How Motion Graphics Can Strengthen Your Brand
Your marketing team should constantly be looking for new, ambitious ways to tell your story.
A great marketing strategy is never stagnant, but rather always in motion and ready to catch a potential customer's eye. That’s why motion graphics are the current hot topic among marketing fractions. They’re versatile, eye-catching, and above all else, an effective means of communication.
In this article, we’re going to take a look at the reasons why video marketing and animation are becoming more popular, discuss the multitude of benefits to incorporating motions graphics into your advertising, and outline the ways in which they can be used to tell a killer story.
What is Motion Graphics?
Before we explain how motion graphics can be used to strengthen your brand, let’s go back to basics and explain what motion graphics truly means.
Put simply, motion graphics are graphics in movement. It is an incredibly versatile and useful form of animation which is frequently used to emphasize facts, illustrate points, and expose ideas in a visual way that makes them easier to understand.
Unlike cinematic animation, motion graphics tend to not enhance or embody a narrative. Instead, they concentrate on hard facts such as USPs, statistics, or instructions. A successful animation tugs at the heartstrings of its viewers meanwhile a state of the motion graphics leaves its audience feeling confident, informed, and entirely sold on its focal product.
A piece of motion graphics can be shown in 2D, 3D, or even via a GIF. It can include sound effects, voiceovers, and be present on anything from a Youtube video to your favorite website interface. It’s this ubiquitous quality that can cause some people to be confused by motion graphics because it’s absolutely everywhere and spotting something that’s in abundance can be tricky unless you know where to look.
Once upon a time, motion graphics was a tool exclusively reserved for big brands with big budgets, but now it’s a handy device that any resourceful marketing team can implement into their strategy.
Applications for Motion Graphics
There are tons of innovative ways in which you and your company can utilize motion graphics, however, taking the leap to incorporate a new application into your marketing strategy can be daunting. That’s why we’re going to run through some of the many methods in which you can incorporate it to tell your company’s story.
Animated Explainer Videos
An animated explainer video helps potential consumers understand the unique selling points of your product, thereby showing them the value of your company and hopefully converting them into long-time customers.
The video is generally split into four sections:
- The problem
- The solution (your unique product or service)
- How the solution actually operates
- A call-to-action
These videos are a terrific way to speak directly to your target audience. They’re also a remarkably effective way to showcase a key narrative of your company quickly, in fact, when it comes to explainer videos, we recommend you make yours as snappy as possible.
If you’re planning on using it on your social media platforms or in any email campaigns, we advise keeping it under the one-minute mark. Any longer and you risk losing the attention, engagement, and potential sale from viewers.
One of the best ways for your brand to build market relevance and credibility is through establishing a killer logo.
A logo is a visual representation of your brand. It should be the first impression any potential customer has of your brand and thus, can be the deciding factor between becoming a household name or an industry dud.
Animating your brand’s logo using motion graphics is a fantastic and innovative way to make it memorable. It’s demonstrative of a brand that is unique, savvy, and understands the market.
Have you ever been on a website but felt lost about where to go next?
For example, you might want to check your unread messages but can’t locate or inbox, or you’re ready to check out from your favorite clothes website but can’t locate your basket? If that’s you, what could have really helped your online experience would have been some micro-animations.
Micros-animations are functional animations that are usually present on websites. They help to guide the user with moving visual cues and tend to be activated when the user interacts with a specific element on the site.
Popular examples of micro-animations include the like button on Facebook which allows users to choose from a selection of animated faces and icons to express themselves under a post, a battery percentage bar that animates how long a program has left to load, and drop-down menus.
GIFs are one of the most popular and creative forms of motion graphics.
GIF stands for Graphical Interchange Format and was founded by an American software writer in 1987.
Generally speaking, GIFs are a series of images or soundless videos that loop continuously. They don’t require any specific interaction to play and if used correctly, they can help your band stand out from the pack.
GIFs are incredibly popular on social media. Similar to memes, GIFs tend to be used to communicate jokes, and thanks to sites such as GIPHY and Gyfcat, users of any age and experience can create their own GIF in seconds.
Purposing the right GIF, one that’s topical and funny will help your brand to seem "in on the joke," cool, and culturally relevant. If you use a GIF that’s trending and that speaks to a specific demographic's funny bone, your content is more likely to be shared, and most importantly, favored by potential customers.
GIFs are a low-cost, low-risk way for your brand to experiment with animation, so why not use one to announce your next flash sale, new product, or team change?
Let’s face it, presentations can be boring, no matter the subject matter.
That’s why we recommend that your brand livens yours up with some motion graphics.
Motion graphics can take a simple presentation and make it appear more engaging, professional, and polished. Choosing to incorporate some moving details into your next client presentation will help bring your PowerPoint to life.
Better yet? Once you’ve created some basic graphics such as name tags, section headers, etc., you can use them over and over again. Not only will this unify all your brand’s presentation imagery going forward, but it’ll also promote brand recognition and familiarity with your audience.
Brand Animations / Culture Marketing Videos
A brand animation is a short animation that shows the world what your company is all about.
It’s a clever way to introduce a website visitor to your story, vision, and even team.
If your company’s unique selling point is its workplace culture, why not feature an animation on your recruitment page showcasing your team dynamic? Equally, if your marketing fraction had a superb last quarter, why not share their results on the internal interface via an explainer video to celebrate?
All of the world’s biggest and most successful brands have incorporated a brand animation into their website, homepage, and even client presentations because they know it’s a surefire way to hold onto the viewer’s attention.
How Do Motion Graphics Help Brands?
A healthy content strategy contains a well-rounded mix of all kinds of content, including those that we’ve mentioned in this article.
Nowadays, people expect a brand’s message to be equal parts succinct and captivating. Motion graphics can help your company to strike this balance. Here’s why…
They’re Emotionally Captivating
Are you familiar with the phenomenon of emotional contagion?
It’s a term used to describe the biological response in humans which causes us to immediately empathize, mirror, and relate to the emotions of the experiences which we see on a screen. In the case of marketing, it’s one of the key reasons why you should incorporate motion graphics into your strategy.
Motion graphics help to tell your brand’s story and to evoke powerful feelings from your customer base. The collective effort of moody music, powerful voiceover, and stunning, moving visuals can deliver your story in a form that’s above and beyond the norm.
Motion graphics also give you more control over how to tell a story when compared to other forms of video format. Why? Because you don’t need to rely on anyone! An eye-catching and emotive motion graphic ad doesn’t require any actors, specific filming locations, or weather - all it needs is a great brand and dedication.
They’re a Passive Experience
Although motion graphics can trigger real emotions in customers, they don’t actually require them to do anything.
They don’t ask viewers to read, explore data or exert much mental energy. Instead, they simply need to sit back, watch and enjoy.
Motion graphics being a passive experience is a positive for a number of reasons. Firstly, it pretty much gives you an unlimited audience and prevents your content from becoming inaccessible to audiences of different languages, abilities, and capabilities. It can introduce your brand to everyone, not just a limited demographic.
Secondly, it’s in theme with how most people consume the majority of their content in today’s digital age! The heyday of print ads is dead and gone. Now, consumers want to digest your ads on TikTok, Instagram, Twitter, or Facebook, and to do that, your content should match the subject matter of that site.
They Distill Information Easily
Did you ever draw spider diagrams or use visual aids to remember information when you were studying at school? If so, you’re not alone.
Visual communication is effective because it targets the way your brain digests information. Instead of spending precious time reading an ad, when we watch a video our brains process its content immediately.
Visual storytelling will enable you to break down complicated subjects swiftly and deliver your story simply, clearly, and effectively.
They Can Be Repurposed
One of the best things about motion graphics is their ability to be repurposed to fuel new campaigns, content ideas, and topics.
For example, you could divide a video into smaller sections that are targeted to specific age groups or demographics that are interested in a particular product. This flexibility can extend the lifecycle of a singular piece of content massively, making it practically evergreen.
Yes, that’s right, motion graphics is the gift that keeps on giving!
So there you have it.
At Vectornator, it's no secret that we think visuals are awesome, but they're even better when they move, right?
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The goal of any content strategy is to create meaningful, cohesive, engaging, and sustainable content that targets and holds your consumer's interest. In today’s content-orientated world, there is no better way to take your brand to the next level than by infusing your marketing plans with motion graphics.