The Ultimate Guide to Using Animation in Online Marketing

As a marketer, you’re always looking for new ways to engage your audience, prove your point, and make a lasting impression. One of the most effective and popular ways of delivering content online is through the use of animations.

You might wonder, how can an animation help my marketing?

  • Product demos that allow users to see firsthand the features of your product or service.
  • Customer stories that entertain and engage your audience while demonstrating the value of your product.
  • Graphic overlay campaigns that bring to life a key message or highlight important information.
  • Wizards of ads (not to be confused with wizards of advertising) that introduce users to new features of a product or service in a visually stimulating way.
  • And the list goes on.

With so much potential, why should you even consider using animations in your online marketing? Let’s explore.

Why Use Animations In Marketing?

With so much competition, standing out from the crowd becomes a highly prized quality. One of the best ways of achieving this is through the use of animations. Even if you’re creating an informative web page, you can spice things up with a short animation that makes an entertaining video that will stick in your audience’s minds._p>

Through the use of animations, you can introduce users to new products and features in an easy-to-follow, attractive manner. With each click, users can become more familiar with your company, brand, and associated products. When users are engaged by your content and easily able to follow your calls to action (e.g., subscribe, visit website, read detailed review, etc.), you can be confident that they’ll be back for more.

So while the benefits of animations in terms of attracting, engaging, and retaining users are many, how do I actually use them in my own marketing? Let’s explore.

When To Use Animations In Your Marketing

With so much competition online, viewers have grown fickle. To keep your viewers engaged and coming back for more, you should use animations when appropriate. This might be at the end of a graphic novel-style introduction to a product or service, or it could be part of a customer testimonial that details an experience with your company.

If the video relates to a complex process that your audience may not be familiar with, then an animation could come in handy. For example, you might decide to create a video tutorial on how to use your company’s new product. While this might be super useful to customers, showing how the product works in the wild could be a real eye-opener for those who’ve never used it! By animating the steps, you will give users a real-life example of how to use your product and allow them to follow your instructions easily.

As we talked about above, the attraction, engagement, and retention qualities of animations make them a valuable asset in any marketing campaign. When used effectively, animations can do much more than just entertain. They can educate and make an important point clearly and concisely. When used sparingly, animations can enhance a dull moment with a memorable and engaging experience.

To ensure that your animation will engage your audience, you should consider the following:

1. Select the right length.

To start, it’s important to note that not all animations will work the same for you. In general, the shorter the better when it comes to animations. If your animation is shorter than three minutes, it’s usually a safe bet to assume that users won’t have the attention span to watch it. Try for a maximum of two minutes.

On the opposite end of the spectrum, users will have a hard time paying attention to a long video. It’s always better to choose a medium length video and cut off a few seconds at the end to give the viewer the feeling that he/she missed something. This way the video will hold his/her attention longer than expected. The rule of thumb here is to choose the shortest video that still retains the information you’re trying to get across. In the case of a customer testimonial, this might mean choosing an audio-only version of the video.

2. Think mobile.

Today, more people are accessing the internet on their phones than on computers. This means that you need to ensure that your videos load fast and don’t suffer from any glitches when played on a mobile device. If you’re using any kind of animation, then this is more important than ever. In addition, play around with the sizing of the text on your page. Fewer people are reading text-based articles on their phones, so make sure that the text is easy to read.

3. Add personality.

One of the most important things you can do for your content is to infuse it with personality. With so much competition, you need to set yourself apart by putting a human face on your content. This doesn’t mean that you need to add comedy or jokes in your videos, but it does mean that you should choose your characters wisely. It’s always better to choose an actor or a real person that your audience is familiar with. It will help them relate more easily and establish trust. This is why, in the example above, it’s better to use an actual person rather than a cartoon avatar. The fact that this is a tutorial video means that the experts are teaching others rather than just pitching their product.

4. Research the user’s needs.

People are different, and this is something you need to remember whenever you’re creating content for the web. Just because a friend told you that their parents liked a certain type of cartoon avatar, doesn’t mean that this is effective with your target audience. If you’re not sure what they want or need, then do some research beforehand. Look at what existing customers are saying and do product testing to see what resonates with your audience. In addition, consider the user’s journey when creating your content. Whether you’re taking them from A to B, or from A to Z, you should always keep in mind what you want them to get out of the content and how you envision them using it.

5. Match your voice.

Even if your video content is informative and instructive, you should still choose your words carefully. Try for a matching voice with your writing. This will make it easier for the viewer to follow along and ensure they stay engaged. If you have a female voice, then make sure to choose words and phrases that are gender-appropriate. For example, if you’re using a lot of technical vocabulary, then it might be a good idea to have a male voice-over. This will give the content a more authoritative and professional tone.

6. Test different versions.

When you’re first getting started, you’ll want to try for a short version of your video to see how it looks. After you’ve gotten some feedback, you can either keep the same or shorten it further. You can also try for a different version with different actors and/or characters. Once you’ve settled on a short list of options, pick one and test it out before committing to the final product.

7. Consider the content timeline.

As we mentioned above, not all animations will work the same for you. If you’ve used any sort of software to create your animations, then you’ll know that you can only work with certain files in a certain order to get the best results. The fact that you’re creating a video means that you’re limited by what’s available in video format. You can’t just go in and add some scenes willy-nilly to create a narrative. It’s not that easy with video.

To ensure that your video content holds up, you should consider the content timeline when planning out your shooting schedule. This will help you determine what’s important to include and how you want to organize the story-line. With so much content vying for attention, you can’t afford to put out a shoddy product. This is why it’s important to do your research and choose your actors wisely. In addition, don’t rush the process. There’s always something more efficient and less wasteful you can do when taking quality control measures. This is especially important when filming on a limited budget. Even if you’re not concerned about wasting money, every second matters when you’re in the middle of filming.