7 Valuable Ways to Leverage Motion Content

The Options

At this point, you probably don’t need us to convince you that online video is an effective way to reach an audience. If you’re still not sure, spend a minute reading this article, it has some incredible statistics.

Conversion rates can improve 80% when video is used on a landing page.¹

In this article we aim to help you differentiate the various applications of online interactive motion content, so that you can be well informed when creating your 2016 marketing budgets. In general, there are two main creative categories of video production: live action and animation. For the purposes of this article we are going to focus on animation, which in our case also encompasses motion graphics. This approach is often a more cost effective and flexible solution when it comes to commercial content.

Let’s jump in so you can have a clear idea of how animation and motion graphics can work for you.

1Website Elements:

Incorporating subtle movement into a website can be a powerful and impressive method when done tastefully. This includes various interactive content such as motion icons, looping graphical elements, and transitions between pages or banners. Movement such as this can be constantly live, activated by a hover state, or started when the user moves over a certain part of the page. The example below is a sampling of a few motion icons we created. Depending on the complexity, animated elements for a website cost between of $500 – $1,000.

2Lower Thirds / Title Cards:

This can include anything from the title of a short film to the name of an interviewee. These motion graphics elements use creative typography and motion to help aid in the narrative structure of a piece. These elements are often used in live action commercials, documentaries and narrative films.

Lower Thirds are graphic overlays in the lower portion of the screen showing names and titles

3Social Motion Post:

These are great for event promotions, product announcement, sales, and similar advertisements. This format is perfect for social posts with a runtime of 5-10 seconds and usually playing on a loop. They generally cost between $800 – $2,000.

See the Instagram account here.

4Motion Logo:

Adding motion to a logo can dramatically improve the the professionalism of video content. Creating a motion logo is no easy task, it’s arguably as complex as the logo creation itself since every aspect of the motion should re-communicate the essence and persona of the brand. These are commonly referred to as bumpers as they are often added to the beginning and the end of video content. This is highly recommended for any brand that has video content accessible to their audiences as it really improves the professionalism of a video. These types of motion graphics are roughly 3-5 seconds in length with an average a cost between of $1,000 – $2,000.

5User Interface Animation:

This is a powerful way to introduce users to an interactive interface such as a mobile app. It can easily be composited over live action footage or be a stand alone. This technique is pretty universal and can be utilized for such things as: promotional videos, crowdfunding campaigns, and tutorial videos to improve customer service. These can have a wide price range based on length and complexity but generally land between $3,000 – $8,000.

6Explainer Video:

This is a particularly popular commercial style video that is designed to help explain a product or service. It is effective for introducing new products, introducing customers to an app or user interface, directly informing audiences and overviewing the value proposition of a service. These tend to be 30 – 90 seconds in length and generally cost between $4,000 – $9,000.

7Commercial Animation Video:

This high grade commercial video content can take many forms but involves intense creative writing, animation, sound design, and editing with highly refined motion graphics and animation. In our opinion, this is among the best ways to reach an audience, create brand loyalty, and emotionally engage with your clientele. These videos are best used within a online marketing campaign through social media or other networks such as YouTube advertisements. With a running time of 30 – 90 seconds these cost between $5,000 – $15,000.

Our Expertise

We hope this gave you a solid understanding of your options when utilizing online video and to how best reach your audience. Animation and motion graphics is our expertise, so please don’t hesitate to take advantage of our free consultation. We’re more than happy to help you talk it through, explore your options and determine what type of motion content works best for your business.