Who remembers Google's logo before 2015? Really? Animation was starting to creep into marketing and in 2015 Google introduced its new animated logo marking the beginning of a shift change in online branding. Since then, there has been a steady increase in the use of animation.
Cutting through all the noise to reach the customers you want is getting harder and harder, however by using animation, you have the chance to make a lasting impression.
Here at Platinum, we have been adding another string to our bow and now have an animator in the team to help take clients, new and existing, to the next level in their marketing approach. So why use animation? How could it help you place your brand firmly on a customers’ radar?
Consumers are spending more and more time engaging with content on their phones, most of which is video. Animation is naturally engaging and offers businesses a way of presenting products or services creatively, as well as quickly.
Marketing in a more creative form, gives businesses and brands the chance to make an instant impact on current and potential new customers. The ability to communicate your core values and your brand message gives customers a clearer understanding of who you are.
Think about John Lewis. The success of their Christmas campaigns, many of which have been animated, has been astounding. Like the Coca-Cola Christmas truck, people now look forward to the launch of their Christmas advert. Using different styles of animation evokes an emotional and nostalgic response and resonates with viewers.
Animation allows you to tell your brand’s story and bring your brand to life. It’s a powerful way to deliver your message in a concise and creative way.
Nostalgia is a very strong and reassuring feeling that can endear your brand to the viewer. Animation is an ideal choice to evoke this emotional response. Many people associate animation with their childhood – when times were simple, straightforward and comforting. Any animated video needs to immediately remind the visitor of these times. If visitors aren’t emotionally hooked in the first couple of seconds, they’re unlikely to watch it until the end.
If your product is complex or technical, trying to explain it in copy and images can be challenging, never mind the chance it could sound and look, dull. Animation is a great way to convey a technical and/or complex message in the form of a short story. People love being entertained, even if they are talking business.
The YouTube channel TED-Ed is a great example of creating simple communication through animation. It simplifies some difficult topics including ‘does time exist’ and ‘how fast can a vaccine be made’, bringing them to life and explaining how the processes work. If you are not signed up to their YouTube channel yet, it’s about time you did. It has over 11 million subscribers and is one of the most popular educational channels on YouTube. Watch a few of their videos for a ton of animation inspiration.
One of our articles wouldn’t be complete without some stats (!) Interestingly, when a customer sees video content on a website, they are 100% more likely to spend more time on that website than bouncing off it. 100%! That’s not a stat to be sniffed at. Furthermore, once they’ve watched a video, 64% people are more likely to complete an action, whether that’s fill out a contact form or complete a purchase.
If you use animation to explain the benefits of your product or service to the customer, they are more likely to watch the entire video than read that content on your website. This then allows you to promote your message in an engaging way, giving the viewer more information about your business. A call to action at the end of the video is a great way to convert them into customers.
All animated videos should contain a strong call to action so you can measure the return on investment.
So, we don’t have stats on this but be honest – how much more likely are you to engage with a product or service if it makes you smile? Using entertainment and creativity is more likely to engage customers and is the perfect opportunity to promote your brand personality. The beauty of animation is that it’s full of possibilities. It doesn’t need to be realistic or accurate, it can be fun, imaginative and creative.
In this digital age, keeping a competitive edge is challenging but vital. Consumers love content but it’s really important to keep it fresh and relevant – this is where animation is a great solution.
Producing a video can be cost prohibitive for many businesses, never mind having to update it to appeal to different audiences. However, animation gives you the opportunity to easily update or edit your brand message or promotion without costly video re-shoots. Working with an animation company is far more cost-effective. (shameless plug for you to get in touch).
There are many social media channels that businesses now use to engage with their audience. Consumers are, by nature, visually orientated creatures and marketeers should use this to their advantage.
Social media channels have adapted their processes to promote video above other posts. Indeed since 2016, Facebook’s algorithms recognise it, meaning that in addition to being naturally more effective, videos get an even higher degree of reach and conversion rate.
Stat alert! 85% of Facebook videos are watched without sound. What does this mean for animation? Firstly, it needs a visually strong enough message, so viewers understand exactly what you’re trying to say without the need for a voiceover. Secondly, use great images, you will hook the viewer before they keep on scrolling.
Bear in mind though that different social media channels attract different audiences. For example, a video on Facebook is 10 times shorter than on YouTube. Channel dependent – if your animation is too long, it will turn viewers off.
When it comes to content, animation is one of the most appealing ways for consumers to digest a lot of information.
If you want to engage with new customers and increase conversion, get in touch and we can discuss bringing your brand to life.
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