5 Reasons why you should use animation in your marketing

Browndog Agency

Browndog Agency

Animation is a unique communication strategy to showcase your business, service or product. Here at Browndog, we can create bespoke animations or help bring your branding to life with beautiful logo idents and motion graphics.

A great marketing strategy will have a variety of content types, aimed at engaging with your audience on a range of platforms. Bringing animation into your content collection is an excellent way to capture your audience’s attention and keep them engaged for longer – as we all know that video content captivates the mind at a considerably higher rate than plain text.

We asked our lead animation Designer, Heather the top reasons why you should be using animation in your marketing collateral, and here’s what she said…

1. You can share high volumes of information, quickly

It’s been scientifically proven that we find information easier to digest in visual forms compared to written. This is likely because the brain processes visuals 60,000 times faster than text, with the human eye able to register 36,000 visual messages per hour*. As marketers we should capitalise on these statistics and create a balanced mix of text, graphics and motion. *Source

Sometimes it can be difficult to explain complex ideas simply in a text format. Combining moving illustrations, text, music, and voiceover is a brilliant way to quickly engage with your audience and get your message across.

Fun characters, colourful shapes and clever transitions can bring your information to life, giving the audience a better understanding of what your message is. Animation has also been proven to boost conversion rate, with visitors up to 100% more likely to spend time watching them on your website.

Animation is not just for campaign messaging and promotion, it’s also a highly effective way to give training and help users to understand how to use your product or service. Many people learn through visuals, so instructional animations have proven to be highly successful for businesses in recent years.

The average consumer in 2022 is exposed to more than 5,000 messages per day, so it’s important that the first seconds of your animation quickly grab your audience’s attention. When we work on your animation project, we’ll guide you through best practice and give advice on style, duration and messaging.

We recommend that a branding or product animation runs between 1:30 -2 minutes, which allows your story to be told in a concise way (whilst still allowing time for the other 4,999 messages that your viewer might see in their day).

2. Raise brand awareness

Sometimes explaining the scope of your business can be tricky, especially when you have so much to offer! Through the use of animation, you can tell your audience what you do, why it’s important and how they can get involved. Similarly to telling a story through words, animation is about evoking feelings and promoting an experience, rather than selling a product or service. A great example of this is the Spotify animation:

 

Spotify used their music, bright colours and smooth transitions to promote Spotify Premium. The 30 second animation contained no voiceover or words, and clearly got across that ‘zen’ feeling of coming home from work and closing out the noise, to relax with some music. This animation was a much more cost-effective way to raise brand awareness and promote Spotify than if it was created using traditional live action video.

Animation is an effective way to spend your marketing budget and engage with your audiences to raise brand awareness. Working together, we tailor your animation to include your logos, fonts, colours and styles to visually embed your branding. From new product launches and services, to awards accreditations, and seasonal campaigns, it’s the perfect medium to promote your business.

3. It’s timeless

Compared to video and film, animations can be constantly re-adjusted to suit your business and revise its messaging. If you change your branding or update your services, a video can go out of date pretty quickly, leaving you with footage that is no longer useable and needs to be re-shot.

Animated video is a more cost-effective approach, as it saves the time and money needed to arrange filming and the possible use of actors. We can continuously update your animation, or re-purpose bits from it to use separately.

4. Increase engagement

Our consumption of video content has been on the rise in recent years, with 82% of global internet traffic estimated to come from video in 2022. The rise of social media platforms such as TikTok and the introduction (and favouring) of reels across Facebook and Instagram have heavily contributed to the way that consumers absorb information.

This obsession with consuming video content has led marketers to consider how they interact with audiences and it’s more important than ever to engage in a way that resonates with them. Text and static images are no longer enough to grab that 3 second window that we have to stop a scroller in their tracks and watch a full clip or video.

Using moving imagery, captivating colours and intriguing sounds is a way to gain attention and provide information in a fun and entertaining way. This encourages engagement from your viewer and we’re now seeing statistics that show visitors are 100% more likely to spend time on your website if you have video content. Furthermore, if your goal is to encourage your visitors to complete an action such as fill out a contact form or make a purchase, the average visitor is 64% more likely to do this if they’ve watched a video on your page.

Bulb used this 30 second animation with bright colours and funny illustrations to drive brand awareness and show themselves as the biggest green energy company. Did you know that your visitors are twice as likely to share a video than any other type of content? This is likely because it’s such a quick way to get the point across and requires minimal effort from the recipient to understand the purpose.

Make it easy for your audience to engage with your content and take your desired action.

5. It’s accessible

A huge plus to using animation, is that we can tailor it to be EDI (equality, diversity and inclusion) friendly, and accessible. For those who struggle to see; we include voiceover and music, and those who struggle to hear; text and images tell the story. We can also ensure that your animation is representative and diverse.

When content is accessible it becomes inclusive for all. It helps you to reach a wider audience so that more people can engage with your content and it improves SEO by making it easier for search engines to index the information on your site through text rather than video or images. Providing transcripts for videos can send stronger signals to search engines about the nature of your site and its content.

There are lots of considerations when you’re creating animations and video content. That’s why we work closely with clients to guide them and offer best practice advice.

For instance, when choosing fonts you should use those that have been designed to include large spaces between letters for easier readability; you should avoid flashing animations in text because they may draw readers’ focus away from what they are trying to read, but it can also cause seizures for some, in extreme cases.

Choosing the colours to work with is not always as simple as picking the one that looks nice or goes with your brand; you need to use colour correctly to provide contrast for readability or to highlight important points. Too much colour can be distracting, so it’s important to strike a balance.

Are you ready to start your animation project?

If you’re still looking for evidence that animation can help your marketing strategy: when Dropbox added an animated explainer video to their homepage, they saw a massive 10 million new customers and a £35m increase in revenue. If that’s not a reason to create animation for your brand, we don’t know what is!

Now you know why animation is a brilliant way to expand your brand and improve your marketing reach, let’s have a chat! We can produce high quality animations, logo idents and social media GIFs.

 

The Latest from Instagram

© 2020 Browndog Design Ltd, Registered in England and Wales No. 3422883

Security and Hosting

It’s important to consider where your website is hosted and if other websites are hosted on the same server. When you use our hosting service, your website is hosted on a dedicated server with 24/7 support, should anything go wrong. We know that understanding server security and website hosting can be complex, so our experts are here to talk you through it all and find the best plan that works for you.

To read a recent review of the WP Engine platform by Digital.com please click here

We’re pleased to say that the majority of our clients choose to host their websites with us.

 

How much does a good website cost to build?

  • A brochure site (a place to share information about your products or services) will cost between £6,000-£12,000 depending on the volume of pages, functional elements and any bespoke design requests you may have.
  • An E-commerce website (a place where you can sell your products or services and visitors can complete their transaction online) will cost from £10,000.
  • If you’re looking for completely bespoke design or just a website refresh, we’ll be happy to chat with you and provide a quote for your requirements.

We’ve developed over 200 websites. You can look at our catalogue of work here and chat with our clients if you’d like to get a feel for what it’s like to work with our team before we become partners in your project.

When you work with us, you’ll get that perfect combination of great design and technical development from our whole team, not just one person.

We know it’s important to be the right fit for each other, which is why we put together this guide

How long does it take to build a website?

Before we start any work, we’ll share a project plan which will include deadlines for providing content, and we’ll keep you updated if the expected times change.

Writing keyword-rich copy will keep visitors on your website and encourage them to work with you. If writing isn’t for you or you just don’t have time, we can produce a content plan on your behalf.

Why you need a website

Most customers will expect you to have a website and may question your legitimacy as a business if they can’t find you online. When a potential customer does find you, what should their first impression be? You want them to be confident when buying from you and to have a good feeling about your brand.

If growing your business is a goal, then having a website is a great place to gain leads. Using the right mix of keywords and a thorough digital marketing plan, you can become good friends with Google! Google will play a significant role in helping your customers find you online and giving you a positive return on investment for the cost of your website and online strategy.

Even the most basic of websites should serve as an informative tool to answer frequently asked customer questions and offer your first port of call for customer service. Your opening times, address and latest news or offers should be easy to find. Ultimately, the better your website is, the easier it will be to find, and a great website will help you to reach more customers.

Being online helps you to reach a much bigger pool of customers than a bricks and mortar store. Your website can be the key to extended success, with no limits on the scope of your customer geography other than your product/service capabilities.

Working with an agency like Browndog will give you a technically sound, fresh and functional website which is responsively designed, and provides consistent brand messaging for your customers. We’ll also take the guess work out of your online strategy and make sure your website is targeting the right customer segments to increase sales opportunities and raise brand awareness.

How much does it cost?

  • A marketing campaign animation or company/product introduction between 90-120 seconds in length will cost between £2,500 and £3,000. This will depend on the length of the video, the content, and any additional options such as a voice over or music. Don’t worry, we can guide you through best practice and find a plan that fits for you.
  • If you’d like us to produce a logo ident or gif animations for you to use on social media and in smaller campaigns, you can expect to pay between £250-£300. This will be a much smaller brief and will take less time than a campaign animation.
  • We’re more than happy to put together a bespoke package for you to include multiple campaign videos, logo idents, voice overs and photography or videography as needed. We do it all!

You can look at our catalogue of work here and chat with our clients if you’d like to get a feel for what it’s like to work with our team before we become partners in your project. 

How long does it take to produce an animation?

But here’s the kind of time you can expect your animation to take:

  • Marketing campaign animations – this will usually take us about three weeks to prepare. We like to allow a week for content and styling, followed by storyboarding and revisions. Finally, we’ll take another week to animate your work. These things are a work of art, you can’t rush them (and we won’t).
  • Logo idents, gifs and short animations – we estimate that this will take up to two weeks.

Are you ready to get started? Send us your brief today or give us a call to talk through your ideas. We’re a friendly bunch!*

*If you visit us, our office dogs may take part in your meeting.

What kind of animations can we help with?

Ideally, your marketing strategy will include a range of media content to achieve the greatest engagement and response from your audience.

We can help with animations and videos that include company and product introductions, as well as content for specific marketing campaigns. These types of animations can showcase who you are, and what you have to offer. Plus, they are an exciting way to launch a new product or service and get your customers on board.

When you work with us on your branding, why not include a logo ident to add that extra bit of personality to your business and content, setting you apart from your competitors.

Another growing area for animated content is social media and your website. We produce gifs, short video clips and motion graphics for use on web pages and in social posts. This is a great way to captivate the viewers’ attention, share your brand values and advertise your latest campaign or event.

Finally, when you work with us on your website, we highly recommend adding a range of graphics, animations and videos to keep visitors on your site and share your messaging in captivating ways. We’ve provided many website banners and short looping animations for our clients.

We will guide you through each of your animation journey, from assessing the content that will work best for you, to how long your animated content should be and where it should be placed.

Why is animation an important element of your content strategy?

Not only is it effective but using animation can be a cost-saving way to grab the attention of your audience and keep them looking at your content for longer. It’s considerably cheaper than producing recorded video footage because it can be easily edited and updated when needed.

Animation is the fastest growing type of content created by marketers for use on websites and social media, so if you’re not doing it yet, now is the time to start…

We understand that sometimes it can be difficult to explain complex ideas, products or services in text form or with images. That’s why many of our clients work with us to produce animations that take the information off the page and jump out at the audience.

Most importantly, animation has been proven to boost conversion rates on your website. Users are significantly more engaged and more likely to spend longer on your site or complete an action, such as filling in a contact form.

How will animation help my marketing strategy?

Animation is a powerful marketing tool and a great way to show some personality in your brand, making you more memorable (think: the Aldi carrot or the Netflix Tudum).

One of the great benefits of animation is that it can help you to share a lot of information in just a few seconds, because sometimes that’s all the time you have to attract a user’s attention.