For the most part, it’s not that much different to using video in general. In fact, the only really noticeable comparison you could make is the ease with which you can illustrate certain concepts with animation as opposed to live-action video. A comparison that you could say makes animation much easier to fold into your strategy because you basically size it to fit your exact needs.
Take brand awareness for example. You could create a short animated video that highlights the key benefits of your brand, but set those benefits in a real world setting that might not be possible through live-action, say if you’re a new company with a product or service that hasn’t been released yet.
You can also use animation to educate, and this method is something that this particular medium really lends itself to. Animated videos can take even the most boring content and make it easy to consume because of how it breaks down concepts and visually presents them to an audience. It makes it seem more like entertainment than education, which instantly makes the content more engaging too.
Speaking of engagement, it’s super easy to craft your own story using animation, which is a well-known way of keeping your audience on-board now. You could create a narrative which features your ideal client as the main character, who is on the hunt for a solution to their problems. Of course, who would the hero be in this story? (Hint, hint – it’s you ;))
Now we all know how important trust and likeability is when it comes to your brand. People ultimately work with brands that they like, and they stay because they trust that they’ll be taken care of. Animation can give these elements a massive boost simply because of the nature of the medium. It’s fun and colourful, there’s nothing that it can’t do, and because of how well it delivers your message, people can’t help but fall in love with it AND the brand that put it together.
Finally, it’s worth noting that no matter what you decide to do with animation, the key to making it a successful cog in your marketing machine is to make sure that it looks the business. The ultimate goal for any marketing material is to set yourself apart from your competition, and with animation it’s super easy to do because there are so many variables to play with and very little limit on what you can actually put together.