Stop motion makes content tangible: real materials, visible movement, and highly memorable. This guide shows how companies can plan, produce, and effectively use stop-motion explainer videos. It includes tips on setup, workflow, didactics, and common mistakes, as well as a checklist and FAQ.
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What is a stop-motion explainer video?
Stop-motion is an animation technique that doesn't film continuously, but creates individual images. Between two frames, the scene undergoes minimal changes: an arrow advances, a slider tilts, a card is flipped. When played back, this creates movement – tactile, organic, and attention-grabbing.
Ideal for B2B topics when processes, states, or mechanical relationships need to be explained: approvals, onboarding steps, feature changes, safety notices, assembly sequences. The look encourages condensation: Each scene carries a clear message, reducing cognitive load.
- Materials: Paper/cardboard, product mockups, small objects, printed UI elements
- Setup: Camera on tripod, constant softbox light, non-slip surface
- Guidelines: 8–12 frames/s for an organic look; 12–15 for smoother workflows
Why stop motion works in business
Attention: Analogue textures stand out against smooth, stock aesthetics. Didactics: Sequences, branches, and "before/after" become clear without interface noise. Brand fit: CI colors, typography, and shapes can be physically staged – distinctively and with value.
Additionally, an asset kit : GIF loops, thumbnails, keyframes, and short snippets for B2B explainer videos and internal communications. This reduces the unit cost per asset.
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Conception, production and post-production – with measurable impact in marketing & e-learning.
Creative starting points
Use metaphors that everyone immediately understands: puzzle pieces for integrations, switches for decisions, stamps for approvals, checkmarks for completed steps. Combine real objects with graphic overlays made of paper – clear focus, no screen overload.
- Onboarding flows: checklist moments, gate criteria, escalation paths.
- Product features: exploded views, mode switch, before/after.
- Change communication: bridges, switches, paths – making new processes visible.
- Micro-learning: 15–45 second bites for the LMS or intranet.
Common pitfalls (and quick fixes)
- Flickering light: Pay attention to the mains frequency, use continuous light/softbox, camera on fixed shutter.
- Slipping camera: Weigh down the tripod, use a remote shutter release, and make marks on the set.
- Inconsistent colors: Fix white balance, limited CI palette, prefer matte materials.
- Unsteady movements: Avoid larger steps per frame, use reference grid/onion skin (software).
- Too much decoration: reduce props, one message per scene, eye guidance with arrows/frames.
- No plan for outputs: consider snippets & thumbnails in the storyboard, provide for formats 16:9/1:1/9:16.
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