4 August 2021

How video animation can play a key role in your marketing strategy

If you’re struggling to communicate an important message, or cover a contentious subject with authority and neutrality, creating a video animation could be the most effective option.

Research shows that viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. And with 91% of marketers feeling the pandemic has made video more important for brands, there has never been a more crucial time to consider the role it could play in your future marketing plans.

Video animation in particular has some compelling advantages over shooting live-action film:

  • It is easier to produce and edit, both of which can be achieved at distance and at home
  • It can make communicating complex information easier, faster and – when appropriate – more fun
  • Characters can be fully inclusive and created to reflect target audience personas
  • You don’t need to worry about the location, casting talent, props, sets – or the weather
  • Its nostalgic, entertaining nature makes it more likely to engage viewers right up until the CTA at the end

What’s more, because the logistics of producing video animation are far less complicated than live-action videos, it can be highly cost effective. Especially in the post-production stage, where quick-fixes and narrative changes that would be expensive and time-consuming to alter in other formats are usually much easier to achieve.

Video animation can be used for explainers, how tos, story-telling, campaigning… Its versatility means there is no limit to the creative opportunities, which is particularly useful when you are trying to communicate abstract ideas or multi-layered themes.

It’s especially important to choose an animation style that suits your target audience. So take inspiration from these recent examples produced in-house by Redactive’s digital team.

Ship breaking for IOSH magazine (Institution of Occupational Safety and Health)

Inspiring the world to take action

Highlighting the hazards and cost to human life of ship scrapping in Asia, this impactful message resonates on an emotional level and shows how animation works brilliantly to bring data and statistics to life.

Grow your social media following for First Voice/FSB (Federation of Small Businesses)

Empowering SMEs with business-building skills

An appealing how-to video for small businesses that works just as well as a sound-off experience. The listicle-style narrative breaks down key messages in easy to follow, engaging chunks.

Midwives – PRB for the Royal College of Midwives

Highlights the RCM’s campaigning for members

Bringing members up to speed with the RCM’s lobbying activity on their behalf, animation here frames and adds depth to a statement from the College’s executive director of external relations about the current pay negotiations. Far more compelling than a video interview alone. 

The appetite for video and animation is only set to grow. It has been estimated that on average, people spend at least 100 minutes every day watching online videos, and that by 2022, online videos will make up more than 82% of all consumer internet traffic.

We’re always looking for new and innovative ways to incorporate video and animation into our clients’ content marketing and digital strategies. So if you would like to discuss a project or just pick our brains, get in touch using the details below.

To discuss how Redactive could connect you with your customers or members, please get in touch with Redactive Director Aaron Nicholls at [email protected] or call +44 (0)20 7880 8547.