The Era of Animated Marketing… and how it can Supercharge Your Comms

The cliché goes: “They just don’t make them like they used to.” And in many cases, it’s true. But it’s not always a bad thing. Hear me out…

It’d be tough to deny that digital marketing tools have been embedded in our everyday lives. From the largest, brightest LED billboards, down to those annoying ads on social media – it seems that everywhere we look there are motion graphics fighting to catch our eye. They seem to be all the rage. But if static ads have worked for decades, why are folk going to all the effort?

Because not only have production tools become more accessible, but studies have shown that animated marketing can double pause time and boost recognition levels in audiences. To put it simply – if something is moving, we tend to look for longer.

From the first time we opened our eyes and saw those wonderful, colourful shapes dancing around on the magic picture box in our living rooms, our eyes have automatically sought out movement and colour. We're drawn to it.

Animation is also great for simplifying your message. The story can be told with few (or even no) words, negating the need for screeds of text which, let's face it, can cause eyes to glaze over very quickly. Companies can convey situations and stories easily and effectively, provoking an emotional or proactive response to their message. I know I've stopped scrolling to see what happens in an advertising video far more times than I've stopped to read an overly wordy ad.

That’s not to say there isn’t a place for static materials though. Don’t get me wrong, they’re the bread and butter of good marketing, and likely will always be. To be effective, they need to grab attention instantly – and keep it for as long as possible. They can be easy to control and are fixed once they’re out in the wild. They’re also quicker and easier to produce, and can be more user-friendly to a wide audience. They can also be made interactive, taking the engagement experience above just reading and memorising.

For me, it's the combination of these two styles – static and animated – that can really elevate a comms plan to the next level.

At WABT, we’ve included animation as a key part of many of our major projects as part of dynamic, multi-channel campaigns. Seeking to create maximum impact with engaging materials that are as memorable and accessible as possible to the target audience.

So, let’s make the most of the tools at our disposal to interact with and engage people in the most effective ways we can. Let’s use animation as a supercharger for comms that leave a lasting impression and deliver excellent results.

***

We’re all about culture change, engagement, and internal comms – and we love to share what we know. To receive expert advice, click on our logo and keep an eye on your inbox. You can opt out and opt back in at any time.