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Explain What You Do With An Animation!

How does your technology product work? What does it do? How does it deliver benefits and ROI for your customers? For many technology companies it’s not that easy to explain what you do in layman’s terms. Your developers understand what terms such as an ‘open API’ means and what they do, but your customers might need to Google it and still not really understand what difference it will make to them.

Explaining what your technology products do and why prospects should buy them is tricky if you’re selling to decision makers without a technical background. How can you get customers to visualise how the product will help them so that they can see clear benefits and reasons to buy?

There is a great way to get around this problem and that’s to use animation. An animated explainer video doesn’t need to show real customers using your product – let’s face it that could look rather boring or cheesey! Nor does it need to show the product in any detail – save that for customer support content designed to help people use the product once they’ve bought it. Instead your animation can highlight what your product does and the key benefits it delivers in a really creative and engaging way.

It can actually look really sexy too!

Using Animation To Explain Intangible Benefits

In this short video animation for our client Securitax we communicate the key challenges and desires their customers have, and the benefits the product delivers.


Their product – accountancy software – is designed to help customers with the following challenges:

  • Lack of time
  • Lack of skills
  • Budgetary constraints

I’m sure that many readers will recognise these as challenges your product is aligned with too.

To explain how the product works and addresses these challenges in any other medium other than animation would be complex. A product marketing sheet would involve lengthy explanations and financial terminology and jargon. An infographic might be a little easier to understand, but wouldn’t be able to convey as effectively how the solution brings all the various elements into one place. And as mentioned before a video featuring real life action would struggle to put across the functionality of the product because it exists in the cloud.

Animation, however, can do all of this and more. In this example, the animation is also targeted at a very specific group of potential customers, which mean we were able to create characters aligned with the target audience that would help them identify with the story.

Using Animation To Explain What A Product Does

In an animation we created to support Ecrebo’s OnPoint solution, we needed to show how the product handles data; something that’s difficult to visualise without resorting to images of computer screens covered in numbers.

Our solution was to create an animation that showed how the customer journey works when using the product. We simplified a complex idea into a narrative format that begins with the problem of managing large volumes of customer data, and ends with the results our client’s product delivers.


As you can see from both these examples, animation is great at simplifying complex processes and ideas, and helping customers visualise intangible concepts and digital products.

In a nutshell those are the key benefits of using animation to explain your products: it can simplify complex ideas and processes, and help visualise the benefits a product will deliver.

That’s why you need animation if you sell technology products!

Speak to me if you would like to discuss this further, or explore our portfolio for inspiration.

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Rob Edmonds

Author Rob Edmonds

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