The Benefits of Animated Video
If you’ve made it here, chances are that you already know what animated videos for business is capable of and why it’s so powerful (if you need a refresher, have a read of our Is Animated Video Right for your Business? post). So this week we’d like to offer you a little something that might help you persuade your boss to give your animated video idea the green light – some good old-fashioned numbers. Here are a variety of studies and statistics which tell us something about the way animated video impacts the watcher and could benefit your business.
“Training materials used by the federal government cite studies indicating that the retention of information three days after a meeting or other event is six times greater when information is presented by visual and oral means than when the information is presented by the spoken word alone.” – HP
Everyone who’s ever had to revise for an exam knows full well that you stand a better chance of recalling important information if you’ve absorbed it in a number of ways. Just listening to a lecture recording isn’t enough, you have to read text, be shown diagrams, graphs, even pictures that can help you commit information to memory. HP take this principle and test information recall. It’s no surprise that a blending of audio and visual is far more memorable than pure audio or pure visual material.
You can take advantage of this blend because it is perfected by the infographic style of animated explainer video. With one of these you get your brand into the minds of your viewers and if you’re dealing with a complex product or service, you’re likely to win loyalty if this makes them recognise an issue you can solve for them.
Animation really shines here above other video forms when character creation is on your agenda. With our help, you could create a new series or brand mascot, further encouraging the likelihood that you’ll be on the minds of your demographic at the right time to convert them.
“Video in email drove an average of 21% higher conversion rate (CVR) and 24% higher average order value (AOV) when measured against using only a static image in the email.” – Experian
Experian bring out a digital marketing report every year and in this particular one they expand upon the relationship between video and email marketing. These are two different and usually separate arms of your digital marketing strategy but these statistics confirm what we, at Fudge, already know – animated video performs well in all manner of places.
Even the mere promise of video content is enough to increase the open rates of your emails: “Having the word ‘video’ in the subject line drove open rates 7% to 13% higher when measured in A/B splits across the Liveclicker client base.”
These increased levels of engagement can be measured outside the inbox too. An animated explainer video, perhaps one introducing your brand, works excellently on a landing page for your site, cutting down bounce rate, increasing page visits on your domain and extending the visit duration.
“After several rounds of testing, EyeView delivered a statistically significant improvement in conversion of over 86 percent relative to the original landing page.” – EyeView
Sticking with landing pages as it’s a popular spot for animated video, having one here provides a passive engagement medium where visitors can experience your message with very little effort as EyeView were able to demonstrate. Using split-testing they measure an increase in conversion rates of between 32-86% from one group shown a landing page with video and another group who were shown an identical page but this time without the video.
We know that in the case of animation, this increase is down to the fact that animated video is different and worthy of notice. It is often automatically associated with entertainment and (the more fun and accessible parts) of education, this primes the viewer into paying attention and holding it for longer. Harnessing their attention helps you ‘get your foot in the door’ and if your animated video is as good as one of ours, you will definitely see a significant and sustained jump in conversion rates.
Capture your mobile demographics
“Mobile video traffic accounted for 55 percent of total mobile data traffic in 2015. Mobile video traffic now accounts for more than half of all mobile data traffic.” – Cisco
Okay, this comprehensive report by Cisco is a heavy read for all but the most dedicated of telecommunications boffins so we’ll throw you the link but just pick out the most relevant bits here for everyone’s sanity. 55% is huge and we know it’s attributed to the increased shareability of video and the richness of the content. You could point to this figure and say that a large factor is the amount of mobile data which video demands of the network and yes, we agree with you but we also consider it to be an indication of the type of content which people tend to prioritise using their limited mobile data on. Video is a worthy medium on which to spend your data.
“Three-fourths (75 percent) of the world’s mobile data traffic will be video by 2020.”
Get on board now! As I’m sure you’re already aware from your existing campaign monitoring, more and more of us are using our mobile devices to consume content. With video increasingly taking the lion’s share of all mobile data, your best shot at being seen right now and in the foreseeable future is with video.
Youtube has become the world’s second search engine
“YouTube overall, and even YouTube on mobile alone, reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.” – YouTube
We’ve already mentioned that once you’ve created your animated video, it can also be well served on your other streams such as Facebook, Twitter, LinkedIn and even YouTube. Just by having a version of your video on YouTube, you are opening it up to be found by a whole new (and vast) group of searchers.
YouTube video consumption is truly gigantic, now reaching over a billion users, that’s almost a third of all people on the internet. This isn’t just people gawking at clips of cats either. Videos are an important part of the online shopping experience, whether for product or service, people like to watch a relevant video before they spend their money. You definitely want your video coming up the next time someone decides to use YouTube instead of Google.
Social media stream enrichment.
“On average, more than 50% of people who come back to Facebook every day in the US watch at least one video daily and 76% of people in the US who use Facebook say they tend to discover the videos they watch on Facebook.” – Facebook
We know it can be a bit of a struggle for certain companies to deliver a variety of interesting social media content which appeals to their followers enough for them to engage and convert. Companies in the financial space, for example, can find this difficult. With the addition of a tasteful series of animated infographic explainer videos, their streams are very much livened up, taking full advantage of Facebook’s impressive video trends based on these statistics.
Another advantage you can gain here as well is that often when your video is engaged with, (commented on, ‘liked’ or shared) that person becomes an ambassador for your brand – a kind of unofficial affiliate marketer. It’s well established that friends and family recommendations are some of the most powerful motivators towards making a purchase so this association can be incredibly effective.
There are plenty more animation for business insights in the For Clients section of our Fudge Labs, they’re definitely worth checking out. Want to bounce around some ideas about your next animate project? Just drop us a line, we’re always up for a chat!
- HP, The Power of Visual Communication http://policyviz.com/wp-content/uploads/2015/10/power-of-visual-communication.pdf
- Presenting Effective Presentations with Visual Aids, U.S. Department of Labor, OSHA Office of Training and Education, May 1996
- Experian Digital Marketer, Benchmark and Trend Report (2014) http://www.experian.co.uk/assets/marketing-services/reports/report-digital-marketer-2014.pdf
- EyeView Digital: Making Video Accountable http://www.eyeviewdigital.com/documents/EyeView-White-Paper-Making-Video-Accountable.pdf
- Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2015–2020 White Paper http://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/mobile-white-paper-c11-520862.html
- YouTube Statistics https://www.youtube.com/yt/press/en-GB/statistics.html
- Facebook https://media.fb.com/2015/01/07/what-the-shift-to-video-means-for-creators/