ATYPICAL

Grown-ups Like Cartoons: Why Animation Resonates With Audiences

By Sarah Malcolm
The first time I heard animation was the next big thing, there was this, “really?” moment. Then I started thinking about it and realized not only does it make complete sense, but that we’ve been experimenting with animation in the business world for years. Animation in digital marketing conveys serious information in a way that is fun and sticks with your audience. Why does it work?

The first time I heard animation was the next big thing, there was this, “really?” moment. Then I started thinking about it and realized not only does it make complete sense, but that we’ve been experimenting with animation in the business world for years. Animation in digital marketing conveys serious information in a way that is fun and sticks with your audience. Why does it work?

The nostalgia factor

I can't help but this resurgence is related to my generation trying to capture some of the fun of our youth. Who didn't watch Saturday morning cartoons growing up? But Pixar, Disney, and Nickelodeon don't have a monopoly on animation. Anyone can do this! Did you see our recent partnership with Sea Monster? I'm super excited about it.

Attention spans

Here's reality: Studies have found we now only spend 8.25 seconds paying attention to something. Wow. Soon, our attention spans are going to be shorter than a goldfish.

But seriously, the real challenge is getting people to stick with something. How do we do that with our digital marketing? With something fun and novel. Something like animation.

Paint your story

At its heart, animation is about storytelling. These videos and graphics describe the evolution of a business, the goals for the future, and the challenges faced. They're just doing it in a different way than a lecture or plain-jane slideshow. Think about how much information a single emoticon shares in a text message!   

Watch this animated ad by Lyft. It’s showing how Lyft solves problems for passengers and drivers.

It’s not rocket science

Animated videos break down some pretty complicated stuff and make it easy to grasp.  We all know commercial real estate can be very technical. The animated explainer video uses motion graphics to take something complex and put it into simple, understandable terms that Inspire action in the viewer.

Need proof? MuleSoft used animation to explain API.

Break through the ad sensor

Another advantage to using animation in digital marketing is what Fudge Animation calls the “internal Adblock.” Question: do you even read the popups that are pure on your screen anymore?  Probably not. You have conditioned yourself to shut them down so you don't even read the offer anymore. People become conditioned to block the constant stream of digital advertising messages.

But this filter doesn't include animation. A viewer doesn't immediately recognize that, “hey, this is advertising!” We are conditioned to view animation as entertainment, not marketing.  

Relate to your audience

But there's a second factor at work here.  When you use an actor or a real person in your videos, not everyone is going to connect with that person. Animation allows you to make characters that are generic and distant enough that more people see them as relatable. You can customize the character to really reflect your real audience. 

Animation is fun and different yet still informative. Why not give it a shot? Connect with your audience’s emotional memory. You can't tell me that watching a cartoon has it made you smile before. Let’s talk about what animation and 2D art can do for your business.

Back to top