Why is motion graphics important?

Today’s consumers are no longer willing to settle for a chunk of website text, or a long, arduous manual. Whatever industry your business is in, you’ll find that your competitors are featuring more and more video content across their digital platforms. Whether it’s for product tutorials, new release announcements or company updates, this is fast becoming the preferred way for brands to communicate to their audiences.

Written by Jack Last

Motion graphics are invaluable assets for companies that want to keep up with the modern marketplace.

Style-wise, they are modern, colourful and dynamic. Communication? Motion graphics make company messages clear, succinct and easy for customers to follow. Engagement? They are proven to attract and maintain the audience’s attention for far longer than other mediums.

To find out how your business can use motion graphics to its advantage, keep reading. Below, you can find our summary of the four biggest benefits of using motion graphics.

What are motion graphics?

Beyond simply ‘stylish videos’ or ‘moving pictures’, what are motion graphics?

Motion graphics are a fusion of graphic design with video content, to create highly stylised branded videos, which brands can use to boost their digital presence.

Rather than simply using a written paragraph to communicate a message, motion graphics allow brands to share this message with their audience, in a way that makes people actually want to click and read it.

These videos use 2D animations and bespoke illustrations to make the videos’ written content more engaging. This is achieved through a combination of movement, colours, audio (such as voiceovers) and typography.

Text remains the core of the video - rather than stealing the show, design elements and images enhance the campaign’s information.  

To this aim, motion graphics are popularly used to create explainer animation videos, product launch announcements, product tutorials, marketing campaigns, company updates and other informative campaigns.

Then, these videos can be used within advertisements, social media posts, and embedded into website pages.

What is the best way to create motion graphics?

There are two options that you could take, here - creating the video yourself, or enlisting the talent of a motion graphics agency. Without a doubt, the latter is the best way to create motion graphics, and here’s why.

As you can see, motion graphics videos contain a huge number of different components.

There’s the illustrations, the animation, the script, the audio, the design and the advertorial angle. And, if you successfully want to hook your audience in, you’ll need to make sure that you unite all of these elements together into one, seamless, top quality video.

In a world where 720,000 hours of video are uploaded to YouTube every single day, you need to make sure that yours stands out.

So, you could have a go at creating all of these elements yourself. But, there are several key reasons why this wouldn’t be the best approach to take.

Firstly, the process is highly skilled. Animation and illustration isn’t something that is learnt overnight. All of these elements will need to be bold and on-trend, while still articulately communicating the video’s message. Then, these will need to be combined with perfectly timed audio, branded elements and a strong script. Ensuring all of these elements sit together in harmony is no mean feat.

Secondly, you’d need to spend a huge chunk of time. Not only will you need to create everything, from the colour palette to the script, yourself, but it’ll take hours for you to learn how to use the right software and industry tools.

And finally, your time would almost certainly be better spent elsewhere. By handing over the motion graphics to a talented motion graphics agency, you can focus on doing what you do best - running your business and overseeing the day-to-day operations.

By working with a motion graphics agency, you can better utilise your time, and achieve a more successful, impactful and engaging motion graphics video for your business.

What are the benefits of motion graphic animated videos?

As a communication tool, motion graphics have enormous value. Compare them to the results achieved through written paragraphs, and the difference is remarkable.

Below, we’ll dive deeper into the four key benefits of using motion graphic animated videos.

Inspiring Storytelling

Motion graphics gives brands the opportunity to take consumers on a journey. And a strong and clear message forms the core of a motion graphic video. This element can make or break the video, and will inevitably determine the level of impact that it has on consumers.

Whether it’s a product, service or corporate internal video, every proposed video will have a point to communicate. This is one part of the story that your brand has to tell - what makes you unique, and the reasons why potential customers should support you.

Then, once the core points are identified, a motion graphics designer will work with you to bring them to life. Using all the powers of graphic design, these professionals can capture the audience’s attention, help them understand the message and make them want to follow it through till the very end.

And you’d be surprised how much creativity can be brought to a seemingly-simple topic. For instance, we worked with Focus to create a motion graphics video that would showcase the benefits of the new Ford Focus.

Rather than simply listing the car’s new features, we devised a story, based on the reasons why the changes were introduced. In this way, we used inspiring storytelling to connect with the consumer, and demonstrate how the brand’s values align with their own.

Increase Engagement (Boost Conversions, Drive Traffic, Brand Awareness)

If you put yourself in your customers’ shoes, it’s immediately apparent that you’d rather click on a colourful video than read a long paragraph of text.

A video is a lot more work than a simple paragraph. As a result, up to now, brands have been more reluctant to use videos in their marketing. But, thanks to the rise of video-based social media platforms, video content has rapidly become a customer expectation.

But it’s not all doom and gloom. In fact, this push towards video marketing promises huge benefits for brands.

Video content can deliver a markedly improved customer engagement for the brand. Plus, the motion graphic can be specifically geared towards increasing key metrics that a business is working towards.

These metrics include increased conversion rate, click-through rate, retention time, brand awareness and brand recognition, successfully directing more consumers through the sales funnel, and improving both customer service offerings and customer satisfaction across the board.

Let’s take the motion graphic that we created for Indie Bay Snacks as an example. This video showcases the product in an attractive branded video, thereby familiarising the audience with the brand and what it stands for, such as the primary USPs of being vegan, low-calorie and rich in fibre.

Furthermore, its bright colours and fun-filled movements boost key engagement metrics, as the viewer is more likely to stay on the website for longer, learn more about the brand and so will be more likely to make a purchase.

Emotional Engagement

Although this principle is often taken for granted, emotional engagement can be key in hooking in an audience.

Emotional engagement is one of the primary feelings that you, through your advert, can deliver to a consumer. And, if you successfully evoke an emotion within your audience, it is one of the most successful strategies towards making them complete an action.

There’s a reason why most (if not all) Christmas campaigns created by the country’s biggest brands tug at our heartstrings. From John Lewis’s Monty the Penguin, to Archie the reindeer created by McDonald’s, they are specifically geared to deliver emotional engagement.

To see this strategy in context, let’s continue our analysis of the approach that we used in the Ford Focus motion graphics video.

In this video, we told a story of a growing family, who would benefit from the new car’s extra legroom. It’s a message that we can all resonate with - namely, how unbelievably quickly kids grow up!

This emotive, relatable story was enhanced through the use of vector based character design, and mixed crayon textures, to enhance the video’s charming familial feel.

Breaking communication barriers

As a brand, it can be difficult to communicate with your customers in a way that is both direct and authentic.

Communication with your customers (or would-be consumers) is obviously important. It allows you to tell them what your brand provides, what makes you different from your competitors, why they should buy from you and the values that you represent.

But it can be hard to communicate all of these different messages through text alone. Motion graphics can break down digital communication barriers, and put your brand right in front of those you want to see it.

With digital marketing assets like motion graphics videos, you can create content that is specifically geared towards attracting a specific type of customer. And, through this, you can build and nurture your consumer base, with an audience that is relevant and highly likely to make purchases with you.

Why work with a motion graphic agency like OK Social?

At OK Social, our talented team of motion graphic experts will work with you on a one-to-one basis, understanding your requirements and delivering a video that fulfils all of your expectations.

We have created motion graphics for some of the biggest brands in the UK, including the likes of Harper Collins, Deliveroo and the BBC, just to name a few.

Within our multifaceted team, we can connect you to experts from a wide variety of different creative fields. Working with us, your video will be enhanced with professional illustration, graphic design, script writing and audio services.

With our creative guidance, you will receive a professional motion graphic that achieves impressive web metrics, while representing the quality and modernity of your brand.

To find out more about what our motion graphics agency can offer your business, don’t hesitate to get in touch.

We’d love to talk about your new project.
You can reach us at hello@oksocial.co.uk

I’m Jack, the Motion Director here at OK Social. I’ve been working in the world of motion design and animation for nearly 10 years. I had the pleasure of working with leading agencies and brands around the world, such as Samsung, Ford, Shell, Deliveroo, and Starbucks, to name a few.

From a young age, I’ve always been interested in animation, from making stop-motion films in my room as a kid to learning animation on my first computer. It started as a passion and still is to this day. Part of what I do now is more than just animation. I help craft the narratives of the stories we tell to ensure they make an impact to the audience and remain worthy of their attention.

So how do I do that? It starts with asking the right questions, leading to solving the right problems. First, diagnose what the problem is. Then, we can start to see if we can help. I believe that communication plays a key role in delivering a smooth and successful project. Looking into the future, I’m excited to expand my knowledge into creating more engaging stories that make a difference.