You know your stuff, so you already get why video can work powerfully throughout the ‘Flywheel’ (the upgrade on the HubSpot funnel approach) to attract, engage and delight supporters.
You’ve seen how video, for the most part, generates more engagement on social media. You also know the importance of continually optimising and testing your content. So that’s great, but video takes time to develop and doesn’t come cheap. Or does it?
Animation is a quick way to create more video content and in particular, micro-animations (5 to 15 second animated clips), allow you to create and test bite-size content to see what resonates the most with your audience. From there you can build on the most well-received concept.
Here’s how some of our charity clients have used micro-animations to great effect:
Hospice UK needed a fun way to engage their followers on social media for various events through the year. They recognised the relationship-building value a simple ‘Thank you’, ‘Good luck’ or ‘Congratulations’ can have with their supporters and those were exactly the messages we used to create three different, but cohesive micro-animations. Here’s an example of how they congratulated their supporters after the Virgin Money London Marathon earlier this year.
It’s also an effective means of promoting bespoke events, as two of our charity clients have recently demonstrated in a rather colourful way!
Evelina London Children’s Hospital (part of King’s College) challenged schools to hold a ‘Get Colourful’ dress-down day to join in their 150th birthday celebrations to help make a difference to thousands of children. Some unique characters were created for the animation to tell the story, with some simple messaging and a call-to-action at the end. Besides using the animation across their social media, they also made use of the design within their event landing page.
Royal Air Forces Association
Royal Air Forces Association needed a punchy micro-animation to help promote their RAFA Colour Chaos charity run. It was important to include key messages around the event to help educate the viewer about what makes the race unique, point them to the social conversation with the hashtag and also direct them to sign-up. The hero of this creation was the animation of the event logo with some cheeky music and well-timed motion graphics rounding things off.