Video has become the most important and consumed source of media for marketing, particularly within Corporate communications. 92% of marketeers see it as a vital part of their marketing strategies and 54% of consumers want to see more video content from brands.
We have seen a recent boom in video across social platforms. The video social giant, TikTok, has gained over 1 billion users worldwide and it only took eight months to gain the half a billion users to reach this target. This has been swiftly noted and included in Instagram’s strategy, with the social app announcing that video will be promoted over static imagery on their feeds. It seems that with COVID-19 restricting our in-person contact, video has become an important way of communicating.
These social powerhouses know consumer behaviour better than anyone. Therefore, when looking at ways to communicate and engage with your internal and external audience it would be wise to note the behaviour of social media. Consumer trends are ever evolving and our corporate communications should adapt to follow suit.
The traditional form of animation.
This format traditionally works by drawing every two frames, which is how animators at Disney create their films, such as Snow White. Another way of producing these animations is by creating keyframes in software programs, such as Adobe After Effects. Key framing is a faster 2D method compared to cell (traditional) animation.
2D animation is widely used from films to Netflix shows, even Snapchat updates utilise 2D to create a better experience for the user. There is high demand to generate new entertaining and engaging content, particularly with constant technological evolutions and the speed at which things are produced today.
2D animations are a great way to efficiently communicate the message and are used in many different styles of corporate communications, helping to break up text and visualise points for the reader.
It is a safe way to produce content and doesn’t seem to be going anywhere anytime soon.
Adding depth to 2D animation. This format allows better visualisation of the content and increases engagement as consumers can relate more to the detailed images.
The designing stages are, of course, more complex compared to 2D as it takes a longer to get the intricacies right. 3D also requires the correct software, which can be a little pricey and added with the time that it takes to create and render the images, the whole process can be costly. Pixar had Toy Story in production for four years before it was completed for release. Since the 1995 release of Toy Story, Pixar created its own rendering software called, Render Man, to handle the footage. In the first movie, they had 114,240 rendered frames and 117 computers running twenty-four hours a day to host the work. With the advances in technology, they now say they could render Toy Story faster than watching the movie!
Combining the 2D and 3D animations to create motion graphics is a sure way to entice your audience. However, there are a multitude of other options for video including explainer, interview, real-life and live streaming – the opportunities are endless. These videos have been dominating the social media space and have been introduced more frequently into business communications.
Videos keep the viewers’ attention and are one of the most engaging media channels. It ties a connection between the viewer and the brand, which in turn, builds trust. This is a key reason why business’ have implemented videos into their communications internally and externally.
The 5 reasons to use animation and video
The ability to use visual aids, music, animations, and speech adds to the retainability for the customer.
The combination of colours, moving objects and use of voice allows for engagement and retention of the information. 73% of consumers say they have been influenced on social media by videos and animations.
Video is one of the most shared mediums. People can instantly re-share on their platforms, with friends and discuss the content globally. It’s a never-ending cycle, which is fantastic to generate awareness and traction for a business.
For many who successfully use video, there will a reoccurring theme, character or symbol that will make the brand recognisable. This creates a similarity for consumers and forms a relationship. Once a relationship is formed with a consumer, there is a trust and loyalty that comes to your brand.