Visual content is a key component of any content marketing strategy today. HubSpot reported in 2020 trends round-up that video has become the most commonly used format in content marketing and businesses are turning to animated video for a number of video marketing campaigns. Animated content can elevate content marketing in a powerful way, there is a reason why we are seeing animated videos everywhere. In a generation where our attention levels are debated to be as low as eight seconds, visuals in the form of animations are known to effectively capture an audience’s attention. Animated video can be an appealing choice and easier to consume to the eye. The best part about animated videos is that animation can serve multiple functions in just 30 seconds.
PART I:
Why Use Video Animation?
Animation could be done with bright colours, movement and energy that will mesmerise the viewer as compared to long copies that introduces or describes a product or service.
Video animation is an incredibly flexible element as there are my types of animation that brands could experiment with that best suit their offerings.
Video animation offers versatility as it can appeal to everyone.
PART II:
How To Increase Audience Engagement with Video Animation?
1. Information Intake
Visual information can be processed up to 60,000x faster than text making an animated video a great way to explain complex information to your audience. By using an animated video, you could show how the process works with a quick explanation which will help viewers understand the topic, but also maintain interest in the video. Animation is a very easy and effective way of telling a story and conveying information whilst still being entertaining.
Example:
Slack: Work, Simplified
Slack // Work, Simplified (Director' Cut) from Giant Ant on Vimeo.
Slack showed how their product fits in relatable scenario without being overly promotional. The visuals are bright, creative, and enticing, and even without any spoken words, yet beautifully enticed and hooked any audience watching the video.
Wine Country Gift Baskets
Wine Country Gift Baskets | Occasions from VeracityColab on Vimeo.
This video does a good job of mixing customer examples along with warm animations to deliver a positive message.
2. Emotion
More than visual effects, it’s the story that’s the backbone of animation and that makes the emotional connection real. Adding emotion with motion is what makes animation very interesting. There are a lot of different ways you can follow to tell your story, but some ways are more effective than others. Animation that drives the story forward and supports storytelling achieve the magic and make the entire audience engaged. This power to adapt to the story is the most important part of an animated work that decides the level of emotional attachment it’ll provide.
Example:
Morton Salt Presents "Neighbors"
This animation is a stellar example of the power animation has to tell stories. This one video provides brand recognition, character development, storytelling, a product introduction, and entertainment all in one short animated package.
Father’s Day “Princess”
The use of a customer success story as the voiceover for this animation is a cost effective, way to build brand awareness—not to mention that it packs an emotional punch.
No matter what your business, video is one of the smartest investments you’ll ever make. With a video asset, your video can be used across all channels either to promote your business on your website or through social media like Facebook, Instagram, LinkedIn and Twitter. Email us at engage@purpose-built.com.my to ideate further about your upcoming video animation.
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