Wyzowl’s Matt Byrom Explains Why Animation Works in Marketing

Wyzowl’s Matt Byrom Explains Why Animation Works in Marketing

“There weren’t that many people doing it,” Byrom. It wasn’t really that easy to understand how much a video would cost, and the range of prices was also very high.” Byrom saw an opportunity in the market to create videos for small and mid-size companies trying to explain their products and services. Today he has a team of 25 writers, designers, and animators, and has produced 2,500 videos for 1,300 clients all over the world, including several Contently clients. We talked to Byrom about working with big brands, the future of video in general, and how animation can impact marketing. People are definitely becoming more aware of using video in their marketing. If such big companies like Facebook and Twitter are effectively giving people more visibility for using video, then people are going to start using it in droves. It’s not to say that all animated videos are more engaging. There’s certainly lots of live-action videos that are super engaging, Do the majority of your clients use animated video as a product explainer, or are there other common use cases? If you create the video in the right way, it doesn’t date the product or site. You’re clicking play, and then you’re part of that journey so you’re actually either getting to the content that interests you most, or you’re able to dictate a journey to your preferences.

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Like many entrepreneurs, Matt Byrom founded his business because he couldn’t find anyone else to do what he needed. In the late aughts, Byrom was working as a freelance designer in the UK when he came across the site of a relatively new company called Dropbox. The company’s pitch was a 90-second animated video and a sign-up form. That’s it. The simplicity appealed to the visually oriented Byrom, so he started researching to see who might be able to make an animated video for his burgeoning business.

“There weren’t that many people doing it,” Byrom. said. “The people who were doing it were bigger agencies and it wasn’t their core focus. It wasn’t really that easy to understand how much a video would cost, and the range of prices was also very high.”

Byrom saw an opportunity in the market to create videos for small and mid-size companies trying to explain their products and services. In November 2011, he established Wyzowl, a studio dedicated to animated video for brands. When business began to snowball, he hired his mother to take on administration and client management. Today he has a team of 25 writers, designers, and animators, and has produced 2,500 videos for 1,300 clients all over the world, including several Contently clients.

We talked to Byrom about working with big brands, the future of video in general, and how animation can impact marketing. Here’s what he had to say.

In a recent Wyzowl survey, 81 percent of marketers indicated they were using video in 2018, up from 63 percent last year. How have you seen the demand for this kind of content evolve?

Yeah, it’s still increasing. I think the market’s certainly maturing. People are definitely becoming more aware of using video in their marketing. If such big companies like Facebook and Twitter are effectively giving people more visibility for using video, then people are going to start using it in droves. Although it’s been growing since we started the business, it’s not anywhere near saturation yet.

Do you collect metrics on the videos that you produce?

We try to get as much data as we can from our customers, but it can be quite difficult because people use video in different ways. People have different goals and different measures of success. For one company, generating 10 leads through a video might be excellent. Whereas for another company, nothing short of 10,000 would be successful.

One of our clients, JotForm, wrote an article (we didn’t ask…

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