Animation is often overlooked when planning a marketing campaign, meaning that many organisations can miss out on using this powerful tool.

When Google launches a new product or service, it often bases its marketing campaign around a single piece of content, an animation.

For Google, animation allows it to explain a new idea in a succinct and clear way to a wide audience. It’s the best way to communicate their message.

Take a look at the animation for Google Offers…

The reason that animation works so well for Google is that its products are not tangible things. You’re not buying a thing, you’re buying a service… an idea.

But explaining ideas is difficult; have you ever found yourself in a coffee shop scribbling on the back of a napkin as you explain an idea to a friend?

Well, that’s exactly what animation is about – talking and drawing at the same time. 

Imagine having to explain how interest payments work on a bank account or illustrate how a new drug targets cancer cells. These things are difficult to describe but animation can show people, not just tell them.

And it’s not just tech companies that benefit from animation. People are increasingly using it as a powerful tool for marketing… 

Books:

Explaining social problems:

Driving traffic to websites:

As people start to use animation more, we’re seeing some great examples but also pretty terrible ones too. The key to making a successful animation online is knowing what you want to achieve and keeping it short.

Like any good piece of marketing it should act as a conduit. There should be a way into the animation, perhaps a placement on a blog or Facebook, and a way out, this is often just a link at the end or request to pass the animation on to a friend.

The other key to a successful online animation is knowing your audience. Make something they’ll enjoy and learn from. If you can do that, they’ll do all the sharing for you.

For more information about the animation process, take a look at my article Making Animation for the Web.