The digital revolution has presented us with an almost overwhelming toolkit of technologies that can be used to enhance the power, quality and efficacy of video marketing.
Animation has been used for decades to help brands to create memorable characters and enduring experiences that no other medium can quite match. While animation in marketing was once only an option for large brands and corporations, advancements in digital technology have democratised the medium and really levelled the playing field.
Interestingly, animation remains one of the most underused mediums in marketing, so here are five reasons why you should at least think about integrating it into your next brand film.
1. Attract attention and hold it
Online audiences want easy access to the information they are looking for and if you can do this whilst also being entertaining, your video marketing is far more likely to deliver the results you want to see.
Take the “Dumb Ways to Die” campaign for Australian Metro Trains, as an example. The team behind these award-winning videos used animation to create an engaging safety awareness campaign that is as amusing as it is unsubtle and uncompromising. Here, animation has been used successfully to ensure that the intended message will stay with audiences long after they have finished watching.
2. Your imagination and creativity is your only limitation
There are many limitations that you might run into with traditional filmmaking. With everything from budgets to locations and actors to think about, creating a live action brand film can be an overwhelming process.
Whilst the scope and scale of what you want to do with animation will impact budget to some degree, the result will only really be impeded by your own imagination. Animations can be fully customised to say what you want to say, in precisely the way you want to say it.
Additionally, animation is not in any way constrained by the laws of physics, which itself presents an array of creative possibilities. Take this video from the British Library, produced by UK based Aspect Film & Video, for example. It showcases the Library’s extensive collection by cleverly using animation to transition seamlessly between evocative imagery in a range of artistic styles. The result is one seamless sequence that is in perfect harmony with the narration.
3. Create memorable, lasting characters and narratives
Animated characters don’t age and can be re-created at any time by any talented animator. So, if you want to create a character that will represent your brand both now and for decades to come, animation could be the ideal medium to utilise to achieve this objective.
Traditional film making can, of course, also be expressive and evocative but when animation is used well, it can bring a narrative to life in ways that other mediums could never achieve. The iconic meerkat characters that have become emblematic of Compare the Market are just one example as to how animation can be used to create uniquely memorable brand narratives told by much-loved characters.
4. Amp up the emotion
When executed correctly, emotionally-led video marketing can be extraordinarily powerful. Increasingly smart audiences are adopting an ever more cynical view of traditional advertising, which is one reason why so many businesses are pivoting their approach and are choosing to tell a story through their brand marketing.
Animation can establish strong emotional hooks and establish a distinctive atmosphere, which can be used to reinforce your core message. It is therefore worth thinking about whether you could use animation to ensure that the story you want to tell makes a powerful and lasting emotional impact on your audience.
5. Communicate complexities in memorable ways
If you want to communicate a detailed or complex message, animation can be used to both simplify what you’re trying to say and emphasise the most important takeaways. Statistics, for example, could be presented as animated graphs which audiences will find far easier to comprehend and digest than simply watching someone reel off a list of facts and figures without supporting imagery.
Similarly, you might want your video to run your audience through a step-by-step guide. In this case, rather than having a person spend several minutes carefully explaining the process, you could create an animation that succinctly conveys the same level of detail but in a far more concise manner. The human brain is designed to process images 50,000 more efficiently than words. This means that a 60-second visually-led video will essentially convey the same amount of information as a few million words.
Animation is evolving all the time with new techniques, styles and approaches coming in and out of fashion and providing a variety of advantages and opportunities for brands wanting to stand out. The possibilities are endless, so why not let loose and allow your creativity to lead the way on your next brand film?