Script + animation the perfect duo
In B2B marketing, it’s easy to think that a well-written script is all you need to drive your message home. After all, your script lays out the facts, tells the story, and frames the value proposition. But here’s the truth: even the most carefully crafted script can’t always carry a marketing video on its own. Sometimes, it needs a little help from its visual counterpart - animation.
A brilliant script without the support of engaging visuals is like reading the instructions to an assembly kit without pictures: it’s doable, but let’s face it, it's harder to grasp and far less engaging.
Where script alone falls short
Let’s talk about the dangers of relying solely on a script. It’s not uncommon to see videos in the B2B space that consist of a monotonous voiceover reading from a well-intentioned but dense script. These videos often fall flat, lacking the necessary visual hooks to hold an audience’s attention. You may have seen these types of videos: they’re informative, but difficult to sit through.
Why? Because while the content may be important, without a visual narrative, viewers can easily lose interest. Studies show that 68% of consumers prefer watching videos to learn about a product or service over reading text. If your script is doing all the work, you’re asking your audience to work harder than they need to - and in the fast-paced world of B2B marketing, people don’t have the patience for that.
A great example of this problem is found in early product demos for tech companies. These videos often relied too heavily on scripts, diving into the nitty-gritty of how a product works but leaving out any engaging visuals or animation. The result? Viewers either clicked away or didn’t fully understand what they were being shown. The script was informative, but it lacked the ability to show rather than just tell.
When script and animation work together
On the other hand, when animation works in harmony with a well-written script, magic happens. Take Salamandra UK’s project with Gigaton for example. The explainer video was designed to break down complex energy solutions in a way that could easily be understood by their audience. This one was really interesting as it relied on the animation to do the heavy lifting and make the words make sense. Without the animation, the technical script would have been harder to digest, but with animation, it became engaging and clear - that’s what we do: complex simplified.
The numbers don’t lie
It’s not just anecdotal evidence that backs up animation. 85% of B2B marketers find video an effective tool for grabbing attention online. It’s not just about looking pretty, though. Animation actively increases engagement and retention. A well-produced animation can simplify a complex message, which is crucial when you’re explaining a service or product in the B2B space.
Beyond engagement, the business impact is clear too: companies using video report a 49% faster revenue growth compared to those who don’t. And when you consider that 65% of B2B companies have gained customers directly through LinkedIn video marketing, it’s clear that integrating animation into your strategy isn’t just an artistic choice - it’s a strategic one.
A look at success: script + animation in action
The magic of combining a script with engaging animation comes to life in explainer videos, product demos, and even social media campaigns. Take a look at Microsoft’s "Explanimators" series, which uses animation to break down complex technological concepts. The topics are big - decarbonisation, quantum computing - but the animation makes them accessible and engaging for a B2B audience that may not be experts in the field.
Why animation matters in your scripted videos
So why does this work so well? Humans are visual creatures. We process visuals much faster than we process text - around 60,000 times faster, in fact
So when you’re presenting a product or service to your audience, animation helps them grasp the concept quicker and remember it longer. This is especially important in B2B, where products can be complex, abstract, or just plain difficult to explain.
The key takeaway here is that a script - no matter how great - can only do so much. To really drive the point home and create a lasting impression, animation steps in to enhance, clarify, and simplify.
The Perfect Balance
The ideal B2B marketing video isn’t an either-or scenario. It’s not just about having the perfect script or relying solely on flashy visuals. It’s about finding that balance where the script provides the structure, and animation brings it to life. Whether it’s simplifying a complex idea or just keeping your audience engaged, animation and script are the ultimate power duo.
At Salamandra UK, we’re experts in getting that balance just right. So if you’re looking to transform your message from words on a page into a visually engaging story, we’ve got the skills to make that happen. After all, complex simplified is what we do best.
