Animation Storyline Planning: Stories that Drive Action

Animation used to belong to Saturday morning cartoons and big Hollywood budgets. Now businesses use it to explain complex ideas in a format people can follow and remember. You might be launching a product, explaining a service or building brand awareness. In each case, an animated video can hold your audience's attention and move them to act in ways other media often can't.

This post covers how to plan the storyline for animated business videos. You'll get a working roadmap for animations that look good and deliver your message clearly. By the end, you should know how to use story in animation to connect with your audience and reach your business goals.

Importance of storytelling in animated videos

The internet is full of videos, posts and ads all asking for the same few seconds of attention. A clear story at the center of your video is one of the best ways to get noticed. Storytelling matters so much for animated business videos because stories are how people connect, learn and make sense of the world. In business, a story can turn an abstract idea into something your viewer recognizes from their own work.

A good storyline in an animated video does more than entertain. It holds attention and makes complex ideas easier to grasp and remember. With a strong storyline, you lead viewers from a problem to its answer, and they come to trust you along the way. That connection is what keeps people watching and helps them remember you.

When viewers care about the story, they're more likely to watch to the end and share it with others. They're also more likely to take the step you want, such as signing up for a service, buying a product or telling a colleague about your brand. Here are a few animated business videos that used story well.

Cisco Healthcare hero video

This video shows how Cisco's technology can change the way healthcare works. It follows what it means to be a healthcare hero right now, with clinicians at the center of the story. Along the way it makes Cisco's mission clear: a healthcare system that is more connected, secure and fair.

Slack - Work, Simplified

Slack's "Work, Simplified" video uses bright 2D animation to show how the platform cuts through messy, noisy workdays. By the end, the chaotic office on screen has become calm and orderly. The story makes Slack's main selling point easy to see: conversations and tools sit in one place, so the chaos drops.

Mastercard in a Minute

Mastercard's animated video explains the company's role as a technology provider in payments. It shows how its products help consumers, businesses and banks around the world. With clean visuals and a simple story, the video explains Mastercard's mission to connect people, businesses and governments in the digital economy.

Tips for creating a story-driven animated business video

1. Define your objective

The first step in making an animated video is to define your objective, and it matters more than any later step. A clear objective guides the story and keeps every part of the video tied to your business goals. To pin down your objective, work through the questions below:

By carefully considering these questions, you can define a clear and focused objective for your animated video. This clarity will guide every decision you make throughout the production process, from scriptwriting and storyboarding to animation and distribution.

2. Craft a compelling story

Creating an engaging and memorable animated video depends on a strong storyline. The story is the backbone of your animation. It moves viewers from one feeling to the next and ends by asking them to act. Here's how to build a story that holds your audience:

Start with a clear structure

A well-structured story provides a solid foundation for your animation. Make sure your narrative has a clear beginning, middle, and end. Each part of the story should serve a distinct purpose:

1. Beginning: Set the stage by introducing the main characters and the context of the story. Clearly define the protagonist and the situation they find themselves in. This helps to establish the world of the story and piques the viewer's interest. Ask yourself: What is the inciting incident that sets the story in motion?
2. Middle: Develop the plot by introducing conflict or challenges that the characters must overcome. This is where you build tension and keep the audience engaged. Consider incorporating twists and turns that make the narrative unpredictable and exciting. Think about: How do the characters grow or change in response to these challenges?
3. End: Resolve the conflict and bring the story to a satisfying conclusion. Provide closure to the audience by showing how the characters have changed or what lessons they have learned. Reflect on: What message or call-to-action do you want to leave your audience with?

Create relatable characters

Characters are the heart of your story. Develop characters that your audience can relate to and care about. To make them more relatable:

• Depth and Dimension: Give your characters depth by providing them with backstories, motivations, and personalities. What are their strengths and weaknesses? How do these traits influence their decisions and actions throughout the story?
• Emotional Connection: Use empathy to connect your characters with the audience. What struggles or desires do your characters have that your viewers can identify with? Characters who display vulnerability and growth can create a stronger emotional connection with the audience.

Incorporate conflict and resolution

Conflict is essential for creating drama and tension in your story. It drives the narrative forward and keeps viewers invested in the outcome. Consider these elements:

• Types of Conflict: Decide on the type of conflict that will best suit your story: internal (character vs. self), external (character vs. character, society, or nature), or both. Each type can add layers of complexity to your narrative.
• Resolution: Ensure that the resolution of the conflict aligns with your story's message or theme. How is the conflict resolved, and what does it reveal about your characters or the world they inhabit?

Evoke emotion

Emotion is a powerful tool in storytelling. A narrative that evokes emotion can leave a lasting impact on your audience. To achieve this:

• Use Emotional Triggers: Identify key moments in your story where you can evoke emotions such as joy, sadness, excitement, or fear. How can you use visual and auditory elements to amplify these emotions?
• Drive Action: Connect emotion to action by inspiring viewers to take a specific action after watching your video. That action might be buying a product, sharing the video or signing up for a service. Whatever it is, the feelings you build should lead to a clear call to action.

Make the story memorable

A memorable story is one that stays with your audience long after they've watched the video. To make your story stand out:

• Originality: Bring a fresh perspective or unique angle to your narrative. How can you differentiate your story from others in the same genre or industry?
• Visual and Auditory Elements: Enhance your story with striking visuals and sound. What palette, animation and sound effects will best convey your message and resonate with your audience?

If you focus on these storytelling elements, you can build a story that viewers relate to and remember. A story like that holds attention and moves people to engage with your brand and take the next step.

3. Choose the Right Animation Style

Picking the right animation style has a big effect on how well your animated video works. The style should suit your brand identity. It should also help the story by showing your message in a way your audience responds to. Here's how to make sure your animation style fits your goals:

Consider your brand identity

Your animation style should reflect your brand's personality and values. This consistency helps maintain brand recognition and trust. Here are some questions and insights to guide you:

What is your brand's personality?
Consider whether your brand is playful, sophisticated, innovative, or traditional. Choose an animation style that mirrors this personality. For example, a fun, bright 2D animation might suit a young, energetic brand. A sleek, realistic 3D animation could suit a brand known for new technology.

What colors and visual elements define your brand?
Make sure the palette and visual elements of the animation match your brand's visual identity. Consistent design helps people spot your brand and know the video is yours at a glance.

Align with your message and audience

The animation style you select should enhance your storytelling and appeal to your target audience. Consider the following:

What story are you telling?
Different animation styles convey different emotions and themes. For a heartfelt, emotional story, a 2D animation with hand-drawn elements might create the right atmosphere. For a technical or futuristic narrative, 3D animations or motion graphics might better convey your message.

Who is your target audience?
Think about the preferences and expectations of your audience. Younger audiences may respond well to bold, bright animations. A corporate audience might prefer more polished, professional visuals. Understanding your audience will help you choose a style that engages and resonates with them.

Evaluate different animation styles

Explore the different types of animation styles to determine which best suits your project:

• 2D Animation: Known for its classic, cartoon-like appearance, 2D animation is versatile and can range from simple to complex designs. It's often used for storytelling that requires a personal, relatable touch. Consider this style if you want to create a whimsical or nostalgic feel.
• 3D Animation: Offers a realistic and immersive experience, making it ideal for technical demonstrations or lifelike character animations. If your story benefits from a sense of depth and realism, 3D animation might be the way to go.
• Motion Graphics: Focuses on animated graphic design elements and is perfect for explaining complex ideas or presenting data in an engaging way. Motion graphics are highly effective for corporate videos, educational content, and advertisements that need to convey information quickly and clearly.
• Stop Motion: This unique style involves physically manipulating objects frame by frame. It takes more hands-on work, but stop motion can create a charming, tactile aesthetic that stands out. Use this style if your brand values craftsmanship and creativity.

Maintain consistency with your brand

Once you've chosen an animation style, ensure that it remains consistent throughout the video and aligns with your overall brand strategy. Consistency reinforces your brand identity and makes your video more cohesive and professional.

How does the style fit within your overall Brand Strategy?

Make sure the animation style aligns with your long-term brand strategy and complements other marketing materials. Consistent visual identity across all platforms enhances brand recognition and trust. When you plan around your brand identity, message, audience and animation style, you get a video that tells your story clearly and builds your brand. The right style makes the video easier to watch and remember. In the end, that is what moves viewers to take the step you asked for.

Try Shootsta for your next animated video

If you want animation that tells your story well, Shootsta can help. We work alongside your in-house team to make animated videos that hold attention and lead viewers to act. You get high-quality animation tailored to your brand, without hiring animators or managing the production yourself.

Get in touch with us today and discover how you can turn your next story into an animated video your audience remembers.

Keep reading

• The Business Animation Playbook
• Create Effective Animated Business Videos
• Different Kinds of Video Animation for Businesses
• Animation Agency UK