Have you ever seen a funny computer-animated commercial and thought about how making your own 3D animated ads could help boost your business? 3D animation is a really cool technology that allows marketers to communicate their message in exciting new ways visually. However, working with 3D can seem intimidating if you aren’t experienced with it. In this blog post, I’ll break down everything you need to know about using 3D animation in your marketing so you can decide if it’s right for your business.
3D Animation's Power to Engage Audiences
When applied to marketing, 3D animation gives you the ability to demonstrate your products and services in a dynamic way visually. No longer confined to static images, 3D ads can show products from every angle, zoom in on specific features, or place them in simulated real-world environments. They let potential customers “see beyond the sales pitch” and get a true sense of what it would be like to use your product. Done well, 3D animation can really help engage viewers and differentiate your brand from competitors.
The Rise of 3D Animated Content
Over the past decade, 3D animation has exploded in popularity. Toy Story kicked off the modern 3D animation revolution in 1995 and the technology has only advanced since then. Popular 3D animated movies, shows, and games now consistently top box office and viewership charts.
Explainer Videos Lead the Way in Marketing
One of the earliest widespread uses of 3D animation outside of entertainment was for explainer videos. Complex concepts and processes could now be demonstrated visually in an easy-to-understand way. Today, millions of explainer videos have been viewed online, cementing 3D’s power to inform audiences and improve customer engagement.
Product Demos Ignite B2B Sales
Seeing a product animated in 3D allows potential B2B customers to understand how it works in a way that photos never could. Detailed product demos utilizing the latest rendering techniques help sell complicated machinery, medical devices, electronics, and more. 3D demos cut through clutter to clearly show customers exactly what they’re buying.
Social Video Stars Dominate Engagement
Short, snackable 3D videos are the kings and queens of social platforms. Fun, bright visuals paired with compelling stories keep viewers watching and sharing. Brands like Wendy’s, GoPro, and Dollar Shave Club went viral with their 3D social videos, supercharging engagement and affinity for their products.
VR and AR Take 3D to the Next Level
The earliest adopters are now exploring interactive 3D experiences using virtual and augmented reality headsets. Manufacturing, real estate, healthcare – any industries involving complex simulations are experimenting with immersive VR/AR applications. The potential is enormous to truly transport customers.
It Pays to Be Funny and Memorable
While productivity is important, customers want to be entertained too. Witty 3D commercials from brands like Denny’s, Geico, and Spotify show humor can sell. Creative 3D ads featuring charming characters or quirky scenarios become mini viral sensations, cementing brands in customer memories.
Considerations for Using the Tech
The possibilities are endless! But before diving into 3D, it’s important to understand if the investment of time, money, and effort required will actually provide a good return for your specific marketing strategies, goals, and business. Here are a few key factors to consider:
ROI Must Be Measured and Proved
For any significant 3D investment, clear goals and metrics are needed upfront to prove a positive return. Trackable call-to-actions and conversions allow for optimizing campaigns. Ongoing A/B testing ensures that 3D video strategies actually move the marketing needle as intended.
Budgeting Realistically is Paramount
Production costs vary greatly but 3D animation is never cheap. Factoring developer fees, server hosting, promotion, and needed revisions require conservative budget planning. Start small when possible to minimize risk as capabilities and objectives are refined.
Distribution Channels Demand Attention
Just because a video looks great doesn’t mean people will see it. Promoting through paid social boosting, email lists, website placement, or industry events requires dedicated effort. 3D efforts must be optimized for each intended channel.
Keep Visuals Simple and Succinct
Avoid convoluting key sales messages with distracting flourishes or overlong videos. Simplicity and brevity keep viewers engaged to the end. Respect limited attention spans whether on mobile or desktop.
Key Practices for 3D Animated Content
In terms of best practices for 3D animated content, here are some tips for success:
Keep It Simple
When creating 3D animated videos, one of the most important practices to follow is keeping things simple. It’s all too easy to get carried away by adding extra visual flourishes or complex storylines, but this often does more harm than good. The key is focusing your 3D animation around one clear and concise message. Viewers have short attention spans, so simplicity allows your main point to come across loud and clear without confusion.
Use Realistic Styles
Unless a graphic or comic book aesthetic specifically fits your brand, realistic 3D animation styles tend to be the most engaging for viewers. Photorealistic textures, lighting, and motions feel the most believable and immersive. This helps audiences connect with the content and message. Unless stylization is a strong creative choice, realistic virtual worlds are best for holding attention and delivering information effectively.
Test Short Versions First
Like any new marketing initiative, it’s wise to start small with 3D animation projects. Before investing many months and tens of thousands into a long-form video, create some short 15-30-second clips to test audience reception and refine your approach. Concise snippets allow gathering feedback in a low-stakes way to identify what’s interesting or falling flat early in the process. This iterative testing of brief editions informs upgrading longer productions.
Include Calls to Action
The ultimate goal of all marketing content is to drive tangible actions, so 3D animations must prompt the next steps. Specific, visible calls to action encourage viewers to visit your website, contact sales, download an offer, and more. Tracking click-throughs from these on-screen prompts allows measuring a 3D video’s real impact beyond mere views. Don’t create 3D just for entertainment’s sake – prompt actions.
Conclusion
In conclusion, when leveraged strategically, 3D animation holds enormous potential as a marketing medium. However, realizing that potential takes careful planning, tracking of metrics, and adherence to production best practices. The most successful 3D content is simple, realistic, funny when applicable, prompts empathy through anthropomorphism, and pilots shorter versions before complexity.
Most importantly, 3D animators and marketers must prioritize clear calls to action and promotion on social platforms. Without driving real-world actions and distributing widely, even the most impressive 3D assets will fail to meaningfully impact business goals. Track clicks, leads, sales, and sentiment changes ruthlessly to prove a return.