In the early stages of television, adverts were mainly live theatrical broadcasts featuring actors that recommended items to be purchased. Animation was mostly reserved for comic strips and movie theaters, where they were shown before the film. Back then, animation was expensive and impractical, which restricted it from becoming a common advertising format for some time.
In fact, it wasn’t until the 50’s that the huge potential of art and animation within the advertising world was discovered. From that moment, animation became more and more popular among advertisers, particularly with the advent of television.
Popular characters such as The Flintstones had been featured in adverts since the Fifties, when the “modern stone-age family” enjoyed a modern stone-age cigarette in an age before anti-smoking groups highlighted the health risks of smoking. The Flintstones was the first successful prime-time animated series in the United States, running from 1960 to 1966 (and in reruns since then). Many networks followed the show’s success with other cartoons in the early 1960s, including Scooby-Doo, Where Are You!, The Jetsons, Top Cat, and The Alvin Show.
50 years later, the advertising world has undergone a profound transformation. Most of the beloved shows cited above are gone. However, animations are more important than ever not only in advertising, but in the broader world of marketing and communication. In fact, the video format is increasingly used in many marketing strategies, in the most varied types of businesses.
Why are animated videos still so powerful, more than fifty years on? You can find some answers below.
The good old times
We all loved cartoons as kids (and as adults, in many cases). They make us feel like home. They relax us, taking us to a light and fantastic dimension full of memories.
Well, this important emotional heritage can be used for your marketing purposes. Animated movies can entertain your public as no other format can, while you are free to convey the messages that matter most to you.
Hey, that character looks like me!
Show characters that share similarities with your audience. It’s a strategy that is as old as effective. This principle – that is the very core of any successful narration – has made Hollywood and all the movie industry a fortune. It’s all about leveraging the identification process that is fostering your audience to sympathize with your ‘heroes’, the protagonists of your story, whether they are in a book, a TV show or a marketing video for your brand.
To be successful in doing so, animation is your best weapon. Only with cartoons can you freely create and adapt your characters in the way that best suits your customers’ needs. This will make it easier for you to create familiarity, making your story more powerful. The result: maximizing your audience’s engagement and, ultimately, achieving your business goals.
Do you think that creating animated videos is complicated and expensive? Take a quick look on Doxee’s Pvideo page. You will change your mind in less than five minutes, seeing how video can easily generate that unique and precious sense of familiarity and trust – thanks to all the additional personalization features.
Ok, animation is perfect for the consumer. But what about B2B?
Since using animations in your video marketing strategy is one of the most effective ways to connect with people, you could assume that they are perfect for B2C only. What is too often forgotten is that behind every business there are just… other people. That’s simply why animated videos are a great choice for professional recipients as well, particularly when the marketer’s goal is to humanize content, making it more empathetic.
To further add potential to your videos, you can opt for motion graphics as a way to increment the professional aspect of your content while telling complex stories in a concise way. In this way, you’ll be able to combine the emotions of cartoons with the reliability and clarity of motion graphic elements.
Everybody has their own hero
You can be a fan of Batman, Sailor Moon, or Hayao Miyazaki’s Studio Ghibli characters. They have completely different personalities, but they all have one thing in common: the ability to stir emotions and engage.
In the smallest ways, this is every video marketer’s mission: create characters with a strong personality that people can love. Business-wise, these fictional characters (or even real, like in this case!) can deeply affect the way consumers perceive your brand. Whether you market fancy cars, sport apparel or wheel nuts, an animated video will bring some magic to your company, making it more human, familiar, and fascinating — just like your favorite childhood cartoons.
Is there anything more important than this in marketing?
PS: I almost forgot. If, besides nice words, you need some numbers to justify a video marketing investment to your director, take a look here.