Words on a web page lack character. They lack panache. To truly engage online users digital marketers have to emphasize the show, not the tell.

1. Animate to Captivate Online Audiences
Words on a web page lack character. They lack panache. To truly engage online users
digital marketers have to emphasize the show, not the tell. Enter the world of whiteboard
animation. By using animated video, marketers have the ability to tell brand stories that captivate
and communicate. Whiteboard video, also known as RSA Style, video scribing, fast draw or
sketch-board animation, draws the viewer into an entertaining, fun and informative story that
allows brands to get their message across without using the hard sell.
As a rule of thumb, people engage with what interests them. This is true both online and
off. With so much content online, marketers now have to compete that much harder to engage
their audience. And with such an ocean of information, it’s easy to for brands to be drowned out.
The key is to present ideas and messages in an interesting way. By utilizing animated video and
sketch-board animation, marketers can combine form with function to both engage and inform.
The fun of sketch-board animation is that the audience gets to go on the journey with the
artist. There’s something inspiring about watching an idea come together from concept to
completion. The viewer can follow the artist’s hand as the piece is drawn out, or so it seems. In
reality, it’s actually a bit of animation sleight of hand.
Originally, the process of creating an animated whiteboard was pretty painstaking. An
artist would draw out an entire piece and then erase it bit by bit. When the artist filmed the
process on stop-motion camera and then played it backwards, it gave the illusion that the piece
was being drawn perfectly the first time.
These days, the process is much less cumbersome. Cutting-edge animation companies are
able to create digital sketches that can be altered at anytime during the process. The addition of a
hand sketching the piece is then green screened in to give the effect of the piece being drawn by
an artist. This new process allows for greater flexibility and a wider range of animation options.
UPS adopted animated whiteboards for some popular TV spots, and Showtime’s hit show
Weeds used whiteboards for the lead-in on their final season. In both cases it was possible to
illustrate a reasonably complex storyline to a viewer in a short timespan. They also looked really,
really good.
Developing engaging content is the trick to developing any brand message. Making the
audience not only listen, but also actually want to interact with what’s being presented is
absolutely essential. Using sketch-board animation is a terrific way to tell stories that hold

2. attention and entertain. After all, wouldn’t this piece have been more interesting if it were an
animated whiteboard?
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