By: Nicole Kelly is a Raleigh, North Carolina, US graphic designer, digital marketing consultant, and writer enthusiast. She loves writing about new business strategies, digital marketing, and social media trends for different blogs and DigitalStrategyOne.

If you view digital marketing as solely static visuals, you'll miss out on opportunities for immense growth. You will remain a steam engine in a market full of jets.

In today's digital landscape, videos are a crucial component for success, and if you don't adapt, your ROI may suffer. This shift towards video content is not limited to marketing efforts; it has also impacted people's attention span and ability to focus. This is a mutual challenge for both marketers and consumers.

Photo by Theme Photos on Unsplash

For an average of 8 seconds, marketers now have a massive task: keep their audience engaged, communicate their ideas, and encourage people to buy their products or services. Professional video production budgets can skyrocket, and if the footage ends up in the hands of an inexperienced team, it can feel like money down the drain.

But you know what? Creating amazing video content doesn’t have to break the bank. It also doesn’t have to include numerous teams of people handling cameras, mics, and lights. With the power of motion graphics, everything can be done on a single computer.

What Exactly Are Motion Graphics? 

Simply put, motion graphics are graphic designs that are, in some way, animated. However, you may be wondering, "What is the dividing line between graphic design and animation?" Well, from a technical standpoint, motion graphics and animations are synonymous.

Animation refers to everything from animated movies to TV commercials. On the other hand, motion graphics is a more specific term that relates only to certain kinds of animation.  

Unlike traditional forms of art, animation places greater emphasis on the visual and auditory effects of moving images, using different techniques like claymation or traditional 2D cartoons. In contrast, motion graphics are visual aids for making a point or explaining complex concepts.

They aren't limited to moving characters but can also involve moving abstract objects, text, or other graphical elements.

When it comes to telling stories, eliciting feelings, and drawing attention to brands, motion designers rely on a wide range of software to bring their 2D and 3D graphic designs to life. Motion graphics can be found in various media, including music videos, movies, games, and apps.

From Netflix’s logo to the legendary ad campaign for safety around trains about “dumb ways to die" to your Spotify Wrapped, motion graphics found their place on any screen imaginable. But why are they so beloved, and how can they enhance your digital marketing?

Opportunities are Endless

Sometimes, the real world is just not enough for you to immerse your audience in the world of your ideas. With MoGraphs (as we call them), you don’t need to rely on just what and how is around you. Imaginary characters, surreal scenarios, and engaging stories can all be brought to life in many different ways. 

It’s all about the approach you choose. Want to create your identity through motion? Take a look at how Spotify did it. Without saying a single word (! ), they created a unified motion identity for the Spotify app, O&O platforms, and advertising, beginning with the new logo and brand shapes.

Or would you like to keep it simple? In 2022, Apple introduced us to its 2030 plan. They drew attention to their sustainability goals by using only animated text and hand-drawn illustrations and implementing green in their well-known typeface and logo. And not only that, they successfully introduced us to the idea of collective responsibility just by creating motion on certain keywords. 

Whatever you imagine and however complex your idea is, everything can be told through motion graphics. Explainer videos, infographics, title sequences—you name it. It all comes down to creativity and human imagination. 

Boost Your Brand’s Awareness

According to Wyzowl, 93% of businesses gained a new customer directly from using social media videos. Getting your brand or product in front of new customers every day has never been easier than it is now when so much of the world is online. 

However, many of today's younger consumers aren't interested in reading multiple pages to learn about your business and how it may benefit them. This is why the videos are so successful.

Remember that people only have a few seconds of attention, so make sure you use that time wisely by explaining who you are and what your brand can do for them.

There are many ways you can create awareness around your brand, and it can be as simple as emphasizing your visual identity. 

That is what Slack has done: it has represented the chaos that one day can become through geometric shapes in recognizable brand colors that gradually transform into an organized set that successfully represents the company’s mission organization.

There are many ways you can create awareness around your brand, and it can be as simple as emphasizing your visual identity. Begin by establishing a strong online presence through a professionally designed website that showcases your products or services. Utilize social media platforms strategically, selecting channels that align with your target audience. Engage with your audience by creating the best solo ads and sharing compelling content, such as blog posts, images, or videos, to build brand awareness and trust.

Leverage paid advertising options on platforms like Google Ads or social media to increase visibility and reach a wider audience. Implement search engine optimization (SEO) strategies to enhance your website's visibility in search results. Regularly analyze digital analytics to track the performance of your campaigns and refine your approach based on data-driven insights. Embrace email marketing to nurture relationships with existing customers and attract new ones. In the digital realm, a comprehensive and dynamic strategy ensures that your business not only survives but thrives in the competitive online marketplace.

You Can Actually Fix It In Post, and It’s Still Cost-Effective

Look, nothing is worse than getting into post-production and realizing that some of the footage wasn’t filmed as you planned. And what if you realize that some of the content has to be updated? 

It's possible that the product has been changed in a way that wasn't expected, that it's temporarily unavailable in some areas, or that something else similar has happened. The costs of restarting production are high, and the likelihood of making a profit is low.

Motion designers use extremely modular programs, and it's not hard to modify the video in any way you like. Whether you want to add new sounds, replace images, or create new animations, it will be much easier than reorganizing the whole shooting day.

Unlike live action videos, which require multiple teams of people, MoGraphs can only require one skilled individual and a high-performance machine. 

The price of creating a 2D or 3D animation varies with its complexity and turnaround time. If you want to work with a top-tier studio, you'll need to put more money aside to pay for their highly skilled staff. Or, you can get in touch with a talented freelance artist with whom you can create absolute magic. 

It may require a bit more time as they are usually a "one-man show," but you would be surprised by what only one person can do. 

However you choose, the adaptability of a motion design project makes it more cost-effective than a traditional film shoot. 

Motion Graphics Are Shareable and Likable

When used in a digital marketing campaign, motion design automatically increases the campaign's shareability and, hence, its organic reach. If your video is interesting enough, others will likely share it online, making it viral in no time. 

One of the best examples of shareable MoGraphs is the ones from Vox. You may have seen them on the Netflix show Explained, but they are also very active on social media. They use a combination of animated infographics, archival footage, and live action clips to explain different subjects that shake the public. 

You still don't understand why Taylor Swift's tour tickets are so expensive? No worries; Vox has you covered.

Videos today can also be easily embedded on YouTube and Vimeo. Because of this, content can be shared on social media with the click of a button or linked to a blog post with minimal effort.

Final Words

Using motion graphics in your digital marketing campaign can be a highly successful approach to capturing your target audience's attention and expressing your message in a visually appealing manner. This is a type of animation that has the potential to highlight products or services, clarify complicated ideas, or build excitement and energy in your branding. 

Motion graphics can also be used to tell a story, making them a great way to make marketing content interesting and easy to remember. They can also be used to give the impression of movement and action, which makes them great for social media and other digital platforms. 

Unlike live action videos, they have a lower production budget and may not require actors or voiceovers, resulting in less stress about creating the perfect ad. 

Overall, adding motion graphics to your digital marketing plan will help you stand out, grab the attention of your target audience, and get your message across.