Animation Marketing and Advertising - More Social Engagement
Animation's ability to provide comic relief for consumers in most instances makes it more exciting and engaging to viewers in general, making it to "creates a higher viewer engagement than traditional adverts," according to Animate2Explain. Also, according to Dream Grow, animation adds ten points to the entertainment factor, and this helps it to boost engagement when used in marketing and advertising. Unfortunately, there is no information in the public domain revealing how animation in marketing campaigns directly impacts both online sales or boosted physical store traffic for brick and mortar stores in the United States.
To identify information and statistics relevant to the impact of animation in boosting engagement in marketing and advertising, as well boosted online sales and physical store traffic, we researched reports on marketing portals including Ad Week, Ad Age, Marketing Profs, and others. From this investigation, we located reports by 60 Seconds Marketer, Active Campaign, Dream Grow, and others with insights into how animation increased engagement for landing pages, emails, and social media marketing and advertising campaigns, respectively. Unfortunately, there was no information or case studies on these marketing portals revealing how animation directly impacted online sales or increased physical traffic.
Therefore, we proceeded to investigate the directories of companies that offer animation solutions with hope of locating reports or customer case studies by them revealing how their services helped to boost engagements in marketing campaigns and increase sales or physical store traffic. For this, we researched the websites of Fudge Animation, Animate2Explain, Raw Shorts, and others. Still, information specific to how animation boosts online sales or store traffic was not available in the public domain, as these portals only had reports with info about the features of animation that helps it to get more engagement from viewers or consumers.
Next, we expanded the research to general marketing statistics in the US relevant to increase in sales or foot traffic for brick and mortar stores, with the hope of finding insights into the impact animation directly had on sales or foot traffic. This time, we examined studies and reports on Forbes, Business Insider, eMarketer, and others. Again, as already found from our earlier investigation, we located reports, which showed that animation done in the form of video clips helps to boost engagement, which, in turn, increases sales. Unfortunately, there were no reports or studies with statistical insights revealing how that impacted sales or foot traffic at brick and mortar stores in the US directly.
Furthermore, we investigated the domains of some food and drug stores in the US including Publix, Walmart, Kroger, and others in search of any blog posts showing how they use animation in their marketing campaigns to increase engagement and boost sales. Unfortunately, none of these companies revealed such information on their websites and this may be due to competitive reasons. Thus, based on our research, no study has been conducted in the US, which shows how animation can directly boost sales or store traffic; therefore, we provided our research findings showing how animation increases engagements in marketing and advertising campaigns, as a proxy for required data.
HOW AN ANIMATION LEADS TO MORE ENGAGEMENT
As per a report by Raw Shorts, the most significant reason that makes an animation to get more engagement by viewers or consumers is its ability to hold people's limited attention spans, which pegs at about 8 seconds. Dream Grow's report observes that animation thrives on the constant demand for entertainment by people using online platforms such as websites, social media, or email, where animation can be used. Furthermore, as per a report by Fudge Animation, the most substantial advantage of animation relevant to attracting more engagement from viewers lies in its core of being a storytelling mechanism. Due to animation's ability to communicate business information in relatable stories that consumers can connect with, they tend to engage more with animation, according to Fudge Animation.
However, the engagement trigger wielded by animations on viewers or consumers lies in its ability to evoke emotions that resonate with them, and by sparking conversations that allow them to follow the story an animation shares, according to Animate2Explain. Generally, as per Dream Grow's report, people ignore intrusive marketing ads clamoring for their attention on every channel on the internet, but because people know less of animation as marketing instruments, it increases the chances of gaining their attention and engagement.
Globally, one-third of all online activities are spent on watching video contents, and YouTube users watch more than 3 billion of video contents per month. Also, 50% of executives prefer information about a product/service in a video, according to Dream Grow's report. These statistics favor the use of animation to get more engagement due to its ability to create captivating stories capable of simplifying complex concepts for users or consumers, according to Fudge Animation.
Animation's ability to simplify complex concepts, which live videos or text cannot do, helps it to attract more engagement from prospects that find them. This concept simplification that makes animation more engaging is its ability to create relatable characters that can fly, talk, travel, and perform other actions live videos cannot create easily. Another factor that makes animation command more engagement is because most users or target consumers can relate to cartoons from their childhood, which is what creators use to create animations. According to Dream Grow's report, nostalgia helps people to filter out negative emotions, and due to animation's ability to make people nostalgic, it enables people to fight depression and other negative emotions. Thus, as per the report by Dream Grow, this makes animation more engaging for viewers and consumers.
According to a report by Dream Grow, "animation adds 10 points to the entertainment factor." This entertainment and storytelling ability possessed by animation enables users and consumers to bond emotionally with brands. As a result of this combination of stories and entertainment, animation helps to prime viewers or consumers for conversion required of marketing and advertising, according to Fudge Animation. Animoto's study revealed that about two-thirds of consumers prefer video contents that are under 60 seconds, and this makes animation the most suitable choice to create the required information with characters that can capture and engage consumers within that short period, according to Fudge Animation.
HOW ANIMATION GETS MORE ENGAGEMENT ON SOCIAL MEDIA
On social media platforms including Facebook, YouTube, Instagram, and others, the more entertaining a video content is, the more people would engage with and share it, as per a report by Animate2Explain. Hence, due to the ability of animation to add 10 points of the entertainment factor to video contents created for social channels, according to Dream Grow, it gets more engagement from users and consumers.
Furthermore, Dream Grow's report observed that video contents that are short and have captivating characters suck viewers the moment they see them on social media. This info and Fudge Animation's report revealing that animation enables brands to create short, captivating, and relatable stories, shows how animation gets more engagement on social media.
HOW ANIMATION GETS MORE ENGAGEMENT ON EMAIL CAMPAIGNS
As per a study by Syndacast, using the word 'video' in email subject lines boost open rates by 19%. However, due to people's low attention span, which sits at about 8 seconds, according to Raw Short's report, animation can help businesses to create short, engaging videos that help to hold this limited attention span, thereby boosting engagement. Furthermore, Raw Short's report revealed that animation draws viewers or consumers attention and acts as a visual cue; while MarketingSherpha's study showed that animation helps to revamp consumers' online experience and can help to boost email conversion rates. A study by the Email Institute found that animation in emails can increase click-through-rates by 26%. Also, a Dell case study reported by Active Campaign showed that animation in their email campaign produced results such as 6%, 41%, and 109% of the increase in open rate, click rate, and revenues, respectively.
HOW ANIMATION GETS MORE ENGAGEMENT IN BANNERS/LANDING PAGES
A study by Unbounce revealed that adding short video clips to landing pages can increase conversion by about 80%, and animation, in the form of animated video clips, performs just as good and sometimes better than real video clips when used on landing pages, according to Raw Short's report. These insights make animation more viable for increasing engagement and conversion on landing pages or banners. Besides, the fact that animation is easier to make compared to regular video clips makes them a better option for marketing and advertising campaigns aiming for more engagement, as well as their ability to add 10 points of the entertainment factor, according to Dream Grow.
Furthermore, according to Animate2Explain, the ability of animation to provide comic relief for consumers in most instances makes it more exciting and engaging to viewers in general, and because it is more fun to watch, it "creates a higher viewer engagement than traditional adverts" when used on advertising and marketing campaigns including banners and landing pages. Fudge Animation's report observes that animation is always the better option regarding getting more engagement on landing pages, referencing a study by Wistia, which showed that animation increases engagement by up to 2.6 times.