The digital marketing world changes at light speed. It’s a daily race to see who introduces “the next big idea” and who gets to hold your attention the longest. Adding animation to your marketing strategy is a sure-fire way of ensuring that you stay ahead of the curve and keeping your audience engaged.
In preparation for this article, we wanted to understand why animation was becoming so popular in digital marketing. Apart from it being fun, there has to be a bit more to it, right?
Shortened attention spans
It turns out, there is! We were shocked to learn that the average attention span of an adult is now shorter than that of a goldfish. Yes, we checked, that’s no longer than 8 or 9 seconds! Sadly, it’s not because we aren’t capable of paying attention; it’s because there are just too many shiny distractions continually vying to be in front of our mind’s fleeting spotlight.
As our search continued, we came across an article by Ashish Annachhatre showing research done by a company called Astech to prove the validity of these claims. By reviewing their online videos, they found that apart from a few featuring celebrities, the rest had an average viewing time of about 7 seconds.
How does that affect marketing?
In reality, it means that to engage with consumers effectively, marketers have to sell their product or service in ten seconds or less! The first four seconds being critical.
What is the key to capturing the attention of your target audience?
We believe that one of the answers lies with animation.
In this article, we will highlight a few of the uses of animation in marketing. We’ll also share applicable considerations to increase brand awareness, improve your brand’s image, and most importantly, increase conversions.
Animating your company’s logo makes your brand immediately recognisable. It’s the perfect solution for new businesses or for those who operate in oversaturated markets and need to stand out from the crowd.
Animated Explainer videos are very effective when explaining concepts or ideas to viewers. They also have the added benefit of removing barriers around bringing complex ideas to life.
Ads to combat the Coronavirus are a perfect example of this. It’s impossible to film a virus being washed from someone’s hands. But it is possible to design and animate a video showing the process!
It’s a simple way of educating viewers in an entertaining and engaging manner.
For a digital marketer, nothing is more encouraging and rewarding than getting engagement on their content.
In order for this to happen, you will need to create content that stands out amongst the constant daily barrage of online information that gets shared with users. Fortunately, animated videos command the viewer’s attention giving you that much-needed face time.
Think about it. If you had the option of watching a “talking head” ramble on about a topic, product or brand or watch an animated cartoon, what would you pick?
For us, it would definitely be the latter. Animations are fun to watch, perfect for storytelling and when done right, highly memorable.
Increase search rankings
Animated videos and creative visuals on a website are like candy for the mind. They stimulate our emotions and are one of the main reasons users stay on your site for longer periods of time.
Animation is Cost-Effective
Compared to a live-action video which requires locations, actors and crew (to name but a few), animated videos are infinitely more affordable to create.
By default, videos are set to Autoplay without sound on Facebook and Instagram. Keeping this in mind, you should create animations that will communicate your message without the need of a voiceover artist. Additionally, you may also want to consider, including subtitles.
Remember, that you only have a few seconds to hook your audience, so make the first few count!
By adding your animated videos to YouTube ads, you not only get to select your target audience in a highly specific way, but you also reach a large number of people by using only a single video.
When creating entertaining and educational animations, it is vital to share them across as many of your platforms as possible. Your audience will embrace your content, and before you know it, your videos will be shared at a global level.
Animated videos are all about creativity and are one of the most effective methods marketers have to build brand awareness and increase sales.
If you’re looking to take your marketing to the next level, get in touch. We look forward to assisting you with your Animation adventure!