Actions Speak Louder Than Words: Why Should You Use Animated Videos in Marketing


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In this article, I’m considering why using animated videos in digital marketing and advertising is definitely worth it and how businesses can benefit from it.

Illustration by Dzmitry Kazak for Fireart Studio

Are you thinking about how to spice up a marketing strategy and make your brand stand out on the web with something really extraordinary? Companies try to communicate their values, goals and product essence through different content types. From experience, the animated one is the most impressive of them. Animated videos allow companies to connect with people emotionally, drive their excitement and interest in a brand. They empower businesses to “speak” louder in the digital world since their voice sounds different than others, it’s accompanied by unique stories and eye-catching animations. In this article, we’re talking about why businesses should leverage animation in marketing and how they can benefit from this practice.

Animation drives an emotional response

One of the most important reasons to use animated videos and GIFs in marketing is that they really evoke the audience’s excitement and emotional response. Animated videos often trigger our memories related to childhood accompanied by pleasant associations and emotions. It allows companies to communicate with a target audience at a more personal level and build a relationship with them. Fantastic environments, fun characters, adventurous stories, and thought-provoking scenarios – all these help grow the seed of emotion into the brand adoration.

Animated videos help transfer an idea

Would you like to tell about your startup idea, new product features or just introduce your brand to the audience? There is likely no better way to do it than using an animated explainer video. This content type enables companies to transfer the most complicated and multilayer concepts in an easy-to-digest form. Animation increases comprehension since the information in the video is presented in audial and visual forms simultaneously. Animated videos are particularly helpful when it comes to product presentation. Within a minute, you can tell about the problem that the product solves, zoom into details, show hidden product components and even demonstrate the manufacturing process. And what’s most exciting about it is that you can use animation for cross-platform storytelling.

Animated videos instill strong associations

Animated videos usually contain bright visual metaphors, memorable heroes, and exciting stories that make the video outstanding. All its visual components, as well as the voiceover and appropriate music, constitute a powerful mix of feeling, sounds and images that evoke strong associations. These associations with real-life objects and feelings stick to the brand in the consumer’s perception and memory. So, it’s vital to be hyper-attentive and create the storyline that drives the desired associations with the company. An animated video can also serve as an excellent tool for reputation management. Many brands are using it to debunk myths about them and improve the reputation by instilling the right associations with a brand through the images in the video.

Animation integrates into any stage of a marketing funnel

Animated videos are a relatively flexible content type that can be easily adjusted for different platforms and formats. Moreover, they greatly integrate into various stages of a marketing funnel. You can use the introductory video at the awareness stage, the explainer video at the consideration stage, and a sales video at the decision stage. It all depends on the messaging you choose and the marketing funnel stage that you target. Integrating animated videos into a marketing funnel allows businesses to maximize audience engagement, build loyalty with customers, convert more sales and increase customer retention rates.

Wrapping things up

As we see, the animation is a great tool for interaction with a target audience at the different marketing funnel stages, including awareness, consideration and decision (or conversion). It empowers brands to build emotional bonds with their customers, earn their loyalty and establish trust. The animated videos also are effective in creating audience engagement. They also help instill powerful associations with the brand and improve a reputation if used correctly.

Dana Kachan
Dana Kachan is the author, keynote speaker, marketing consultant, and startup advisor. She has been consulting tech startups and established companies in the United States, Singapore, Poland, Israel, and Ukraine. Dana has been a guest marketing speaker at the World Digital Weeks 2021 and European Digital Week 2020. She is also a co-author of the book "Business-Driven Digital Product Design."


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