We are inundated with text online every day, but 65% of people are visual learners. While long-form content is great for SEO, customers do not always retain that information. Combined with text-heavy ads and social media posts, this may mean your target audience is not really fully absorbing your message. This is why motion graphics in marketing are getting so much attention.
Studies already show the power of moving pictures over text. Videos can increase revenue as much as 49%. Motion graphics use the power of video to create short-form content that encourages consumers to stop scrolling and watch. This helps people absorb complex information in only a short amount of time – amplifying your brand’s message.
Thinking of incorporating motion graphics into your marketing campaigns? We provided a brief guide below to help you out.
What Are Motion Graphics?
The term “motion graphic” is sometimes used synonymously with “video content,” but motion graphics are actually a separate entity.
“Motion graphic” is an umbrella term that refers to animated videos. This can be either 2D or 3D videos which can be silent or include voiceover or sound effects. Motion graphics can even sometimes include common content such as GIFs. They can also be more complex. Motion graphics often incorporate 360-degree videos and even virtual and augmented reality.
Types of motion graphics can include:
- Traditional ads
- Promo videos that present a new product
- Explainer videos showing audiences how to use your products or services
- Sales collateral, which includes information about your company, product, and anything else your sales team regularly discusses
What Are The Benefits?
Bring Out Your Brand’s Personality
Brand awareness is about creating a cohesive identity that is reflected across all platforms. Motion graphics allow you to present your brand’s personality everywhere from the script’s language to the color scheme to the voiceover.
Motion graphics present a unique opportunity to really connect with your audience. By creating content people actually enjoy, you foster a deeper connection with consumers.
Studies show that motion graphics can increase brand association by 139%.
Encourage Conversions Through Engagement
Roughly 65% of viewers watch more than three fourths of a video and audiences are 10-times more likely to share videos than written content. A short, engaging motion graphic will keep a person’s attention span longer than a text-based ad or blog post.
This is key in driving conversions. Motion graphics can increase your chances of hitting Google’s front page by 53 times and can double your click-through rates.
Help Boost Long-Form Content
As useful as motion graphics are, long-form content is still important. You cannot explain everything in a short video and longer posts tend to help the most for SEO purposes. However, long-form content can benefit from including motion graphics.
Adding graphics in-between longer paragraphs and sections gives readers a break. They can also be used to clarify information. After giving readers detailed instructions, a quick motion graphic summarizes the key points.
How Do I Create A Motion Graphic
While motion graphics are only a few minutes long, the process of creating them can be quite time consuming. You need a lot of people involved, including graphic designers, animators, writers, marketing directors, and company leaders. Everyone plays a pivotal role in creating a quality final product.
Have An Initial Meeting
Creating a motion graphic entails a lot of back and forth between team members. To help the process run as smoothly as possible, get everyone on the same page from the get-go.
During the kickoff meeting, the company leaders should ensure everyone involved understands the vision and voice of their brand. What key information should be included? What products or services should be highlighted?
You can also talk over subtleties. Everything from color scheme to tone of voice should be representative of the brand. Nailing down brand identity early on is vital to creating a successful motion graphic.
Write A Script
Your script will be the first deliverable during motion graphic production. The script creates a foundation off of which to build visuals. The script should include both voiceover, on screen text, and scene directions. Both copywriters, animators, and graphic designers play a pivotal role in scripting.
Throughout the writing process, company leads should provide extensive feedback to ensure the language and visuals match their vision. Expect to write multiple drafts.
During storyboarding, the animation and graphic design team compile a series of sketches based on the script and scene direction.
The sketches do not have to be completely polished, but should be clear enough to convey an accurate representation of the final product. Sometimes, if there is enough time, you may even be able to make rough cuts of the actual animation and voice overs.
The whole team should look at the storyboard together throughout the editing process. As things start to take shape, you may make substantial changes to the script and graphics.
Once you start animating, making changes becomes more difficult. It is important to get the storyboard as close to your final vision as possible.
Artwork is the most time-consuming aspect of motion graphic creation. Be conscientious of the fact when setting deadlines.
During artwork, your graphic designers, illustrators, and animators will create fully illustrated scenes that will then be animated. As with all other steps, there will be back and forth between company leads and changes will be necessary.
Making changes after animating the artwork can be extremely difficult and slow moving. Make sure everyone is satisfied with the artwork before moving on to next steps.
You may be able to skip this step if your motion graphic is meant to be played on mute. If not, you will have to find a voiceover artist to read the script. This may entail hosting auditions.
The voiceover is vital to how your motion graphic will be perceived. You will have to make decisions about the tone of voice. Should the voiceover actor sound professional or fun and exciting? Should the tone be humorous or more serious?
Once you settle on a voiceover actor, it may take several recording sessions before you get a final cut.
This is the most technical stage of the process. Ideally, by the time you reach the animation phase, everyone is happy and on board with the script, artwork, and voiceover.
You can suggest some changes as the artwork begins to come to fruition, but they may be more time-consuming. Ask your animator for estimates regarding how long certain changes will take. This ensures you do not surpass your timeline or budget.
Score And Sound Design
As with voiceover, this is not always a necessary part of the process. During score and sound design, you will add the finishing touches with ambient background music as well as any necessary sound effects.
Music is important for setting a scene so keep things collaborative. Make sure everyone on your team feels the score is appropriate for the overarching tone and message.
Motion Graphics In Marketing: The Bottom Line
Motion graphics are an excellent means of engaging with your audience on a creative level. This is a unique type of content marketing in that it can explain complex concepts in a short period of time while giving consumers a genuinely entertaining bit of media.
Motion graphics are a powerful tool for increasing conversions, boosting brand awareness, and helping consumers truly understand your product.
Need some help? At LookinLA, we build data-driven marketing strategies for clients to help them become industry leaders. We have experience working with a diverse range of clients. You can read success stories here and reach out to book a call here to talk. We look forward to hearing from you.