This week’s intern blog post comes from one of our animation interns, Fiona O’Sullivan. She currently goes to school at Moore College of Art and Design and has been an awesome addition to our team. Here, she dives into the importance of animation and motion graphics. Enjoy!
Video has taken over in the world of social media advertising. Social networks are big fans of video, ranking these kinds of posts higher than non-video posts in their algorithm formulas. Users also like them, so much so, that they spend much more time on pages and accounts that have them than those that do not. In addition to this, people are more open and willing to stop and learn about a product if they are able to watch a video rather than reading a paragraph explaining that same product. Personally, I always scout out videos to explain what I am looking at, rather than consuming a boring description.
Having videos for advertisements on social media platforms is mandatory. A lot of businesses have caught on to this trend and there is a subcategory of video that’s really gaining some momentum: animation. Animated posts and Ads are now becoming more popular for visual storytelling. Using animation in social media advertising is beneficial because it is versatile, it simplifies complex ideas, and if done right, is entertaining.
Animation can be used for anything from longer form explainer videos to infographics and everything in between. Above, our client OWYN uses an animated graphic to showcase new SKU’s and capture user attention on Instagram. Simple, yet very effective especially with some paid social behind it.
Social media Ads don’t typically have a very long runtime, so they need to get the point across quickly. If an Ad is trying to convey a complex idea or explain a product, an animation is a smart way to go. Animated explainer videos can condense and simplify the concept and help guide the viewer to get the point of the creative and message. Animated explainer posts are excellent at streamlining complicated thoughts and showing how a product is used. Of the top 50 explainer videos ranked by HubSpot, Video Brewery, and Switch Video, only 7 are not animated.
If you really spend the time and funds, they can be very entertaining and compelling. They have a graphic and unique look that is memorable and will halt scrolling thumbs in their tracks. Newer, hipper brands such as Spotify, fully understand this and use animation to make their content stand out from the thousands of others on social media, plus they’re super fun to watch. An animation can be much more engaging than a live action video or a talking head explaining a product.
Animation uses graphics, storytelling, and emotion to get its point across in a way that live action video, photo, and text usually cannot. It is much easier to tell a quick story through an animated piece of content than to write it out as text and it can be very difficult to capture the depth of a message via a still photo or graphic.
Most brands don’t have the in-house talent or staff for animation and/or motion graphics so they leave this very important tool out of their marketing mix. This is a mistake and one they should remedy right away. This kind of content will not only help a business explain and market a product, but it will also help to guide consumers to buy that product too. Adding animated content and Ads to the mix will surely boost any marketing program and if you made it to the end of this post, you should know, it’s time to start animating!