How animation outshines traditional video

According to Insivia, 95% of a message is retained when watched in video format. In today’s digital focused society, video plays a vital role in any organization, whether it’s a Fortune500 or a small startup. Audiences of all ages are increasingly tech savvy and demanding of on-demand content. While there are many approaches to sharing digital content, video is always the most effective.

So the next step is to decide between animation or the more traditional live action video. 

Strategic messaging starts with a deep dive into an organization’s unique goals, market share, and target audience. While these variables are important decision making contributors, research shows animation is the strongest tool to engage with viewers.

STORYTELLING

Everybody loves stories, and visual storytelling is precisely what makes animation so powerful. According to molecular biologist John Medina, visual information is processed 60,000x faster than text. Hence, viewers are more likely to stay tuned when products and services are explained using animated content. Animation awakens emotions and interest through thoughtful storytelling. According to a Hubspot study conducted in 2020, animation is the #1 form of media used in content strategy because of its effectiveness at promoting products and services in a fun and creative way.

DIGESTIBLE CONTENT

Animation helps viewers digest complex concepts through the visual breakdown of information.  According to researcher Konstanze Zöpf, 65% of people are visual learners, and 90% of the information transmitted to the brain is also visual. Animation provides audiences a clear vantage point to better understand how mechanisms and processes work. This is beneficial for science, medical, and pharmaceutical companies for example. They use explainer videos to relay complex processes in a way that just isn’t possible with live action, such as showing the inner workings of the body.

flexible and creative

According to CNBC, millennials have an average 5 second attention span for ads. The power of digital design enables unlimited creative capacity where anything goes. Complex and seemingly difficult topics are brought to life through vibrant graphics, cartoons, colors and movement, resulting in a higher retention rate. On the contrary, live action video threatens the viewer’s attention span with information overload, and is traditionally more expensive and time consuming to produce.

Bottom line?

If you aren’t using animation, now is the time to start. This is your opportunity to create content that resonates with your audience and messages that are above all else, memorable!