In the age of the short attention span, getting recognition from an audience is harder than ever, and brands are always on the lookout for the next big thing in advertising. Here comes animation, an effective and very flexible method that is developing rapidly at the moment. Whether it is a viral hashtag or a picturesque jingle, animation is here to stay – it’s almost becoming a staple of modern commercials.
The Use of Animation in Advertising
Animation is perhaps one of the most effective media in as much as it deems attention in manners that traditional media may not be able to. Animated videos are often described as being playful and fun.
The use of colors, movement, and characters is engaging and can make the video feel more accessible than a live-action video. It is especially so now with the constantly flooding content that puts the probability of the audience skimming past your content at an all-time high. But why is animation so useful?
First of all, it provides the degree of creativity that is impossible in the case of a live-action film. Feel like illustrating the fact that your new ingenious app allows users to have a cat fly through space?
Animated characters do not have such restrictions; it is only the imagination that will enable or constrain an animator. Such flexibility enables brands to come up with messages that can be quite informative and, at the same time, provide an attractive visual appearance.
Storytelling Through Animation
In fact, it may be fairly suggested that one of the most profound features of animation in advertising strategies is that of the storytelling of the actual adverts. As it has been said, stories exist at the core of communication, and through animation, it becomes possible for advertisers to tell as many good stories as they can, which in turn can transform some abstract notions into understandable and memorable messages.
For instance, an explainer video company will incorporate the use of animation of the product or service in a manner that the consumer can comprehend effortlessly.
For example, instead of providing potential customers with complicated or confusing information using words that only a few could understand, the company can present the way its product operates with the help of colorful characters or simple schemes.
This approach not only supports learning about the audience but also develops a relationship with them, which makes the brand closer to the audience, and thus makes the brand more reliable.
Animation for All Audiences
The third explains why animation is fast becoming the most preferred tool in advertising is flexibility. Unlike live-action content, which is sometimes constrained by language, culture, or even the facial features of the actors, animation does have a way of crossing all those barriers.
A good animated ad can be understood and appreciated by persons of different ages, origins, and even ethnic groups and languages.
It is a language that people watch, a language that the world comprehends without interpreting. It is especially useful in the case of international corporations interested in targeting a wide base of customers.
A message conveying an animated character or scene could be as relatable in Tokyo as much as it could be in New York. This audience versatility is why animation has recently become rather popular among companies that need that piece of content to target multiple markets.
Cost-Effective and Efficient
Full motion picture advertisements are often costly, and the expenses involved are actors, locations, sets, as well as post-production. On the other hand, animation can be less expensive, especially for a company that would want to create content within a limited budget.
However, there are always cost implication that needs to be incurred, such as the cost of hiring animators, voice over artists, and sound engineers, though the process of producing such content can be more manageable and flexible as compared to the traditional media.
Also, animated content is easy to change or alter in their content without the need for retaking an actual shoot. This flexibility is especially important in the modern climate as advertising is something companies need to respond to the market and the trends constantly.
To sum up
Amidst the increasingly crushing competition, it is often significantly more difficult to achieve visibility for the ads. Animation presents an indispensable set of tools to do that. It is versatile, cheap, and cuts across the young, the old, the wealthy, and the poor in society.
If you have a business or a giant corporation, using animation in your advertisement pieces may be the missing puzzle to not only gaining attention but sustaining it as well.
