A how-to guide: video and animation in marketing

Each month, the average internet user spends 16 minutes and 49 seconds watching online video adverts.1 

  • 90% of online shoppers make a purchase decision based on marketing videos.1 
  • 64% are more likely to buy a product after watching a video about it.1
  • 65% of people who view a video click through to visit the vendor’s website.1
  • 74% of marketers believe that video provides a better ROI compared to static images.2
  • Among B2B prospects, around 50% of those who viewed a marketing video online made a purchase.1

Clearly, we all crave dynamic, visually engaging content. Video and animation offer unparalleled opportunities to engage audiences, simplify complex ideas, and elevate your marketing strategy. Animated elements further enhance this by adding creativity and versatility to your messaging. Whether you aim to boost brand awareness, increase conversions, or improve customer retention, incorporating these tools can provide significant returns.

 

Best practices for video and animation in marketing

Incorporating video and animation into your marketing strategy can absolutely transform the way you communicate with your audience. To ensure you get the most out of these mediums, it’s important to use them strategically and effectively. Here are some best practices for leveraging video and animation in your marketing campaigns:

 

1. Product demos and tutorials: show, don’t tell

Highlight the benefits of your offerings with a well-crafted product demo. This can sway your prospects more effectively than any brochure or webpage. Tutorials break down usage in easy-to-follow steps, helping potential customers understand the value and functionality.

How to do it well:

  • Showcase key features with close-ups and motion graphics for emphasis.
  • Include customer testimonials within the demo to build credibility.
  • Use split screens or animated callouts to clarify functionality.

Example: A SaaS company can use screen recordings with animated highlights to demonstrate how their tool simplifies workflows.

2. Explainer videos for complex concepts

Explainer videos are perfect for introducing innovative products, educating audiences, or simplifying technical information. By combining animation and storytelling, you can ensure clarity and engagement.

How to do it well:

  • Focus on pain points your audience faces and provide your product as the solution.
  • Use animated metaphors to illustrate abstract ideas.
  • Keep the video concise—ideally 60–90 seconds, but this really depends on where you’re posting. 

Example: An eco-friendly brand might use animated characters to depict the environmental impact of traditional practices, followed by their sustainable alternative.

 

3. Brand storytelling: forge emotional connections

Consumers connect with brands on an emotional level. Storytelling through video allows you to share your mission, culture, and values in a relatable and memorable way.

How to do it well:

  • Blend live-action shots of your team, customers, or behind-the-scenes operations with animations to highlight milestones or metrics.
  • Use music and colour schemes aligned with your brand identity.
  • End with an inspiring call-to-action (CTA) to keep viewers engaged with your brand.

Example: A family-owned coffee company could share their origin story through a combination of archival footage and charming animations.

 

4. Social media campaigns: harness trends

Social media platforms thrive on video content. From TikTok challenges to Instagram Reels, videos are the currency of engagement. Use short-form videos to participate in trends, launch products, or share behind-the-scenes content.

How to do it well:

  • Tailor your content to platform-specific formats. Instagram, for example, uses a vertical format. A good stat to keep in mind, mobile users watch up to 90% of vertical marketing videos vs 14% who watch in horizontal formats.1
  • Keep content entertaining and informative to encourage sharing – videos that last 15 seconds are more likely to be shared than 30 and 60-second videos.1  
  • Use closed captions to make videos accessible.

Example: A fashion brand could create a TikTok series showcasing new arrivals in fun, fast-paced videos synced to trending audio.

 

5. Video email marketing: personalise and engage

Email remains a powerful channel, and integrating videos can significantly boost click-through rates. Animated GIFs or video thumbnails can make your emails stand out in crowded inboxes.

How to do it well:

  • Include personalised video messages addressing the recipient by name or referencing their past interactions.
  • Make your CTA clear—e.g., “Watch Now” or “Learn More.”
  • Optimise video loading speeds to avoid delays.
  • If you’re in the eCommerce sector, you can download our free eBook, Beyond the Basics: Advanced email marketing tactics for eCommerce to find out more.

Example: A fitness coach might send a personalised video summary of a subscriber’s progress and recommend tailored workouts.

6. Video advertising: capture and convert

Video ads are some of the most effective ways to capture attention on platforms like YouTube, Facebook, and Instagram. They combine storytelling with a direct sales pitch to drive conversions.

How to do it well:

  • Invest in high-quality visuals and compelling scripts.
  • Use the first 5 seconds to hook viewers with a strong value proposition.
  • Experiment with animated versus live-action ads to determine what resonates best.

Example: A tech company could run a YouTube ad that showcases its product’s sleek design and innovative features with immersive 3D animations.

 

7. Website engagement: make a lasting first impression

Your website is often the first touchpoint for potential customers. Hero videos, interactive elements, and embedded animations can create an engaging experience that sets your brand apart.

How to do it well:

  • Place hero videos prominently on your homepage to showcase your product or tell your story.
  • Use interactive elements that allow users to navigate different features or sections.
  • Ensure videos are mobile-friendly and optimised for fast loading.

Example: A travel agency could use a homepage video that immerses visitors in destinations through stunning drone footage and animated maps.

 

8. Internal communications: engage your team

Video is also a valuable tool for internal use. From training videos to company updates, it ensures your team stays informed and engaged.

How to do it well:

  • Use animations to illustrate processes or technical workflows.
  • Incorporate real-life scenarios to make training relatable.
  • Share leadership messages through authentic and concise videos.

Example: A HR team could create animated onboarding videos that walk new employees through company policies and culture.

 

Expected results from effective use

Investing in video and animation can lead to measurable improvements across your marketing and business goals:

1. Higher engagement

Dynamic visuals hold attention better than static content, increasing time spent on your platforms. On Facebook alone, content featuring videos generates 59% higher engagement than other types of content.1 

2. Improved conversions and ROI

Video content drives purchase decisions, with 84% of people being convinced to buy a product or service by watching that brand’s video.1

3. Increased social sharing

Short, highly engaging videos encourage users to share, amplifying your reach organically.

4. Enhanced brand recall and loyalty

Well-crafted videos leave a lasting impression, making your brand more memorable and fostering customer loyalty.

 

Examples of successful video marketing: case studies

Drawing from our own experience, here are three examples of how video and animated marketing videos can work for you. 

DragonPass International

A leading provider of airport lounge access, they connect travellers to over 1,300 lounges worldwide. One of their key collaborators, Mastercard, wanted to create a one-minute animated video to introduce their 'Mastercard Travel Pass Mobile App.' This initiative aimed to connect with Spanish-speaking travellers, particularly those less accustomed to managing travel digitally, by simplifying the process and showcasing the app's convenience. 

Read the case study now. 
Essentra example of one of their demonstrations with a part

Essentra Component product videos

Essentra Components needed to develop a series of product videos designed to captivate viewers and enhance product understanding, encourage inquiries, boost sales, and create cross-selling opportunities on their eCommerce platform. Each video, spanning 1-2 minutes, needed a clear and consistent format. To reach a global audience, the videos were also translated and adapted into multiple languages.

Check out the case study now.

Unipart videos for employees

Keeping a workforce of 12,000 employees informed with the latest updates is no small task. For Unipart Group, a global organisation with diverse sectors such as Logistics, Rail, and Manufacturing, the need for seamless communication was critical. With constant developments across its many divisions, ensuring everyone was aware of key business updates became a top priority. To date, we’ve created over 2,800 of these informative videos. 

Learn more in the case study now. 

Conclusion: the power of video and animation

Video and animation are no longer optional in marketing—they’re essential. By leveraging these tools strategically, you can engage audiences, simplify complex ideas, and deliver compelling messages that drive results. Whether you’re launching a product, creating educational content, or connecting with your team, video and animation offer unmatched versatility and impact.

Let’s bring your vision to life

At h2o creative, we specialise in crafting high-quality videos and animations. From concept to execution, we can help you achieve your marketing goals and stand out. Why not get in touch today or find out more about our video and animation services here.

Watch a short video of some of our projects below:

Sources:

1Yum Yum Videos

2Biteable