If you’re a business in 2017, you’re a digital business. This doesn’t necessarily mean that you have an IT or a tech-specific offering. Just that, if your business is alive and healthy, with a favourable outlook ahead – you’re digital savvy. You realise that, quite simply, the internet is where your customers and clients are. That is where they spend most of their time – working, idling, entertaining themselves and consuming content in general – and that’s where you’re choosing to target them.
One of the biggest trends to hit digital marketing in recent years is the use of videos. Video lets you engage and entertain your audience like no other content can. Our minds process visual information 60,000 times faster than text. And this is reflected in content consumption and performance stats:
- YouTube users watch more than 3 billion hours of video per month.
- 64% of users are more likely to buy a product online after watching a video.
- 52% of marketers worldwide name video as the content with the best ROI.
- Including video on your landing page can increase conversions by up to 80%.
- And according to Cisco, video will account for 79% of global internet traffic by 2020.
It’s indisputable that as a business, if you want to increase sales and optimize your marketing budgets, you need to invest in video content.
Once you’ve made that decision, you then have two broad choices for the style of video you will create – animation and live-action.
Factors like your business offering, your communication goals and your budgetary constraints will have a massive bearing on the choice you make.
Live-action videos use actual people and real-life settings to tell a story. Most of the TV commercials you see are live-action.
Animation on the other hand, uses characters and visuals created on design and animation software.
With the amount of videos floating around on the internet, cutting through the clutter requires increasingly inventive strategies by marketers. This is where animation comes in. It’s a very fresh medium and what it lets you achieve in terms of sheer creativity and scope to express is quite simply amazing.
Animated videos are also much cheaper to create. Live-action videos have a number of cost overheads – including production staff and teams, specialised equipment, set locations, anchors and actors, not to mention the cost and logistics of any celebrity involvement.
Animated videos are all produced indoors by specialised agencies without any of these constraints. Not only are they cost-effective, they’re also quicker and easier to make, and afford you much more flexibility to adapt and change the video mid-way through the production process, or even after it.
If you’re a brand that needs to constantly churn out engaging video content for your marketing processes, animation is the way to go.
There ability to adapt and invent on the go is often the reason a lot of marketers opt for animated videos, even when they have the budgets for live-action. Animation lets you create situations and events which would quite simply be impossible with the latter.
Coca-cola’s, award-winning polar bear commercials (starting 1992) are now part of advertising lore. Audiences loved them so much that Coca-cola continued with these ads as late 2013.
Red-bull’s sketch videos and Vodafone’s zoo-zoo ads are more examples of animated videos, which by sheer dint of being different and unique enough from the usual stuff, became iconic in their public perception.
What are the different kinds of animation?
Animation has a variety of sub-styles and treatments that give you more control over the appeal and context of your video. These range from 2D character animation (often the staple of animated videos) to 3D animation, whiteboard and motion-graphic. Each style has its own unique advantages and applications.
It’s often said that with animation, the success you can achieve is limited only by your creativity, or that of your video production partner.
Selecting your video partner is probably the most vital decision you will make in this whole process. High-quality work, fast turnaround times and ROI-optimized content are key factors to consider for decision makers.
Animated videos are a surprisingly niche industry, where work speaks loudest and word travels fast.
Ripple animation is a high-calibre video production company, based in Mumbai. Over 300 videos and close to a 100 brands later, we know exactly what it takes to create captivating content. Our videos are dually-optimized to provide entertainment value to the viewer and deliver impressive lead-gen and ROI for the marketers.
We’ve worked with start-ups as well as some of the largest companies in the country, including – SBI, HDFC, Shoppers’ Stop, Aegon Religare, Mahindra, Tata Indicom, ICICI and more.
Our work does speak for itself. You can visit www.rippleanimation.com to view it and to find more information about the company.