When most people think about animation, their minds usually jump to full-length feature films. While we all love these epic stories made to entertain us, films are far from the only modern application for animation.
Digital artists have lots of opportunities in the global animation market. The industry, which reached $264 billion in 2019, now encompasses films (short and feature-length), animated characters, game design, virtual reality, education, and marketing.
Marketing, in particular, offers so many opportunities for using animation. Video is quickly becoming the most popular and effective online marketing medium, particularly on social media. In fact, social videos have been shown to get 1200% more shares than content relying on a combination of text and images!
With this in mind, it’s no wonder more businesses are turning to animation for their digital marketing strategies. Here’s how this medium is changing the game and helping companies gain a competitive edge.
It Captures Attention
We live in an attention economy. If a business wants to see real results from their marketing campaigns, they have to know how to get and keep the attention of their target audience. Most people today tune out advertisements and branded content unless it’s especially compelling.
That’s where visual advertising and animation comes in. People are drawn to video content and don’t tune it out as quickly as photo and text-based ads. Plus, animated characters are naturally fun and entertaining, helping brands create a memorable experience that leads to more brand awareness and sales.
Animation Boosts Conversion Rates
Depending on the business, a conversion could mean something like filling out a form or buying a product. When it comes to digital marketing, conversion rates are absolutely crucial. If you’re spending money on an ad, a social media campaign, or another marketing initiative, you want to be sure that it’s paying for itself by moving customers along the buyer’s journey and generating the best ROI (return on investment) possible.
The problem is that lots of people who click on ads never end up “converting.” They reach some point in the process that makes them decide to click away and move on. Those clicks cost just as much as clicks that end up converting.
Videos, especially animated videos, boost conversion rates by getting people to spend time on a business’s website. Once someone has watched a whole video, they’re 64% more likely to finish your desired conversion action. An animated video can convert people by being entertaining, easy to understand, and informative!
…As do CGI-Created Virtual Influencers
Influencer marketing has become very popular over the last few years, and for good reason. Leveraging an existing audience is a great way for brands to get their products in front of more potential customers.
But who says influencers have to be real people? With animation, some brands on the cutting edge of marketing are using virtual influencers created using CGI to capture attention and sales. Some of these “influencers” have been convincing enough that many people thought they were real!
There are some advantages to using animated influencers, including the fact that brands can create the exact persona they want—the perfect brand ambassador. That, plus the potential entertainment value, means that we’ll probably see more of these virtual influencers in the future.
The Possibilities are Endless!
Animation is a powerful tool with a lot of potential for marketers. Businesses can use animation to create commercials, YouTube ads, and informational videos for their websites. They can build a unique brand style and voice using the power of animated characters. They can even break down complex topics and make them digestible with animation.
With animation technology becoming more available all the time and social media platforms implementing new options for video, it’s never been easier for companies to use this powerful marketing tool. Right now is the perfect time to get started and gain a competitive edge, as many brands aren’t even considering animation yet.
Animation does require specialized skills. But for those with a passion for visual art and the dedication to succeed, it can be a great career path. There’s no limit to the possibilities! And for businesses, animation in marketing could mean the difference between a few new sales and a whole new level of growth.