How important is animation in telling your brand story and connecting with your audience?
In recent years, the average internet user’s attention span has decreased, and continues to do so, whilst the continually increasing volume of online content battles to capture and retain user attention.
It is becoming increasingly hard to build up a long-term relationship with potential customers and to create long-term brand engagement and loyalty – particularly if your business or product requires explanation or emotional investment. The window of impact for brand marketing has now become a few seconds – lost to a feed or forgotten without a second glance.
One new way to excite and engage your target audience in this competitive arena is to incorporate animation into your brand’s marketing strategy. Utilising this visually-stimulating and emotive marketing tool is an innovative and effective way to cut through the saturated online world and communicate your brand message and identity clearly.
Capturing Your Audience’s Eye
Animation is one of the most accessible and engaging forms of storytelling and a compelling and versatile marketing tool when it comes to telling the story of your brand. As marketing companies around the globe adapt to new ways of communicating with target audiences, the benefits of animation are almost limitless and impossible to ignore.
As shorter attention spans become the norm, animation appeals to very basic human impulses – light, colour, sound, simple imagery – to visually stimulate audiences and encourage engagement. The association between animation and traditional children’s media can also increase the effectiveness of animation as a marketing tool, as this association invokes a sense of comfort and familiarity from the offset and can help customers feel comfortable engaging with your brand.
Animation Maintains Attention and Encourages Engagement
So, once you have captured your target audience’s attention with visually-stimulating, brand-specific imagery, you can maintain it by conveying your brand story quickly, simply and effectively. Animation gives you the chance to tell your story by condensing larger, more complex brand identities and messages into a simple, emotive piece of content. Whilst written content and static images remain powerful marketing tools in offering more detailed explorations of wider concepts, animation or visual storytelling is the most visually appealing tool to capture attention and deliver new information to an engaged audience.
Animation is a powerful storytelling tool which offers businesses complete creative freedom to tell the story of their brand through a medium which grows brand awareness and recognition. As your target audience engages with your video content, the creative style of the video will subtly grow the recognition of your brand and encourage recall from your audience. The target audience gains familiarity with your brand story, whilst also becoming familiar with your brand’s key visuals and unique animation style, ensuring several layers of familiarity and increasing the likelihood of long-term brand recognition and engagement.
The final key benefit of using animation to tell your brand story is the emotional connection with your brand that animation inspires. Animation is an inherently emotionally-stimulating tool, meaning that your audience is encouraged to empathise with your brand and the story of how it was built and what it stands for today. Connecting with your audience on an emotional level is a core aim of any successful marketing campaign, and telling your brand story through animation is much more likely to inspire engagement and encourage long-term brand recognition.
Connect with Your Audience
Once your audience is familiar with your unique animation style and visuals, and is able to clearly and quickly recall the brand’s story, making regular use of animation on your website and social media will continue to consolidate your brand and encourage customers to return to a brand that they are familiar with and elicits an emotional connection. Utilising a uniform graphic animation style across your brand’s online presence is a cost-effective and tried-and-tested way to establish a strong brand visual identity. This in turn increases the impact of your content and brand identity upon your audience, as the audience will build a level of familiarity and trust with the brand and key messaging over a period of time.
Harness the Power of Animation and Unlock your Brand’s Full Potential
Graphic animation is an effective method to authentically communicate your brand story and encourage audience engagement and brand recall. If you are searching for a way to grow your brand and increase brand recognition amongst your target audience, then high-quality, professionally-produced graphic animation will ensure your story is told in an engaging and innovative way.
At Bluechilli, experienced creative designers and illustrators have the skills and expertise to bring your brand’s story to life and ensure your business stays in the mind of your target audience.
Get in touch today to unlock the full potential of your brand’s story through tried-and-tested animation techniques designed to connect with your audience.