WHY BRANDS ARE FINALLY TAKING ANIMATION SERIOUSLY

For years, animation was seen as something created mainly for kids or entertainment but today, the marketing world has changed. Brands, both global giants and small businesses are now using animation as a major communication tool. They are taking it seriously because it works. It makes messages clearer, stories stronger and  brands more memorable. One major reason for this shift is clarity. Animation helps brands explain things that are normally hard to understand. A good example is Google’s product explainers, where animation is used to break down complicated processes like data storage, cloud systems or AI tools. Instead of long paragraphs or technical terms, animation turns the message into a simple visual language.  Another reason is emotional connection. Animation can create feelings quickly and deeply. Think about Coca-Cola’s holiday animated ads; they are warm, nostalgic and emotional, even without real actors. Animation lets brands control the mood, pacing and expressions in ways live-action cannot. This level of emotional precision makes customers remember the message longer. Flexibility is another big advantage.  Digital platforms have also made animation more valuable. Social apps reward content that keeps viewers watching and animation naturally grabs attention. Spotify Wrapped’s animated motion graphics are a good example. Their yearly campaign goes viral globally because of its bright, bold animated style. Animated videos have higher retention and share rates, making them perfect for today’s fast-paced digital audience. Brands are also using animation to tell cultural stories in fresh ways. Technology has played a major role too. New tools have made animation faster and more affordable. Studios no longer need massive budgets to deliver high-quality work. Even small companies now use animation to compete globally. The rise of studios like Triggerfish Animation in South Africa and Kukua, the team behind Super Sema, proves that African animation is rising because technology has opened doors that were once closed. Audience behaviour has also changed. Younger generations grew up with animated content everywhere from games to apps to YouTube. Animation feels natural to them. This is why brands like Nike, Apple, Meta and Netflix now use animated storytelling to speak the language of Gen Z and Gen Alpha. If a brand wants to stay relevant, animation helps it connect with the mindset of today’s digital audience. Ultimately, animation has moved from being “just creative” to being strategic. It helps brands communicate clearly, build trust, tell deeper stories and stay ahead in a crowded market. Animation is no longer optional. It is essential.