Why do you need animated videos for your business?
IMAGINATION…. The one thing that you need to capture and attract new business, expand existing business, and/or obtain funding. In our high-speed, quick-turnover environment, we also know that imagination needs to be captured quickly in order to be successful.
In early 2019, my wife and I started a company called Sketchology to help organizations break through the racket of media messages using short, animated whiteboard videos. Our 2D, Whiteboard, and Motion Media videos are designed to make you laugh and learn. Content that makes you laugh and learn is called Edutainment. We also guide our customer’s intended audiences to visualize themselves as triumphant through the use of our customer’s products.
Facing Your Fears:
On September 29, 2001, Rudy Giuliani proved why he was America’s Mayor. Appearing on Saturday Night Live’s cold open, Giuliani responded to Lorne Michael’s question if it was appropriate to be funny 18 days removed from the city and nation’s catastrophe (9/11) on a TV show that is emblematic of the city. Giuliani’s response, “Why start now?”
Fear of Fun:
This story brings to mind the same fear that many small and independent businesses have about publicizing their work with either humor and/or animation or whiteboard videos. There is uncertainty about being about to be taken seriously while having “fun” in advertising. The often unstated, but underlying fear is that there is an unresolvable chasm between “childish” and “professional.”
Arguments for Edutainment:
There are 3 key reasons that I would suggest small and independent businesses incorporate edutainment into their brand advertisement:
- Who makes buying decision?
- Top Brands in USA
- What is not working today
The primary reason that I think that small and independent businesses need to allow for fun in their advertising is that children are often the drivers of buying decisions. For independent firms consider dentist’s offices or veterinarians. Telling a story of how patients will leave triumphant because of extraordinary dental care or pet treatment could very well win over a child.
A second fact supporting the use of fun in advertising is the list of the most favored brands in the US.
- M&Ms – Walking, talking, CandyMan “Court Jesters” commercial stars since 1995 (https://www.businessinsider.com/the-story-of-the-mms-characters-2016-3).
- Band-Aid – Written in the 1970s by Barry Manilow (https://www.aaaa.org/timeline-event/america-gets-stuck-barry-manilows-stuck-band-aid-many/), the jingle “I am stuck on Band-Aids is still used today in many commercials. It usually plays over a storyline, as opposed to being the storyline.
- Ziplock – Ziplock represent numerous products, including: Hefty, Kleenex, Swifter, and Clorox. Although I am not familiar with the ads for all of their brands, Hefty, Kleenex, and Swifter have all had light, funny adds.
The third consideration for adding humor and learning in small business and independent business advertisement is the current success rate. Note the following key finding from SJ Insights:U.S. consumers are exposed to over 5,000+ brands ids and ads daily… only 362 ads are seen daily… of those, 12 make an impression…
Out of every 30 ads each American consumer is seeing, one is making an impact:
The point here being that there is a definite race to get your customer’s attention. Many advertisers are trying to get it, and few are actually receiving it. If you are not using humor–and I know many are not, what is the downside to giving it a try?
There are, of course, business sectors that should not be using humor or edutainment (content that makes you laugh and learn) in advertising. Primarily, I would put these in the category of poor taste (e.g., anti-human trafficking organizations) or poor fit (crematorium).
In this article, I have tried to make a compelling case for small and independent businesses to use weave humor into their advertising messages. For those that choose this path, I see bright things in your future.