You want your customers – and potential customers – to stay engaged with your content and give their undivided attention. But thanks to the days of instant everything, this is getting MUCH harder to do. That’s why most companies are starting to introduce eye-catching motion graphics videos into their content marketing strategy.
It’s said 65% of people learn visually – which is great since 90% of information is transmitted to our brains visually. Video content that incorporates motion graphics animation is a perfect way to capture the attention of viewers. Motion graphics is versatile in terms of style application and can be used for anything from explainer videos to product demos.
Today we’ll explore a bit about what a motion graphics video is and how to best utilize this style!
Animated Video Styles
When it comes to animation styles, there are so many variations out there:
- 2D animation: This type of animation is the one you’re probably most familiar with. According to Learn.org, 2D animation is defined as: “2D, or two-dimensional animation is a combination of artistic technique and media design that creates the illusion of movement in a two-dimensional environment. By sequencing individual drawings together over time, characters, backgrounds, objects, and effects look as if they are moving. This is commonly done for animated movies and television, but it is also seen in video games, websites, mobile apps, and advertisements”. Read Levitate’s article on 2D animation here.
- 3D animation: The process of placing objects and characters in a 3D space and manipulating them to create the illusion of motion. Read more about this video style here. Here is a video example we created that showcases 3-D animation:
- Motion Capture: Motion capture is used in films such as Planet of the Apes, Avatar, and Lord of the Rings. This involves dressing actors in suits that track their movements in order to recreate them with computer graphics. See our behind the scenes video of our production on Linden Labs/ Second Life here:
- Kinetic Typography: A typography animation is simply the animation of text – like in the opening credits or title sequence of a movie. A primary example would be the opening scroll in Star Wars. However, this type of animation can also be used to create explainer videos.
As for motion graphics video…
While the word 2D and 3D animation has focused on long-form character-driven feature films, there came a growing need for short-form video content that businesses could use to advertise and promote their business. That’s where motion graphics came in. Featuring moving text, images, and simple illustrations, motion graphics were the solution businesses were seeking to adapt to the digital world. Rather than conforming to the long-form character-driven narratives produced by big movie studios, motion graphics created a space for moving advertisements. They could essentially be seen as a graphic design that moves. But as explainer videos began to dominate the space of motion graphics, the demand for character animation began to grow. To fill this need, and accommodate the tight timelines and economical budgets of small businesses, motion graphic artists began employing simplified character animation for their videos. Thus, we’ve reached the world of motion graphics as we know it today.
Check out an example here:
What Are the Benefits?
A motion graphics video can be an animated explainer most frequently used to simplify complex ideas. Think of a time when you gave a presentation. It might have happened last week or 20 years ago in high school. There is a good chance you used some sort of visual aid to explain a complicated concept. Some concepts are hard to explain even with a visual aid. Moving images can help explain complex ideas. Motion graphics work to clarify things in a short and sweet manner.
This motion graphics example was created for Egnyte for its Data Security.
The main difference between this and more illustration-based animations is the use of basic graphics, motions, and transitions. By using this approach, you can break down the complex concepts associated with data security in a much simpler way, visually matching the voiceover's narrative script.
Here is another example of how we’ve used motion graphics to produce an explainer video to break down a sophisticated idea.
This illustrates Cribl’s points visually and gives the viewer a much greater understanding of how the concept works. Although you may not understand the complexities of data and security, you can instantly visualize what this software does, right?
That’s why video can be a powerful tool when it comes to conveying a difficult idea. Some of the best motion graphics allow you to easily visualize and process concepts. Isn’t that better than reading through walls of text and looking at static images?
Is a Script Necessary?
Depends on the situation. If you’re creating a motion graphic logo, infographic, or Instagram post, you may not need a script.
That said, an effective motion graphic enhances a compelling story, and a compelling story typically has a strong script. So, it depends on what you want your video to accomplish. Much like live-action videos, motion graphic promotional videos should include:
- An introduction
- A problem
- Solutions that don’t work
- Why your solution is their answer
- A Call To Action (CTA)
To increase conversions, motion graphic explainer videos should capture your brand identity and have a script that addresses your offer in a meaningful way.
Motion Graphics Versus Live Action: What Are the Advantages?
There is no right or wrong answer to this. The answer is determined by the complexity of the product or service. It’s natural for people to prefer to work with those they know, like, and trust. Therefore, you can use live-action videos to add a human element to your video and create an emotional connection. But when it comes to data, statistics, analysis, configuration, and data – live-action videos don’t always cut it.
As we’ve mentioned before, visuals help your audience absorb information better than just talking about it. One big benefit of using graphics over filming is you have the ability to visualize things that aren't possible in live-action. It opens up the possibilities of what you can show because it doesn't operate under the same limitations that live-action video production does.
The more visuals you use, the stronger and faster your reaction will be. Emotions contribute to user engagement, which in turn leads to information retention. That’s why we recommend using a motion graphics video in order to reinforce this type of information and enhance memory retention.
Of course, you could always combine the two by overlaying stats and numbers on the live footage (see example below). Such an approach would definitely produce a more entertaining and easy-to-follow video.
How Do You Create Motion Graphics?
Regardless of the type or style of the video, the overall production process remains the same, although there are some considerations to keep in mind when creating a motion graphics video:
- Shape and movement are used to convey ideas.
- For the piece to keep viewers engaged, transitions and sequences should be interesting and catch the eye.
- Scenes should flow smoothly, without interruptions.
If you’re interested in using motion graphics, we can help! Our team of experts is ready to help you create an engaging motion graphic video. Get in touch with us today!