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Awesome Animation! 2

Our survey

Now in its second year, our Awesome Animation! League Table is a one-of-a-kind study – revealing how smart brands and businesses are harnessing the power of animation to create stand out video content across their digital channels.

Using the Superbrands, Business Superbrands, FTSE 100 and Top 100 UK Private Company lists, our panel of expert industry judges looked at the use of animated content on the digital channels of 345 of UK’s biggest and best brands and companies.

Key findings

Our results point towards a sharp rise in the use of animation when compared to the previous year (even when factoring in the increased number of companies in our survey). However, this rise has been coupled with an overall fall in quality.

The biggest surprise however was that the vast majority of the companies surveyed – and even many of our highest-ranking brands – are not making best use of animation on their social channels.

Overall winners

The overall top 10 was again dominated by US tech and digital companies who continue to lead the way when it comes to using animation well – from design, quality of execution and narrative to overall channel use.

Our stand out winner was IBM for its intelligent use of a range of animation styles and for its approach to animation on social channels.

The top 30

Scoring was fairly close in our top 10s, with only 10 points (out of a total of 100) between 2nd and 10th place.

There were also a handful of companies who missed the top 10 by a few points, such as Norton, Siemens, Nike and Costa, but past our top 40 or so companies, scoring dropped dramatically.

Best film

Apple’s series of short animations for Earth Day 2017 pipped Google Translate to the title of best film.

Our judges commended the films for a near perfect balance of simple yet memorable design and animation combined with witty and informative scripts.

Social media

We found that the vast majority of the companies surveyed – and even many of our highest-ranking brands – are not making best use of animation on their social channels. For the minority of companies who are using it well, animation is continuing to give them a much-needed and powerful way of cutting through the clutter on today’s crowded channels.

Lazy design

Our previous survey highlighted how many of the infographic style animations viewed suffered from lazy design, relying on a series of oft repeated symbols.

This year we have seen the rise of something new – ‘toilet door’ people. The use of generic, almost clip-art like, character designs means many companies are failing to bring to life their messages in a memorable way.

Being awesome

We’d love to chat about how we can support you in using animation to grab and keep your audience’s attention. We’re happy to be a sounding board or to give a fresh perspective on your current approach.