Whiteboard animation not only has the highest viewer retention rate, it is the most flexible of video marketing mediums. It’s endlessly versatile – appealing to all kinds of learning styles – and fully ready to incorporate your company’s unique personality.
Let’s try a little experiment – read this sentence:
To successfully market a new product, ensure your brand is in the foreground by creatively inspiring customers; capturing their attention with exciting images and catering to their sense of fun and imagination.
Now, in ten days close your eyes and repeat that sentence back to me. No? Alright, get somebody to read the sentence aloud to you, and then in ten days repeat it back to them. Or, maybe you prefer to look at this:
If you are able to repeat this sentence word for word after ten days, you’re awesome. If you can repeat back the general idea of the sentence, you’re less awesome, but still pretty great. If after ten days you can’t remember it at all, join the club.
But despite whether you are a visual or auditory learner, when an element of humor is added, the general idea of that long, boring statement is much easier to remember and has the potential to be stored in our memories for much longer. Marketers need keep this in mind when creating promotional videos, as well as the different learning styles in order to make a significant impression on consumers.
There are three distinct learning categories that every person falls into: Visual, Auditory and Kinesthetic. Visual learners perform best when information is brought to them in a visual manner such as text or images. They thrive on illustrations, charts, diagrams, etc. These are the note-takers; they often feel a need to convert the spoken word into text. Auditory learners do best when they can hear the instructions through a CD or cassette tape or through somebody simply talking to them. An auditory learner is able to process, comprehend and retain information given during a lecture with a high level of accuracy. These are the ones whose heads never nod during conferences. Kinesthetic learners are the goers and doers. They need to learn by touching, holding, trying and failing and trying again.
While we all have a dominant learning style, everyone benefits in some way from each. The reality is that we all have custom learning styles that vary in combinations of visual, auditory and kinesthetic learning. Ideally, your video marketing campaign would be able to incorporate each of these three styles when creating an advertisement to inform consumers of your product. However, kinesthetic is hard to put into video form, so what marketers usually have left to work with is visual and auditory. And there’s good news for marketers: video is the easiest and most effective way of combining visual and auditory learning styles in order to appeal to all consumers! Video combines auditory instruction with visual. Not only are viewers hearing about all the benefits your product or service provides, they can see those benefits with their very own eyes.
However, simply making a video won’t guarantee a boost in sales. You need a way to make your video stand out from the millions of other online videos fighting for views. After you’ve catered to consumers’ different learning styles, how are you going to keep their attention?
1. Use Whiteboard
Whiteboard animation has proven time and time again that it is the medium viewers prefer. Its viewer abandonment rate is as low as 30% for a two-minute video. This is largely due to its unique use of images and text combined with audible narration. People are fascinated with the idea of watching an illustration come to life before them, and that initially captures and then holds their attention. The images are fun, colorful and creative. The text is even fun colorful and creative, and the narration ties it all together, guiding emotion and sparking excitement throughout the scenes.
2. Never Skip Out on Background Music.
A seemingly minuscule detail, background music is pertinent to your advertisement. Music gives life to video and provides a certain rhythm that viewers crave. It fills in intentional or unintentional dead spots, making the whole video seamless and fluid. Be aware of the type of background music, though. You don’t want to play smooth jazz behind a promotion for an amusement park – that might give viewers the idea that the park was specifically designed for attendees aged 55 and up. On the other hand, you don’t want to put an ad for orthopedic shoes on top of Usher’s best selling track. You just won’t get the reception your video deserves.
3. Make ‘em Laugh
Humor is one of the most important features your video can possess. A study presented at the American Psychological Society found that the use of humor in an educational setting significantly boosts interest and participation. This is incredibly applicable to video marketing, because essentially, your video is being produced to educate consumers about your product. The study concluded by saying, “Humor is… a social lubricant. It can facilitate interactions, and that is exactly what we found.