The Role of Animation in Audience Engagement

One of the core objectives of any marketing strategy (should) aim to raise brand awareness, get people excited about your service or product offering, and to meet your overall commercial goals. Consisting of a series of tailored tools, tactics and techniques, it’s designed to inspire and influence people to work with or buy from you.

For it to be successful, however, you must appropriately engage with your audience – to showcase your brand, your business, and what you’re offering so that you can effectively convert prospects into customers.

Animation can play a very important role in this. Yes, it’s fun and playful, but it’s so much more than just a ‘nice-to-have’. It can totally transform the way in which you connect with your target audience and continually build brand presence.

If you’re not already using it – firstly, why not? – then stick with us to understand why introducing animation into your marketing strategy will help your audience engagement soar:

Capture Attention

Research published earlier this year revealed that the average attention span of humans is just over eight seconds – not a great deal of time for you to win them over, eh!

So, brands must be embracing innovation, creativity, and the latest trends to remain relevant, stay ahead of the curve, and captivate audiences. 

But how do you do that?

Injecting personality through animation can help to demonstrate your brand, values, and mission from the get-go, giving prospective customers a flavour of who you are, how you might be able to support them, and why they should dive a little deeper.

Brand Synergy

Adding this tactic to your marketing toolkit elevates your brand identity. Incredibly versatile, animation can be used across a variety of platforms – from website and social media through to television and Out of Home (OOH) advertising opportunities.

To maximise its full potential, you must ensure it’s entirely synonymous with your brand. Ensure that your company is immediately identifiable through its use of colours, fonts and audio, as well as logos, graphics and images to spark familiarity and further enhance reliability, credibility, and trust.

Visual Storytelling

Introducing animation hugely aids visual storytelling, bringing to life static experiences and creating a memorable journey for your audience.

Plus, the majority of individuals can be categorised into one of four VARK learning styles: visual, audio, read and write, or kinaesthetic. Carefully considering and catering to each of these learning styles and differing information preferences enhances accessibility, allowing your audience the autonomy to connect with your brand in the way that resonates with them the most.

Convert the Complex

Having the ability to break down complex emotions or events into bitesize visual snippets can aid understanding, remove jargon, and therefore strengthen ongoing relationships. Topical trends or sector-specific challenges can also be highlighted and executed through animation, amplifying voices and messaging that needs to be heard.

The Result?

When introduced and implemented in alignment with the overall marketing strategy, animation can capture and maintain viewer attention, meaning they’re likely to stay on your site for longer (and improve your SEO ranking), or want to learn more about your brand and business. Win!

Plus, with this cohesive and consistent brand identity cemented, trust and rapport are enhanced, which can positively influence customer behaviour and decision-making.

Want to see the benefits of animation on audience engagement for yourself? Our animation specialists are ready to transform your audience’s experiences and energise your brand – all you need to do is get in touch.