The online world has become a barrage of endless ads and marketing messages battling for our attention. How do you break through all the noise? If you’ve recently rebranded, you’re ahead of many B2B companies with dated branding and messaging. If you want to make your B2B marketing stand out even better, animation is an effective way to turn your head.
That’s because we’re naturally drawn to exercise. We notice it and make us pause and evaluate. It’s an evolution hardwired into our brains from a time when movement could pose a threat to life or death. Although we no longer run from saber-toothed tigers, our brains continue to respond to movement. A study by Intel found that digital signage captures 400% more views than traditional signage.
Still convinced? Let’s examine a few ways you can use the power of animation in your B2B marketing.
Stop scrolling with animated ads
In today’s digital world, consumers are bombarded with endless amounts of ads and messages. Even a well-designed ad, while effective, has an uphill battle when it comes to standing out. If there are no clicks in your ads, adding motion can greatly improve results.
At what time? An experiment by Crello showed that their animated ad attracted 1.5 times more clicks than their static ad. Although the animated version reached far fewer users, twice as many clicks were registered as in the still image. In the following example the difference is easy to see. As a static image, it’s a great eye-catching display. However, adding movement takes it to another level and gives it new life. And aren’t you forced to keep the animation through to the end? This is due to the strong need of the brain to hold on to something. Animation is an effective thumbstopper.
Spice up those emails
Nowadays it can seem like a Herculean task generating conversions for an email campaign.
Enter the GIF.
A study by Style Campaign found that animated video previews can increase email campaign click-through rates by 26%.
Now I know what you’re thinking Don’t GIFs have compatibility issues? The good news is that, with the exception of a few older versions of Outlook, the animated GIF support is pretty solid for all major email clients. The older versions of Outlook only show the first frame of your GIF. As long as the first frame looks good as a standalone, no one will be the smarter.
Here are examples of how bigger brands are using animation in their email marketing.
While GIFs can put a heavy load on your email at times, there are ways to reduce the file size. That said, there is definitely a time and place for GIFs. When used purposefully rather than as a frivolous design element, they can be an effective way to get a message across.
Give your website personality
CSS and HTML 5 animations for websites are nothing new, but they are rarely used by B2B companies. Sure, your site might be fine without them, but a site with movement and micro-interactions makes for a more engaging UX. Well-designed icons are great, but if they are animated as you hover over them, you have created a more impactful experience.
Here is an example of some animated icons and buttons my company created for Sphere Manufacturing’s new website.
Micro-interactions are moments of movement that keep users busy while improving site navigation, drawing attention and creating an emotional experience. Every time you find a button moved or a menu opened, micro-interaction occurs. When done right, micro-interactions can make the user feel positive about your brand. This attention to detail distinguishes an exceptional website from an average one.
Reuse existing content
Publishing new content is a great way to stay up to date and keep your customers motivated. At Stryve, it is very important to us to keep releasing new content to stay one step ahead of the game. Whether it’s our weekly blogs, Instagram posts or videos, we’re always finding new ways to deliver content. We recently took up a blog about social media demographics and turned it into a fun parody of the game show Who Wants to Be a Millionaire.
Creating new content is very valuable, but not always possible due to the time required. If you don’t have the resources to create something new, you can always use animation to breathe new life into your existing content. That dense white paper that nobody downloads? What if the same information was presented as an animated video on LinkedIn? According to a 2020 report by Wyzowl, 84% of people say they bought a product or service after watching a branded video. Regardless of whether it is new or old content, keeping content up to date so that users can consume it is a great strategy.
Invest in animation for your marketing
Over time, the online world only gets louder. With businesses increasingly shifting towards online engagement, having killer creatives will be a tremendous competitive advantage for B2B companies. It’s not enough to have a fancy new logo. An engaging online experience will keep you updated. If you want to take your brand experience to the next level, you should invest in animation.