Attracting the attention of customers in the online sphere is a challenge. But with the impact potential of animated video content, online companies have a medium which drives traffic and increases conversion on the basis that animated video appeals to the functionality of the human brain.
Video content is consumed online more than any other medium. From amusing clips of animals and toddlers to thought provoking information about the unexplained phenomena of the quantum world, the extensive themes produced in video content is endless. The potential for video to engage audiences should not be lost on digital marketers.
YouTube videos typically appear in the top ten of Google search results. Statistics reveal that videos are 53 times more likely to appear in page #1 of search results thus significantly enhances online visibility.
Video content also provides audiences with convenient and entertaining ways to interact with brands. And now that more people are using mobile devices to access the internet, animated video is simply easier to consume on small screens than text. Mobile users account for 40% of YouTube traffic alone.
Furthermore, 90% of the information computed by the brain is visual. Scientists say the human brain is hardwired to recall information presented by animated visuals easier than any other means of communication.
The rise and rise of animated video content
With the increasing popularity of social media and mobile devices, more videos are being watched online than ever before. As a matter of fact, viewers under the age of 25 watch more video online than they watch on TV.
YouTube’s vice president of global content, Robert Kyncl, predicted that video content will account for 90% of Internet traffic by 2022. Videos embedded in emails can increase the open rates by 20%, and increase click-through rates by 2-3 times.
The impact animated video can have on a marketing campaign is more powerful than a business card, brochure or website. Videos are an extension of your brand and communicates your business values on a deeper cognitive level than words alone.
The use of animated video in marketing is not a new concept. In the mid-to-late 1950’s, Kellogg’s used animation in TV ads to bring the characters on their cereal boxes to life. In recent times, online firms like Google and Shopify have utilised the power of cartoons to communicate with their audience.
When Bupa produced a series of animated TV ads, they received over 25% more leads year on year. The warm and gentle feel the animated video created helped people to relate to their healthcare needs and act on it.
Many of the animations that appear online to promote business products help to communicate information to customers that cannot be explained as easily in words. Furthermore, a study published by HP showed that people are more likely to retain information when it is delivered through visual and audio communication.
The benefits of animated video in marketing
Animated video is proven to be more engaging and thought-provoking than other forms of online content – so much so that 43% of internet users want to see videos from brands. People are more inclined to watch a video that is less time-consuming and more entertaining than reading a lengthy page of text.
Even when pitching to a room full of potential clients, an animated video can reduce the time of a presentation script and provide visuals in a far more detailed and meaningful way than a pie chart drawn on a whiteboard.
But why do animated videos have a greater impact than ordinary videos? The simple answer to that is because you can do more with animated videos for less cost. The possibilities are infinite whereas shooting a video using actors and locations are fraught with difficulties and restrictions.
Animated videos remove physical boundaries and can dramatically reduce production costs. For example, let’s say you sell fire safety equipment and want to explain to customers how the equipment works. Producing an animated video is far more cost-effective than reconstructing a fire scene in a film studio.
Over the last few years, it has become a trend for airlines to produce animated videos in an attempt to capture the attention of frequent flyers during the (often ignored) safety instructions. Not only are airline companies using animated video to educate in-flight passengers, marketers are also repurposing the content and using the video footage as part of their digital marketing efforts.
Video content increases conversions
Another advantage animation videos offers is the capacity to describe concepts that can otherwise be difficult to understand. People often need visuals to understand how products and services work. The creativity involved in producing cartoon-style ads also provides brands with an end-product that is entertaining and fun.
All these elements help to engage audiences, even when the subject matter is not very interesting. According to consumer surveys, videos can improve conversion rates by 64-85%. Respondents said they are more likely to purchase a product after watching a video.
An animated commercial we produced for Soft & Gentle was very successful and helped increase sales by 300%. Its launch was described as ‘phenomenal’, which made everybody involved in the process very happy indeed.
Animated videos also increase the trust customers have towards brands. Because video is easier for the brain to recall, consumers think about video content more often than any other form of advertising. Brands that produce video content therefore increase their potential to improve brand identity.
Because educational videos embedded on a website increase user engagement, they also improve your SEO statistics. The longer visitors stay on your website, the higher your website will rank in search engines. Using video as part of the customer journey therefore encourages users to explore more pages of your website and further enhance the effects of SEO.
Digital technology is disrupting businesses in all sectors of industry. In order to transform your marketing efforts, companies have to find cutting-edge ways of engaging audiences through digital channels.
Animated videos provide you with the tools to upgrade your marketing campaigns and capitalise on the latest technologies and consumer demands. When you throw exciting ways of showcasing your products and services into the package, you increase your chances of making more sales as well. If you’re not already producing animated video content, do it now before your competitors beat you to the punch.