How Animation Has Proven To Be The Most Successful Marketing Tool For Dozens of Brands

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Cynthia Moreno

27th April 2020

Cynthia Moreno

No matter what industry you’re in, animation can be relevant. Small start-ups to huge corporations use these flickering sets of images across various platforms for a myriad of reasons. They help to explain tricky processes or concepts, sell a product, or even just to gain recognition of a product.

Animation can also live in many different places, such as on social media, your website, television, movies, YouTube, or advertisements. There are a few reasons why we love to use animation in our video marketing efforts not only for ourselves but for our clients as well. Here are a certain few highlighted just for you!

They’re Engaging

Often times, animations are used to explain a concept or process. It’s very easy to make these videos entertaining and engaging as you can essentially create them however you want. Sometimes it is is the way to go versus videos featuring actual people. It can take longer to get a point across when people are explaining how to do something. Animations not only trigger emotions but spark conversations as well.

They Simplify Concepts

Since animation fully allows you to show people something rather than tell people something, it’s easy to explain what might otherwise be a difficult concept to understand. In these videos, you can get a point across using colors or characters that will catch your viewer’s eye. These videos are used to sell in a concise manner, and in turn, sell products because of how simple they are.

They’re Customizable

Speaking of making your animations do or say anything you want, they are completely customizable. This means that you can take out or add anything you want, even if it’s the same video, it can be used for a number different purposes when making it online.

While videos featuring actual humans are great sometimes, there are some occasions where an animation video might be more effective. You cannot customize what someone says or does on camera without taking several hours or days with them working on just the right shot. That is not an issue with animation videos.

They’re Efficient

Instead of a person spending three minutes explaining a process or showing off a new product they’re selling, why not create a whiteboard animation video telling the same story in one minute or less? This is all totally possible with animations as, again, they’re customizable, engaging and simple.

Visual Content Captivates

A recent article from Smart Insights published

A recent article from Smart Insights published new statistics on video marketing in 2019. The article highlights that 83% of marketers believe that video marketing is growing in importance and that 53% of customers engage with a brand after watching a video on social media. The report also outlines that digital video advertising spend increased by 53% since 2016.

The statistics are clear and more time is being spent watching videos online than ever before. People love visual content and can process visuals 60,000 times faster than text, especially when the image is moving. Animated content in particular, grabs the attention of consumers in less than 1/10th of a second.

Videos are a great way to increase user engagement, brand awareness and can be a very effective tool to drive users to take action on your website – helping increase your conversion rate.

Whether you choose to go with live video or animated, one thing is certain – you need to include video in your content marketing strategy. In this post, we’re going to explore our top reasons why businesses should use animation.

Your brand makes a lasting and memorable impression

By using advertising in a more creative form, businesses and brands have the benefit of leaving a memorable impression to current and potential new customers. Businesses can give further insight into their purposes, values and intentions – giving their customers a clearer understanding of who they are as a business, what they stand for and how they can help customers.

One business that has used animation in advertising to great effect is John Lewis. John Lewis is renowned for its Christmas adverts, many of which are animated. People now associate the brand with Christmas.

The adverts are famous for the storytelling

The adverts are famous for the storytelling, using different styles of animation and the emotional and nostalgic response they evoke, all while subtly advertising their products. This style of advertising has changed the perception of the brand and most importantly – people remember it.

It’s easy to understand

When you’re dealing with a complex idea or a product, trying to explain it solely in text form can be very challenging. Depending on how the copy is written and how technical it is, the audience may or may not connect and engage with it. Copy and flat images don’t always bring an idea to life, as well as an animated video does.

Animation is a great way to convey a technical and complex idea or message in the form of a short story. One great example of this is a video we created for Pireta. Pireta’s technology embeds connectivity at the fiber level of fabrics enabling a wide range of usages but clearly giving benefits to those companies developing solutions in the wearables space.

Animation boosts conversion rate

When users see video content on a website, they are 100% more likely to spend more time on that website than bouncing off it. What’s more, 64% people are more likely to complete an action, whether that’s fill out a contact form or complete a purchase, once they’ve watched a video.

If you use animation to explain the benefits of your product or service to the user, they are more likely to watch the entire video than read that content on your website, allowing your message to get across in an engaging way, while the user learns more about your business. Adding a call to action at the end of the video is a great way to drive them to take further action.

It’s entertaining and fun

In the same way that animated children’s films and cartoons aim to grip attention through entertainment and creativity, marketing strategies also aim to grab attention using these techniques. Animation is often used for entertainment rather than being thought of as a marketing tool. Therefore consumers are more likely to pay attention to animation rather than traditional ads.

Not only is animation a great way to tell a story and connect to your audience – animation is full of endless possibilities, it doesn’t need to be realistic or accurate, it can be fun, imaginative and creative.

It’s a great way to show off your brand personality

It’s a great way to show off your brand personality – just take a look at Money Supermarket’s Epic Action Man advert, not exactly relevant to what they advertise but definitely a fun way to entertain consumers and make them memorable.

 

Content can be easily updated without reshoots

updated without reshoots

In this digital age, it’s really important to adapt to changes and show you are relevant, especially if you’re in an industry that is always changing, such as technology. It’s important that you update your marketing collateral and messaging to reflect this.

Animated video is a great solution to keeping your content fresh. If you want to adapt your video content to appeal to a different audience or change your messaging or visuals, animation is much easier and more cost-effective to edit rather than reshoot the entire video.

To summarise, animation can be a powerful marketing tool, it’s a great way to start connecting with your customers, make them remember you, engage new audiences and drive more conversions.

According to the CEO of YouTube, over 1.8 billion people each month are logged onto YouTube. People love videos – as do search engines such as Google. Websites that contain videos receive around 40% more traffic from search than sites without them and because they are engaging, the video keeps visitors on a website longer. The longer a visit, the more important Google considers the webpage to be.

When people share your video or a link to your site, it creates an inbound link. The more inbound links your site has, the more authoritative your site looks to a search engine. Because of this, sites with videos are 45 times more likely to rank on the first page of Google, for example, than sites with text only.

These statistics prove that using video will supercharge your marketing and communications strategy.

  1. A simple way to share a complicated message

If you want to share a complex subject matter or an intangible service then animation is great for simplifying your message into the most important and relevant points. Use images to share a step-by-step process and reiterate how you can help a client in ways that would be impossible in a live-action video.

Consider needing to share statistics or other abstract information with a sales team or Board – a professional animation enables you to convey this data in a fast, clear and uncomplicated manner with supporting icons and graphs.

  1. Be relevant to everyone and stay on brand!

Did you know that most purchasing decisions are based on emotion and not hard facts? When you’re selling, you don’t want to isolate part of your customer base in our global online marketplace. Animation helps you to appeal to everyone as animated characters do not promote any particular age, race or nationality. Animation also gives you the opportunity to integrate logos and corporate colors far more easily and unobtrusively than with live-action shots.

  1. Animation grabs our attention and keeps us engaged

With our ever shortening attention spans, we want to consume content quickly and easily. Video brings together two things that catch our attention: movement and noise and then keeps us engaged, encouraging us to talk about and share those that we like.

Animation enables you to create an engaging video that pulls on your audience’s emotions. With animation you can cost-effectively create some really good effects that will have you audience laughing, crying or being wowed! The more creative you are, the more likely that your content is memorable – great for if you’re looking for more customers or educating staff.

  1. We remember facts from a moving image

Our brains are programmed to retain visual content better than a page loaded with words. According to studies, the average viewer remembers 95% of a message when it is watched versus 10% of a read message.

  1. Easy to update cost effectively

Live action films become out of date. Personnel changes, changing fashions and even packaging changes will quickly render a video useless. It’s simple and relatively cheap to make even small changes to an animation years after it was first made. If your company is continuously evolving, then animation could be right for you.

Our advice:

  • Every film you commission should have a specific purpose, audience and message – and may require a different style to suit.
  • Consider live-action and animated videos – there are pros and cons to both, but if you are sharing abstract information or explaining complex processes, then animation is likely to be the right choice for you.
  • Share your videos – get them out there via relevant channels and make them work for you. Make them an integral part of your marketing mix.




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