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5 min read

Latest Trends in Animated Video and What They Mean for Marketers

December 20, 2019

Latest Trends Animation

Consumers love interesting videos and hate bad ads. For marketers, this means there’s huge potential to create animated videos that resonate with your audience.

Neuroscience research shows that the average internet user’s attention span is quite literally less than a goldfish, at a mere 8 seconds. In that time, an animated clip must show something worth seeing, or you may lose that potential customer forever.

With this in mind, here are some of the latest trends in animated video and what they mean for your marketing strategy.

Simple Animation Clarifies Complex Ideas

Sometimes companies think their products are too complex for animation, or they think animated videos are somehow not serious enough for their brand. Not true. Animation is excellent for taking complicated ideas and turning them into accessible ideas anyone can understand.

For example, check out the animated video NextThought Studios created for Dobson, a high-speed internet and fiber optic network. A complex tech concept was boiled down into a short, cheerful video that makes sense to anyone who watches it.

Animation Should Be Built Into Your Brand

In 2018, customers are used to encountering many types of animation in their world: 2D, 3D, motion graphics, and everything from amateur stop-motion to cinematic animation masterpieces. Big names like Coca-Cola and Apple have used animation in their ads for more than 30 years.

Your customers are comfortable with animation and almost expect it to be part of a reputable brand. In fact, research shows animation helps people remember your brand name and retain the information you’re sharing.

This is why many companies have created animated logos, which flutter, flip, and bounce. The motion serves as a gentle mental trigger, as if to say, “I’m important. Remember me.”

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‘Stories’ Format Has Big Potential

Facebook, Snapchat, and Instagram have all introduced “Stories” in the past few years, which are various formats of video storytelling. In fact, YouTube had planned to launch a storytelling feature called Reels, and changed the name to Stories at the last minute when it launched this year.

For marketers, what all this means is simply that people love stories. People connect with visual storytelling, spend time watching stories unfold, and enjoy interacting with brands that tell good stories. Use animation to make this happen.

Animation is Mobile and Socially Shareable

Your next animated video might be the most socially shareable content you ever produce. Videos have high viewership and shareability.

  • 85% of the U.S. internet audience watches online videos
  • More than 50% of videos are now viewed on mobile
  • 51% of marketers say videos get the best ROI of anything they do
  • 64% of people have made a purchase because of watching a branded video
  • On social media, videos get 1200% more shares than text and images combined

Your Customers Want Explainers

Explainer videos are wildly popular. These short informational videos, which explain how things work, are quickly becoming consumers’ preferred way of exploring new products.

Hubspot found these fascinating facts about explainers:

  • 95% of people have encountered an explainer video
  • 72% would rather view an explainer video to learn about a company than use any other method
  • 85% wish companies would produce more explainer videos

All New Infographics Need Animation

The next infographic you create should be animated. Why? Because the brain craves animation when it interacts with static illustrations. In fact, our minds try to add animation, even when it’s not there.

Animated infographics show movement that highlights the most important part of what’s going on. Viewers can’t help but pay attention. Animation boosts viewer engagement, trust, and retention.

85% View Videos Without Sound

Let’s leave you with one important reminder about animated videos: 85% of Facebook videos are viewed without sound, and well over 50% of all videos on the internet are never played with the sound above a whisper.

People watch videos at work, while commuting, around their families, and other places where they keep the sound turned off. So add captions and word bursts that deliver the same impact - all in complete silence.

Ready to create an animated video that speaks for itself? Connect with NextThought Studios for a custom quote, and let’s start brainstorming.

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Max Bevan, B.B.A

Written by Max Bevan, B.B.A

Max heads Business Development for NextThought Studios and is a video marketing specialist with an in-depth knowledge of marketing trends and a comprehensive background in video production. He has a direct eye for creating innovative and entertaining videos with commercial appeal as part of high-impact marketing campaigns. Having worked on videography projects for the University of Oklahoma and Gaylord Hall Productions, Max now uses his in-depth knowledge to help clients understand how to use video elements to tell their stories. Max is noted for being adaptive to any situation, and he specializes in sales and client relationships.