Ryan Maloney breaks down animated video strategy: hook viewers with benefits first, then weave them back in alongside features and social proof. Small improvements across script, voice, and animation compound into better engagement and conversions.
Chapters
Here's my thinking on how to make more engaging, high-converting animated videos. I love animated videos because I love efficiency, and having a great animated video on your landing page or to market your company, product, or sales says so much in so little time and automates your entire process of whatever you're trying to do. The biggest thing you need to answer in a video is what's in it for the viewer. Start with understanding who they are, their wants, their needs, and what you want their emotional reaction to be after watching that video. If you speak to their needs and show them you understand in a fun way, they're going to love it. This is the typical structure of a script for a video. This will work just fine, but what I'm looking for is the heart of it. Can you put a little bit of the benefits up front as the hook and then continue on with those benefits later so people can watch the video all the way through? Then the features, social proof, and call to action support the benefits. Start with the reaction of the viewer. Structure your story. Write it cleverly and clearly. Get a great voice, great visuals, and great animation. Increase each one of these elements 2-3% and you'll be good to go.
