Brands have embraced multimedia in their marketing campaigns, but too many are content with static images and repurposed video content. You can spice things up with Motion Graphics to boost engagement.
Your potential customers have noticed this, too, and they’re beginning to expect something new and eye-catching. Enter motion graphics, a powerful tool for grabbing the attention of your audience and communicating your message in a visually engaging way.
From animated explainer videos to interactive social media content, there are several ways that you can use motion graphics to add a dynamic element to your marketing campaigns and help you stand out from the competition. Let’s briefly explore what motion graphics are and what benefits they provide before jumping into some innovative ways to incorporate them into your campaigns.
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What Are Motion Graphics Anyway?
Motion graphics are, more or less, exactly what they sound like: digital graphics created with the intention of being used in motion. These days, artists use motion graphics in film, television, websites, and social media, encompassing everything from a simple animated business to intricate movie title sequences from the start of cinema. A couple of visionaries of this art are Saul Bass and Elaine Bass, who created complex movie intros in the 50s! At its core, the heart of all Saul and Elaine’s work is the mission to use motion graphics to convey a film’s mood. The same can be said about brand awareness; motion graphics can be used to facilitate a brand’s mood, culture, mission, and values.
“Motion graphics” may sound like a fancy word for animation, which artists have used for decades. It’s a fair point — designers often use the two in tandem, and many motion graphics elements overlap with animation and other media formats like photography, illustration, and typography.
But while the distinction can sometimes be a bit blurry, the easiest way to distinguish the two is by considering their purpose. Animation is typically a product in and of itself, like the latest Pixar movie or the Saturday morning cartoons you watched as a kid. It’s usually a form of entertainment and often focuses on narrative storytelling or character development.
On the other hand, motion graphics generally play a supplementary role in enhancing a broad form of media. Brands might use them to explain a process, communicate a visual metaphor, create a sense of familiarity, set a specific mood, or draw attention to a product or message.
How Are Motion Graphics Created?
If it sounds tricky to create eye-catching motion graphics that successfully communicate their intended message, you’d be right.
The motion graphics process typically begins by identifying core goals and incorporating them into a creative brief, which serves as the blueprint for developing a script. Then, designers and copywriters work together to turn those marketing goals into a simple, engaging, and enjoyable story without feeling too sales-y. Studio artists and illustrators then use their skills to bring that story to life with detailed concept art, which serves as the basis for creating digital art assets.
Once the artists finalize a general storyboard, then it’s finally time for the animators and effects artists to get to work. Depending on the project’s scope, the process can be very involved and collaborative, typically requiring various teams to come together and produce multiple versions before finally settling on one to fully develop.
If that sounds like a lot of work, that’s because it is. While cheap DIY software offers tempting shortcuts, this approach often results in a clunky and ineffective end product. As a result, most businesses choose to partner with a team of experts that specialize in motion graphics rather than trying to handle it all in-house.
So Why Bother with Motion Graphics?
Despite the amount of care and effort required to create motion graphics that get results, the benefits are more than worth it. When used properly, they are:
Through color, movement, and visually appealing design elements, motion graphics can capture a viewer’s attention and hold it for longer than still images or text. This is especially important on social media platforms, where your post may only have a couple of seconds to make a strong impression.
Brands can also use motion graphics to convey information in an engaging, interactive, and immersive way, keeping viewers hooked for extended periods. This can be particularly useful for explaining complex concepts or demonstrating products and services, as it makes the information more accessible and easier to understand.
The human eye is drawn to movement, and motion graphics are an effective way to build brand recognition and help your message stick in the minds of your audience. Motion graphics can also create an emotional connection with viewers by using impactful storytelling and visual design techniques that artists design to evoke particular reactions.
Motion graphics are very flexible and can be used in various marketing and promotional materials, from social media ads and logos to landing pages and explainer videos. This versatility makes it a valuable tool for marketing teams that want to add a more creative and personal touch to their campaigns.
While they may not be as cheap as other marketing options, motion graphics can be a cost-effective way to create professional, highly engaging marketing materials that won’t end up ignored or filtered into a spam folder. There’s a reason that so many businesses are devoting more marketing resources to video and animated marketing, and that’s because it consistently provides a better return on investment than many other strategies.
Unique Ways to Use Motion Graphics
So how can you incorporate motion graphics into your marketing strategy? Maybe you’re convinced about the benefits of motion graphics, but you’re not sure where to start leveraging them in your own campaigns. We’ve got you covered — here are a few of our favorite ways to use them:
Depending on where you live, you might see as many as 10,000 advertisements per day. However, you may only notice a small fraction of them. Motion graphics are an excellent way to break through that attention barrier and drive higher click-through and conversion rates. After all, every second is precious when it comes to catching a viewer’s eye, and quality motion graphics are simply one of the best ways to make your audience scroll back up to see what you’re offering.
One of the most common and effective uses for motion graphics is to create explainer videos that help clearly and concisely break down complex processes for your viewers.
This might be a product feature demonstration, assembly instructions, or a user tutorial. The key is to guide the audience through what might otherwise be a frustrating experience in an intuitive and aesthetically pleasing way. Anything that provides value and makes your audience’s life easier is an ideal way to foster a positive reputation and build brand awareness.
Infographics are the fourth most shared type of content on the internet, and adding a twist with motion graphics makes it even more likely that your content will be shared and remembered. For most people, data and statistics are not inherently interesting to look at. However, animated infographics are a great way to bring numbers to life by presenting them in a more engaging and visually interesting way.
Font choice has long been a subtle but important element of branding and aesthetic appeal. But animated typography takes it a step further by adding a sense of motion and energy that can further reinforce your business’s visual identity. Using motion graphics to augment your text can also be a great way to draw attention to your core message within a section of long-form text.
Businesses spend considerable time and resources (sometimes millions of dollars) designing a logo that is eye-catching, memorable, and reflective of their values or unique characteristics. And while static logos certainly still have their place, dynamic and animated logos are becoming an increasingly popular way of standing out from the crowd.
They’re also a great way to add a more interesting and professional touch to other business media, such as explainer videos, testimonials, and presentations, contributing to increased brand recognition and awareness.
Interactive Landing Pages
A thoughtfully designed landing page can leverage motion graphics to guide the visitor down the page and encourage them to interact with the different elements of your site. Even simple flourishes like responsive mouse-over effects or guided onboarding can improve the user experience and make navigating your site more enjoyable. It’s also a great opportunity to show off your brand identity through the creative use of shapes, colors, and typography.
Achieve Mighty Fine Design
From social media ads to explainer videos, there are many creative ways that businesses can use motion graphics to grab the attention of their target audience and more effectively communicate their message.
If you want to incorporate motion graphics into your marketing strategy, consider partnering up with the pros at Mighty Fine Design. Our expert team of writers, artists, designers, and marketing specialists can help you create visually appealing and engaging marketing materials tailored to your business goals and brand identity.
Don’t miss out on the opportunity to take your marketing efforts to the next level. Get in touch with Mighty Fine Design today to learn more about how we can help you bring your ideas to life.