Increase brand engagement and conversions.
Define a purpose for the motion graphics video and determine what distribution channels you’ll use to promote it.
Consider how you plan to use the video to determine what it needs to contain and where it will be displayed. A few examples of ways you can use motion graphics in your marketing include:
- Animated brand logo.
- Explainer video for a product.
- Data visualization.
- Animated infographics.
- Social media ads.
Depending on the intended use of your motion graphics video, you may need to adhere to platform specific requirements, such as:
- File size.
- Aspect ratio.
- Text-to-image ratio.
Your content brief can be used to provide members of your team or third-party collaborators with details that are necessary to create the motion graphics video. These details should include:
- Content objective.
- Target audience.
- Outline or script.
- Source material.
- Distribution channels.
- File size limit.
- Aspect ratio.
- Target video length.
- Brand style guide.
This will largely depend on the type of motion graphics video you are creating. For example, an animated logo may only require the original files for your brand logo. Meanwhile, a data visualization video would require the original research that the data is based on, such as statistics cited in white papers or case studies.
Depending on the purpose of the video, you may consider having either on screen text or a voice over. Or, you can include both simultaneously. For example, a platform that doesn’t automatically play videos with sound will benefit from both narration and on screen text so that the captions can grab the attention of viewers and encourage them to unmute the video.
Determine who will design and animate your motion graphics video; your own designers or a video marketing company.
If you need to find a third-party contractor or agency to work with, consider conducting a local search to identify independent graphics designers and animators, motion graphics studios, or video marketing agencies.
Your designers and animators will likely use software such as Photoshop, Illustrator, After Effects, Cinema 4D, or Blender. Checking in with your designers and animators during the creation process will ensure that the project is on track, so you can avoid requesting major changes after the video is created. For example, you can sign off on the work in intervals such as:
- After the storyboard is completed to check the concepts and frames for the video.
- After the initial design to review the still images and ensure the design elements are on brand.
- After the animation is completed, to approve the motion elements that are added to the video.
- Final post-production review to examine added elements like the narration and on screen text, background music, and video syncing.
You can distribute your video to specific channels to increase brand engagement and conversions. Consider repurposing the motion graphics video by linking to it in future content or adding it to relevant email campaigns.