When to use motion graphics videos (and how)
Key takeaways
Motion graphics can influence consumer behaviour, enhance message retention, and boost engagement rates.
They are effective in various communication contexts like tutorials, presentations, FAQs, product showcases, event highlights, and social media content.
Motion graphics require detailed planning and thoughtful execution, starting by defining your message and understanding your audience’s needs.
Contents:
1. What are motion graphics videos
2. Why motion graphics videos matter
3. When to use motion graphics
4. How to make motion graphics work for your business
Motion graphics videos have the unique ability to bring products, projects, or even abstract concepts to life in ways that other digital formats often cannot. Despite their critical role in audience engagement and the surge in AI-driven advancements, many brands still face challenges in producing compelling motion graphics. For some, the costs can be prohibitive, while others find the production process overly complex.
Drawing from our extensive experience of over 10 years working with some of the world's most demanding brands – such as National Geographic, LG, and McDonald's – we've curated a collection of outstanding examples to inspire your next big video project. Additionally, we've created a straightforward, step-by-step guide to help you navigate from the initial idea to the final posting.
Whether you're managing a small to mid-sized business or overseeing multiple accounts at a large agency, this guide is designed to streamline your motion graphics creation process and elevate your digital content strategy.
What are motion graphics videos?
Motion graphics videos are a dynamic blend of graphic design and animation, created to convey messages, illustrate concepts, or tell stories through the use of moving visuals. These videos can simplify complex ideas, making them more accessible and engaging for viewers. Unlike traditional animation, which focuses on character-driven narratives, motion graphics often center around abstract forms, text, and other graphic elements, making them highly versatile and suitable for a wide range of applications.
The versatility of motion graphics makes them an invaluable tool in digital marketing. They can be used to highlight product features, demonstrate processes, or provide visual interest in presentations and social media content. By combining audio elements such as music, voiceovers, and sound effects, motion graphics videos create a multi-sensory experience that captures and retains audience attention more effectively than static images or text alone.
They can be tailored to fit any brand’s aesthetic, ensuring consistency and reinforcing brand identity across various platforms. As technology advances and design trends evolve, motion graphics continue to be at the forefront of digital communication, offering creative solutions to captivate audiences and convey messages with clarity and impact.
Why motion graphics matter?
There are several good reasons why motion graphics are so widely used.
Almost 9 out of every 10 consumers say that seeing motion or video content makes them more likely to purchase a product or service. This shows that incorporating dynamic visuals into your marketing strategy can directly influence buying decisions, making it a smart move to boost sales.
Motion graphics enhance how well your audience remembers your message. Research indicates that they can improve message retention by up to 95%. This means that your key points are much more likely to stick with viewers.
Animation can increase interaction rates by as much as 300%. Whether you’re posting on social media, sending out emails, or updating your website, incorporating motion graphics can lead to higher engagement and more meaningful connections with your audience.
When to use motion graphics
Motion graphics are versatile and can stand out in various communication contexts.
1. Explainer videos
Explainer videos simplify complex ideas into easy-to-digest pieces. When you watch an explainer video, the combination of visuals and narration helps clarify concepts quickly, making it easier to understand what a product or service is all about. This is particularly valuable when dealing with intricate topics that might be overwhelming in written form.
By breaking down information this way, explainer videos can help viewers grasp the key points more effectively and remember them longer. This means you’re communicating clearly and making sure your message has the impact you’re aiming for.
For example, we partnered with Galp to create a variety of motion graphics that explain their services and innovations, including this one that demonstrates the use of their fast-charging stations for electric vehicles and provides tips for optimizing the charging process.
It’s an excellent example of how motion graphics can make complex information more accessible. The video uses clear and concise auxiliary text alongside visual elements, such as illustrations of different types of plugs and varying power levels. The visual aids are particularly effective in detailing the steps and considerations for charging an electric car, such as selecting the appropriate plug type and understanding different power outputs – which would be challenging with text alone. Additionally, the video incorporates informative graphics that illustrate the benefits of fast charging and how to maximize efficiency. These visuals help break down technical details into easily digestible segments, ensuring that viewers can grasp the information quickly and accurately.
2. Project videos
Project videos are incredibly effective for showcasing complex projects, like those in engineering or construction, by turning detailed technical information into engaging visuals. Instead of sifting through long reports or technical documents, viewers can see a dynamic representation of the project’s progress, design, or impact. This visual approach makes it easier to understand how everything fits together and what the end result will look like.
By presenting intricate details through animations, diagrams, and walkthroughs, project videos help clarify the scope and objectives of a project in a way that's accessible and memorable. It’s a powerful tool for communicating with stakeholders, clients, or team members, ensuring everyone is on the same page and can appreciate the project's complexity and innovation.
3. Brand history videos
Brand history videos are a fantastic way to bring a company’s story to life. They offer a visually engaging way to showcase the journey of a brand, from its founding to where it stands today. By blending archival footage, animations, and compelling narratives, these videos make a brand's history more relatable and memorable, helping viewers connect with its legacy on a deeper level.
These videos are especially useful for highlighting milestones, core values, and key achievements in a way that’s both informative and entertaining. They help build a stronger emotional connection with the audience by showing the evolution of the brand and the people behind it, making the brand feel more authentic and trustworthy.
What makes this video particularly compelling is the use of classic-style illustrations that align perfectly with the brand's identity. The transitions are smooth and immersive, making the chronological journey both informative and enjoyable to watch. The elegant design and cohesive visual narrative highlight the bank’s storied past and reinforce its established and sophisticated image. This attention to visual detail helps viewers connect with the bank’s legacy and reputation.
4. Platform demos
Platform demo videos are a powerful way to showcase how a software or online platform works in action. They provide a hands-on look at features and functionalities, letting potential users see exactly how the platform can solve their problems or meet their needs. Instead of just reading about features or benefits, viewers can watch them in real-time, making the information more tangible and easier to understand.
“Motion graphics videos improve message retention by up to 95%”
These demos are particularly effective at simplifying complex interfaces or workflows, helping users quickly grasp how to navigate the platform and utilize its tools. They also build confidence by showing practical applications and real-world scenarios, which can be a big boost for user adoption and engagement.
5. Tutorials / how-to videos
Motion graphics are perfect for transforming complex tutorials into engaging and easy-to-understand content. Instead of relying on lengthy text explanations or static images, use animations to visually break down each step of a process. For example, if you're teaching users how to navigate a new app, it can guide them through the interface in a way that's clear and visually interesting.
This example is designed to give viewers a virtual tour of the app’s key features in a way that feels interactive and entertaining. The animation guides users through the app’s main functions with a smooth, intuitive flow, highlighting essential features while keeping the experience enjoyable. It’s a great example of how motion graphics can transform a standard product demo into an immersive, visually appealing showcase that captures and holds attention.
6. Results presentations
Presenting data or performance results can often be a dry task, but motion graphics can breathe life into your numbers. Animated charts, graphs, and infographics can highlight key trends and insights in a way that's visually compelling. For instance, instead of showing a static bar chart, use animations to show growth over time or to emphasize significant data points. This approach makes the information more accessible and memorable, helping your audience quickly grasp the significance of your results.
Take a look at this motion video example, which showcases statistics and reports in a visually compelling way. This video turns complex data into clear, engaging visuals that make numbers and trends easy to understand. Through dynamic animations and sleek design, it presents key statistics and insights with clarity and impact.
7. FAQs
Transform your frequently asked questions into engaging motion graphics that provide clear and concise answers. Instead of static text or standard video, create animated sequences that visually demonstrate solutions to common problems. For example, if users often ask how to troubleshoot an issue, an animated graphic showing step-by-step troubleshooting can be more effective and engaging. This makes the FAQ section more interactive and helps in reducing misunderstandings and improving user experience.
8. Product/service showcase
Motion graphics can make your presentation stand out when introducing a new product or highlighting its features. Use animations to showcase the product’s key attributes, benefits, and unique selling points in an eye-catching way. This approach grabs attention and provides a clear overview of what makes your product special.
In this video, we break down the endoscopic procedure step-by-step, showcasing how it works in a simple and friendly manner. We highlight key aspects such as the minimal invasiveness of the procedure, the cutting-edge technology used, and the rapid recovery time.
The video features engaging visuals and straightforward explanations to help demystify the treatment. By emphasizing the expertise of the world-class medical team and the innovative nature of the procedure, we aim to reassure patients that they are in capable hands. Our approach ensures that patients feel informed and confident, knowing that the treatment is designed to be as effective and comfortable as possible.
9. Event highlights
Motion graphics are excellent for summarizing and promoting event highlights. Whether it’s a conference, trade show, or webinar, you can use animations to create a visually engaging recap of the key moments. This provides a great overview for those who missed the event and serves as a compelling promotional tool for future gatherings.
This is the opening video for a TEDx event. The vibrant, striking colors instantly captivate viewers, sparking curiosity and encouraging them to dive deeper into the event. It takes the energy and excitement of a standout event video and amplifies it even further, setting the stage for an unforgettable experience. The dynamic visuals enhance the event's appeal and elevate the anticipation, making the audience eager to engage with what’s to come.
10. Webinars
Webinars are a great way to connect with your audience. They offer a chance to dive deep into a topic, provide valuable insights, and answer questions in real-time. Whether you’re sharing industry knowledge, demonstrating a new product, or hosting a panel discussion, webinars let you engage directly with your audience, making the experience more personal and dynamic.
The interactive nature of webinars – through Q&A sessions, polls, and live feedback – helps keep viewers engaged and allows for a two-way conversation. This immediate interaction enhances learning and understanding and also builds a stronger connection with your audience. Plus, webinars can be recorded and repurposed with motion graphics, extending their value long after the live event.
11. Brand presentation
Brand presentations are a compelling way to showcase a brand’s identity, values, and vision. They provide a structured format to tell the brand’s story, highlight key attributes, and demonstrate what sets it apart from competitors. With a mix of visuals, data, and narrative, brand presentations help convey the essence of the brand in a clear and engaging manner.
These presentations are particularly useful for building brand awareness and aligning internal teams or potential partners with the brand’s goals and messaging. By effectively communicating the brand's mission and strengths, they create a memorable impression and help establish a strong foundation for future relationships and business opportunities.
How to make motion graphics work for your business
Creating impactful motion graphics involves mastering a blend of creativity, technical skills, and effective communication. Here are 12 key best practices to consider.
1. Define the message
When making motion graphics for your business, it's crucial to start by pinpointing the exact message you want to deliver. Let's say you're introducing a new fitness app; your main message could focus on how it helps users stay motivated and track their progress easily.
On the other hand, if you're creating an explainer video, your message should clearly outline the problem your service solves. For instance, if you're a financial consultancy, your video might emphasize how you simplify complex investment strategies for beginners.
Being clear about this from the get-go helps ensure that every element, from the script to the animations, supports and highlights this central idea. It keeps your content focused and makes sure your audience gets the exact takeaway you intended.
2. Know your audience
The next step is to understand the audience for each video. Knowing who you're speaking to is crucial because it shapes the tone, style and content of your motion graphics. For instance, if your video is aimed at young, tech-savvy viewers, you might use trendy visuals, fast-paced editing, and a casual tone.
But if your target audience is more professional or corporate, like executives or B2B clients, you'll likely opt for a more polished and formal presentation. For example, a video aimed at executives might focus on data visualization and clear, concise messaging about ROI and benefits.
Understanding your audience's preferences, pain points, and interests helps you tailor the content to resonate with them. It ensures that the visuals and message connect with your viewers on a personal level, making your video more engaging and effective.
3. Create a script
Once you've nailed down your message and defined your audience, the next step is to create a script. The script outlines what will be said and shown throughout the video. Start by drafting a clear and concise narrative that aligns with your message. For example, if your video aims to introduce a new service, the script should highlight key features, benefits, and a call-to-action.
“Your message should clearly outline the problem you’re trying to solve”
Keep it conversational and engaging, especially if you're speaking directly to your audience. If your target viewers are young adults, a more relaxed and informal tone might be appropriate. For a more serious, business-focused audience, a professional and straightforward tone works better.
The script helps in planning the visual elements. It provides cues for when certain animations, graphics, or text should appear, ensuring everything is timed perfectly. Remember to include a strong opening to grab attention, a clear middle section to convey your key points, and a compelling conclusion to reinforce your message and encourage action.
4. Create a moodboard
After scripting, the next step is to create a moodboard. A moodboard is a collection of images, colors, textures and typography that visually represents the style and tone of your motion graphics. It's like a visual brainstorm that helps set the overall look and feel of your video.
Moodboard example
For instance, if you're creating a video for a luxury brand, your moodboard might include elegant fonts, a sleek colour palette of blacks and golds, and images of sophisticated products or settings. On the other hand, for a fun, youthful brand, you might go for bright colours, playful fonts, and dynamic, energetic imagery.
The moodboard is a great tool for aligning your creative team on the visual direction and making sure everyone has a shared vision before moving forward. It also serves as a reference throughout the production process, helping to maintain consistency in style and ensuring the final product matches the intended vibe.
5. Create a storyboard
Once you have a clear vision from your moodboard, it's time to create a storyboard. The storyboard is essentially a visual outline of your video, breaking down each scene shot-by-shot. It includes rough sketches or frames of the key moments, along with notes about the action, dialogue, and transitions.
For example, if your video begins with an introduction to a new app, your storyboard might start with a frame showing a smartphone screen and a hand tapping an icon. The next few frames could illustrate the app's key features, each accompanied by brief text or voiceover notes explaining what's happening.
The storyboard helps you plan the flow of the video, ensuring that each part of the script aligns with the corresponding visuals. It’s a crucial step for visualizing how your narrative will unfold, coordinating timing with audio elements, and figuring out where special effects or animations will fit in. By mapping out each scene, you can spot any potential issues early and make adjustments before moving into production, saving time and resources.
6. Keep it simple
As you start bringing your motion graphics to life, remember to keep things simple and clear. The goal is to communicate your message effectively, without overwhelming the viewer with too much information or overly complex visuals.
Avoid cramming too many elements into one scene. For example, if you're explaining a product feature, focus on that single aspect with clean visuals and concise text, rather than trying to showcase everything at once. This helps ensure that the key points stand out and are easily understood.
Simplicity also applies to the animation itself. Use smooth transitions and straightforward movements to guide the viewer's eye naturally from one point to the next. This makes the experience more engaging and helps maintain focus on the message.
Clear messaging is just as important. Make sure the language is straightforward and jargon-free, especially if your audience might not be familiar with the subject matter. The visuals should support and enhance the message, not distract from it.
7. Coordinate timing and pacing
Timing and pacing are key to any motion graphics. They control how the animation flows and keep your audience engaged. Good timing means your video feels smooth and natural, while good pacing makes sure viewers can easily follow along.If you're making a high-energy promo, go for quick cuts, fast animations, and upbeat music. This keeps things lively and exciting. But if you're doing an explainer video, you might want a slower pace, so people have time to understand what's being explained.
Pay attention to the timing of important parts. If there's a key feature you want to highlight, give it a bit more time on screen. Don't rush through the good stuff – let your audience take it in. And don't forget about transitions. Smooth shifts from one scene to the next can make your vide feel more polished and professional.
8. Choose typography for readability
Typography helps your message come across clearly and keep your viewers engaged. Start by choosing fonts that are easy to read. You want your audience to be able to quickly understand the text without straining. For example, if you’re using a script or decorative font, make sure it's large enough and contrasts well with the background. Keep text simple and avoid using too many different fonts – sticking to one or two helps keep things clean and consistent.
Also, pay attention to how text appears on screen. Use animations that highlight or emphasize key points, but don’t overdo it. You want the text to be noticeable but not distracting. For instance, simple fade-ins or slide-ins can make text pop without overwhelming the viewer.
Lastly, think about timing. Make sure the text stays on screen long enough for people to read it comfortably. If you’re showing stats or important info, give it a few extra seconds so viewers can take it all in.
9. Deploy audio
There's a common myth that most people watch videos without sound. While it’s true that some viewers might keep the volume off, newer platforms like TikTok have shown that sound plays a huge role in engagement. On platforms where audio is key the right soundtrack or sound effects can make a video stand out and grab attention. A catchy tune or well-timed sound effects can boost the impact of your visuals, making the content more memorable and engaging.
So don’t skimp on audio. Choose music that matches the mood and energy of your video and use sound effects to highlight key moments or add extra flair. Even if some viewers watch without sound, a strong audio track will still enhance the overall quality of your video for those who do have their sound on. Plus, with more people engaging with audio-driven content, making sure your sound is spot-on can really give your motion graphics an edge.
10. Use narration to guide viewers
When it comes to narration in motion graphics, it’s all about finding the right voice to complement your visuals and message. A well-done narration can guide viewers through the content, making complex ideas easier to understand and adding a personal touch.
Make sure the tone and style match the vibe of your video. For example, a friendly, conversational tone works great for a casual, upbeat promo, while a more authoritative voice might be better for corporate or educational content.
“Good timing means your video feels smooth and natural”
If you're looking for a quick and cost-effective solution, AI-generated voiceovers have come a long way and can provide high-quality results. Modern AI tools can produce natural-sounding narration that fits various styles and tones, making them a reliable option for many projects. They’re especially handy if you need to produce content quickly or in multiple languages. AI voiceovers can be a great help, but it’s important to assess them on a case-by-case basis to ensure that the audio stays true to your message and branding.
11. Optimize for different platforms
Make sure your content looks great no matter where it's watched. Each platform has its own requirements and best practices, so tailoring your video accordingly can make a big difference in its impact and effectiveness.
For example, if you're making a video for Instagram, you'll want to consider vertical formats because they fit better on mobile screens and catch viewers' attention more effectively. For YouTube, widescreen (16:9) is the standard format, which suits larger screens and provides a more cinematic experience.
Also, pay attention to file size and quality. Different platforms have different limits on file sizes, and you’ll want your video to load quickly without compromising on visual quality. Compression tools can help you balance quality and file size.
12. Get feedback and iterate
Feedback and iteration are key steps in perfecting your motion graphics. Once you’ve got a draft, it’s important to gather input from others to see how well your video communicates your message and engages viewers.
Start by showing your video to a few trusted colleagues, friends, or even a small segment of your target audience. Ask them specific questions about what they think of the visuals, the pacing, and the overall message. Are there parts that are confusing or dull? Do they find the visuals appealing and the narration clear?
Use this feedback to make informed tweaks and improvements. Maybe you’ll discover that a certain section needs more emphasis or that some animations could be smoother. Iteration is about refining your work based on constructive criticism to make it as effective and polished as possible.
Articulate, bringing your story to life with motion graphics
Ready to captivate your audience? Let us bring your ideas to life with stunning motion graphics that engage, inform, and inspire. Whether it's for social media, marketing campaigns, or corporate presentations, our team is here to create visually compelling content that stands out. Contact us today to discuss your next project!