Arabnet Arabnet

Video production photo from Shutterstock

The popularity of animation videos in digital marketing strategy is growing globally-especially in the MENA, according to several sources like Zawya and Tech-ticker. In the past, animation was limited to those with massive six-figure production budgets, but current technology means this is no longer true. All you need now is an experienced animator, a couple of marketing experts, some good software and equipment, and you’re good to go. Arabnet has interviewed these four Marketing agencies that specialize in producing explanatory videos for clients. We got to have a little chat with them about how their launching, investments and line of business.

Local and regional businesses were quick to pick up on the “viral” spread of technology in the region and use it to boost their sales, this time by “telling their story” through short animated videos that are humorous, emotionally engaging and most importantly they tell the customers all they need to know with the least amount of noise possible while producing a great impact. In fact, 64%- 85% of people are more likely to purchase after watching a product video.

Now without further ado, here are the four firms we interviewed:

Wezank

Established recently in April 2013, this Lebanon-based studio has achieved a similarly accomplished portfolio with regional clients like AlJazeera, HSBC, Azadea, UNDP, Touch & Alfa. “Our specialty lies in the way we can take complex concepts, (or websites, apps, ideas, etc.) and explain them to the average user in a 1-minute fun video,” Co-founders Maya Zankoul and Toni Yammine told Arabnet. “Even though most of the videos done are animation-mode, Zankoul told Arabnet that other type of videos is on demand. “We also [produce] real videos, but our focus has been on animated explainers because they deliver the message more efficiently and in a more time-effective and cost-effective way.” A video can cost between a modest $3k and a significant $15k, according to factors like length, type, complexity and storyboard. Self-funded with a very modest $5k, Weznak now caters to regional as well as global brands from across the globe.

Infamous

Established in 2011 in Montreal, Canada by its current Managing Director Feras Arafe, Infamous Studios has since then cooperated with some of the region’s giants, such as McDonald’s Western Union and Microsoft. Launched with an equitable self-funding of $100,000, the animation studio, which is now headquartered in Dubai, has generated more than double this investment in profits. “We have seen tremendous growth in videos; video demand in the region has grown last year by 93%.”With more than 100 videos under its belt, Infamous was one of the first creative agencies in the region to ride the train of explainer videos, although, they claim, that not all marketing strategies involve animated videos. “We used to work on websites and other [services], but then evolved into specializing in video advertising, since that became our core expertise.”

Ishra7

As its name implies, Ishra7 specializes in “explanatory” videos that illustrate a business’ concept and mission. “It’s more than just marketing and sales,” cofounder Khaled Husseini told Arabnet. “The video becomes a tool for the whole sales’ cycle of building awareness, generating interest, conversion and having the customers come back. The concept [of video marketing] is applicable to each step of the cycle.” Based in Amman, Jordan, Ishra7 was one of the first marketing agencies in the region to catch the wave of online video marketing back in 2011-specifically, animation video marketing, as the agency specializes solely in the latter. “I’m a big of the 80/20 rule;” said Husseini.  “We’re not trying to be everything to everyone. If you focus just on the 20%, there’s a big problem that we’re solving here: good marketing content; and that’s something a lot of companies struggle with.” Unlike the other three studios/marketing agencies, Ishra7 is a graduate of the business accelerator Oasis500, one of the first accelerators to sprout in the region. After receiving an equitable seed investment of $15k, the marketing firm has since provided its services for global brands like IBM, Microsoft and USAID.

Motakalem

Motakalem.com is a simple video “spokesperson” service that allows users to create a video message or ad, narrated by one of Motakalem’s six young presenters with their varied Arabic dialects. Launched in 2012, Motakalem’s line of service is slightly unconventional; their “explanatory” videos are simple, real shootings of presenters illustrating a client’s idea. The target market of Motakalem consists mainly of website owners and design firms looking to welcome visitors or explain certain features or services; marketing and advertising executives who want to enrich their campaigns; and college students that would want to better illustrate their presentations.  One main advantage of motakalem is its low cost ($199 to $440) and speedy service (10 days). “Our plans for the future include educational and guidance programs, interface-explanation videos, and integrating the service with Facebook apps,” says Wabel Alzaeem, Cofounder and Marketing and Sales Manager of Motakalem.