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How animations can help you to better explain what you do

explain your product with animation

And help your clients buy from you

  • 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 easy to explain what you do in layman’s terms. Your developers understand what terms such as an ‘open API‘ (click if you want to find out) means, 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 can be tricky. Especially 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 of purchasing?

Use animation

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

It can actually look really sexy too!

Using Animation To Explain Intangible Benefits

In this short video animation for our client, Operis, we communicate the key challenges and desires their customers have. As well as 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 as well.

Explaining how the product works and addresses these challenges in a 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 it 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. This means 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!

To talk more about how animation can help you, give us a call on 01252 717707 or email us at

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Caroline Edmonds

Author Caroline Edmonds

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