the most effective tools for engaging potential clients is the animated marketing video. Marketers and managers within Professional Services are turning to this medium to convey complex messages in a clear, entertaining, and visually compelling manner.

In this comprehensive guide, we will walk you through the process of creating an animated marketing video that resonates with your professional audience. From crafting the perfect script to distributing your final cut, we have you covered with the step-by-step to-do list. Take a deep breath and get ready to infuse your marketing strategy with the magic of animation.

Pre-production Essentials

Crafting the Script

The script is the bedrock of your video. It should be as clear and articulate as your Professional Services. Ensure your script explains your services’ unique value proposition, solving problems, and providing a powerful conclusion that integrates your call-to-action.

Storyboarding Your Vision

Storyboarding is the visual aspect of your script. Every scene must be carefully outlined to guarantee the video flows logically and visually. Remember, the visual storytelling in Professional Services is just as important as the message itself.

Defining Objectives and Target Audience

Outline specific objectives for your video – what do you want the viewer to do after watching? Also, understand your target audience, to tailor the animation style and message to their preferences and challenges.

Choosing Animation Styles

2D Animations – Engaging and Economic

For its charm and cost-effectiveness, 2D animation is a favourite for many Professional Services. It allows you to convey complex ideas in a simple, clean, and engaging way.

3D Animations – Adding Depth to Concepts

If your services require showcasing complex products or processes, 3D animation brings a whole new dimension – quite literally.

Motion Graphics – The Business of Moving Images

Highly graphic and animated design elements, motion graphics are fantastic for stats-heavy content or where a sleek, modern look is imperative.

Whiteboard Animations – The Upscale Hand-Drawn Look

These are a great choice for a more serious or educational tone. They can turn your video into a tutorial or explainer.

Tools and Software

High-End Software for the Animation Aficionado

Professional Services departments, with sizeable budgets or animation-savvy staff, should consider Adobe After Effects or Toon Boom Harmony for their robust features and customisation.

Mid-Range Software for Quality on a Budget

If you’re looking for a balance between features and affordability, software like Vyond or Powtoon provide comprehensive toolsets while being more intuitive for beginners.

Entry-Level and Online Tools for the Animation Novice

Online platforms such as Moovly, Animaker, or even Biteable can get the job done efficiently, while requiring no previous animation experience.

Voiceover and Music Selection

Finding the Right Voice for Your Video

The voiceover must match the tone of your Professional Services. Go for clarity, professionalism, and authority. Hire a native speaker of the language you’re targeting, and always request a sound or sample before committing to the full project.

Musical Harmonisation

Music sets the mood for your video. For Professional Services, a subtle, non-intrusive instrumental track is usually preferred. Platforms like Epidemic Sound or Artlist.io offer libraries that are licensed and fit for purpose.

Integration of Branding Elements

Logo and Colour Consistency

Your brand’s logo and colour scheme must be visible throughout the video. This element of repetition is not only good for branding but also for reinforcing the message.

Corporate Themes

Depending on the nature of your Professional Services, there might be unique corporate themes or symbols you’d like to weave into the animation – a font, an icon, or a particular motif.

Effective Call-to-Action

The Compelling Call-to-Action

Your Call-to-Action should be straightforward and compelling. For the marketing manager of Professional Services, the Call-to-Action could prompt viewers to book a consultation, download a whitepaper, or sign up for a webinar.

Timing Is Everything

Make sure the Call-to-Action appears at the right moment in your video. It’s usually placed towards the end, after the value of your services has been clearly communicated.

Distribution Strategies

Social Media Platforms

Upload your videos across all major social media platforms, depending on where your professional clientele is most active. LinkedIn, for instance, might be more beneficial for B2B services.

Website Embedding

Embed your video in strategic spots on your company’s website. It can live on your landing pages, service pages, or blog posts related to the video’s content.

Email Marketing

Use your video as part of your email marketing campaign. It’s a great way to stand out in your recipients’ inboxes and drive traffic to your services.

Booking Your Free Strategy Call

Ready to elevate your Professional Services with animated video marketing? Book a free 30-minute strategy call with Super Motion. Our expert team can provide tailor-made advice to take your video marketing to the next level. Don’t miss out – your next client could be just a click away.

The Ultimate Guide to Shooting Corporate Videos for Professional Services

by Super Motion | May 10, 2024 | Production Tips

In the fast-paced world of Professional Services, corporate videos play an essential role in marketing strategies. Whether it’s showcasing your expertise, introducing a new service, or providing valuable insights, a well-crafted video can be a powerful tool. To ensure that your corporate videos reflect the calibre of your services, we’ve pieced together this comprehensive instructional guide specifically for Marketing Managers in the Professional Services sector.

We understand the unique challenges that come with visual storytelling in a professional context — the balance between creative expression and corporate image, the airtight legalities, and, of course, the pressing need for video content that truly captures your audience. With this guide, you’ll not only overcome these obstacles, but also elevate your corporate video productions to new heights.

Step 1: Mastering Pre-Production Planning

Script Development

The foundation of any successful corporate video is a watertight script. Your script should be clear, concise, and tailored to your specific audience. For a professional touch, consider engaging a scriptwriter with corporate experience who can craft compelling narratives while ensuring all messaging aligns with your brand.

Setting Objectives

Clearly define the purpose of your video. Are you looking to increase brand awareness, engage clients, or highlight a specific milestone? These objectives will dictate the tone, style, and content of your video.

Budget Considerations

Professional Services often mean a professional budget. Plan wisely — allocate resources to the areas that will most impact the quality and effectiveness of your video. Remember, this isn’t just a cost; it’s an investment in your brand’s image.

Step 2: Choosing the Right Equipment

Cameras

For corporate videos, consider a DSLR or mirrorless camera with 4K capabilities. These provide the resolution and professional look necessary for high-quality footage. Additionally, invest in a quality set of lenses for versatility in different shooting conditions.

Microphones

Clear and crisp audio is non-negotiable. A lavalier microphone, shotgun mic, or wireless microphone systems are excellent choices for recording in various settings.

Lighting

No matter how sophisticated your camera, poor lighting can ruin even the best shot. Invest in quality LED panels, softboxes, and reflectors for controlled lighting in any situation.

Step 3: Location Scouting and Preparation

On-Brand Locations

Select locations that reflect the ethos of your brand. Professional Services demand a sense of sophistication, so choose settings that convey professionalism and trust.

Technical Planning

Visit each location before the shoot to assess acoustics and lighting. This reconnaissance allows you to plan and adapt your shooting schedule and equipment to the specific challenges of each setting.

Step 4: Mastering Shooting Techniques

Framing and Composition

Shoot with a purpose. Understand the different types of shots — from wide to close-ups — and use them to convey information and emotion effectively. The rule of thirds and leading lines are compositional techniques that can enhance the visual appeal of your video.

Camera Movement

Consistent and smooth camera movements lend a professional look to your videos. Whether it’s panning, tilting, or tracking, ensure that movements are deliberate and controlled.

Lighting Techniques

Lighting should complement your narrative. Use three-point lighting to illuminate subjects, with a key light for brightness, a fill light to control shadows, and a backlight for separation.

Step 5: Interview Setups That Wow

Staging

For interviews, a quiet, neutral, and well-lit backdrop is essential. Position interviewees off-centre, leaving space for the subject to look or move into the frame.

Mic Strategy

Microphones should capture crisp and clear dialogue. A shotgun mic placed just out of frame, or a lavalier will capture the voice without distracting from the shot.

Step 6: Post-Production Essentials

Editing Software

Invest in professional editing software such as Adobe Premiere Pro or Final Cut Pro for more intricate post-production needs. If resources are limited, consider user-friendly options like DaVinci Resolve or iMovie.

Brand Integration

Your corporate video must reflect your brand identity. Consistent use of brand colours, logos, and fonts reinforce brand recognition and professionalism.

Graphics

Including infographics and animations can clarify complex concepts and add visual interest. But remember, simplicity is key. Over-complicated visuals can distract from your message.

Step 7: Legal Compliance in Corporate Videos

Copyright

Ensure all audio, visual, and written elements are either original or legally acquired. Any copyrighted material must be used with permission or under legal fair use.

Model and Property Releases

If individuals or private property are identifiable in your video, obtain signed model and property releases to protect yourself from any potential legal disputes.

Step 8: Distributing Your Corporate Masterpiece

Platform Selection

Choose the right platform to reach your target audience. Whether it’s LinkedIn, your company website, or an industry-specific forum, ensure the platform aligns with your distribution goals.

Sharing Formats

The format of your video should be optimised for the platform, whether it’s square for Instagram, vertical for IGTV, or traditional widescreen for a website. Tailoring your content to each platform ensures maximum engagement.

In conclusion, corporate videos are not just about capturing moments; they are about telling your story in the most compelling and professional manner possible. Follow these steps diligently, and your videos will strengthen your brand, engage your clientele, and elevate your marketing efforts. And whenever you’re ready to take your corporate video production to the next level, book a free 30-minute strategy call with Super Motion. Your success story awaits, in cinematic 4K.

How to Write an Educational Video Script for Marketing Managers in Professional Services

by Super Motion | Apr 26, 2024 | Production Tips

1. Identify the Objective

Before pen hits paper, you must pinpoint the purpose of the video. Are you aiming to introduce a new service, explaining a tool, or maybe even training your team on a recent industry development? The objective is your video’s north star – everything from the words used, to the visuals, should align with this goal.

For instance, if your objective is to introduce a new service, your script needs to highlight its unique value proposition and how it’s a solution to a known problem. If it’s training, the script should break down the process into manageable steps, ensuring clarity and retention.

2. Understand Your Audience

You’re not scripting for just anyone; you’re addressing Marketing Managers in Professional Services. These are individuals who thrive on information that’s both relevant and practical. Your script should directly address their on-the-job challenges and existing knowledge.

Drill down into the specific issues they face daily – maybe it’s understanding the latest SEO algorithm updates or strategising for a service launch. Offer insights that can be implemented immediately. Ensure that the content does more than explain; it empowers your audience.

3. Structured Outline

A clear structure leads to a compelling narrative. Your educational video script should have a logical flow, much like a story, to guide your audience from start to finish.

Begin with a hook – perhaps a case study showing the before-and-after effects of your content, enticing the viewer to learn more. From there, use bullet points or segmented parts to break down complex information into digestible chunks. Recap with a good summary of the key takeaways, reinforcing the learning.

4. Engaging Content

Nothing disengages a professional faster than dry, text-heavy content. Incorporate relatable examples and data to keep the attention of your audience. If you’re introducing a new service, use real client experiences that underline its success. Throughout the script, be conversational in your tone but maintain a professional stance.

Always keep in mind that your main goal is to provide practical knowledge, so stay on track with relevant content.

5. Visual Aids

A picture is worth a thousand words – and in an educational video, it’s indispensable. Collaborate with your design and video production teams to ensure that the visuals support the message of your script.

If you’re discussing statistics, have charts and graphs on the screen. A tool overview? Ensure the video coincides with the features under discussion. This visual reinforcement makes it easier for the audience to understand and remember the material.

6. Conversational Tone

While maintaining professionalism, you should aim for a script that feels like a one-to-one conversation. Using contractions, addressing the viewer as ‘you’, and posing questions can engage your audience on a personal level.

A conversational tone builds trust and rapport, critical in getting professionals to adopt new knowledge or practices.

7. Call to Action

Always end your video with a clear call to action (CTA) that points to the next step. Whether it’s directing them to explore further on your website, sign up for a course, or contact your sales team, the CTA should be a natural progression from the video’s content.

In the case of Super Motion, an example CTA could be to book a free 30-minute strategy call. This equates to a soft pitch, inviting the audience to continue the conversation further.

8. Review and Feedback

An excellent script is a result of iteration and collaboration. Gather feedback from your peers, stakeholders, and even prospective viewers.

Incorporating diverse perspectives can lead to a richer, more effective script. When refining your draft, always consider the clarity of the message, the relevance to the audience, and the action you want them to take after watching the video.

The Ultimate Guide to Understanding Training Video Production Costs

by Super Motion | Apr 12, 2024 | Production Tips

Understanding the Essentials of Video Production Costs

Before a camera is even switched on, the process of creating a training video involves several stages, each with its own set of costs.

Pre-Production

This is the blueprint phase. Here’s where you’ll plan out the video in detail — from writing the script, to creating storyboards and organising the video shoot.

Production

The production phase includes everything to do with capturing the content, from shooting with cameras and equipment, to paying actors and location rentals.

Post-Production

Once the filming’s wrapped, it’s time to edit, add graphics, music, and any other final touches. This stage brings together all the video elements into a cohesive and engaging piece.

Breaking these phases down allows you to understand the components of a training video’s budget, and how you can manage them effectively.

The Impact of Quality and Complexity on Costs

The decision between a straightforward video and one with complex animations or special effects, can significantly influence your budget. A professional production house will guide you through the trade-offs, showcasing the added value of each element against its cost.

Video Quality

From camera and lighting equipment, to sound production, investing in high quality can enhance the professional appeal of your training videos, increasing viewer retention and understanding.

Complexity Add-ons

Consider your video’s requirements carefully. Will animated infographics drive your message, or is a simple voice-over slide enough? Each addition increases not only production costs, but also the time needed in post-production.

Length and Volume: The Duration and Quantity Dilemma

Video length affects production costs due to the time and resources required, but length isn’t the only consideration; you also need to think about volume.

Length Matters

The longer the video, the more footage you need and, therefore, the longer the editing process. Companies must find the sweet spot between message length and resource investment.

Batch Production

Creating videos in batches can save you both time and money. Filming multiple videos at once can sometimes lead to efficiencies in the production process, reducing the cost per video.

Planning for and Mitigating Unexpected Expenses

Even with the most meticulous planning, unforeseen costs can arise. Having a contingency fund is essential for adapting to these changes without jeopardising the quality of your training video.

Why Contingency?

Changes in script, actor availability, or even challenging weather conditions during an outdoor shoot, can lead to additional costs. Having a financial buffer can mean the difference between a production well-handled and one with a slashed budget and compromised quality.

Strategies for Keeping Your Training Video Budget in Check

With a bit of forethought and creativity, there are plenty of ways to manage video production costs without cutting corners. Adopting these strategies can ensure cost-efficiency without sacrificing the educational value or the watchability of your training videos.

DIY vs. Pro Production

Whilst it’s tempting to keep production in-house, professional services often bring superior quality and streamlined processes. However, it’s possible to find a middle ground where in-house efforts contribute to professional productions, such as providing in-studio talent or location options.

Leveraging Technology

Using technological advancements, like video editing software and online stock media libraries, can significantly reduce costs. Platforms offered by companies like Super Motion can provide access to high-quality resources at a fraction of the price.

Budgeting with the Big Picture in Mind

When creating a budget, look beyond the initial production cost. Factor in distribution and potential follow-up video revisions. Ensure your videos are designed to be timeless, thus stretching the value of your initial investment.

Evaluating Training Video Production Through an ROI Lens

It’s not just about the initial cost; understanding the long-term return on investment is crucial in justifying your spending on video production.

Sustainability and Scalability

By creating videos that can be reused and tailored to various training needs, your long-term costs decrease. Scalable video content grows with your business, offering a consistent message and look across all departments and locations.

Measuring Success

How will you measure the effectiveness of your training videos? Improved test scores, reduced onboarding times, or increased employee engagement? Use these metrics to calculate the true ROI.