Why are share plan animations so effective?

2 February 2018

Amy Brimble

Today animation is one of the most effective forms of media being used in internal communications, including share plans. We’ve seen a huge spike in demand amongst our clients and the results speak for themselves. So just what is it about animations, and specifically share plan animations, that are so successful?

Animation brings concepts to life in a way that text rarely can  we harp on about taking tricky topics and making them simple and easy to understand whilst engaging your audience. Well animation is like our perfect accompaniment as it does just that. With the help of animation, you can tell a story in its simplest form and easily show how plans and processes work with the help of characters, graphics, voiceovers and music. Unlike human actors, these characters and objects have no real age, race or nationality, they are neutral, appealing to all types of people in all types of places. Animation is so powerful because you take your audience on a journey in a way that captivates and makes them believe and hopefully after watching, take action. Who in their right mind doesn’t love the classic Pixar Animation Studios ‘Monsters Inc’ or wasn’t moved by ‘The Snowman’? The visual wizardry captures your imagination and you become transfixed. When it comes to share plan animations, employees undoubtedly benefit from complicated subjects being explained visually.

It resonates with different audiences – some people don’t learn by reading, and some situations aren’t suited to a written description. More people than ever are using animated video to give instructions or explain complex topics and we are more aware of video than ever. In fact, almost 50% of internet users look for videos related to a product or service before visiting a store.

The idea of employees watching quick share plan animations that take them through an overview about how the plan works and what they need to do next, is I’m sure a lot more appealing and easier to digest than trying to read a 24-page brochure, which is often full of copy and not particularly stimulating. Four times as many customers would rather watch a video about a product or service than read about it, and here at Stitch we understand why!

A few weeks back I witnessed a very flustered Lauren (one of our talented Account Managers), trying to fold up her Brompton bicycle. After several rather stressful attempts and just before the bike was shown the door, Lauren whipped out her phone and did a quick search for an instruction video on YouTube. Needless to say, the bike was swiftly folded up in about 30 seconds flat and lived to see another day!

Your employees are consumers and consumers expect video content – a staggering 55% of us watch videos online every day. That’s a huge potential audience out there for any business to reach out to, and it’s no secret that global marketing campaigns are increasingly turning to video content. When Spotify landed in the US, they released a brilliant animated intro video to promote their music app. This was without doubt the most effective way to explain what they were all about. It had no voiceover, just great music and lots of fun, clever visuals. Once the 60 second video had finished you knew exactly what Spotify was, how it worked and how to get your hands on it. This is a great example of how video can explain a topic quickly, whilst captivating your audience. Share plan animations don’t need to be any different.

Phones and tablet technology has improved immensely in recent years. Since the first iPhone was launched in 2007, smart phone technology has created a new market and new possibilities for viewing video content away from desktop or laptop computers. Video is accessible everywhere, we see it on our phones, in shops, at work and even on public transport. YouTube has also educated us about the power and possibility of video. According to YouTube, users watch more than 3 billion hours of video per month. I dread to think how many of those hours are devoted to the Stitchers watching hilarious dancing cat videos!

Sight is our most dominant sense – make the most of it. Many studies have found that retention of information is high after watching videos because the information is transmitted to the brain in auditory and visual form, they hit all the important senses! In a particular study that looked at audio only, people were able to recall 50% of the information provided, while in another study that looked at visual only, they were able to retain a higher figure of 80%.

This supports molecular biologist John Medina‘s thinking, that vision is our most dominant sense, it takes up half of our brain’s resources and visual information is processed 60,000x faster than text. He believed that we learn and remember best through pictures, not through written or spoken words. There is also the theory known as the Picture Superior Effect, in which experts believe pictures and images are more likely to be remembered than words. Rather than read another paragraph from me on the subject, let’s practice what we preach and watch a video that explains the theory further.

In a fast-moving work environment, share plan animations are a quick, simple and engaging way to stand out and talk to your employees and that’s why for us at Stitch, animation is king. It lets us tap into the visual side of your employees’ brains, making messages easy to digest and retain and it delivers serious results.

If you want to see our latest creations or find out more about how animation can support your next share plan campaign, get in touch.