All of us have heard a lot about hurricanes in recent days. NBC weatherman Al Roker showed an animated video this week demonstrating the varying impact of winds ranging from a Category 1 to a Category 5 hurricane. It was devastating to watch.
Roker’s video was also a devastating example of visual explanations. Instead of a verbal description, the video’s animation (approximately 50 seconds in) let viewers clearly see what damage is caused with winds of escalating force – from blowing palm trees to blowing off the roof of a house. Words convey the meaning, but the video packs a punch.
Animated videos are common in weather reports, most frequently to show the storm track of hurricanes. Even though the tracking videos carry a hurricane’s category, those numbers don’t really tell the story of the potential destruction they can wreak. Roker’s animated video put dimension to the numbers.
While animated videos can’t be plucked off the shelf or created in a wink, they also don’t require a major production. Anyone who can show a story would be able to work with a graphic designer, digital specialist or college intern to create an animated video of that story. For the adventurous, there are even tools such as Flipagram, Adobe Spark and Animoto that let you muck around and generate your own animated videos.
You don’t need to be an artist to create animated videos. For example, Flipagram lets users combine photos, video clips and music.
Whether you hire someone or do it yourself, animated videos are perfect content for social media and websites. People like to look at short animated videos that have eye appeal, are informative and offer entertainment value.
Successful animated videos are more than visual whizbang. They are stories told with moving pictures. Roker’s video about the force of winds in different categories of hurricanes worked because it put a visual stamp on the damage wrought by different wind speeds. The best animated videos simplify the complex and bring to mind the familiar in a refreshing new way.
Some stories can take the form of visual explanations, making a complex story seem simple. OregonSaves produced an animated video that walks viewers through the “whys” and “whats” of the new state-sponsored retirement savings plan.
Infographics can be converted to animated videos. Here are some interesting examples.
Emotions can drive animated videos. Think of all the animated cartoons you watched with your kids as they grew up that left you with a tear in the eye, even though the stories were aimed at 10-year-olds.
The bottom line is that animated videos work, attract clicks and stick in people’s minds. If they aren’t in your issues management, crisis preparation or marketing toolkits, then you should go to work to add them.