Motion graphic, explainer video, animated infographic—whatever the name, these short, animated videos are frequently found on landing pages and in email campaigns, ranging in quality from amateur to elegant. A quick Google search reveals the Internet is stocked with data supporting the value of video — how it increases engagement, boosts conversions, and drives social and search traffic. With the proliferation of video in digital marketing initiatives, it’s clear marketers have taken these studies to heart.
So much has already been said on this need for video, but here’s a look at the why. Why do viewers connect with video? Why do motion graphics, more than most other digital content, work so well?
The answer is surprisingly simple: video creates an emotional connection with the viewer far quicker than any other content platform. Of course, that simplicity is difficult to achieve. While video is an important tool for brands to engage with, a hastily slapped together piece will do more harm to your brand than good.
Motion graphics allow for a rich story to be carried through multiple channels of communication, but they demand a delicate balance of interwoven components. Music swells and ebbs with key turning points. Artwork gives a face to abstract language. Animation adds energy to the story, propelling the narrative forward. Sound design draws attention to important messaging. And the voiceover adds a human connection. All must work together harmoniously throughout the duration of the motion graphic to keep the audience engaged.
Take this motion graphic promoting Epix’s documentary Deep Web, for example:
Eerie, dark music immediately sets the mood, preparing the viewer for a story of conspiracy and intrigue, building as the narrative progresses. Colorful, abstract imagery evokes thoughts of technology, and the fluid animation creates a sense of interconnectivity — much like the hidden network the motion graphic describes. A subtle, ominous sound throughout creates unease, while specific sound effects draw attention to key plot points throughout. Finally, the seasoned-war-correspondent-esque voiceover draws the audience in, as if he were sharing some confidential intel.
When done right, motion graphics can delight, inspire, and guide your audience to take whatever action your brand most needs.
In the end, the greatest value of motion graphics is their ability to quickly tell your brand’s story in a way that creates camaraderie with the viewer. Whether your end goal is to launch a product, drive social shares, or create a new sales tool, motion graphics are the fastest route from contact to conversion.
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