Stop Motion

Start Stop Motion

Photo of Anne Marie Purdy

BY Anne Marie Purdy

June 20, 2019

Creative Digital

Social media feeds are busting at the seams. They’re cluttered and loud—brimming with brands aggressively vying for attention. As a result, users have become acclimated to scrolling absent-mindedly past content that doesn’t immediately engage their eyeballs or grab their attention. This gives brands and marketers just a split-second to catch a user’s attention or else risk getting swiped without a second thought.

So, what’s the best way to get a user to stop scrolling? Answer: add a little stop motion animation.

While video is perhaps the most impactful medium for creating content, simple animations are easier to scale, and often a more preferable option for brands that are active on social media.

Here are a few brands using simple animations to great effect.

J.Crew uses animations with a clean aesthetic to subtly draw attention to its main message or product. More engaging than a still image, the simple addition of motion helps create a stronger connection between audience and content. It allows J.Crew to develop a more captivating narrative—even if it’s something as fun and delightful as Father’s Day, which they brought to life with a stop-motion short video that felt perfectly nostalgic. And for Mother’s Day, a totally different treatment felt equally appropriate. These two executions showcase how a brand can bring holidays to life and remain on brand.

 

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Love it or hate it, Buzzfeed has undeniably emerged as one of the smartest content creators on social media today. Though perhaps best known for its listicles and quizzes, Buzzfeed brought out “cooking made simple” video content (published under the Tasty sub-brand) that emerged as one of the most recognizable and imitated social media trends. The stop-motion style changed the food world from a content creation perspective and is apt to change more industries as well.

 

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And then there is Pressed Juicery, with 300k+ followers. They provide a best-in-class example of how minimum animation can be effective for gaining attention. Not only does this stop-motion video grab attention, but it’s just a few simple movements for a promotion that gains a lot of traction.

 

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Fast paced, visually captivating and immediately actionable for users, not only do these videos capitalize on a universal human behavior (drooling over delicious food), but the templated creative approach requires little in way of props, talent or set design—ultimately helping brands create these videos at scale.

Whether you’re brainstorming for your next campaign or looking to give your social content calendars some legs, animation is a powerful tool that helps catch users’ attention, drive up views and engage your audience.

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Photo of Anne Marie Purdy

BY Anne Marie Purdy

June 20, 2019

Creative Digital