Have you ever been impressed by an ad that successfully mixes pictures, sounds and motions to capture your attention and leave a lasting impression? That’s what motion graphics is all about.
The fast-paced digital age and our shorter attention span mean businesses are constantly on the lookout for new ways to engage their viewers. With the introduction of motion graphics, video creation has become a powerful method to express deep concepts in a way that’s visually appealing and digestible.
Be it illustrating the functionality of a product, bringing information into perspective with animation, or giving your narrative some extra punch, motion graphics can do wonders for your brand. But when and how should you use them and how can they benefit your video content strategy?
Stay with us as we go over the ‘when’ and ‘how’ of leveraging motion graphics along with real-life examples from Indian brands. By the end, you’ll be better prepared to know how to incorporate motion graphics into your next video project to increase your narrative value.
What Are Motion Graphics?
Motion graphics are computer generated animated images that mix graphics and motion, often with sound. From simple text animations to complex 3D animations. However, whereas traditional animation focuses on making characters and stories, motion graphics focus mostly on presenting information or ideas in an attractive manner.
Why Use Motion Graphics in Videos?
And there’s a reason that motion graphics are everywhere in video marketing. Here are some key benefits:
1. Simplifying Complex Information
If you want to share complicated ideas or facts, motion graphics break it down into bite-sized bits of information. Consider an interactive infographic displaying data in the form of animate charts and graphs.
Example: Look at the way Paytm illustrates their payment gateway via motion graphics. They are not providing large chunks of text but instead using simple, animated images that teach customers what to do, so anyone can comprehend it.
2. Grabbing Attention
You want to stand out in an ocean of content. Motion graphics are visual and dynamic — ideal for grabbing your viewer’s attention in the first seconds of a video. This is especially critical in videos and social media, where users easily ignore something that does not really grab their attention.
Example: The Swiggy Instamart ads use high-quality animations to emphasize their express delivery. They add humorous, gross motion graphics that catch the viewer’s attention within the first couple of seconds and keep it there.
3. Enhancing Storytelling
Motion graphics enable you to write a narrative with visuals that reinforce your message. Whether you want to frame a timeline, show the flow of data or put the sentence in context, motion graphics will give your content a whole new meaning.
For instance, Tata Motors used animated characters in their “Move with the Times” campaign to represent how their vehicles changed over time. With animated transitions, they could display the changing technologies and design from one decade to the next, which enhanced their narrative and visual appeal.
4. Brand Consistency
One of the most appealing benefits of motion graphics is that it can be tailored to the brand’s visual identity. Colors to typography — motion graphics can be custom designed so that everything in all video has the same look and feel, building brand awareness.
For instance, Zomato also frequently utilizes motion graphics in their app videos and social media posts. They retain their traditional red and white style, meaning that even without a logo, the user immediately associates the content with Zomato.
When Should You Use Motion Graphics in Your Videos?
Motion graphics are an incredibly useful tool but, in all cases, they’re not the best option. When are you supposed to use them?
1. Explainer Videos
Motion graphics can make a complicated or lengthy product or service more user-friendly.
For instance, PhonePe leverages motion graphics in their explainer videos to show how users can pay, create accounts, etc. The neat, animated presentation makes the whole process easily comprehensible even for novice users.
2. Brand Awareness Campaigns
As you introduce your brand to new customers, motion graphics allow you to communicate visually and easily.
Example: During the IPL tournament, CRED ran some wacky motion graphics ads to get people’s attention. The animations were playful, eye-catching and perfectly suited to the brand’s messaging, generating interest and awareness.
3. Product Launches
Launching a new product? With motion graphics, you can represent features, benefits, and user experience in a dynamic, visual way.
Example: When JioFiber was launched, motion graphics were used extensively to illustrate packages and features. Instead of bombarding the audience with technical terms, animations put the value proposition of the product into visual terms.
4. Social Media Content
While social media platforms such as Instagram and Facebook prioritize video, you can utilize motion graphics to develop short, compelling videos that can stand out in a cluttered feed.
Example: Myntra tends to use motion graphics in social media ads, particularly during sales periods. The snappy, vibrant animations capture attention and deliver the message to improve engagement.
5. Internal Communication
Motion graphics aren’t reserved for the outside world. They can also be used as an internal communication device, for example, for training videos or updates.
For instance: Larger Indian companies such as Infosys use motion graphics in the training modules to engage employees and educate them on a new process or technology.
How To Use Motion Graphics In An Effective Way?
Motion graphics can be quite helpful, but you’ve got to do it correctly. For motion graphics to work properly, here are a few things to keep in mind:
1. Keep It Simple
Don’t overcomplicate things. Motion graphics aim to explain, not deceive. Just maintain an ultra-simple layout that conveys what you are presenting without overwhelming your viewers.
2. Align with Your Brand Identity
Your Motion graphics should follow your brand’s visual aesthetic. These include colors, fonts and tone. Consistency will reinforce your brand equity.
3. Use Motion to Guide Attention
Moving around will direct the viewer’s attention, and this is one of the key advantages of motion graphics. Animations help to focus attention on the most relevant portions of your message.
4. Pair with Compelling Audio
Even though motion graphics rely on imagery, audio is also a key element. Use background music or voiceover to go along with your visuals.
Conclusion
Motion graphics are the go-to tool in video production for brands that need to encapsulate complex concepts, make an impression, convey narratives, and be consistent. Indian companies such as Paytm, Zomato and CRED have already harnessed this tool, employing motion graphics to ramp up their marketing efforts.
And in the end, it’s all about using the right images to tell your story. If your brand wants to use motion graphics for video content, you’ll need a strategy in mind.
Reset Media specializes in developing compelling videos that audiences can engage with. Whether you are planning for explainer videos, brand initiatives, or social media campaigns, we can ensure that you can leverage motion graphics to make an impact.
Are you ready to monetize your video content? Contact us at Reset Media and let’s make it cool together.