Sharing Your Message Through Animation

No matter what kind of business you are in, you are always trying to sell your message. Maybe it’s that you make the best waffle irons at the best prices, maybe it’s that the world is in need of clean drinking water, and you have a solution, either way, your message is at the core of your business, and the success of your business relies on you getting that message out to customers, employees, and investors.

There are lots of ways to do this. Most companies start with copy on their website. There are the usual social media channels, there’s print advertising, radio, and television.

Various methods will have different results based on your type of business and how well you execute. But have you ever thought about using animation to help sell your message?

There are several reasons this might be a perfect solution for your business.

First off, the old adage, “A picture is worth 1000 words” holds true. Especially in the internet age. We love watching videos online, and there is no sign of this changing. A short video is easy to digest, it fits with our short attention spans, and it’s a great way to get a lot of ideas out in a short burst.

Secondly, animation videos work for most all of the delivery channels above. They can be live on your website in an easy to find location. They can be shared through all of the popular social media channels like Facebook and Twitter, and even live on your own dedicated YouTube channel. And a good animation video can even be used as a television commercial.

Additionally, animation is often far less expensive than live action video which can require multiple location shoots, actors, and special effects to pull off.

Let’s take a look at a few examples.

When UPS wanted to show off their new Access Points program, animation was the obvious choice to get their message across. The Access Point network is vast and convenient to customers, but shooting live action would’ve required video shoots at lots of different access point locations with various actors. Instead the entire story of how the program works was told through a 2 minute animation with clever illustrations and a bit of fun.

The result was a versatile animation that’s easy to follow and could be spread through a variety of channels. In fact, UPS shared the video in social media ads, through their YouTube channel, and even on the front page of the UPS.com site. And the final animation cost roughly 5 to 10 times less than a live action piece would’ve cost.

Here’s another way that animation help spread a message for a company. Link Analytics had a series of important data points that they wanted to share with customers and employees at a meeting. While they could’ve printed all of these out into pamphlets, the materials would’ve likely been left sitting on tables and largely ignored.

Instead, Link Analytics opted for an animated video highlighting important key numbers. The animation was then looped on a large video monitor where it was hard to miss, and viewers could easily watch for a few seconds to catch some important stats, and come back to it later for something new. Again, Link Analytics then had a fully animated video that they could share over and over on the web to get the most bang for their buck.

Here’s one more example from Assa Abloy. Assa Abloy under the Albany Doors brand, sells high speed doors to large factories and companies with big storerooms. Think cold storage, car dealers, and the like.

When they released their new model, the RR3000, the message was simple. Show off the features and unique engineering of the new model door. Because of the complexity of the door’s mechanics, it would’ve been hard to arrange a shoot that showed the door in action while also showing off the inner workings of the product. Instead, they opted for a high level 3D rendering of the door where the inside mechanics could be broken apart into detailed views, while still showing off the function of the door and the environment where the door was best suited.

When thinking about working with animation to help sell your message, there are a few things to consider.

Know your audience. There are a limitless number of ways to animate your message. There is illustrative 2D, and polished 3D. There are technical animations and whimsical animations. There are animations that tell a story, animations that dazzle, and animations that evoke an emotion.

Work with your vendor to figure out the best style and approach for your animation. Think about animation styles that are timeless and will look great for a long time, so you can make use of it for as long as possible.

Investing in an animation may be one of the best ways to spend your marketing dollars, you just have to take a little time to make sure you take the best approach before you move forward.

We are always happy to talk with potential clients about solutions and styles that may work for them. For more information, visit witnessco.com and drop us a line with your questions.

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