How to set goals for your animated video?

Animated videos are an effective tool for engaging audiences and can have a significant impact on marketing results. However, creating a successful animated video is not solely about impressive visuals and movements. Okay, it is extremely far from that.

What we just named is a TOOL for achieving your goals. We encourage our clients to think in a strategic direction when ordering the animated video. What does it mean? Save some time, we’ll tell you everything right now. Ready?

Video marketing strategy comes first

A video marketing strategy without proper goals most likely will be following some hype. But it is not what your project might really need, so try to create a video marketing strategy that fits your project in the long run.

However, if you don’t need a video marketing strategy because you are going to order just one video, then you need a marketing campaign that involves that animated video. In the end, you have to receive a MEASURABLE outcome. Remember it. Otherwise, what is the point?

Plan your animation content and distribution strategy: Once you have your goals in place, you can start planning your animation content and distribution strategy. Your animation should be tailored to your target audience and message, and you should use channels that are most likely to reach your target audience.

What goals you may achieve with an animated video?

• Boost sales and revenue
• Expand the pool of potential customers
• Minimize obstacles for early adopters
• Enhance brand recognition and increase awareness
• Simplify messaging and facilitate comprehension
• Foster brand affinity
• Improve product comprehension for customers
• Enhance audience engagement
• Cultivate a loyal following
• Increase social media presence and following

This is just a handful, and yours might be a combination of goals or something different. Brainstorming with your team might be the best decision to understand what is the ultimate goal of your campaign.

To understand if any of this fits you, determine your message. What message do you want to convey with your animation campaign? Do you want to promote a product or service, raise awareness about an issue, or simply entertain your audience? Your message will help guide your goals and the tone of your animation.

Self-questionnaire

Why did you want an animated video for your project? 

A straight, and very simple question that may uncover your goals. What has affected your decision? Maybe you want to solve some problem with your video, in any case, be honest.

Describe success and failure when a video is released. 

Of course, it doesn’t mean you’re setting some sort of limitation on the possible outcome. But knowing what you will consider a success and what is a failure will be a blueprint for your goals.

What you don’t want to see in this animation video? 

It could be images, topics, or words – anything your brand wants to stay away from. Make sure an animated studio knows it to avoid confusion.

How to measure if the animated video is really played well?

If you don’t have a video marketing campaign and clear objectives, there is an answer: metrics.

View-Through Rate (VTR) is a dependable gauge of viewer satisfaction and the overall quality of your video. It represents the percentage of viewers who are genuinely interested in your content and brand. The formula is super easy: the longer someone watches your animation, the more effective it is in conveying your campaign’s message. It hooked. People were engaged enough to watch it fully. Success? Yes, we say it is, because you have clear numbers.

It is one of the most crucial Key Performance Indicators (KPIs) for video and animation marketing.

When marketing a product or service, conversions refer to the individuals who have made a purchase or subscribed after viewing your animation. What about them? Check it to see how an animated video works.

However, if you’re looking for conversions, you need a CTA in your video.

Interactions are not exactly a metric, but also a sign that your video works. After all, you made it for people to engage. The level of engagement that viewers have with an animated video can indicate how effective it is in capturing and maintaining their interest. Engagement can be measured by the length of time viewers watch the video, the number of likes and shares, and the number of comments and questions.

Summary

The effectiveness of metrics in indicating animation quality varies depending on the intended outcome. While a large number of views may not necessarily indicate animation quality, it can imply that the animation is being seen by the intended audience and that the promotional efforts are successful. This can also suggest that the thumbnail is appealing and piques the viewers’ interest enough to click play.

Therefore, it is important to consider the specific goals and objectives when choosing which metrics to use in measuring animation quality.