What Survey Data and Stats Tell Us About Animated Marketing in 2024
In a recent survey involving 365 seasoned marketing professionals in October-November 2023, we explored the dynamic relationship between marketing and animation to shed some light on it.
The data and statistics we’ve gathered paint a picture and offer an understanding of how animated content is not just a fleeting trend.
Usage of Animations in Marketing
Which Industries Are at the Forefront of Embracing Animation?
23.8%
of marketers who used animated content in marketing are from advertising and marketing agencies.
Which Industry or Sector Best Describes Your Current Organization or Business?
17.5%
of marketers from the tech industry opt for animation for their marketing campaigns.
9.9%
of marketers from the education sector also incorporate animation elements in their digital marketing campaign materials.
7.9%
of marketers in the financial sector acknowledge the value of animation in conveying intricate ideas to their target audience.
7.9%
of marketers in the e-commerce and retail sectors recognize the growing significance of animation in conveying complex concepts to their target audience.
In What Capacity Have You Used Animations in Your Marketing Efforts?
Which Industries Are at the Forefront of Embracing Animation?
60.8%
of marketers use animation for their social media posts.
37%
of marketers have jumped on the animated explainer video trend to turn complex ideas into digestible visual stories.
29.3%
of marketers dial-up creativity with animated interactive ads to invite more clicks and conversion rates.
24.7%
of marketers use animations to improve their website’s user interfaces and user experiences (UI/UX).
24.7%
of marketers strategically incorporate animations to add a dynamic flair to their email marketing campaigns.
21.6%
of marketers add a touch of visual appeal and playfulness to their overall content mix by using animated GIFs.
Exploring the Frequency of Animation Use in Marketing
9.9%
of marketers use animation in their campaigns all the time, with another 29.3% still using animated elements but without prioritizing them.
33.4%
of marketers choose to use animations occasionally, and 27.4% keep it low-key with the rare use of animations in their marketing campaigns.
How Frequently Do You Incorporate Animations in Your Marketing Campaigns?
Takeaway
With a bunch of animation tools hanging around these days, it's like they've handed the creatvivity keys to everyone.
Thanks to these tools, even the underdogs from different industries can slide animation seamlessly into their marketing game.
We’ve listed the tools here: The Complete List of Video Marketing Tools.
Marketing Objectives of Using Animations
The Key Focus of Employing Animation in the Marketing Landscape
Exploring why professionals use animations in their marketing materials reveals a variety of goals.
22.4%
of marketers, the big chunk, use animation to improve audience engagement rates.
18.6%
of marketers use animations to make sure more people know about their brand.
What Main Objectives Do You Aim to Achieve by Incorporating Animations into Your Marketing Materials?
15.8%
of marketers focus on showing off their product features using dynamic visuals to highlight what makes their products special.
14.5%
of others see animations as a way to make complicated ideas easier to understand.
13.7%
of marketers agree that they opt for animation mostly to create a unique and memorable brand image.
13.4%
of marketers said that the main goal of their animated content is to boost conversion rates.
How Effective Do You Find Animation for Your Marketing Purposes?
How Effective Is Animated Marketing in Delivering Results?
We frequently hear that animation has the potential to elevate overall marketing efforts. However, how effective is it really for these marketers?
40.8%
of marketers deem animation fairly effective, while a noteworthy.
24.9%
of others find animation is extremely effective in taking their marketing efforts to the next level.
Takeaway
Just as every business has its unique fingerprint, the effectiveness of animation in marketing is a personalized journey.
Several factors may come into play to give each marketer their own unique recipe for success with animation, such as:
Target audience variability
Brand identity and voice
Product or service nature
Marketing goals and objectives
Budgets and resources
Advantages and Challenges
The Perks of Including Animation in Your Marketing Approach
Now, let’s break down what the pros love most about using animation in their marketing game.
35.1%
of marketers agree that animation helps them better visualize concepts.
22.7%
of marketers believe that the big win of using animation in marketing is that it amps up audience engagement.
What Advantages Do You Associate the Most With Using Animation in Your Marketing Strategy?
11.2%
of marketers love the flexibility animation brings to the table. Animation lets them convey different emotions and moods to add that extra layer of storytelling to their marketing campaigns.
11%
of marketers appreciate animation as a budget-friendly tool, especially when compared to the costs of live-action content.
11%
of marketers are all about the creative freedom animation gives them.
7.7%
of marketers agree that animation increases the retention of information. It's not just eye-catching. It sticks in the audience's mind.
What is the Main Challenge or Limitation You Have Encountered When Using Animations in Your Marketing Strategy?
The Hurdles of Blending Animation Into the Marketing Mix
Beyond the glitz and glamour, the world of animated marketing spills its fair share of challenges, as some marketers also face the not-so-playful side.
35.3%
of marketers find the creation process to be time-consuming.
14.2%
of marketers struggle to find skilled animators they can afford.
12.9%
of marketers agree that the challenge lies in limited knowledge of software and tools.
10.7%
of other marketers’ main hurdle is high production costs. This adds a financial pinch to their animated marketing game.
11.8%
of marketers find it hard to maintain a consistent animation style.
7.7%
of marketers face difficulties in effectively conveying the intended message.
5.5%
of marketers said that they face no significant challenges. They seem to have found a smooth path in incorporating animations into their marketing strategy.
Takeaway
To tackle all of the challenges and reap the maximum advantage, you need to strike a balance between hands-on creativity and professional collaboration.
Navigate the complexities of animation software or communicate with professionals to find that sweet spot.
Approach to Animation Creation
Do-It-Yourself vs. Professionally-Crafted Animation
When it comes to crafting those eye-catching visuals, marketers are split into three camps.
42.2%
of marketers rely on DIY animations. They mostly use stock images, illustrations, and tools to whip up their own animations.
Do You Use Stock Images And Tools (DIY Animations), Or Invest in a Professional Animation Studio?
39.7%
of marketers are striking a balance by mixing up DIY animation with professional animation.
18.1%
of marketers are going big by exclusively investing in professional animation studios and bringing in experts to make their visuals top-notch.
What's the Main Factor That Influences Your Decision To Choose Between Stock Images/DIY And Professional Animation Studio?
Choosing between DIY and Pro-Level: Key Factors to Consider
When it comes to picking between the DIY route with stock images and tools and the pro-level magic of animation studios, marketers are weighing some key factors.
For a significant 34.2% of marketers, it all comes down to the budget.
23.3%
of marketers chase after the sweet spot of animation quality.
18.1%
of marketers agree that it all comes down to the complexity of the animation itself. If it's a complex one, they're more likely to call in the experts to do the heavy lifting.
16.4%
of marketers consider what's in-house. If they've got the expertise on their team, they might opt for the DIY approach. But if not, they're more likely to bring in the professionals.
7.9%
of marketers feel the time crunch. When speed is of the essence, they're leaning towards the quicker DIY option to get things done in a flash.
Takeaway
There's no one-size-fits-all in the animated content game. It's like a choose-your-own-adventure story where you get to decide whether you're the hands-on creator crafting every frame or the savvy collaborator bringing in the pros.
Looking for a list of professional animation production companies (especially explainer videos) that you can work with? We have it here: A Complete List of 100+ Best Explainer Video Companies to Produce Your Video.
Or do you need some AI-powered tools to help you with the DIY animation creation process? Check this one out: 160+ Content Marketing AI Tools to Streamline Your Effort.
Target Demographics for Animated Content
Primary Audience Demographics for Animated Content
58.9%
of marketers have hit the mark with young adults (18-30 year-olds) who resonate with the animated content tailored for their age group.
47.9%
of marketers note the effectiveness of animated marketing in capturing the attention of middle-aged adults (31-50 year-olds), who are responding positively to these efforts.
Which Target Demographics Respond Particularly Well To Your Animated Marketing Content? (Select All That Apply)
31.2%
of marketers find success in their animated content with their B2B (business-to-business) clients.
24.1%
of marketers observe that B2C (business-to-consumer) clients show the most favorable response to their animated content.
16.4 %
of marketers report that animated content is capturing the interest of tech-savvy individuals.
16.4%
of marketers agree that creative professionals appreciate the inspirational value of animated content.
Even though we often associate the word "animation" with childhood and the younger crowd, only 15.1% of marketers believe that their animated content really clicks with children and young teenagers.
9.9%
of other marketers said that the older generation (51+ year-olds) responds positively to animated marketing content.
Takeaway
While younger demographics may exhibit a natural affinity for animated content, its flexibility, and knack for drawing people in make it a handy tool for all sorts of audiences.
The trick here is to understand the specific preferences, interests, and communication styles of target audiences within different demographics.
Budget Allocation
Allocating Budget for the Animated Marketing Advantage
When we talk about the wallet for animated marketing content, marketers have a range of budgets.
The majority of responses indicate that marketers spend some bucks for their animation projects based on a balance between quality and cost—not too extravagant, yet not too frugal either.
However, there are still some who opt for entirely free options, while others choose to invest over $10,000 per month.
26.6%
of marketers choose to roll with completely free options for their animated marketing campaign.
2.5%
of others choose to make it rain, investing over $10,000 each month in their animation projects. They believe that splurging on a professional touch transforms their campaign into captivating visual masterpieces.
How Much Do You Typically Spend on Animation For Marketing Per Month? (Select the Closest Budget Range)
Takeaway
Determining how much a business should invest in a month for animated content marketing is a bespoke process that hinges on factors such as:
Marketing goals
Production methods
Type of animated content
Content frequency
Business size
Industry standards
ROI and Success
The Impact that Animation Brings to Marketing KPIs
Checking in on the real-world impact, incorporating animations into marketing strategies is making waves for the majority of marketers.
Based on the responses we get, most marketers agree animation has the potential to elevate their marketing key performance indicators (KPIs).
35.9%
of marketers see a moderate uptick in their key performance indicators (KPIs), with an additional 29% experiencing a significant positive impact.
Have You Observed a Positive Impact on Key Performance Indicators (KPIs) After Incorporating Animations into Your Marketing Strategy?
Which KPIs Have Shown the Biggest Improvement Since Integrating Animations into Your Marketing Efforts? (Select All That Apply)
The Biggest KPI Gains from Animated Marketing
Diving into the impact zone, marketers are seeing some impressive improvements in key performance indicators (KPIs) since bringing animations into the marketing mix.
42.5%
of marketers experience a surge in engagement metrics, such as likes, shares, and comments.
34.5%
of marketers see a significant improvement in the average time spent on their website after they incorporate animation into their strategies.
34.2%
of marketers see an improvement in brand recall and recognition from their animated content campaigns.
28.5%
of marketers report that animation boosts their click-through rates.
19.2%
of marketers believe that animation significantly increases their conversion rates.
10.4%
of marketers agree that there's a positive impact on their sales revenues after they add animation to their marketing mix.
Takeaway
Just like any other marketing strategy, animated content marketing isn’t a one-time effort. It takes dedication, commitment, and patience before you can finally witness the visible result.
To keep it consistent, develop a well-thought-out content calendar that aligns with your brand's message.
Next Marketing Campaign
Are Future Marketing Plans Still in Motion?
As marketers look ahead to future endeavors, there's a clear consensus on the role of animation.
89%
of marketers intend to continue incorporating animation into their upcoming marketing campaigns.
Do You Still Plan to Use Animation for Your Next Marketing Campaign?
Next Animated Marketing Budget: Double Down or Cut Back?
44.1%
of marketers plan to increase their budget allocation for their animated content next year.
Do You Anticipate Any Changes in Your Budget Allocation for Animated Marketing Content in the Next 12 Months?
39.5%
of marketers maintain the status quo. For these marketers, the budget allocation for animated content will remain the same as they continue with their current financial plan.
16.4%
of others opt for a different approach by looking to trim down their budget allocation for animated marketing content in the next 12 months.
Takeaway
Every marketer has their own take on animation, but incorporating it into your marketing strategy is always a plus.
The key is understanding its dynamic potential to give your brand message a vibrant boost.
Get Ready for Your Next Animated Marketing Video!
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