Top Five Ways to Use Animated Video for Storytelling on your B2B Website

Most marketers seek interactive ways to capture their prospects and customers attention, which is why we’re seeing such an explosion of video and animated video content on the web and in social media.

Although video production and editing tools are getting easier all the time, a good video or animation still depends on the basic elements of good storytelling. As business people, we are all problem-solvers seeking creative and memorable ways to solve an array of different problems. Toward that end, I’ll share the highlights of a conversation with my colleague, Jonathan Ezer of Kindea Labs, which identifies five of the most popular genres of storytelling that video and animated video are most effective at presenting.

1. Problem / Solution

Introduce the problem: “X problem is causing misery and suffering,” or “Process Y is very inefficient.”

Global Industrial’s video on product procurement is a good example of a problem / solution video; in under a minute and a half, they show both the problem and the solution:

video_globalindustrial.png In a very short time, viewers of this B2B website see: “We used this methodology,” or “We offer these tools,” or “We developed this solution,” followed by a summary statement, powerful conclusion and call-to-action (CTA) to Learn More / visit / call / email.

2. Company or Product Introduction

“Welcome to our Organization” or “Introducing our New Product.”

The video for Apple Pencil is a terrific product introduction presentation that marries live action with animation:


This type of video shows, “We’re a group of X,” or “We provide X Products or Y Services,” or “We are advancing Z industry in the following way.” And like the first example above, it ends with a summary statement, powerful conclusion and CTA to Learn More / visit / call / email.

3. Refute a Claim or Idea

A new video from our client Jim Stengel, former CMO of Procter & Gamble, is an elegant example of this genre of animated video:


If you watched The Jim Stengel Company video or have seen other videos that “Refute a Claim or Idea,” you saw that in a short time and a simple manner, they lay out the story:

– Everyone thinks X;

– Argument as to why this is thought to be true and implications;

– They are wrong, in fact, Y is true;

– Argument as to why Y is in fact true and implications;

– Strong summary statement and conclusion;


4. Simplifying Something Complex

This animated video about the human immune system is a great example of how animation can render a complex story in terms the layperson can understand:


This type of video:

– Introduces a complex problem, concept or system;

– Shows the elements that make up the problem and how they work together;

– Shows how the complexity can be broken down;

– Shows that their work contributes a new understanding about the problem,     concept or system

– Strong summary statement and conclusion;


5. Past, Present and Future

This video on the history of Drones is an excellent example of this genre:


This type of video introduces the history: 

– In the past, X happened, which led to Y, which led to Z;

– This led us to the present characterization;

– In the future, here is what can transpire;

– Strong summary statement and conclusion;



You will be seeing much more video and animated video on the web and in social media and you may want to start creating your own video content as part of your website design. These five genres identify tried and true narrative structures that work extremely well using animated video. 


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