Marketing is one business aspect which must always keep pace with changes. These changes can be anything from technological changes to changes in viewer preferences. The end result of all marketing efforts is a better impact on the viewers so marketing has to evolve alongside them.
Currently, marketing has to keep up with diminishing attention spans. Viewers pay much less attention to marketing efforts than before on social media. The average viewer only looks at a post for 10 seconds before moving on. Text-based marketing has largely been made redundant. Even video marketing has to become quick and snappy. In such a scenario, what can marketing strategies do?
The answer, surprisingly enough, lies in a very old art form. Audiences need quick engagement to hold their interest today. Animation promises to hold many answers for improving viewership and keeping viewers interested. Animation, which was derided as childish, has been important in marketing for quite some time now. Why is that? What is the reason for this medium of art entering the world of business of all things? Read on to find out why animation is considered so important now to a marketing strategy.
1. Grabs Audience Attention
Audiences have become more media savvy than ever. They can identify marketing attempts and ignore them instantly. Text-based marketing is irrelevant in the age of social media. Even video marketing has to be delivered in a certain way. Animation, however, instantly grabs the audience. Part of the reason for this is the relatively late arrival of animation to marketing. Audiences aren’t as exposed or bored of animation in marketing. It is something novel and unique which keeps viewers engaged beyond the 10 second mark.
Those 10 seconds are crucial in grabbing your audience for your marketing message. Animation arouses curiosity and serves as bait.
2. Breaks Down Complex Messages
No one likes a video of someone droning on about something. People don’t like reading a lot of words. These two notions hold true across social media.
Animation allows you to brilliantly combine the best of both. With animation, you can vividly bring your messages to life. Animation can provide background and context to difficult or complex messaging. It allows people to understand and break down messages better. It is similar to your school teacher drawing examples on the board to explain a concept.
You can see this in action by looking up any number of educational videos on Youtube. Many of them utilize animation to synthesize text and video for simple and effective delivery.
3. The Power of Nostalgia
Social media, technology, and the internet have changed our link with youth. What was once a period left to wistful memories can be revisited again and again. Nostalgia has grown to become a very powerful force in business and marketing.
Animation plays on this power of nostalgia. Why is animation linked so strongly to nostalgia? The answer is simple. What do many think people when asked about animation? Disney and Saturday morning cartoons. Animation is a throwback to carefree times when viewers were children and cartoons were their entertainment.
Animation plays on that inner child in audiences and evokes positive memories. What is marketing in the end if not playing with the emotions of the audience in a way that prompts action?
4. The Fun Factor
Animation has a unique visual aesthetic and feeling which is not found in text or video. It is intrinsically more fun and satisfying to watch because it is art. Animation can achieve a lot with limited time. Short snappy stories can be made in animation of only a few seconds.
These factors aid animation’s ability to spread like wildfire on social media. A cute animated mascot will elicit positive reactions from a global audience. Adults and children can both enjoy animation which broadens your potential audience.
5. Transcending Barriers
Text and video are particular delivery methods for particular audiences. They cannot be easily globalized without risking the message being diluted. There are multiple cultural nuances to video depictions. Not to mention there are barriers of language, culture, race, and other factors too.
Animation transcends these barriers and can be used to address a global audience. Animation can achieve the power of pictures and images without any text to support it. A video’s impact can be lessened by nuances the makers did not account for. On the other hand, animation can deliver a purer message through the use of fictional characters.
6. Increasing Cost Effectiveness
Animation offers a lot of cost advantages compared to shooting a video. You need physical actors, props, locations, and so much more to shoot a video.
Animation can be done by a team on some computers in a room. The developments in technology combined with the global spread in animation have made it an affordable option. You have animation studios present in almost every country of the world. You can outsource animation work without compromising on quality. A 3D animation studio can craft a work indistinguishable from reality. The power of modern animation techniques allows them to be as realistic or abstract as required.
Animation is a very adaptable and versatile art form. This extends to a number of aspects. Whether you need it from telling a story or animating your logo, there is no purpose for which animation can’t be used. It is also easier to fix and change than a video.
You may have noticed this for yourself in your daily life. Take the time to watch ads on your TV and you will notice how many of them use animation in various places. Imagination is the only barrier in animation.
Animation is important for a marketing strategy because it provides authenticity and warmth. The interplay of emotions with effective message delivery makes for a tremendous impact. It gives personality and life to your marketing attempts.
A business should always explore every opportunity to better and improve itself. If that means going back to the pastime of our childhoods, then all the better.
Richard Kearsey is a digital designer at Emerald Colour – an experienced creative branding agency in London that offers various services, like website design, animation, bespoke exhibition stand design, etc. He loves creativity and enjoys experimenting with various design techniques for both web and print. He also enjoys sharing his thought on latest design trends and upcoming marketing ideas.