Which Businesses Are Using Animation?
Everyone but you.
No, but really, it’s looking that way in the near future! Animation is quickly becoming the worst kept secret of businesses the globe over.
Big brands can really throw their weight around with big, flashy videos for their new product launch, but often the most effective explainers are used by small businesses and start-ups. For getting a good idea out in front of as many people as possible and with as much clarity as possible, there really is nothing quite as effective as animation.
Let’s take a look at what makes a good animated video for a business of any size.
Communicating important information to a huge number of staff or trying to train them is a daunting challenge for healthcare services. You want clarity and consistency, but most importantly, you want people to actually listen.
Healthcare is well suited to animation because it’s such an important service that relies on its staff to always be at the top of their game. This is a big ask for anyone with the kinds of pressures these healthcare professionals deal with.
Our series of student training videos for The Health and Care Professions Council (HCPC) aim to use animation not only to grab the attention of their students, but to present recognisable, relatable scenarios for them to learn from.
Yes, it’s still not a thrilling topic, but animation is so much better than a training guide or a dull meeting.
Museums, schools and places of learning
Many of the reasons animation works so well for healthcare ring true when education is your goal.
Edutainment is a mash up of words that should make anyone cringe but animation leads your brain into thinking you’re going to be entertained because it has the strong association in your brain with cartoons, Disney movies and other fun, interesting and exciting things!
It was always the best when the teacher wheeled in the TV back in school, or brought up YouTube on the screen, right? You knew you were usually in for something interesting so you actually sat up and payed attention, no matter what the subject was.
Take this video for a central European government fund for example. It does a great job at educating its viewers on what is a complicated series of schemes which have historical, political and geographical aspects.
The sound effects leave something to be desired, yet the complex information is explained in a clear, concise way and there’s stylish, quality animation to keep you interested throughout.
Animation is different, interesting and worthy of notice – just like a lot of these start ups with a good idea but no investors and not much success. The animated explainer video is a dream for businesses like this because it takes their complex product or concept and makes it easy to understand.
Take the animated explainer video that made DropBox a household name:
Seems pretty basic, right? Well an old boss of mine always used to say: KISS, Keep It Simple, Stupid and it did us right on so many occasions. The DropBox explainer keeps the focus where it belongs – how they work, the niche that they fill and why they’re better than other options.
Sometimes people won’t catch a word, they’re not a native speaker of the language of your film, they’re distracted by something or they’re just a dummy. There are so many reasons you need to be as simple as possible but this is almost impossible when you’re trying to communicate a complex idea or product to them, so animated explainers are a startups best shot at first impressions.
These services have boomed over the last few years, the likes of Uber, Airbnb and Deliveroo are now household names, yet the inner workings of their value proposition isn’t ultimately clear to everyone.
Even when the general public do understand how these models work, sometimes controversy can surround them around their business practices.
That’s where animation comes in. Check out this (rather long) but endearing and very well put together animated video for Lyft, a ride sharing service in the States.
Throughout this stylish roller coaster of emotion June: Life is Better When You Share the Ride, masterfully explains the business model from both the passenger and service provider perspective, humanising what may be a strange and unfamiliar company to many.
It makes Lyft seem more approachable and customers that are scared to use a company that they don’t understand will be more likely to give them a go as a result.
We will see this trend towards animation as the chosen messaging option as new gig economies, services and technologies develop and seek widespread approval. Animation will be turning up to make us feel comfortable with something we don’t fully understand or see the need for yet.
Large companies who want to be more approachable
Live action just doesn’t seem to provide the same strong emotional response as animation – just think back to those cringe-worthy bank adverts that try to make out like they care about us. Aside from the obvious live-action cheesiness, our theory is that you’re not as likely to relate to actors as you are with animated characters.
Check out this advert from the Spanish lottery, Loterías y Apuestas del Estado.
It’s no secret that audiences are more responsive when an emotion is provoked by the video they’re watching. They’re more likely to recall the information contained and to act upon the message of the video. This can be going out and buying a lottery ticket or it can be chatting about the ad because it was cute and made you cry a bit! Lucky for you, there’s a handy hashtag right in the title to encourage you to do just that…
From business giants wishing to make themselves more approachable and understandable to fledgling startups with everything to prove, animation is the best method of communication available, so don’t go thinking it’s not for you.
If you have a challenge or an idea that you’d like to get out there in front of as many responsive viewers as possible, shoot us a message on firstname.lastname@example.org Or you could get through on facebook.com/fudgeanimation and @fudgeanimation