The Visual Metaphor: Video Marketing Examples #62

^{Obligatory disclaimer: This isn't an ad or sponsored content. We simply wanted to share this analysis with you as a great, recent example of video marketing.}

Where there’s software, there’s almost always complexity.

And at the top of the funnel, complexity is not your friend. ❌

Complexity makes it harder to create that lightbulb 💡, ‘penny drop’ moment. The moment where your viewer ‘gets it.’ ✨🤩✨ 

One of the key benefits of animated video is that - because you can draw and animate pretty much anything - you can create powerful visual metaphors that make complicated things easier to understand. 

Take this beautiful Semrush video for example:

If software tools are complex as a rule, then analytics API are surely at the top of the complexity tree.  

This video spans just 43 seconds.  

But by building around a colourful, easily understandable visual metaphor - “Think of the internet as a huge box full of terabytes of data" - and depicting the data as building blocks, the viewer benefits are illustrated and understandable in a way that would be IMPOSSIBLE with live action video.

Throw in the eye catching colour palette, the whimsical illustration style and the clever transitions between scenes, and you’ve got a winning formula. 

The takeaway is this: Creating lightbulb moments is about speaking in plain English and visualising the value you’re bringing. 

The harder that value is to visualise - the stronger the case for animated video!

So what are you waiting for?