Motion graphics: Why showing is sometimes better than telling

Mar 31, 2017
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If a picture is worth a thousand words, as the old saying goes, how much is a moving picture worth?

Well, these days where companies are investing heavily in creating content to deliver their marketing messages – particularly for video and motion graphics - the answer may well be “priceless”.

This is not that surprising, given some recent statistics released by Wyzowl following a survey it conducted towards the end of last year which shows that:
• 83% of businesses believe video gives them a good return on investment
• 97% of businesses said their explainer video has increased user understanding of their product or service
• 91% of consumers have watched an explainer video to learn about a product or service

Above and top: Examples of our work for Oricol Environmental Services. Motion graphics were used to simplify a complex industrial process and the mechanical movement of the front-end loader truck was also demonstrated. 

The popularity of video and motion graphics has increased dramatically over the past few years and is now seen as an essential component of the so-called content marketing mix.

Motion graphics are pieces of digital footage or animation which create the illusion of motion or rotation, and are usually combined with audio for use in multimedia projects. – Wikipedia

In years gone by, content marketers used article marketing on static text-based web pages to communicate with their audience. However, this had its limitations. Trying to explain complex processes resulted in reams of dense text that wasn’t user friendly. It was simply too much to digest.

A catchy way to relay information

This gave rise to the use of infographics that at once allowed content creators to summarise detailed, wordy information into clever visuals that could deliver information more effectively than plain text.

But it was really by adding the motion component to the mix, by using video or animating text and illustrations, that took audience engagement levels to new heights.

Content marketers quickly jumped on the bandwagon, producing short-well scripted and relevant videos and animations that were easy to consume, understand and, crucially, share.

The benefits for business

Businesses have realised that the presence of video itself affects the most important search engine optimisation ranking factor: content.

Video is evidence of quality content, and as part of a media mix on a site, it helps send signals to search engines that your page or site contains rich media relevant to search requests.

Besides making complex information more accessible and engaging, motion graphics have become an important brand building tool for companies. Key messages, ideas and awareness campaigns are increasingly communicated through video and motion graphics.

Motion graphics play in to viewers’ love of video content, and the ease with which you can get a point across with text, animation and audio on your site are the keys to the future. - Hubspot

To get back to the original question posed at the introduction to this post. According to a study by Dr. James McQuivey of Forrester Research, the value of one minute of video is 1.8 million words. That’s the equivalent of 3 600 web pages! 

If you’re a small to medium-sized business owner, there are many compelling reasons why online video marketing should be a major focus of your advertising and marketing spend.

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