Landing page video best practices – Is animated or live action better?
Landing page videos have been shown to increase conversions and increase engagement to unprecedented levels. Even though the videos require time, resources, budget and creative content; the levels of success are worth the effort and this therefore cements the reason as to why the pathway has to be exploited further. The only question that marketers have not adequately been able to expound on is whether animated woks better than live action and which one should be adopted as the better option.
Understanding landing page videos
When it comes to Live action or animated, the industry in which a business operates matters coupled with the fact that businesses have to be conversant with what the competition is doing. As part of the consideration, the differentiation factor also comes into play and this means that a huge evaluation process has to be taken on board when trying to settle on either animated or live action. Landing page videos are the most consumed digital content line and as much as this is welcome news to marketers, the challenge is that the videos require input, investment, personnel, time, equipment and software to edit and perfect the presentation.
So why landing page videos?
If the resources are ready for the production of landing page videos, it is hugely advisable to have them in play as they play a huge role in engagement and overall consumer education. So where do the videos provide value?
- Product/ explanatory videos
landing page videos can be used to provide more details include expounding on concepts. 80% of what the target audience sees is what they remember and this means that providing a video explaining a product or service to the target audience stands a brand in good stead.
- Feature videos
A feature video can be used to reveal the features of a product or service. They reveal what the product is about and how the consumer benefits.
- Benefit videos
These landing page videos speak on the benefits of a product or service including the value the user will receive. Benefit oriented video content attract viewership and this is where you can input the sales message.
- Demo videos
A demo video where you take an offering and present it in the form of a video is hugely appealing. It can be used as a Call to Action strategy and any helpful information can be placed here.
- Testimonial videos
The target audience researching products and services will want to see testimonials to decide if your brand makes sense for them. Testimonial in video engage the audience and bring the brand closer to the consumers.
Live Action best practices
Have a script
It is important to have a script that will guide your approach so that the engagement is choreographed. This avoids confusion and lack of focus.
Get the surrounding perfect
Aspects such as lighting and other surrounding elements need to be perfect as his will prove to the target audience that the video was done professionally and with the right attention to detail.
Consider the shot
Angles of the subject and such elements need to be considered so that the video is captured in its perfect orientation.
Consider editing
You must have the appropriate editorial options on the table so that you do a professional job when editing and coming up with the final copy.
Have captions on hand
Most marketers are guilty of lacking these but they are very important as they help you explain your points and also highlight your punchlines.
Input CTA
Placing calls to action stands as the main component of live action landing page videos since they bring the audience into the conversation.
Pros
There are many advantages connected to live action videos with the most outstanding one being the humanization of your marketing strategies. Added to that, live action videos familiarize the brand and offer the chance for the brand to portray expertise and authority on the subject. The beauty of live action videos is that you get to communicate directly and with a personalized approach.
Cons
Among the cons of live action videos is the fact that they demand on-screen presentation skills and therefore have to be done by professionals. Another downside is that investment is key since without it you may end up with poorly done videos that will have a counter effect.
Animated best practices
Have a storyline
With animated videos, you have to be proactive in finding and coming up with storylines that will communicate your message effectively.
Dedicate a time setting
You need a timed setting when working with animated videos for your landing pages since your message has to it in within a specific timeline.
Provide context
When working with animated videos, you need context and have to be systematic in the way you present the same to give your videos the accurate projection needed.
Provide a break from reality
You have to provide a break from the reality that the target audience is used to as this is what will appeal and therefore hook the consumer.
Include CTA
A CTA is a must-have with animated videos as it is what will start you on your conversion mission as far as the target audience goes.
Don’t include too much animation
One major consideration to be made is avoiding too much animation as it can be distracting and can actually have a counter effect on the consumer.
Get music and voice over right
You have to get the music and voice over right if you are to benefit fully from animated videos especially if you are targeting a specific demographic.
Pros
Animated videos are very popular since they are instrumental in explaining concepts. What’s more? They are entertaining and harness creativity. They stand out as the primary element and offer complete control over creation which is what every marketer wants. The major advantage is that they cost less and a marketer gets to control the experience.
Cons
Among the major cons of utilizing animated videos is the idea that you have to be sensitive to audiences. What’s more you have to get an animation designer and software for the process on top of having to develop a storyline which can sometimes be complex and overwhelming.
Bottom line
Animated works for B2C while live action videos work for B2B. The bottom line therefore hinges on the consideration of the audience. It also depends on the businesses and brands you are in direct competition with. Another angle to look at includes the aspect of taking risks to better your marketing and be memorable.