Don’t Just Tell, Show! The Importance of Video Animation


Why should you use animation in your videos? For one, animations have the potential to deliver content with an efficiency that no other medium can match. A recent study posted by Statistic Brain reveals that the human attention span has dropped significantly over the past decade - from 12 seconds to 8 seconds. According the same study, that's shorter than the attention span of a goldfish. Needless to say, conveying your message in a fast and engaging way is important, now more than ever.

Not only can animated content be fun and eye-popping, it can also be easily customized to match your organization's identity standards. The creative freedom to mix styles, colors and motion graphics is limitless. And in a series of videos, an overarching animated theme creates an important consistency of character. The tailored visual messaging that animation provides will increase an audience's connection to your brand.

shutterstock_216813328Most people learn visually, which means animation is a great way to facilitate understanding. Abstract ideas that cannot by physically demonstrated can more often than not be easily depicted with a short animation. The same idea applies to concepts which are too complex to have an engaging real-life visual reference.

For the Henkel "Lighten Up" campaign, we created overview videos explaining a number of the company's advanced automotive lightweighting solutions. Each video opens with an animation, breaking down the subject into a few simple graphics that turn a complicated engineering concept into an easy-to-understand visual representation.

More and more organizations are turning to animation to reach their audiences. Will you?