So you’re thinking of using video content to help market
your new startup?
Demo videos for startups are one of the most powerful ways to launch a digital marketing campaign. Choosing the right type of demo video to suit your startup is crucial and going to have a huge impact on how successful you are.
We’ve put together 9 unique types of demo videos you can choose from, and talked about the benefits of each and which would be right for you.
- Kinetic Typography
- Whiteboard Animation
- Infographic Animation
- Character Animation
- 3D Animation
- IOS Demo
- Music Based
- Live Action
Now, let’s look at each one in turn….
Screencast videos are one of the easiest and cheapest types of videos to create. They can be animated or you can simply record the screen while using your software or app.
They are best to use when walking people through a process, such as showing them how to use your product or teaching people to do something.
They can also be very effective as ‘member area’ or support videos for current and past clients, they don’t necessarily need to be sales based!
Remember: Teaching sells! If you can teach someone something, they are much more likely to buy from you.
- Use free screen recording software such as Screencast
- You can record your own voice over if you have a good quality voice and microphone, or use annotations to narrate the video
- Use some stock background music to ensure that the video is not boring
- You could record a slideshow made in Powerpoint or Prezi to give the video a real premium animated feel for almost no cost!
- You may want to invest in voice over artists or better editor/recording software for a very high quality video
#2 Kinetic Typography
Typography alone can be very powerful, especially when sharing a deeper emotional message, such as inspirational speeches or quotes. The typography simply annotates a voice over and transitions in creative ways. It can be a very powerful way of captivating people to some audio content.
Typography effectively converts audio content to video content, making it much more effective and shareable.
- Again, you can do this yourself using software, however you may need to purchase some software such as Adobe After Effects
- A cheaper option is to use presentation and screen capture software
- You might choose to hire an explainer video production company to ensure you create a high-quality video
- The typography needs to have creative and captivating transitions to maintain the attention of the viewer, as you don’t have as much animation involved in the video
Warning: Some studios might try to charge very high prices for typography videos, but it is important to remember that they should be generally a lot cheaper to produce than standard character or infographic style animated videos.
#3 Whiteboard Animation
Whiteboard explainer videos have exploded in popularity over the last few years and everyone has been getting involved. These involve either a real person or a simulation drawing the imagery to illustrate what the voice over is saying throughout the video.
Whiteboard videos are very versatile and can be used for sales videos, educational videos or discussion topics in general.
They are very popular and get a lot of shares, they are also generally slightly cheaper to produce than infographic and character animation, but more expensive to produce than kinetic typography.
- There are some very talented people out there who can produce whiteboard animation videos (us included!)
- It might be slightly more difficult to do this yourself unless you have advanced skills with animation and/or drawing
- We have found that whiteboard animations with colour deliver a much better ROI than whiteboard videos in just black and white
- Make sure you don’t cram too much animation into the video as it can make it difficult for the drawing to keep up with animation (transitions are generally longer in these videos)
- Pay attention to the smaller details, for example some whiteboard explainer videos incorporate the company’s branding on the pen that is drawing the illustrations
#4 Infographic Animation
Infographic animation offers a captivating way to illustrate data and information. It is better suited to the B2B industry but can work very well for explainer videos that are teaching something to people.
Infographic style animation is slightly more difficult and expensive to produce than whiteboard explainer videos but has been found to deliver outstanding ROI. It includes graphical animations that move and transition as the video talks the user through the information.
- Use graphical style animations such as pie charts and graphs
- Make statistical data popup and come alive in large font
- Creative transitions must be used to keep the viewer entertained while they learn
- It is good to use elements of fun or character style animation too
#5 Character Animation
Probably the most popular and one of the most effective types of demo video, character animation has been found to deliver great ROI. It can be used for business, products, services, apps or events.
Character animation is the same as infographic in terms of cost and difficulty to produce. It involves the use of characters in certain settings to illustrate the voice over and usually includes background music.
A very effective way to leverage character animation is to tell a story that arouses the interest of the viewer, keeping them entertained but also delivering your important message within the story.
See the video we made below for Acorns Children’s Hospice for a perfect example…
- Tell a story, don’t just talk about your company or product
- If it is entertaining, people will watch until the end and be more inclined to share your video
- Make sure the style of the animation and colouring matches your branding
- Background music can have a huge effect on the tone of the video in the mind of the viewer
#6 3D Animation
There are 2 main types of 3D demo videos:
- 3D Product Demonstrations: These are usually tailored more to demonstrating complicated products. For example, they might be used in the B2B manufacturing industry.
- 3D Cartoon Animations: These are tailored more towards B2C (but can be B2B) and are more entertaining and focussed on telling a story.
3D animation can be very difficult and expensive to produce, but these videos can deliver phenomenal ROI if used in the right circumstances. If you have complicated or specialist products to show, 3D animation can be perfect, where 2D might not show everything that you need.
If you are a larger company with a big marketing budget, 3D animation can be very effective on a B2C level as it almost makes a movie out of your explainer video, perfect for TV adverts or larger campaigns.
- Only go for 3D animation if you have a large budget
- It can take a very long time to produc0e and get right
- If you have a complicated or innovative physical product to demonstrate, 3D could be perfect for you
- Make sure your voice over and music are perfect and consistent with the video to maximise the ROI on your large investment
#7 IOS Demo
If your video is for the IOS app store then there are some special considerations that need to be made. The video will be hosted within widgets on the apple operating system. They can be made for free using software such as iMovie, or outsourced to a production agency.
They usually demonstrate use of the app, as if someone was on their phone or tablet using it, as well as animated scenes to demonstrate the benefits.
- Use tools to record the use of the app such as iPhone Simulators
- Keep it short, people are going to be quickly browsing app stores and stumbling across your video, don’t expect them to watch for more than roughly 90 seconds
- Don’t just use it on your app page in app stores, host it on your website and social media
- Think about producing a longer version for your website and social media channels
#8 Music Based
Not every demo video has to have a voice over, as we mentioned earlier, you could use subtitles. But some of the most effective videos have no voice over or subtitles. Similarly to typography videos, this will mostly use animated text and visuals.
This Apple video blew up recently on social media, and perfectly demonstrates how music based demo videos can be super effective. Notice how the fast pace and unique transitions between scenes arouse interest and make the video a captivating watch.
- The animation must include a lot of text to animate what’s going on in the video
- Music must be unique and captivating, preferably exclusive to your video
- The transitions must be effective and enticing
- Annotations are encouraged and should be large and exaggerated in the animation of the video
#9 Live Action
Another type of demo video which can be expensive if outsourced, but can be done yourself if you have good equipment and video editing skills. These types of videos can be used for a wide range of startups. For example, if you own a specialist premium coffee shop, why have an animated video about coffee when you could film how the coffee is made.
Think of the Marks and Spencer adverts and how they present their food, it almost makes your mouth water seeing their food, and makes you more inclined to buy from them.
- Incorporating elements of animation or screen capture can be effective to demonstrate your product, app or service
- It is essential to use high quality equipment when filming
- It is also essential to use good quality editing software
- Transitions between scenes need to be smooth and compliment the voice over
- Background music is not essential
Wrapping it all up…
By now you should have a good idea of the different types of demo videos available for apps. Whatever you do, whatever your budget and whatever your goals are… there should be a type to suit you.
For the lazy people… here’s the list of types and their benefits/uses:
- Screencast: Cheap, quick and easy, perfect for walkthroughs and support demos
- Kinetic Typography: Cheap and high impact, easy to produce
- Whiteboard Animation: Very popular and effective, slightly cheaper than infographic/character
- Infographic Animation: Very powerful and perfect for B2B or complicated data/information
- Character Animation: Very powerful and perfect for B2C or telling a story
- 3D Animation: Super effective but very expensive, perfect for big corporations and complicated products
- IOS Demo: Shorter and must meet certain criteria, perfect for apps on apple devices
- Music Based: Can be very potent but difficult to get right, perfect for powerful messages
- Live Action: Very versatile and effective, perfect for food or beverage companies
This is by no means an extensive list and you can combine elements and techniques, get creative to come up with your own style of video to resonate with your potential clients.
If you pick the right type of demo video for your startup, and make it good quality, then you can expect to:
- Improve your SEO
- Generate more sales
- Increase brand value
- Increase your social media following
- Get more app downloads
- Improve stakeholder knowledge of your business or organisation
If you want to learn more or have any questions at all, just send us an email at firstname.lastname@example.org and we would be happy to offer some free advice.