Advertisers’ Techniques To Leverage In Training
Take learning content a step further by using animated videos to engage. Animated videos, if done right, wield the power of visualization that breaks down abstract and complex concepts to more representational, relatable, and memorable content.
We see the benefits marketers reap from using animations in their advertising content. Well-executed animated commercials are able to arouse attention, engage and motivate audiences to become consumers and even turn them into advocates.
So you want to tap into the success that marketers have with the use of animations? Follow these techniques when creating your next animated training video to engage rather than distract your learners.
1. Make Your Content Emotional Or Thought-Provoking
The ability of your training video to provoke thought and evoke emotions in your learners’ minds is important for relaying compelling and memorable information. Because of the use of visualization in animated videos, this challenge is easy to overcome, as long as it is done right.
We naturally engage with visual information and our learners especially prefer content they can connect with. Try infusing your learning videos with animated content that accurately evokes emotions such as interest, happiness, warmth, shock, surprise, or even amusement to vastly improve relevance to individuals. An example is showing a relatable animated character tackling a workplace situation similar to what your audience will experience.
Let’s not forget to include content that ignites the imagination, stimulates our learners’ minds, creates dialogue amongst peers, and inspires action. Include creative questions, juxtaposition, metaphors, and other comparison tools to liven up your content and make it stand out.
2. Use Visuals To Describe Your Key Message
An animated video will be more effective at passing across information if the key point is dramatized. Use animations to show the practical implementation of your key message. Remember, the brain prefers visuals to text  and is able to recall about 65% of visual information days later. If every other part is visualized excluding the key message, the main objective of your video will not be memorable. This simple video from Sarah Dewar is a great example of effective visuals to dramatize the key point.
Link your key message to animations like images, charts, symbols, facial expressions, etc., to trigger memory and reap the benefits of higher engagement. In contrast, a long string of words describing the learning points will reduce the percentage of memory recall. The brain recalls only about 10% of text-based information.
3. Stay Consistent With The Theme
Presenting a long-form video with a number of themes thrown together is a recipe for distraction and confusion. You should aim to employ microlearning principles in creating animated training videos and focus on tackling one topic with one animated video at a time. This is why it is important to break down large chunks of learning content into smaller focus videos.
Additionally, avoid adding unnecessary content to your learning video. Learn the difference between “need to know” and “nice to know” information and do not muddy your video up with the latter. Avoid things like having too many characters or storylines in one animated video and any other element that does not necessarily progress your topic. Stay consistent with the theme of your video to avoid losing the attention of your learner.
4. Be Distinctive
One sure-fire way to make your animated videos stand out in the minds of your learners is to be unique. Avoid over-used video themes and character structures. It might be time to veer away from the very popular whiteboard animations and others just like it. Luckily, most rapid video creation tools offer fresh solutions, templates, and updates.
Turn your creative side up a notch and come up with more distinctive elements to suit your brand and themes. Use templates to stay consistent but do not forget to create impact by adding dramatization of vivid images, surprise, or unexpected humor to your animated videos. This way, your message stays memorable.
5. Know Your Learners’ Needs
The importance of knowing your audience and catering to their needs cannot be stressed enough. Marketers do this very well and it is time we also ensure that our videos are created based on the learner’s needs. For example, consider approachable animated formats to break down apprehension learners have about daunting compliance topics. Your animations should create a sense of familiarity and create real-life scenarios as it relates to your audience.
It is equally important to know when and when not to employ certain animations. Marketers use characters in animated commercials very deliberately to create a playful mood, but you may want to avoid a playful spirit in some courses (e.g., risk management course). Consider using an infographic approach without characters if that better meets your stakeholder and audiences’ needs. This training video is a simple example of the infographic approach.
6. Only Use Relevant Dramatization
Animated videos are a fun and simple way to present our complex courses, but they can be distracting instead of engaging if not done properly. Dramatization is great for making your message stick. However, it is important to keep it relevant to your key point and avoid distracting your learners by emphasizing anything not pertinent to your learning purpose.
Keep the humor relevant to your topic and to a minimum and avoid stuffing your animated videos with irrelevant character backstories.
Marketers have long known the advantages of employing animations in advertising. Exploring the use of animations in our training videos is bound to refine and elevate the level of instructiveness of our courses. It is important to do it the right way and reap the benefits of instructional materials that are engaging, motivating, interactive, and relatable.