Animation as a strategic tool in digital marketing
As the digital marketing world twirls and pirouettes with the latest fads, animation solidly steps into the spotlight, dazzling us with its ability to snag the attention of a wonderfully diverse online audience. Not just pretty to look at (marketers sigh a breath of relief), animation is proving itself as a strategic ace up the sleeve of savvy digital marketers everywhere.
Enhance your digital campaigns with animation
Imagine breaking down the toughest, driest business topics into bite-sized, digestible animations that helps your target audience understand what you offer in a snap! That’s the magic of animation in the digital realm. It’s no surprise that animated content often dances circles around static posts on social media, boasting higher engagement rates that truly sparkle. And just when you thought it couldn’t get any better, studies like those from HubSpot have shown that adding videos to landing pages might just rocket your conversion rates up by as much as 80%.
Successful applications of animation in digital marketing
Spotify's marketing campaigns, such as the annual "Wrapped" feature, combine personalisation and animation to create super engaging and shareable content. This campaign personalises user data into a visually engaging summary of their yearly music listening habits, which has been widely celebrated across social platforms for its creativity and personal touch (Media Shower).
Airbnb's global campaign leverages vibrant, colourful animations to make the idea of booking with Airbnb more approachable, especially for first-time guests. By focusing on the ease and safety of the platform, these animations effectively demystify the service, enhancing user engagement and broadening the reach to diverse audiences. This strategic use of animation not only highlights the unique accommodations available worldwide but also underscores the value and convenience of choosing Airbnb for different travel occasions (LLB)
We created a corporate explainer video, collaborating with Infosum, to visually explain their indepth data solutions, check it out 👇
Strategies for effective animation in digital marketing
Tailor your animated content to the likes and lives of your specific audience. It’s like crafting a personal invite to your brand’s world
Keep a steady beat with a consistent style and tone that mirrors your brand's identity, making sure every frame of your animation feels like part of the family and repurpose stills from the animation to pepper around all your touch points and create an effective message echo and build consistency and trust.
Optimise your animations for different stages - be it the grand stage of social media, the intimate setting of websites, intranets or the direct spotlight of email marketing. Consider each platform's unique tempo and audience.
Animation isn’t just another tool in the digital marketer’s kit - it’s a dynamic power player. By orchestrating animated content with strategic finesse, brands can amplify their storytelling, distill complex messages, and captivate audiences at a profoundly deeper level. The outcome? Marketing performances that not only hit the right notes but also win standing ovations.
