Using Video Animation As Part of Your Marketing Strategy23 min read
What kind of media is predicted to make up 82% of all internet traffic by 2022? If you guessed video, then you’re absolutely correct. Internet users love all kinds of video, but animated video is especially popular. This is because of its ability to be dynamic and engaging on multiple levels. It’s adaptability means it can be used to reach a number of different audiences and accomplish multiple objectives. Here are some reasons to consider adding video animation to your marketing strategy.
Animation is Engaging
Humans are hardwired for stories. Not only do we love stories, but we tend to attach stories to the simplest scenarios. In a 1944 study, participants were shown a short film of two triangles and a circle moving across a two dimensional surface. All but one of the viewers had an elaborate explanation of what happened on screen. Some said the circle was in love with the smaller triangle, while others thought the bigger triangle was angry and upset. The viewers didn’t need elaborate movie sets or dialogue to connect with the characters and the story.
This study demonstrates that the simple act of adding motion to shapes is enough to get most humans engaged. Add characters, dialogue, and a background, and suddenly you’ve created a whole world for us to explore. This is why more and more people are choosing to incorporate animation into their marketing efforts. We can’t help but be engaged.
Animation is Adaptable
Stories are universal, but the way we tell them changes with technology. Video animation offers endless possibilities that aren’t hindered by building sets, hiring background actors, or renting cameras and other equipment. Animation allows you to portray an entire world on screen with a fraction of the resources.
In marketing, video animation is used for a variety of things like building awareness, explaining a product or service, and engaging the audience. Often, a video is accomplishing multiple objectives at once. Here are some examples of video marketing in action.
Some videos are designed to make customers aware of your brand or company. They are usually entertaining and appeal to a broad audience. Sometimes, these videos are used to tell your brand’s story or show people what makes you unique.
Here’s an example from Google called “Project Sunroof”:
Google was trying to accomplish a very specific goal back in 2015. They wanted to let people know about a new, awesome project in the works. Colorful and simple animation broke down a complex project into an easy-to-follow story and sequence. Even though Project Sunroof wasn’t immediately available to everyone, Google succeeded in generating a ton of awareness for the service. The video earned over 2.5 million views on YouTube and Project Sunroof is now available across the United States. Mission accomplished, Google.
Explainer videos give a step-by-step tutorial of how to use a product or showcase how a product or service will solve a particular problem. Half of internet users say they look for a video about a product or service before even visiting a store. Here’s an example of an explainer video we did for Data Strategy:
This video takes a complicated service (IT consulting) and makes it more relatable for the average viewer. It does this by presenting a character with a problem, and then explaining how Data Strategy can help simplify Bill’s impossible to-do list. In case we had any questions, the video takes us through exactly how the service will enable Bill to get off the “technology treadmill” and on the road to effectively managing his company’s IT needs.
These videos may tell a story or showcase a product, but their main objective is to build awareness and encourage the viewer to take a specific action.
Take a look at this video we did for Celebration Cinema:
With this video, Celebration Cinema isn’t selling movie tickets. Instead, they’re hoping you do something equally important—buy movie theater popcorn! This video is operating on multiple levels at once. Similar to Google’s Project Sunroof, we see a story of how the popcorn goes from seed to movie theater. We are also made aware that Celebration Cinema uses regionally-sourced popcorn, and is committed to creating an environment where “story happens”. All of this encourages viewers toward the main objective, which is to grab a bucket of delicious, buttery popcorn.
Animation is Effective
One of the most compelling reasons to incorporate video animation into your marketing strategy is simply because it works. Video is quickly becoming the most popular form of media on the internet. Back in 2012, 85% of the U.S. internet audience watched videos online. Now, YouTube is the internet’s second largest search engine, with more than a billion hours of content being watched every day. Half a billion people watch a video on Facebook every day, and social media posts with video get more shares than any other type of content.
It’s not just about reach, though. Online videos are proving to have higher conversion rates. Viewers retain 95% of a message when they watch a video compared to 10% when reading text. More than 60% of people make a purchase after watching branded social videos. Seventy-six percent of marketers say that video has helped them increase sales, and those who use video see 41% more web traffic than those who don’t.
Animated Video or Live Action?
There are advantages to both animation and live action video. Live action video can feel more personal and create more of an emotional connection with viewers, while an animated video can be useful for explaining complicated ideas and visualizing abstract concepts. Producing an animated video is often less complicated since it doesn’t require filming locations, hiring actors, or renting equipment. Video animation is also less expensive to produce than live action, and with the right talent, takes a fraction of the time.
Ultimately, the choice between animation or live action will depend on what will best convey your message and forge a connection to your audience.
Your Animation Marketing Strategy at DVS
Do you have a message or campaign that you’re having trouble delivering? Maybe you should consider an animated video. The adaptability, versatility, and ROI of video animation makes it a valuable part of your overall marketing strategy. Whether you’re building brand awareness, explaining a product or service, or encouraging your audience to take a specific action, an animated video is the way to go.
Not sure where to start? Give us a call. We’re ready to answer your questions and take your video animation to new heights.