In video marketing, getting viewers to watch “all the way to the end” is harder than you might think. People's attention spans are getting shorter every year, and just getting them to choose your video from the vast sea of content is a struggle in itself. Even if you manage to get a click, many of you have likely experienced lower-than-expected view counts or watch times.
I once produced a roughly one-minute explanatory video. It was a project I poured considerable effort into, hiring a professional filming team to create a polished video with beautiful visuals and a well-crafted script. Yet, to my surprise upon release, most viewers dropped off within the first 30 seconds.
That experience taught me, "In business, visual beauty alone isn't enough.” While hooking viewers with an exciting opening is crucial, you also need to keep them engaged. That's when I discovered whiteboard animation.
Why does whiteboard animation captivate viewers, despite being just a simple animation style featuring hand-drawn illustrations and text on a plain white background? The secret lies in the “process of creation.”
This time, we'll focus on introducing whiteboard animation: what kind of videos it is and the best scenarios for its use. If you're seeking a simple method to grab viewers' attention and convey your message, whiteboard animation is definitely worth trying.
＜Key Points of the Article＞
・Understand what whiteboard animation is
・Learn how to utilize whiteboard animation
・Discover key points for producing whiteboard animation
Whiteboard Animation: Videos focused on explaining concepts
While whiteboard animation is gaining attention, its recognition in Japan is still developing. Here, we explain what whiteboard animation is, how it differs from other animation styles, and its history and evolution.
Why whiteboard? What are the features of whiteboard animation?
Whiteboard animation is an animated video featuring hand-drawn style illustrations and text on a white background. By showing the actual drawing process, it visually conveys information and effectively captures viewers' attention.
So why has this technique gained so much attention? Its popularity stems from being low-cost to produce and highly effective at deepening viewer understanding. This method is well-suited for conveying complex concepts simply and is utilized across diverse fields such as marketing, education, and training content.
Particularly effective when you want viewers to focus on the content rather than the visual beauty, it often relies solely on simple line art and a limited color palette. Furthermore, it typically avoids flashy effects, using only simple audio like narration and drawing sounds to help viewers concentrate on the content.
A similar animation style, manga video, exists as a technique specialized for storytelling.
Whiteboard animation originated in the United States
The origins of whiteboard animation trace back to the United States in the late 2000s. Around 2007, a campaign video produced by the American international courier service “UPS” is considered a pioneer of whiteboard animation.
This innovative expression method, involving hand-drawn illustrations on a white background, gained attention. Starting around 2009, it began being used primarily in the United States, notably in corporate television commercials.
Around 2011, Coca-Cola gained significant attention by releasing a whiteboard animation video.
Differences between whiteboard animation and other expression techniques
Whiteboard animation differs from other production techniques in several ways.
Differences from other animation styles
The defining characteristic that sets whiteboard animation apart from other animation styles is, as the name suggests, drawing pictures and text with pens in black, blue, red, or other colors on a white background. In contrast, other animation styles have the following characteristics:
Production Techniques
Key Differences
2D Animation
Characters and backgrounds are drawn in a flat, two-dimensional style
3D Animation
Three-dimensional characters and backgrounds are used
Motion Graphics
Graphic elements, shapes, and text are animated
After understanding the differences between each, it is necessary to consider utilizing whiteboard animation.
Differences from Live-Action (Filmed Footage)
Let's also look at the differences from live-action videos that use filmed footage.
Whiteboard Animation
Live-Action (Filmed Footage)
Excels at organizing and conveying abstract information
Excels at conveying emotional and realistic scenes
Relatively low production costs
Production costs increase when pursuing high quality
Flexible post-production revisions
Labor intensive post-shoot revisions
Used for explanations and storytelling
Ideal for consumer product PR and emotional appeals
Live-action videos, while requiring significant production effort, can authentically convey performers' expressions and movements, the atmosphere of filming locations, and the products being shot. This is ideal when you want to directly communicate product usage scenarios or evoke emotions.
The key to choosing which format to use lies in selecting the optimal method based on the nature of the message you wish to convey and the needs of your target audience. Choose appropriately depending on what you intend to use the video for.
Advantages and disadvantages of whiteboard animation
Whiteboard animation is an effective technique in business, but there are also challenges to consider before implementation. Here, we explain the advantages and disadvantages of whiteboard animation.
Advantages: “Engaging & Easy to Understand”
Whiteboard animation offers the following benefits:
・Information is conveyed easily due to its non-lecture format
・Viewer retention rates increase by showing the drawing process
・Low cost & easy revisions due to simple materials
A major advantage is conveying complex information without boring the audience by showing the process of drawing simple illustrations or diagrams on a white background while explaining. This results in viewers being more likely to watch the video to the end, increasing retention rates.
On the production side, as long as the script is clear, it can be completed at low cost with flexible revisions, even without specialized filming equipment or technical skills.
The disadvantage is “difficulty in expressing individuality”
Whiteboard animation can be an effective information delivery and learning tool when its characteristics are understood and it's used appropriately. However, other expression methods should also be considered depending on the content and purpose.
Below are the disadvantages of whiteboard animation.
・Simplicity makes differentiation difficult
・Not suitable for showing usage scenarios of products (physical items)
・Limited emotional expression due to reliance on illustrations and audio
A key disadvantage of whiteboard animation is its simplicity, which makes differentiation from other videos difficult. Even with careful composition and scripting, the initial visual impression tends to be similar. While illustrations and audio can be refined, there are limits to emotional expression, requiring careful consideration of compatibility with the product.
For instance, it may not be suitable for conveying authentic human relationships, promoting products requiring a sense of luxury, or showcasing products that can only be effectively communicated through live-action footage.
What scenarios can whiteboard animation be used for?
Whiteboard animation is now gaining attention in the business world as an effective means of conveying information while capturing viewers' attention.
Specific use cases include the following:
・Introducing brand stories or abstract services
・Selling products or providing customer service without relying on human staff
・Standardizing education (reskilling) and employee training
Each will be explained below.
Introducing brand stories or abstract services
Whiteboard animation excels at storytelling and complex explanations, making it ideal for conveying intangible services like B2B offerings or corporate brand origin stories.
For instance, whiteboard animation is highly effective for introducing IT-related services. By using illustrations and diagrams to explain concepts step-by-step, it enhances viewer comprehension.
Whiteboard animation is also recommended for campaigns and promotions. Its ability to convey messages to consumers quickly makes it ideal for communicating information about special sales, events, and new product launches.
The hand-drawn style fosters a sense of familiarity, making it effective for corporate branding as well.
Selling products or providing customer service without relying on human staff
Whiteboard animation is also utilized in direct sales promotion activities. It is particularly effective for promoting new services or systems.
The hand-drawn style remains relatively uncommon among other advertising videos, making it more memorable for viewers.
For example, it clearly conveys information during initial in-store explanations or when directly selling products through video ads on social media.
Recently, whiteboard animation has also been incorporated into landing pages. When aiming to effectively communicate a product's appeal, utilizing whiteboard animation on a landing page is a viable option.
Standardizing educatio or employee training
Whiteboard animation is also effective for education and training. When used in certification courses, it can clearly explain key points and concepts for exam subjects.
According to the U.S. National Library of Medicine, 65% of the population are visual learners, suggesting that explanations delivered through animation are likely to be well-received.
Furthermore, whiteboard animation can be utilized for training new employees and part-time staff. Introducing it to explain corporate vision, products and services, internal rules, and business processes can enhance training efficiency.
Examples of companies and brands using whiteboard animation
Here, we introduce several examples of companies utilizing whiteboard animation.
Faculty explanation example: Josai University, Faculty of Pharmaceutical Sciences, Department of Pharmacy
Josai University Educational Corporation is using whiteboard animation to promote its “School of Pharmacy” in order to increase the number of prospective students (recruitment activities).
This content explains fundamental pharmacy knowledge in an easy-to-understand way for everyone, addressing questions like “What kind of university and faculty is it?” and “What career paths can you pursue?” It can be considered an effective tool that automatically encourages high school students, who are deciding their futures, to consider the option of becoming a “pharmacy professional.”
Service explanation example: Coconala Inc.
Coconala Inc., which operates the skill marketplace service “Coconala,” utilizes whiteboard animation in its service introductions.
The key feature of this video is that it contains absolutely no narration. Designed for distribution on social media, it's crafted so the content can be understood without audio. Using text and illustrations, it concisely explains what kind of service Coconala is.
This video visually explains the product's mechanism and benefits—aspects difficult to convey through text alone—using illustrations. By clearly explaining part names and the flow of liquid, it makes complex product features easier to understand.
Steps and key points for producing whiteboard animation
Many people want to create whiteboard animations but feel unsure or anxious, wondering where to start. Here, we explain the steps and key points for creating whiteboard animations.
Steps: The process for creating whiteboard animation
The production steps for whiteboard animation are broadly similar to other video production, but its distinctive feature is capturing the drawing process. Below are the general steps:
STEP1: Define the target audience, theme, and project outline
STEP2: Create the storyboard
STEP3: Film the drawing process (if using live-action filming)
STEP4: Prepare audio material to match the visuals
STEP5: Edit and finalize the video
Furthermore, while both involve whiteboard animation, there are two methods: filming an actual whiteboard or creating the entire animation using production tools like PowerPoint.
POINT 1: Create a script with presentation in mind
In whiteboard animation production, scriptwriting is crucial. Beginners should first spend time clarifying the animation's purpose and message, organizing what they want to convey to the audience.
Build a story that captures viewers' interest, consciously creating a flow that presents the problem, offers a solution, demonstrates the effect, and reaches a conclusion.
To leverage the strengths of whiteboard animation, aim for one illustration per key message to maintain a viewer-friendly pace. Clearly showing why viewers should choose your product or service is vital.
To ensure viewers understand information smoothly, use simple, easy-to-understand language. Avoid jargon and complex expressions, opting instead for common, accessible terms.
POINT 2: Use simple illustrations
In whiteboard animation, the use of simple illustrations is a key element for capturing the viewer's attention. Even when conveying complex concepts, combining simple shapes and symbols can clearly express the message.
Whiteboard animation fundamentally uses simple line drawings on a white background, typically in limited colors like black. This allows the message to be conveyed clearly to the viewer without being distracted by color imagery.
Even with simple illustrations, thoughtful use of color, line thickness, and shape can create more engaging expressions. Emphasizing important parts with thicker lines or using accent colors can effectively capture the viewer's attention.
Additionally, it's recommended to warm up by sketching practice illustrations before starting the actual drawing. Practicing beforehand helps smooth out hand movements, enabling the creation of more natural lines.
POINT 3: Use handwritten-style fonts
In whiteboard animation, handwritten-style fonts create a sense of warmth and familiarity for viewers. This reduces the psychological distance between the viewer and the content, making the message more memorable.
For example, choosing a commercially available handwritten font like Azuki Font can enhance the appeal of your whiteboard animation video.
When writing with handwritten fonts, it's crucial to express the handwritten feel while maintaining readability. Properly adjust font size, weight, and line spacing. Use them sparingly, limiting their application to important sections or areas you want to highlight, taking care not to dilute the message.
Furthermore, enhancing consistency in font style helps viewers focus more easily on the video content. The harmony between the characteristics of whiteboard animation and the handwritten-style fonts used for text overlays creates a cohesive overall atmosphere.
POINT 4: Outsource production to a company, including sourcing materials
Whiteboard animation is often said to be easy for beginners to create, but some may worry, “It seems difficult to produce in-house due to lack of resources.”
In such cases, outsourcing whiteboard animation to a specialized production company is highly recommended. Here, we explain why outsourcing to a production company is advisable and how to choose one.
Why Outsource to a Production Company?
Outsourcing whiteboard animation production to a specialized company allows them to handle everything consistently—from sourcing materials and planning to final delivery. This ensures high-quality production without disrupting your business operations.
Furthermore, these companies possess networks of professionals and unique expertise not just in video production, but also in scriptwriting, overall project management, narration, and BGM.
Compared to live-action video, whiteboard animation can be produced at a relatively lower cost, making outsourcing an attractive option.
Whiteboard Animation Production Cost Range
Since pricing structures vary by production company, choose one that provides quotes matching your budget. The general range is as follows.
It's also important to choose a company with a clear production process where each step is explained. This helps avoid unexpected issues and additional fees. Even for first-time clients, select a company that clearly explains the process and provides prompt responses.
Choosing a company with proven expertise and a track record in video marketing ensures more effective video production. Selecting the production company best suited to your company's needs is key to achieving high-quality whiteboard animation.
Summary of whiteboard animation
Let's summarize the key points so far.
Whiteboard animation is a method of expression that uses simple, hand-drawn style illustrations and text on a white background to convey information simply and effectively.
Whiteboard animation is effective in scenarios requiring easy-to-understand expression, such as corporate service introductions, education and training, and marketing.
Whiteboard animation excels at information delivery and memory retention, promoting viewer focus.
Whiteboard animation faces challenges such as difficulty differentiating from other videos and reliance on the creator's skill for certain products or services.
Producing whiteboard animation requires steps like planning/structuring, storyboard creation, filming setup, and audio preparation.
Beginners creating whiteboard animations find it easier to use simple illustrations and handwritten-style fonts.
Outsourcing whiteboard animation production to a company enables the creation of high-quality videos.
When outsourcing whiteboard animation, key considerations include the production company's portfolio, budget compatibility, process transparency, ease of communication, and expertise in video marketing.
Whiteboard animation differs from 2D animation, 3D animation, and motion graphics in that it uses hand-drawn expressions on a white background.
Whiteboard animation offers a simple expression method while retaining the charm of showing the illustration creation process, making it easy to keep viewers engaged without boredom. Its production method also aligns well with business needs, as it can be created easily without necessarily requiring filming.
Why not consider utilizing whiteboard animation as a means to deliver your message to a wider audience?
Marketing Perspective in Japan: Beyond Just Creation
NOKID provides creative planning and production for PR using characters, events, and video content. Effective videos balance business and creative perspectives, e.g., short clips optimized for TikTok, designed to capture attention in the first 2–3 seconds.
For first-time animation or PR-focused content, feel free to consult with us.
Tokuma Kanna
Founder and CEO of NOKID Inc., a premier creative studio specializing in short-form animation and graphic design. With a focus on narrative-driven visual storytelling, he has spearheaded high-profile projects across the global entertainment landscape. His portfolio includes the acclaimed VALORANT: YORU TYPICAL DAYS cinematic, the Hatsune Miku x Seven Premium 15th Anniversary campaign, and Koda Kumi’s music video "100 no Kotoba-tachi e." As a leading producer in the PV and MV sectors, Tokuma continues to redefine the intersection of animation and contemporary digital media.
