Cisco has predicted that 80% of all web traffic will be video by 2020. That’s a lot of video! Yet this impressive figure doesn’t reveal whether those videos and motion graphics are really being watched with attention, from beginning to end. What’s more, we can’t infer from this stat alone whether viewers are converting as a result of all of those videos. No matter if you’re producing an infographic, motion graphic, or other piece of visual communication, it takes quality content to generate engagement.
If motion graphics are on your content marketing horizon, here are 4 ways to make your next video more dynamic.
Emotive, Explainer, and Promotional Motion Graphics
Every piece of visual content should be working toward 1 main goal. Spreading many messages across a single infographic, motion graphic, or other type of content risks diluting each message. Therefore, when identifying the main goal of your next video, one of your first decisions is what kind of story you’ll tell.
Emotive — Moving the Audience to Feel:
- Emotive videos aim to make the viewer feel something powerful. You may want to inspire happiness, sadness, or excitement as a result of the story your video tells. The emotion it produces should drive them to take a specific action.
Explainer — Defining a Concept, Product, or Service:
- Explainer videos help make complex concepts simpler. An explainer video reduces confusion for your audience when the concept of your brand or product is unclear, highly detailed, technical, or involves many steps.
Promotional — Selling a Product, Service, or Event:
- Promotional videos are intended to generate interest and drive conversions above all else. The top differentiator of this video type is that it’s a sales piece. So details that encourage viewers to purchase are front and center.
For a deeper dive, check out this ebook on the 3 types of motion graphics.
Whether Motion Graphic, Infographic, or Interactive Content … Know Your Hero
The hero of your story should be your audience. To understand your message and follow through with the result you want — whether it’s a click, a conversion, or something else — your audience needs to be persuaded that it’s important to do so. When you make them the hero, they can see themselves in your story. In this way, they can understand your message from both your brand’s perspective and their own.
When concepting your next video, take a moment to reassess your target audience. Are your goals and messaging for this project in line with how that audience thinks and feels? If the answer is “no,” continue to modify your approach until the answer is “yes.”
Interlace Photography, Icons, Illustration, and Data Visualization
Many organizations leverage photos in the videos they create. This can be a cost-effective and impactful approach, but typically more is needed to truly drive your message.
For example, on its own, a slideshow of images may tell a story. Yet it may not offer an opinion on that story, share deeper insights or background information, or elicit an action from the audience.
A voiceover and original score can aid with this. However, interspersing icons, illustrations, and charts and graphs — elements you might normally associate with an infographic — can take your video to the next level. Animated elements overlaid on top of photos or existing on separate frames can greatly enhance your message.
Overlay Live Video with Animation
In a similar approach to combining photos with other graphic-design elements, live video can also boast illustrated and animated components. This empowers you share more detail than the naked eye would see. You could illustrate the composition of a fabric, elements of an engine, chemical makeup of a substance, and more. Giving viewers insight into the unique details of your story can allow them to connect with your motion graphic on a deeper level. In this way, they can see more clearly why your message matters.
Just as we add thousands of new words to the English language each year, our ways of speaking visually continue to evolve. Motion graphics, interactive content, infographics, print work, and more must all find new ways to engage audiences over time. The ideas in this post are a small sample of the methods you could use to make your videos more dynamic. How else have you tackled these challenges?