How Whiteboard Animation Makes You More Authentic and Helps Build Trust

Yes, you read that statement right. Whiteboard Animation can make your company appear more authentic and allow you to build trust among your target market.

Online marketing has transformed dramatically over the past several years. Where the stress was once to use psychological methods to have visitors to your web page conduct business with you (unaware or otherwise), or be the loudest in your area of expertise, we are moving towards more of a trust-driven model of marketing, where relationships build over time with your client.

Amazon is one of the major companies who have adapted this approach, more specifically through its Prime membership to offer next-day free delivery for a small annual cost, and through having a robust returns policy.

But today we live in a time when big business does not always mean respectable business. Car companies caught fiddling with emissions tests. High street brand names reveal enormous black holes in their staff pension funds. And is it really being told how your favourite branded T-shirt was assembled by a 10-year-old making pennies in cramped conditions?

Authenticity is the buzzword in marketing, and it is one arena where small firms are at an advantage over large ones. Build a reputation for being a solid, reliable, trustworthy business and see your customer base build through word of mouth.

But as a small business, how do you get that message across to new site visitors, maybe only spending a few seconds’ glance of your homepage before they click away?

Having a short Whiteboard Animation video on your home page will immediately encourage guests to stay longer on your website and know about how your business works, and why you stand out from the competition, in just a few minutes. A professional animation gives you the chance to build that crucial first impression.

Whiteboard Animation helps to build credibility and confidence with the following three steps:

1. They give the viewer a feeling of comfort

Rather than showing up as a straightforward advert, animation works as ‘infotainment’, where your message is delivered in a fun way. That lowers the internal sales threshold of the viewer first, getting them in the mindset to be receptive to your message. The engaging animation style feels friendly and accessible, helping to build a natural connection.

2. They educate rather than hard sell

Typically, you would not expect someone to buy your service or product after watching a short animation. Rather, it is an effective link in your sales funnel, with the primary objectives of educating and establishing trust. The viewer should know enough about your product or service, and how that will help them, by the end of the animation, so that they feel ready to build on that knowledge and take the call to action at the end.

This call to action could be to ring for a free consultation, opt-in their email address for a free report, or complete an online survey. If your animation is on YouTube, it could simply ask them to visit your site to discover more about you.

3. They show you can fix the viewer’s problem

The most common animation structure is Problem > Solution > Call to Action. The problem and solution can be presented either in narrative, where they highlight the situation of your target customer, or in an informative way that speaks directly to the viewer.

If your business model is familiar, such as a cleaning company or estate agency, then all you need to show in your animation is your unique solution to their problem. That solution, when expressed clearly, will build the viewer’s confidence in your ability to deliver.

If your business model is revolutionary, then the animation can also take time explaining the problem itself, since your customer base may not yet realise how much it affects them, or that there is a real solution available.

The key intention is that you are perceived as the experts in your subject by pointing out the problem and solution from your own perspective, and that will resonate with the viewer if they are impacted by that issue. Every animation you release continues to build your authority and expand your reputation for reliability.

If you merely try to trick people into buying your product or service without showing what makes it right for them, your efforts will be wasted. But an effective Whiteboard Animation video, designed specifically for your business, will help build a following of loyal individuals who rely on you to bring the solution to their problem. This is where authenticity shines through, and where trust naturally follows.