In the world of B2B marketing, the ability to clearly and effectively communicate the value of your products is paramount.
One of the most engaging and efficient ways to do this is through animated product videos.
These dynamic visual tools can capture attention, explain complex ideas, and leave a lasting impression on potential clients.
In this blog, we’ll explore the importance of animated product videos for B2Bs, the different types available, and a step-by-step guide on how to create them.
Animated product videos have become a cornerstone of B2B marketing strategies.
They provide a versatile and impactful way to demonstrate a product’s features and benefits, making them easier to understand and remember.
In an environment where decision-makers are inundated with information, animated videos stand out by being both informative and engaging.
They can simplify complex concepts, making them accessible to a broader audience, and they can be shared across multiple platforms, increasing reach and engagement.
When it comes to B2B animated product videos, there are several types that can be particularly effective.
Each type serves a unique purpose and can be tailored to fit your specific marketing goals.
3D animation brings products to life with stunning realism.
These videos are perfect for showcasing intricate details and functionality that might be difficult to capture with traditional video.
For example, a 3D animated video can take viewers inside a complex machine, showing its inner workings in a way that a simple brochure never could.
Confused about the difference between 2D and 3D? Check out our blog post about it here!
Here’s a 3D animated product video we created for Edwards Lifesciences:
Product demo videos are essential for educating potential clients about how your product works.
Through clear, step-by-step animations, these videos can guide viewers through the product’s features and usage, making the learning process more engaging and less intimidating.
As an example, here’s a product demo video from Pipe made in collaboration with Content Beta:
Commercial videos are designed to captivate and persuade.
They often combine compelling storytelling with eye-catching animations to highlight the product’s key benefits and unique selling points.
Animated commercials can be particularly effective in grabbing attention on social media and other digital platforms.
Want to see an example in action? Here’s one we made for Sponsorium:
Launching a new product? An animated product reveal video can build anticipation and excitement.
These videos often employ dramatic visuals and creative storytelling to introduce the product in a memorable way, generating buzz and driving interest even before the product hits the market.
Here’s an example of a product video we did for Sonoco’s Thermosafe:
Confused about how to get started?
The best way to get inspired is by checking out the best examples out there, and understanding why they work so well.
So to that end, we’ve collected 25 great examples of animated product videos for you to enjoy! Let’s get started:
With the launch of a new visual language, typeface, and robust set of tools, IBM took the ambitious step of not only refreshing their brand but reinventing their entire approach to design.
Its foundation is a philosophy that informs all of their decisions - a way of thinking about design, and the responsibility it holds.
Legendary animation studio Buck partnered with the IBM Design team to develop this series of brand launch animations that live within the Design Language repository.
Written, designed, and animated with rigorous adherence to their system, each short illustrates and embodies the IBM Design Language, functioning as a bridge between principle and practice.
Explaining such complex, technical topics is a challenge, even with the aid of animation.
But Buck skilfully breaks it all down and makes it look so simple and easy in just a minute.
Matrix Care is a caring community that focuses on building a healthy group of patients.
They aim at enhancing the relationship between patients and doctors.
This ad conceptualizes their solution clearly and in an interesting way.
For people not aware of the brand and its products, the ad does an incredible job at explaining the solution and why someone should opt for it.
It’s a fine example of using a rather simple and straightforward animation for an awareness-driving purpose.
When it comes to animated explainer videos, the 3D route is not so often used.
It’s reserved for the more technical fields, like science and medicine, where visual realism is more important than artistic style.
Here’s one we did for ThermoFisher Scientific.
They wanted to show off their latest piece of scientific equipment and how it’s used in a typical laboratory setting.
Usually, animated explainer videos are used to explain complex ideas to a broad public audience, and there’s an art (and an entire industry) around doing this really well.
You usually have to strike the balance between not overwhelming your audience with too much information, but also being careful not to dilute the message down too much, either
But it’s also important to understand your audience, and this high-tech machine isn’t meant for the general public but for scientists and highly-trained lab technicians. So we crafted the script and video accordingly.
A leading manufacturer of windows and doors in the US, Pella has always excelled in its marketing efforts.
Their lifestyle series bagged ample recognition in the market.
It was all possible with the inclusion of animated product videos.
They overcame the challenge of showcasing their physical products by including them in animated product videos.
The animated product video was a blend of 3D animation and a 2D environment to effectively connect with the customers and engage them in a meaningful conversation that results in conversion.
In this post-pandemic world, remote working has become all but the norm.
And with it, virtual meetings conducted via webcams rather than face-to-face.
While there’s no dearth of software promising to make this as hassle-free as possible, few have looked at the hardware.
This is where Logitech realized they had something clever to offer: RightSense.
Their beautifully animated character video showcases their solution, RightSense, and how it all works.
It’s the kind of clever system that works so well, you won’t notice it’s at work.
Because you have more important things to do!
There’s a rule in storytelling: “show, don’t tell.”
And this video is a great example of that in action.
Canva Enterprise allows design teams to create on-brand marketing and internal content, with a customizable and integrated design tool.
And Never Sit Still was commissioned to create a short animated brand awareness video for the launch event of Canva Enterprise in NYC.
Here's what they came up with.
The visual narrative depicts the creative's journey from chaos to order when using Canva.
It’s delightfully abstract and fun, saying a lot without really saying anything at all.
Ultimately, it really captures the soul and emotion of creativity, rather than trying to dazzle the viewer with a list of technical specifications and features of the platform/software.
Giant Ant worked with the amazing MailChimp to help them launch their newest feature: Facebook Ads.
So put on some 3D glasses (it won't help), kick back (it will help), and enjoy this audio-visual feast backed by the sweet audio tones of the wizards at Antfood. Ant party!
As usual, Giant Ant knocked this one out of the park.
A fun mix of cartoony and abstract graphics leads the viewer through a dazzling journey through their world, explaining how Mailchimp can solve a ton of marketing-related hassles.
It really meets the audience where they live, and shows them a far more streamlined, simple, and fun way to get things done.
Giant Ant has also helped Mailchimp become a beacon of inspiration for their users by producing amazing inspirational videos for them.
Piotr Wojtczak was approached by the really smart guys from Vectr software to create a video for their newest product, Phase.
It's basically a creative tool for screen design with a focus on interactivity, responsiveness, and collaborative workflow.
The problem with designing everything digitally is that under the visual elements is an ocean of code.
And it’s simply not as intuitive and flexible for creatively-minded people like designers.
So Phase was created to speak their language and offer up a far better way to do things.
And the animated brand launch video reflects this, too, being visually immersive and alive with colors and shapes, and textures.
Cover Me is a simple but clever new product for the construction industry.
It can save time, and money and increase worker safety by covering floor holes quickly and conveniently.
Bluepic was asked to create this animated video for their launch.
This video is another great example of how good animated storytelling can really transform your business, regardless of your industry or size.
A simple video that highlights a specific problem you might not think too much about; and then unveils a clever solution for you to use that can save the day.
This is another product video we created for Breg, who make medical devices like braces and supports for limbs.
The video needed to demonstrate how their leg brace functions.
So we went for a 3D animation that aimed for realism, explaining clearly how it works and why it’s a superior solution for this specific need.
We’re happy to say our client was delighted with the results!
DropBox has always been fond of the animated video format to connect with its customers.
This particular video ad we are talking about uses eye-catching 2D animations and motion graphics to showcase Dropbox's many features.
It does a fantastic job of illustrating how Dropbox is much more than just a storage solution.
The video emphasizes its collaborative capabilities, seamless integration with other tools, and overall user-friendliness.
It walks you through real-life scenarios, showing how Dropbox can help streamline workflows, manage projects, and facilitate teamwork.
This practical approach makes it easy for viewers to relate and understand how Dropbox can solve everyday problems.
Another reason this video stands out is its broad appeal.
By targeting a diverse audience, it highlights the versatility and functionality of Dropbox for users from various backgrounds.
You too can create an impactful video by adopting a similar strategy!
When you snuggle into your couch and put on some Netflix, you probably don’t really think about how that video gets streamed so easily and smoothly to your screen after being bounced across probably hundreds of servers and connections.
And why would you think about it? It doesn’t sound particularly interesting or relevant.
But that’s just how great animated videos can be.
They can take a subject like this and make it interesting, even entertaining.
This character animated video seems simple enough, but there’s a lot going on beneath the surface.
The script cleverly piques your curiosity and draws you into the story.
The beautiful and captivating visuals also grab your attention and keep you interested.
This is no accident, and that’s the difference between a great animated explainer video and a mediocre one.
And you’re left with a sense that IBM is a company that really knows what they’re doing, and can be trusted to solve any problem you face.
When you get on a plane and take your seat,
You probably don’t think much about the science of aerodynamics, aviation engineering,
Or how it took hundreds of years for us to figure out the secrets of flight lay in the shape of a bird’s wing.
You just settle in and await your destination.
Similarly, we don’t really think about the interfaces we use on our computers and phones, or why they’re set up the way they are.
But when Microsoft launched 365, they faced a challenge arguably more difficult than the average passenger getting through airport security on a holiday weekend.
And even trying to explain UI/UX, designing software interfaces across multiple screens, and how they made it all feel human and natural, is similarly a near-impossible task– unless you use some imagination and combine that with the power of animation.
This absolutely beautiful video starts out realistic-looking, showing us a typical work desk.
And then the elements all start to move and transform into icons, shapes and colors we usually see on a computer or phone screen.
It does the “show, don’t tell” of demonstrating how they incorporated familiar elements and intuitive design to make 365 feel seamless, natural and easy to use, no tutorials or instruction manuals needed.
Remote work has become all but the norm today. So communication tools are no less than a lifeline for any team.
And there’s no dearth of options: email, text messaging, various chat programs, and of course, videoconferencing.
But this can be a case of “too many cooks spoil the broth,” where it’s more of a nuisance than a convenience.
Every program does things slightly differently. Communicating with a group of people, rather than simply one-on-one, is automatically a huge hassle.
And sharing files is a whole other can of worms nobody wants to deal with.
When the pandemic hit in 2020, businesses of all sizes and industries had to scramble to adjust to this new normal.
And Slack quickly emerged as the platform of choice. Why?
Here’s one of their many stunningly pretty animated videos explaining just why.
It’s beautiful and immersive, drawing you in while the narrator explains a problem we’re all too familiar with: the chaos of trying to stay in sync with your teammates.
It then goes on to break down how Slack solves this problem, covering everything you need to stay connected with your team in real time, while you work.
What in the world is a Microgrid?
That’s the first thought in this writer’s mind when finding this video.
But this lovely animated video does such a great job of drawing you in, you’re soon curious and interested in learning all about EcoStruxure and their clever solutions.
That’s the power of animation– when done right!
This lovely video by OrdinaryFolk doesn’t go into the technical details and features of SAP’s offerings.
Rather, it goes for an altogether more human and emotional approach, emphasizing the people rather than the technology.
This is what we mean when we say that a good animated video is more than just an audio-visual presentation, that it’s closer to an artform.
It connects with the viewer on a deep and fundamental level, rather than just dispense a lot of dry information.
By using storytelling, this animated explainer video subtly establishes SAP’s industry-leading expertise and solutions in areas like enterprise resource planning (ERP) and customer relationship management (CRM).
Let’s talk logistics.
Even those familiar with it will find it a dry, technical subject.
And for those unfamiliar, how do you get their attention and interest and explain it in under a minute?
Animation is one of those unique formats that can make just about any explanation interesting and even entertaining.
This B2B explainer video draws us into an engaging overview of Locus, neatly unpacking its advanced supply chain optimization solutions.
With a visually appealing style, the video effectively communicates how Locus helps businesses streamline their logistics operations, improve efficiency, and reduce costs.
Effective, well-made advertising is already a huge challenge.
But how do you know it’s really working?
Keeping track of it is an entire job in and of itself, and not without a lot of hassle and complexity.
Fortunately, Ahrefs has innovated a platform to help. And they used the power of animated video to explain how easily it all works.
Through clear and concise messaging, it effectively demonstrates how Ahrefs can help users with keyword research, competitor analysis, and website optimization, utilizing a visually engaging and dynamic animation style to convey the features and benefits of Ahrefs' SEO tools.
The B2B marketing world tends to be rather serious and technical, often aimed at professionals within a specific industry.
But that doesn’t mean your messaging cannot have some heart and soul to it, too!
Adobe, being the premier software suite for all kinds of visual artists and video editors, understands its user base and speaks their language.
Take this stunningly beautiful video they put out, celebrating creativity and artistry– and the people that bring these ideas to life.
It’s just an example of what’s really possible when you dare to get creative and experiment with your video marketing!
Running a business of any size is no small task.
You have to simultaneously juggle so many things in the air at once, at all times.
So when you have a clever and innovative solution for payroll, it can be a challenge to get a business leader’s attention and interest.
But through beautiful 3D character animated video worthy of a Pixar short film, Gusto cut through the noise and landed home a captivating and heartwarming message, all while showing off their payroll product offering.
It works not just because of the amazing animation, but because at its core, its message is about celebrating your team, the people that make it all happen.
If running a business can be a challenge, imagine starting one completely from scratch!
There’s no instruction manual, no “how to” guide to follow.
You’re trailblazing your own path, and it’s a good thing and a bad thing at the same time
Fortunately, Google For Startups understood the challenges faced by startups.
And to really get the word out, they used the power of animated video.
The lovely character animation is in their typical visual style– clean, friendly, and interest-grabbing.
And the script is a masterpiece in and of itself, using a relatable narrator sharing her personal journey running a startup, connecting with the audience on a personal level.
Converting leads into customers is definitely a cause for celebration.
But as just about anyone in the business world would warn you, keeping them is the next challenge.
How do you know your customers are happy and eager to return? And if they don’t, why is that?
Getting to really know your customer base isn’t as easy as it sounds.
After all, you can’t go pound on their front door and ask them why they left.
Surveys and polls are the best way to go about this, but even this can be a hassle.
That’s why SurveyMonkey cut their teeth on solving this problem for all sorts of businesses by making it easier and friendlier, and innovating all sorts of clever ways to get customers to share their feedback.
And using a simple but powerfully effective infographic style animated video, they explain how it all works quickly and easily.
Skipping a voiceover and using only text and graphics for the script, keeps costs low but also has the added advantage of the video being understood even if the page is muted.
They make it all look so easy!
The last few years have seen a sea change in how we work.
Working from home/remotely is the new normal.
But it’s not always so convenient for your team to work from home daily.
Sometimes, it just helps to pack up your laptop and sit at a cafe, free from distractions and boredom, and enjoy being productive and focused in a new setting.
Unfortunately, not all cafes are so accommodating– they’re cafes, after all, not offices.
WorkingFrom_ realized there’s an obvious solution here, and set about creating the best of both worlds– a place where you can feel at home, but also get into the work mindset and grind away happily, free of distractions.
What really stands out here is their choice of animation style. Rather than being all serious business and professional, they let their animated video get really creative and quirky.
They went for a clever and unique mixed media style animation that blended live footage and photography with artsy doodle-like characters at work in a bright, comfortable environment that would suit any hardworking employee or team.
Pretty much everything today runs on code.
Not just computers, mobile devices, and the internet, but even things ranging from your car to your coffee machine.
If modern society was an enormous organism, then its central nervous system would be computer code.
As important as this is, few people understand it, much less give it a thought.
So rather than list a long tedious spec sheet or get deeply technical talking about their offerings, Webflow went the artistic and thoughtful route, reminding us of how vital it is to understand code– or have people in your team that do.
Their animated explainer video embraced the abstract nature of this topic by going for lush, immersive visuals to amplify its fantastic and thoughtful script.
And the end result is a beautiful video whose whole is greater than the sum of its parts.
The restaurant business is more demanding and challenging than anyone really gives it credit for.
Walking the tightrope of pleasing customers with quick service and great menu choices, while balancing cost and quality– it’s not for the faint of heart!
Fortunately, there are companies like Nutrislice, who constantly innovate to lend a hand to those who need it, with clever solutions.
For their animated explainer video, they went for a touch of humor and levity to keep things light and get the audience on board.
The story also works to demonstrate that they’re quite familiar with the challenges their customers face daily, and how they’re here to help with their expertise.
Just goes to show the kind of connection you can make with your target audience with the right animated video!
Creating an animated product video involves several key steps. It’s more like conducting an orchestra than learning a single instrument.
Sounds complicated? Don’t worry, here’s a detailed guide to help you get started:
Every great video starts with a solid script.
Your script should clearly outline the key messages you want to convey and include a compelling narrative that will keep viewers engaged.
Remember to keep your language simple and direct, focusing on the benefits and features that matter most to your audience.
A storyboard is a visual representation of your script.
It helps you plan out the scenes and visual elements of your video, ensuring that your message is communicated clearly and effectively.
Each frame should correspond to a part of your script, showing how the visuals and text will work together.
This is where your video starts to come to life.
Using tools like Adobe Illustrator and After Effects, create the graphics and illustrations that will be used in your animation.
These should be visually appealing and aligned with your brand’s style and colors.
Once your graphics are ready, it’s time to animate them.
Use video editing and animation software to bring your storyboard to life, adding movement, transitions, and effects to your graphics.
Pay attention to timing and pacing to ensure that your video flows smoothly and keeps viewers engaged.
After your video is complete, export it in the appropriate format for your intended platform.
Whether you’re sharing it on your website, social media, or via email, make sure it’s optimized for the best possible quality and performance.
If the process of creating an animated video seems daunting, you might consider hiring an external video agency.
Professional agencies have the expertise and resources to produce high-quality videos that effectively communicate your message.
They can handle everything from scripting and storyboarding to animation and editing, ensuring that your video meets your goals and exceeds your expectations.
Animated product videos are a powerful tool in the B2B marketer’s arsenal.
They combine visual appeal with clear, concise messaging to effectively communicate complex ideas and showcase products in a memorable way.
By investing in animated product videos, B2B companies can engage their audience, simplify their message, and ultimately drive more conversions.
Whether you create these videos in-house or hire an external agency, the benefits are clear: animated product videos are a key ingredient in successful B2B marketing strategies.
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