Raising the Bar with Animation

Since the dawn of the internet and, more recently, the explosive growth of social media, digital content has been continuously evolving over the years. And after the worldwide pandemic forced practically every interaction online, digital content has been evolving at an even more rapid pace. So much so that brands looking to stay ahead of the curve have to constantly find new ways to share their story – preferably in a very visual and captivating way.

This is where animation comes in.

And no, we’re not talking about animation in the form of a Pixar movie (granted we do love a good Toy Story movie). Rather, we’re referencing the use of motion graphics and animation to tell brand stories within their own marketing collateral. Whether it’s through new brand designs, promotional videos, or events, read on as we dive into some of the most promising uses for animation you can implement for your brand:

1. Show & Tell

The rudiments of marketing are pretty straightforward: to share your message with your target audience. In this digital age, what better way to do that than with a dynamic marketing video?

As the amount of digital content increases and attention spans continue to shorten, the need for quick, eye-catching content becomes increasingly important. Especially within explanatory videos, animation is a great way to simplify complex concepts and engage viewers in a visually pleasing way.

Take for instance the “Which MBA?” Case Study Challenge Video that VISION created in partnership with NRG. For this video, NRG needed to intrigue young minds to join their challenge while also explaining complex issues afflicting the energy space. To keep viewers engaged and help explain the complex ideas visually, VISION used a voiceover paired with fun visuals.

Of course, an explanatory video doesn’t have to be entirely animated. For instance, the VISION team created an explanatory video using a mix of motion graphics with live video to help ChampionX reintroduce its brand to the world.

2. In Events

Thoughtful and creative content needs to be the leading aspect within your event. One way to do this is by integrating motion graphics or animation into the production. This will enhance your event and make it a much more memorable experience for your audience to enjoy. Take, for example, the digital event experience VISION produced for United Way of Greater Houston. For this would-be live attended event, our team adapted the presentation of the content to better suit the digital realm by incorporating bright colors and motion graphics to help keep viewers attentive and engaged.

3. Animation Within Your Marketing Collateral

We all know that moving elements are more attention-grabbing than static ones. So why not apply this knowledge to help attract even more views to your existing marketing collateral?

Start with your logo. In the same way as the previously mentioned explanatory videos, adding a little extra oomph to your logo through animation can help further showcase your business than a still image can.

Your website is another place you can add some pizzazz to your content using animation. By adding moving elements to your landing pages, you can better keep users engaged. Using animation can also differentiate your brand from the sea of others in email inboxes and on social media platforms by keeping your audience engaged and interested in what you’re going to do next.

All things considered, motion graphics and animation are here to stay for the long haul. Although the pandemic seems to be over, it’s imperative that you analyze what you’re currently doing and how you can further test the boundaries of what is possible. Animation is a terrific way to engage your audience, differentiate your brand, and explain more complex concepts in easy-to-understand ways.