Animation has the power to break through marketing clutter. No matter the company or industry, consumers want entertaining, educational and aspirational content. In a sea of sensory overload, animated explainer videos enable your energy utility to stand out in a memorable, compelling way.
Animation helps brands to develop a unique and identifiable look that instantly separates them from competitors. Graphic imagery is a powerful tool. Graphic imagery that moves? That’s influential.
Benefits of Animated Explainer Videos
- Eye-catching and attention-grabbing
- More flexibility
- High performance
- Aids understanding of complex topics
Video content is now an essential element of any marketing plan. Animation provides the flexibility to make branded video content faster and often for less money than live action alternatives.
While live action video depends largely on specific locations, appropriate talent and other external variables, the possibilities are endless with animation. You control every aspect of the environment and characters — your story can take place in the middle of the desert or on the surface of the moon.
For brands on a budget, that means they can do much more for less.
“The power of animation lies in the ability to translate emotions and ideas into a visual experience for viewers,” said Mary Harrison, Questline Digital Animator. “You don’t have to limit your imagination — animation pushes the boundaries beyond what is possible in real life.”
According to Questline Digital Benchmarks data, video and other multimedia content outperforms articles in residential customer communications. We see some of the highest engagement for animated explainer videos that break down difficult energy topics.
Animation provides opportunities for energy utilities to educate their customers on complex topics. Technical information can be effectively explained through simple animated videos, compared to a lengthy article or complicated lived-action explainer video.
“Animation is like having X-ray vision,” explained Matt Irving, Questline Digital Creative Director for Video. “You can see exactly how technology works inside the equipment — something that wouldn’t be possible with live footage.”
3 Ways Utilities Can Use Animated Explainer Videos
When people think of animation, they often think of cartoons from classic Disney movies, Pixar films or TV shows like The Simpsons. However, animation can also be realistic and lifelike — it all depends on what style works best to tell your story.
The subject matter can be serious, educational, technical or even heartfelt. Questline Digital has utilized animation in promotional campaigns ranging from communicating the safety and security of outdoor lighting to PSAs explaining rate cases. There are no limits to the stories that can be told with animation.
Animated explainer videos have the power to capture attention, engage audiences and make your message memorable — which, let’s face it, is not always easy to do.
Here are a few examples of how you can use animated explainer videos in your energy utility’s marketing to increase customer engagement.
Explain new billing programs
Animated video is a great way to educate your customers on the main features of their energy bill or a new billing program. Whether your utility is debuting a new bill redesign or simply wants to educate customers on how to read their bill, animated video makes an impact.
The visual nature of video works best for this type of communication. Instead of describing all the key features in an article or bill insert, your customers can clearly see them in the clip. Plus, you can highlight important changes with animation.
For one major utility, Questline Digital created an animated explainer video highlighting their new and improved bill, which featured a fresh look and easier-to-find information. This educational video experienced strong customer engagement with a 42.7% open rate and more than 14,000 total clicks from a promotional email campaign. The video also experienced nearly 8,000 views on the energy utility’s YouTube channel.
Simplify technical content
One of the most valuable capabilities of animation is simplifying intricate topics. You can provide an unobstructed look into equipment or drastically abridge the complexity of a concept.
For example, in the following video, variable frequency drives (VFD) are explained in just a few seconds with the use of animation. Showcasing how pipe valves and VFD technology differ would be time consuming without the use of graphics.
Educate customers about energy use
From smart home devices to electric vehicles, customers have more energy technology at their fingertips than ever before — and more questions about how best to control their energy use. Animated explainer videos can bring these topics to life, helping customers understand new energy technologies in a fun and entertaining format.
Questline Digital created the explainer video series “The Evolving World of Energy” for the Smart Energy Consumer Collaborative. With the friendly character Professor Energy as a guide, the videos help unravel complicated energy topics and demonstrate the benefits to customers.
Step Up Your Storytelling
Explore the limitless possibilities of animation. Questline Digital can help you create customized videos to maximize engagement with your energy utility customers. We handle every facet of the process from pre-production and scriptwriting to art direction and editing.