It’s simple. If you’re serious about increasing your businesses’ online presence, you have to be marketing great content; content that engages, resonates and compels your target audience to take positive action or share with others.
Over the last twelve months we’ve seen a 40% increase in businesses using animation. This is hardly surprising; forward thinking organisations have been marketing digital content for many years. However, this recent rise in animation production (and sharing) is being driven by those seeking to capitalise on the medium’s expressive nature, its ability to communicate a brand’s spirit, and most importantly, deliver content in a format that can surpass perception or reality.
Why animation? How animation videos will help you?
- Grab attention
- Keep audiences engaged
- Communicate quickly and concisely
- Gain understanding
- Make a lasting impression
The word ‘animation’ is often associated with cartoons or children’s films; however it is now firmly established in the world of Digital Marketing. The term can encompass a range of technical approaches, but by its nature, is usually delivered in either 2D (flat environment) or 3D (three dimensional). Which approach is most suitable will usually be dictated by the message it is communicating, and the project objective.
Having produced well in excess of one hundred animations, across a range of sectors, we’re now clearly able to define how businesses are using animation to better engage with their target audiences online:
How do businesses use Animation?
1. Animated Ads
Whether online or TV, ‘animated ads’ are more popular than ever before. Facebook, Twitter, Instagram and many other social networks have built functionality to make sharing fifteen and thirty seconds of content a breeze. The big brands jumped on this band wagon some time ago, but the relative cost effectiveness of animation now enables any business to share visually captivating content, easily (and repeatedly).
2. Character Animation
Sometimes a brand, business or organisation, isn’t always best suited to ‘traditional video,’ this may be because their clients or products are commercially sensitive, premises aren’t suitable, or perhaps the service doesn’t lend itself to being captured on camera. Regardless of how large your business may be, ‘character animation’ can propel your brand to new levels. Create the right message and you story could go viral.
3. Animated Infographics
Time to rip up the book and replace the slide-show…! The use of ‘animated infographics’ for sharing complex, statistical or process driven content is huge. Created in a style to suit your brand, content can be supported by narrative or delivered purely as graphics. Recognising animation’s innate ability to engage audiences, marketers and training departments are now requesting longer, chapter based content to replace traditional paper based information. Long or short, funny or serious, animated infographics transform internal or external communications.
4. 2D Animation
Most animation or ‘motion graphics’ are they are sometimes referred to, are composited using 2D technology. 2D is a versatile technique that can either be subtly integrated into a ‘traditional video,’ or developed in isolation; created as an independent message. The uses for 2D animation are vast and its purpose knows no boundaries. Whether a short advert for social media or an animated backdrop for your green screen training message, 2D animation creates invigorating content.
5. 3D Animation
We’re not talking Toy Story here, but the techniques are much the same. 3D animation is now accessible to all businesses, regardless of how deep your pockets. Whilst the use of 3D has traditionally been associated with architectural projects, software now allows for a much wider and varied use. Developed from scratch or using existing assets, 3D animation is perfect for product demos, training, process or explaining a service.
So whether you’re looking to sell, tell, explain or train, putting animation at the heart of your Video Marketing strategy can produce dramatic results. As always, substance must come before style. By ensuring your message is clear and your objective well defined, before briefing your content creator, will guarantee your Animation hits the spot, rather than becoming a flop.