These days it seems like everyone is shopping and selling online. That means more brands are looking for ways to stand out online. Video is a useful tool, and animated video might be the secret sauce your brand has been looking for. Animated ecommerce product videos can help your brand stand out, be seen, and engage audiences.
Now you might be thinking, “Consumers want to see our product. We can’t just rely on animation to make a sale.” But who says that animation can’t show your product?
With modern CGI modeling, lighting and rendering techniques, your packaging can be reproduced in photo-realistic detail. Furniture can be easily recreated (did you know that 75% of the Ikea catalog is created with CGI?) as can many electronic and other durable goods.
“Oftentimes creating a CAD file is part of the manufacturing process, so we can take the client’s existing assets and be assured the model is accurate,” says IdeaRocket Creative Director William Gadea.
Of course, selling your product isn’t just about showing it. Emotions and storytelling play a huge role in the consumer experience, and if there’s one thing animation excels at it’s telling stories with emotional resonance. Besides, animation can sometimes help show off your product more dynamically than live-action could manage.
Here’s a closer look at how animation can turn your e-commerce product videos into awareness lifters and lead generators.
E-commerce Is Growing
Shoppers have been trending toward online shopping for years, even before the global pandemic locked down in-person stores. In 2023, ecommerce accounted for 19% of worldwide sales. And that number is expected to keep growing year-over-year.
Depending on who you ask, somewhere between 22% and 41% of global sales are expected to come from ecommerce by 2027. These numbers reflect greater opportunity for online sellers. At the same time, they also indicate greater competition.
From social media to product pages, brands engaging in eCommerce will need to find ways to stand out in this ever more crowded space. As creators of both animated and live action videos, we believe that animation can be a powerful part of any ecommerce product video.
Why Animation Works for E-commerce Product Videos
Of course consumers want to see your product before they buy it. A product listing that only showed illustrations is likely to make consumers suspicious. But animated video is more than a still image. It’s an immersive experience that can tell a story and evoke emotion.
Animated video works for ecommerce product videos because it is:
- More powerful than the written word
- Accessible across languages and abilities
- Entertaining and visually stimulating
- Emotionally engaging
Animated video can also take consumers behind the scenes, giving them insight into your materials or production process without the expense of turning your manufacturing facility into a movie set. Take viewers around the world or into imaginal and aspirational spaces with animation.
Examples of Great Animated E-commerce Product Videos
The Spice Hunter – “A World of Flavor”
This animated video we made for Spice Hunter takes viewers around the world, giving them a sensory experience of sights and sounds that evoke the flavor of the product. Although this effect would be possible with live-action, it would be expensive to do. Including visuals of the product in the beginning and end shots ensures that customers will recognize the brand when they see it. In between, animation creates a full sensory experience with the help of a custom soundtrack that utilizes string instruments from different parts of the world.
Patagonia – “Better Sweater”
This ad from Patagonia uses 2D animation to help viewers visualize the impact of recycling millions of plastic bottles to make clothes. The minimalist but dynamic animation keeps viewers engaged, while the brand delivers its environmental message. It also shows viewers what the product is made of without getting lost in the details of the production process.
M&Ms – “They’re Back”
Animation clearly works for M&M. The brand has been featuring animated candy characters in its commercials for decades. By the 90s, these characters had upgraded to 3D animation. Personifying their candy lets M&M create a strong personality for their brand. They’ve used the characters to convey ideas about inclusivity and belonging in ways that are both engaging and fun.
PlaneAire “Share the Air”
This ecommerce product video we created for PlaneAire shows off the product and its ingredients, plus gives consumers a simple step-by-step guide to using it. Recording a video like this one in an airport and on an airplane, would have been costly. Animation made it more affordable and conveyed the essential information well.
Google – “Introducing the Pixel 4”
Google used motion graphics to announce their Pixel 4 phone. The simple, bold graphics fit the brand. They turn a product that is essentially a rectangle with no moving parts into a dynamic element. This particular cut-down of the video is just :15 seconds long, making it perfect for a YouTube pre-roll ad or product page video.
Lego – “Rebuild the World”
Finally, this mind expanding video from Lego’s rebuild the world campaign features larger-than life and animated versions of its products. The mix of animation and live action allows viewers to step into the world of Lego with all its zany logic and creative play. This video tells a story that viewers want to watch again-and-again.
Animate Your Next E-commerce Product Video
We’re not claiming that animation is the right choice for every brand, but we do think brands should at least consider what animation can do. Animation is engaging, immersive, emotional, and just plain fun. And when consumers feel emotionally engaged with your brand, they’re more likely to hit the buy button.
Explore how animation can transform your next e-commerce product video. Contact the animation experts at IdeaRocket for 2d animation, 3d animation, whiteboard, motion graphics, mixed media animation and even live action videos.
