Our Head of Studio and Art Director Ellie Pearson discusses the ever-changing landscape of motion graphics and video production and how it has changed and developed in the current pandemic climate.
In a world where there’s fear and uncertainty around the future and format of ‘traditional’ print work, motion graphics and video production are booming. The sheer scope of what’s possible is limitless and – given the fact that studies show that 80% of consumers have consumed more content since the Covid outbreak and by 2022 it’s estimated that 82% of all content creation will be video – it’s not hard to see why companies are using this marketing medium as an opportunity to maximise their level of customer engagement.
With the complexity of managing large numbers of people on sets and a lack of face-to-face events happening, more and more people are leaning to video and motion graphics content to booster their means of customer engagement, communication and retention during these strange times. And the reality is: there are so many ways this can be achieved. Keynote and PowerPoint presentations are now being brought to life in a way which once would have been done on a stage, with moving animated slides and voiceovers pairing together to create engaging content. Explainer videos and animated infographics are taking the place of traditional print formats such as brochures and leaflets to help get marketing messages across. But this poses the question – why the sudden boom given that it’s long been said that video creates an emotional connection with a consumer far quicker than any other content platform? Maybe it was the perception that these things always needed the highest budgets to achieve the best results.
At Mobas, we’ve really noticed that both our current clients and potential new clients have missed getting to know our Mobees on a one-to-one and very often face-to-face basis and to combat this we’ve created ‘Meet the Transformer’ videos to allow people to get a real understanding of who we are and what we all bring to the table. Since running this campaign, the feedback we’ve received has been incredible as people really are getting the feeling of getting to know us on a more personal level that’s hard to achieve in these times. And while we’ve experts on hand to help create this content, the premise and idea is a simple one – quality, real content paired with fitting music, executed well.
Whether it’s talking-head video content or a full brand animation there are a few key points we believe are crucial in creating meaningful, engaging content:
Having a clear goal
You want people to engage with the content – not only at the beginning, but for the whole duration. Keep it lively, engaging and make sure the energy is high. Having a clear goal as to what you want your motion and video content to achieve is the only way you can ensure it achieves the results you’re aiming for.
Not everyone has the budgets of big hitters such as Nike or Google, and being realistic about what you require is hugely important. You can still achieve fantastic results without spending thousands, you just have to approach it in the right way.
Stay true to yourself
Ultimately video and motion graphics is just another tool in getting your brand message across – which is why it’s crucial this isn’t broken just to follow trends or to imitate something else you may have seen. Stay true to your brand personality and values – if you’re a people-centric brand, show your people; if you’re a youthful energetic brand, make sure your content reflects this.
When done correctly, motion graphics and video content can inspire, delight and captivate an audience and encourage them to take an action that the brand requires. However, it has to be noted that a rushed, poorly executed piece can sometimes do more harm to a brand than good.
The truth is the possibility of this format really is endless and something that’s evolving constantly – and having found ourselves in a global pandemic for the last year, this is no longer something which is only attainable by those with large budgets and fully kitted-out studios. We’ve all seen the adverts, now filmed in people’s homes on their laptop webcams – what once would have seemed low-budget and possibly unprofessional, is now something which resonates with us all the most.