Improving Shareholder Communications with Animation [Updated]

7 min read

E.ON Image with UK map and clouds

It is well known that animated video can be used to improve general marketing or communications, but it can be particularly effective when it comes to shareholder communications. 

This topic is especially important in the current climate, where social distancing and national lockdowns are making corporate governance difficult. Not to mention, overall confidence is low and the smallest miscommunication (or lack thereof) can have a big impact on a company.  

Below, we will outline the importance of communication with shareholders in a difficult time and how animated video can be an integral part of this communication strategy.  

Animation delivers a clear message

One of the best reasons to invest in animation is the ability to deliver a message in a simple and clear way. It’s common for online communications to be interpreted in different ways. This is especially the case if you are a global brand and you are communicating to people in a language that is not their first, or even second.

Animation allows you to fit a complex message into a short video, which will help capture and maintain the attention of the viewer. It can also be easily altered to reflect different languages or tone of voice if needed. Trying to accomplish this with live-action would be complicated with social distancing and costly to produce.

Hayfin Animating Data

Shareholder Communication with Animation creates a lasting impression 

Animated films have a tendency to stick in our memories for years – the cartoons of our childhood persist and age much better than live-action equivalents. This is because animation can be timeless, capable of triggering deep emotional connections.

Because of these cherished childhood memories, there is a misconception that animated video can only be childish. But this isn’t the case. A well-crafted animation can be sophisticated and engaging, capable of leaving a lasting impression on shareholders.

Stylish motion graphics and kinetic typography increase the chances that essential pieces of information will be delivered effectively as compared to traditional forms of communication. This can include emails, which tend to get lost, forgotten or buried or lengthy reports, which may not hold the attention of the reader for very long. 

Plus, companies with highly effective communication have had 47% higher total shareholder returns than firms with less effective communication. So, finding ways to improve this will have measurable results for your business.

Delivering Animated Video for Effective CSR Communication  

Let’s take a recent film we designed for Turner & Townsend as an example. This multinational consulting company approached us to work on an animated film to highlight the company’s CSR initiatives, which, in the end, was delivered as a kinetic type animation. 

In previous years, the communications around CSR were often long, text-heavy and struggled to engage those who hadn’t been directly involved. However, with the help of some playful and engaging animation, the initiative was a huge success.  

The CSR team shared the final video on LinkedIn and received 50,000 views organically. At nearly twenty times the number of employees, the engagement levels far exceeded all past attempts at a CSR video. 

Shareholder Communication with Animation delivers a timely message 

Since videos are easily shareable online, it can be a great solution for communicating with key stakeholders and team members who are in far-flung corners of the globe. It’s also useful for those who do not always have time for meetings. In fact, 59% of executives say that they now prefer video over any other form of business communication. 

An example of the type of video you could create is an explainer to present the strategic plans for your business as it adapts to a new virtual world. It could outline the changes you intend to make in the short and long term, as well as what you are doing to remain active and profitable.

During these difficult times, it’s important that all businesses, especially public companies, address issues quickly and create a plan of action to help maintain a high level of confidence and shareholder engagement. 

It can use humour to improve engagement

If you are familiar with our animation, you know that we don’t shy away from using humour. Clients often tell us that their past business communications have been overly serious and repetitive, making it difficult for everyone to stay motivated and engaged.  

It is also a time where light-hearted communication isn’t frequent, so investing in something light-hearted will make it that much more effective to capture engagement.  Plus, keeping your message playful will show off your tone of voice, helping a key group of people connect better with your brand and your values.  

Bringing waste management to life

Let’s use the animated films we created for Grundon, the UK’s largest and most established waste management suppliers, as an example.  

They wanted animated explainer videos to communicate the complex processes used in waste management in a playful, accessible and engaging way. Our copywriter created a script brimming with possibilities, which provided a springboard for an illustrative style that is bright, energetic and full of fun. 

Opener from animated explainer series for Grundon

In the end, we were able to communicate a complex process while showing a light-hearted side to a recycling and renewable energy company. By committing to a series about their operations, Grundon showed how seriously it took waste management, which certainly established trust with both internal and external stakeholders.

Ready to get started? 

If you are considering improving your shareholder communication with animation, then we’d love to hear from you. You can contact us here or book a meeting with Content Creature’s strategy partner here.

Want to continue reading? Check out our blog on how to maximise ROI using animated content here.