The Design Curve: 5 Reasons to Use Visuals to Enhance Your Brand Experience
Your brain prefers pictures. In fact, 80-90% of the information your brain processes comes through your eyes. That’s a lot.
So it makes sense that using video and animation as part of a well-structured marketing strategy can be a unique way to grab your target audience’s attention. Not only that—video animation can take your return on investment (ROI) and conversion rates to a whole new level. Here’s a look at several reasons to incorporate animation, video and VR into your content.
1. GIFs are the Best
It doesn’t matter if you pronounce them as “giphs” or “jifs,” graphic interchange formats (GIFs) are highly effective and cost next to nothing to create. Because they are quick, repetitive, and visually interesting, GIFs can get your message across in just a few seconds. They essentially let you effectively communicate without needing to use any words. Good, right?
Also, GIFs are small and fun. Which makes them mobile-friendly and easily shareable. From internal email blasts to blogs, using GIFs in the right communication channels can be an easy way to connect with your audience and give your brand a creative edge in specific marketing executions.
2. Animation Immerses Users
From clothing apparel to home improvement, a vast number of industries are embracing virtual reality (VR) as part of their new, digital marketing strategy. Even The New York Times got in on the VR action to improve their sales. The point is—although the technology is still in its early stages, many organizations are beginning to experiment with virtual reality to connect with their customers. Why?
Immersing your audience in your brand creates a visual connection through a dynamic medium. If you want to try VR, make sure that the experience you design aligns with the motivations of your audience—it can’t just be about you. Meaning, the VR experience must be interesting and valuable to your audience. Then, hopefully they will become more interested in learning about who you are, what your organization offers, and how your services can benefit them.
Since designing and building a VR demonstration from scratch is on the pricey side, consider incorporating a pre-existing demo at your next event. Get help from one of your business partners who have done it before, and your trial run can be turnkey.
3. People Love Tutorials and Walkthroughs
Video animation—in the form of explainer videos—allows you to effectively communicate new ideas, especially complex ones.
This worked well when I helped launch a mobile app at a previous company. The first thing we did was record a product walkthrough on a mobile phone. Basically, I narrated what was happening on the screen while I tapped and swiped through the app.
The video itself was incredibly basic. Yet, it also proved to be extremely helpful in breaking down barriers to entry for new users. The animation showed users what the experience would be like, making them more likely to know if downloading the app was right for them. With a million downloads of the app in the first year, seems like it was a good call to include animation in our strategy.
Maybe you don’t have an app. But I bet you have some new features on your website that you want subscribers to know about. Try recording a short walkthrough animation of your screen to show them how to take advantage of all the new bells and whistles.
4. The Conversion Rates are Great
Clearly, there is no denying that videos and animation can affect your conversion rates. Videos and animation draw people in and hold their attention. They also increase your audience’s willingness to consume the entirety of your message, creating a desire to learn more about your organization.
5. It Can Be Cost Effective
The amount of time it takes to develop a script, hire talent, book a production crew, and shoot a spot is usually months. Plus, it requires beaucoup bucks.
Fortunately, we live in the do-it-yourself (DIY) era. And it’s easy to find resources to help you and your design team create an effective video on the cheap. Renderforest and Envato have a bunch of reasonably-priced templates to get you started.
Are Video and Animation Worth the Investment?
You better believe it. Video and animation are great tools to boost your brand engagement. Plus, they create an interesting, visual aesthetic that can effectively communicate your value proposition to your audience.
During your next team meeting, be the one who brings it up as something to consider for a future campaign. Then, maybe host a brainstorming session afterward to figure out how you can use video and animation as a part of your marketing strategy.