Ever since animation has taken over the media landscape, multimedia as a whole has evolved in terms of how brands express their story, product, and other offerings.
So much so, that multimedia animation has now become an interesting playground for marketers and businesses to try their hands on a variety of animated content styles available.
You ask why? Well, there comes into the picture a scenario where characters & other graphic elements are made to create a fluid moment.
This dynamism and richness of multimedia integration in terms of user experience serve as a feast for viewers’ eyes, thus driving them to the desired action.
Now this poses a question: Is it evolving on a level where brands can leverage its availability for their benefit?
Let’s check out…
What is Multimedia in Animation?
Multimedia is the fusion of diverse forms of media such as text, videos, images, and audio.
Briefly, multimedia in animation occurs when these media elements are synced together with the illusion of multiple moving pictures in a sequence.
So from the brand’s perspective, it offers them an opportunity to communicate their product’s USP and increase engagement opportunities.
Why Mix-media or Multimedia Animation is evolving?
It’s 2024 and we are witnessing mind-blowing stories of technological advancements that have paved the way for new definitions of visual engagement for customers.
As user expectations change, animation displayed through a variety of media has helped brands communicate with their target audience.
And this is why multimedia animation seems to evolve given how easy it has become for brands to leverage captivating visuals in the face of animated pieces, further bifurcated into explainer videos, animated GIFs, commercials, product demos, etc.
So if you look at its widespread usage, you would recognize another force that is fueling the evolution of animation which is – The rise in demand of animated content for mobile devices.
Let’s understand the most prominent types of animation that are currently dominating the market.
Types of Animation in Multimedia
Broadly, there exist 6-7 types ranging from 2D, 3D, Stop-Motion, Motion Graphics, Kinetic Typography, Motion Capture, Cut-Out Style, etc.
While each animation style boasts unique characteristics, brands in the past decade have carefully chosen the style that complements their identity and product offerings the most.
Here’s the breakdown of each style:
1. 2D Animation
In simple words, 2D animation involves the creation of moving images in a two-dimensional setup.
This artistic setup has been often related to the traditional style of animation as width and height is the key factors here and has been in use for decades now.
If we talk about multimedia animation, 2D animation can be creatively used to create appealing characters and background illustrations, thus creating an immersive experience for the viewers.
Such an environment would effectively help brands visually engage the target audience and convey a wide range of emotions within seconds.
2. 2.5D Animation
The 2.5D style stands as a mid-point between 2D and 3D animation.
Here, visuals such as objects and characters are presented by animators in an illusion of 3D in a flat 2D perspective.
This illusion of 3D allows them to offer an immersive viewing experience to viewers as these videos now carry dimensions and depth which isn’t present otherwise in 2D animation.
Among technology brands, 2.5D animation is relatively famous as it allows them to demonstrate their complex product’s functionality with ease.
3. 3D Animation
Unlike 2D, 3D animation involves depth alongside width & height where in a three-dimensional space where all the graphical elements in the likes of icons, illustrations, characters, etc., carry a sense of depth & realism.
Now this style can be commonly found in explainer videos, animated commercials, movies, video games, architectural blueprints, product design, event planning, etc.
By using 3D animation, an animated video production agency can help business organizations stand out from the competition by offering them a more realistic environment where characters possess lifelike qualities.
This would help them convey their brand story more engagingly and humanely.
4. Stop Motion Animation
This is a prominent technique that has gained momentum, especially in the product packaging industry. Here, the placing of physical objects is manipulated and photographed one frame at a time.
As a result, this sequencing helps create an illusion of objects moving by themselves whereas in reality, they have just been sequenced and later animated to create a realistic effect.
Stop-motion animation in multimedia generally involves the use of puppets, clay figures, props, and even real products at times.
It’s a great technique to add uniqueness to how a brand promotes its products and enhances its marketing campaigns.
5. Motion Graphics
As the title suggests, motion graphics is mainly all about the usage of graphical elements, text, and images which are then animated to convey information engagingly.
The usage of motion graphics is widespread leading them to become one of the top choices by marketers when it comes to demonstrating a complex product’s functionality or a lengthy business concept.
Majorly, the motion graphics style is integrated into animated SaaS videos, quick brand commercials, business presentations, dedicated user interface videos, etc.
Their ability to guide users through complex product or dashboard navigation has been far recognized by especially industries such as SaaS, Cloud, FinTech, Blockchain, Logistics, etc.
Top industries leveraging Animation
in Multimedia
1. Advertising & Marketing
Brands can create animated marketing collaterals such as animated product videos, promotional GIFs, and actionable commercials and create appealing experiences for the target audience.
Here’s how the use of animation in multimedia can be justified –
A ton of industries ranging from pharmaceutical, and data science to supply chain and HR and many more, can take advantage of using animated videos for their needs.
2. E-Learning
What’s better than breaking down the jargon and other conceptual complexities into digestible terms, thus elevating the level at which educational content is served to the viewers?
Well, by using animation in multimedia, customers can be at the receiving end of engaging and interactive animated content in the form of educational videos.
3. Entertainment
The trend of using animated content in the entertainment industry has gained considerable momentum, thanks to its dynamic usage.
Certainly, animation is a cornerstone of this industry in general, it can be used in movies, creating animated music videos for artists, and also to tell stories in an animated cartoon format.
4. B2B [Business-to-business]
Since this industry involves the use of standard marketing tools for better communication with stakeholders, the concept of animation in multimedia just fits perfectly.
By creating goal-friendly B2B videos, businesses can enhance their meetings, and presentations, and place themselves in a better position of striking long-term partnerships with their prospects.
Role of Mixed-media Animation in boosting user engagement
1. Visual Appeal and Attraction
If you want to catch the attention of viewers immediately, animated elements can be your best choice.
Vibrant colors and dynamic movements of elements help create a sense of appeal, thus encouraging viewers to explore the website/video further.
2. Increases information retention
Here’s a mixed media animation example – Notice how the mixture of visual and sound elements helps the brand showcase its journey and increase the information retention levels of its target audience.
Each element is synced in a manner that hooks the viewers’ attention till the video’s completion, encouraging them to visit the website in the end.
Now this has a lot to do with how these videos smoothen the viewers’s experience in remembering the content presented to them via multi-format visuals.
3. Beats Low Attention spans
Today’s marketing scenario requires brands to cut across the fluff and communicate their message quickly.
This is exactly when mixed media videos help brands bypass their viewers’ short attention spans, and allow the rapid delivery of information.
What’s more interesting is that by integrating these videos into campaigns, marketers can confidently create long-form content because they now have the backing of mixed visuals.
4. Storytelling and Narratives
Storytelling and animation go hand-in-hand as static visuals or text alone do not possess the power to engage people.
By integrating characters and scenes, animations can help communicate a brand’s story more impactfully.
5. Emotional Connection
This has to be the biggest benefit of using multimedia animation is their ability to connect with viewers on an emotional level.
Doing so, relatable expressions and movements can help generate empathy and an ever-lasting bond with the audience.
6. Boosts social media engagement
A fusion of multiple elements such as motion graphics, text, footage, cutouts, etc., forms the heart of mixed media videos.
This combination of engaging elements results in a dynamic piece of animation, allowing brands to grab the audiences’ attention more efficiently as compared to traditional social media videos.
These videos become versatile for sharing on multiple social media platforms, thereby boosting social engagement, shareability, and also, traffic on the brand’s website.
In turn, the social signals generated via engagement on these multimedia videos also amplify the reach of a brand’s social media campaign, thus exposing the brand’s visibility to a larger audience set.
Conclusion
To put it simply, incorporating animation in multimedia formats does require a planned approach.
The reason is – Your animations must align with your brand’s purpose and should be in a fine state of balance between visual appeal & reachability.
And if done right, this could largely elevate user engagement in a manner, thus making the content memorable and refreshing for the viewers.
So are you planning to get a multimedia animation video created for your brand?
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