The moment you pick up your phone in the morning, you are bombarded with a barrage of content vying for your attention. An Instagram reel of a cat dancing to Charli XCX’s Apple, TikTok pranks, thousands of memes that can distract you for hours. You have countless articles telling you who to vote for, what to eat, what music to listen to.

How do you cut through the noise?

The rule of thumb is that the first three seconds of your video need to grab viewers’ attention to keep them engaged. Research suggests that viewers decide within three seconds whether to continue watching or move on.

This is where motion graphic marketing comes into play. Static images and plain text are no longer enough to capture and hold attention. Using animations, vibrant colours and compelling storytelling can be the key to making the first few seconds count.

In this article, we will define motion graphics, their role in marketing and how you can create motion graphics that resonate with your audience. 

What Are Motion Graphics?

Also referred to as motion design, motion graphics is the art of creating animated graphic design. It combines text, images, and animation to deliver information clearly and engagingly that aligns with the video’s style. Whether it’s adding movement to text in an explainer video or animating a company logo, motion graphics aim to catch the viewer’s attention and make complex information easier to understand.

Motion graphics animation differs from a fully developed animated movie, such as a Disney film with detailed characters and a storyline. The key distinction is that animation involves creating a sequence of moving images, while motion graphics focus on making still images move.

A great example of motion graphics is the iconic opening crawl of Star Wars. The text scrolls upward through space, giving viewers background information before the story begins. While this is a simple use of moving text, it’s an effective example of motion graphics in action.

Image Source: Star Wars: Episode IV – A New Hope

Motion graphics can be created using specialised software like Adobe After Effects, Cinema 4D and Blender, or online platforms like Canva, Biteable and Animaker. It also comes in two main types: 2D and 3D. 2D motion graphics are flat and use only horizontal and vertical dimensions, while 3D motion graphics have depth and use all three dimensions.

Why Use Motion Graphics in Marketing?

Ever notice how certain ads just fade into the background as you scroll? You know the ones: a stiff handshake image with ‘Call us today for great service’, or a plain product shot with a less-than-thrilling ‘Buy now!’ 

These static ads don’t capture attention—they’re easy to scroll past and even easier to forget.

But imagine if those same ads were transformed and elevated with motion graphics. Suddenly, they’re dynamic, attention-grabbing and memorable. Motion graphics bring a whole new level of energy and creativity, making ads more engaging and harder to ignore. 

So, what’s the magic behind motion graphics, and how do they elevate marketing campaigns? Let’s dive in.

Grab Attention Quickly

Did you know that the average human attention span has drastically shortened over the years? It dropped from 12 seconds in 2000 to just 8 seconds by 2013.

People are now less likely to sit through lengthy articles. You have only a few seconds to capture someone’s attention before they scroll past your content and move on to the next.

Motion graphics are perfect for this because they use movement, colour and dynamic visuals to instantly draw the viewer in. Moreover, they can tell a story in a way that static images simply cannot. By combining visuals, sound and music, you can create a compelling narrative that resonates with your audience.

Simplify Complex Ideas

Communicating with your audience can be challenging, especially if you’re in a highly technical industry or need to explain complex concepts.

For instance, if you work in IT, you’re dealing with terms like ‘cloud computing,’ ‘data encryption’ or ‘machine learning algorithms’—all of which can be confusing for those outside the industry. The same goes for industries like healthcare, engineering or finance, where technical jargon and intricate processes might overwhelm your audience.

Motion graphic videos can break down even the most technical information into bite-sized, easily digestible pieces. They can easily explain how your technology works, show data flow or demonstrate processes.

Once your audience understands the core of what you’re offering, they’re more likely to see how your brand’s solutions fit their needs—ultimately driving them further down the sales funnel.

Raise Brand Awareness

You’re competing with thousands of brands for the same audience. With so much noise online, it’s hard to make your brand stand out and get people to notice you. Simply having a product or service isn’t enough anymore; you have to think of new and exciting ways to increase your brand awareness.

Motion graphics are a powerful tool to help raise brand recognition. They can be easily adapted to suit different audiences, all while maintaining consistent branding and core messaging. 

Increase Conversion 

According to a report by Insivia, people retain 95% of a message when it’s presented in video, compared to only 10% when reading it as text. This makes video, including motion graphics, an effective tool for increasing conversions. 

When your audience better understands and remembers your message, they’re more likely to take action. They might make a purchase, sign up for a service or engage with your brand in other meaningful ways.

In fact, Facebook reported that campaigns combining static images and videos have demonstrated a 17% higher conversion rate compared to static images alone. Meaning, videos can drive 5.5x more conversions at a lower cost.

Types of Motion Graphics for Marketing

Now that you understand what motion graphics are and their benefits, let’s explore the different types of motion graphics you can leverage for your marketing campaigns.

Explainer Videos

Conveying a large amount of information in just a few words or through a single image can be quite difficult. How do you engage your customers about your product, service or unique value proposition without being too boring?

Explainer videos with straightforward animations are just what you need.

Explainer videos can cover anything—from detailing a feature of your product to showcasing its application or introducing a new offer. They combine animation, narration and music to produce an informative and educational video for your projects. 

Here are some examples of explainer videos:

• Whiteboard Animation: This style uses a whiteboard and a hand to draw and write your message.
• Cartoon Animation: This approach applies characters and stories to convey and illustrate your message.
• Motion Infographic: This format uses data and graphics to visually represent and support your message.

Common design elements include static images, animated text, transitioning slides, animated audiograms and simple illustrations that can be animated to describe problems or solutions.

Animated Typography

Also known as kinetic typography, animated typography is a popular motion graphics technique that adds movement and animation to text. It helps create a rhythm to your narration, emphasise keywords and more.

Simply put, animated typography is text in motion. 

Have you ever enjoyed a lyric video on YouTube, watched the opening credits of a TV series or been captivated by a narrator’s words dynamically appearing on screen to complement the audio? This is animated typography at play.

Animated Logos

A slick animated intro slide is already in place. Your product video is ready. Voiceovers have been polished and finalised. However, your logo remains static. 

When you face cutthroat competition, a static logo might not be enough to help you stand out. Animated logos, also known as production logos or vanity cards, use unique animation styles and elements to bring a brand’s logo to life and tell its story.

Use them in video ads, social media posts and the opening or closing sequences of branded videos.

Animated Graphic Loops

Animated graphic loops are short, silent animations that play on a continuous loop. They often use vectors, illustrations, text or photos.

The visual repetition pulls the viewer in, encouraging them to notice and explore the finer details. A common example of a graphic loop is the animated preloader used in apps and websites. Though simple, animated preloaders keep users engaged while they wait for the next page to load, helping prevent boredom or frustration.

Additionally, they can be featured on LED screens at events or in storefronts. Animated loops can even replace static images in ads, social media posts or website hero images, adding dynamic energy to your content.

Animated Ads

When it comes to ads, people often say they want to see real people. Viewers feel connected to human faces, relatable situations and true stories. It makes sense—real people help build trust, especially in an era where consumers value authenticity.

But here’s the catch: animated ads offer something live-action can’t always achieve. It’s cost-effective and efficient. Animated video ads are ideal for short-term campaigns and situations that require immediate release. If the offer is just a straightforward one-time discount, why bother with live-action footage when you can easily animate it?

You’re not confined by location, casting or time limits.

You can use these ads to highlight particular features, time-sensitive promotions or special events in under 90 seconds. 

UI/UX Animations

In motion graphic marketing, UI/UX animations guide users through the interface, providing visual feedback and helping them understand how to interact with various elements when using a certain app or website.

Using motion graphics techniques, UI/UX animations can explain a software’s features more effectively instead of a screen recording. You can magnify UI elements, slow down processes and use transitions. 

You might argue that written instructions or recorded walkthroughs are a lot simpler. But if your goal is to stand out, providing a visual tour that clearly demonstrates how they can achieve results with your software gives you an advantage.

Show and tell. Guide your audience through their software experience with an interaction design presentation.

How to Create Effective Motion Graphics for Marketing

It’s okay if this is your first time diving into the world of motion graphics; it can be overwhelming. With so many tools, styles and techniques available, getting started may seem daunting.

But don’t worry, we’re here to guide you through the process. Take a closer look at these tips on how to get started in motion graphic marketing:

Consider Why a Motion Graphic is Necessary

Take a moment to evaluate whether a motion graphic is the right choice for your project. What does adding movement bring to your project? Could you get the same message across with a static image? The animation should make your message stronger, not just add something extra; otherwise, it might feel unnatural.

Plan, Plan, Plan

It’s natural to get excited and want to jump straight into animating. After all, that’s the fun part, right? But before you dive in, it’s important to lay a solid foundation.

You need to have a plan. Write a detailed brief so you have a direction and guidance, avoiding endless revisions down the road.

Start by defining your goals. Do you want to increase your sales, raise brand recognition or visually explain a new product? What action do you want viewers to take after watching the motion graphic?

When you understand your objectives, developing a strong concept will come easy. 

Other details that should be included in your brief are the key messages you want to communicate, deliverables, platforms where the content will be used, target audience and references. 

Here’s an example:

1. Project Name: Fitness App Introduction
2. Objective: Visually explain the features and benefits of the FitTrack app, aimed at encouraging downloads and user engagement. The asset will feature the app’s unique tracking capabilities and community features to attract fitness enthusiasts.
3. Creative Direction: The key messages to convey are:
   1. FitTrack simplifies fitness tracking by integrating various health metrics.
   2. Users can personalise their fitness journey with tailored goals and insights.
4. Deliverables:
   1. 1 animated video (45 seconds) for app store listings and promotional campaigns.
   2. 1 shorter teaser (15 seconds) for social media platforms (Instagram, TikTok).
   3. Format: MP4 for all platforms.
5. Target Audience: Fitness enthusiasts aged 18-35 who are tech-savvy and interested in personal health improvement.

Determine The Visual Style

When looking for the right visual style for your project, it helps to ask yourself the following questions:

• Do you want a flat design or a three-dimensional look?
• Should the artwork be cartoonish or realistic?
• Will your target audience relate to this style?
• What visual symbols will you use to convey the main ideas in your message?
• What colours will you use?

Clearly outline the key attributes of the brand. Is it playful, professional, adventurous or sophisticated? This will guide the animation style and tone.

Write The Script

Start with a clear narrative outline. It will serve as the foundation for your visual elements, voice-over, sound effects and music.

Begin by writing a detailed script. Outline the main points you want to convey, then write out the exact words for the narrator and characters. Remember, brevity is key. If you can convey your message in:

• 30 seconds: that’s excellent;
• 60 seconds: that’s okay;
• 90 seconds: this is usually the maximum recommended length.

Know your run time. Before you start writing your script, determine the ideal length for your motion graphic. This will depend on your project’s goals, story, and target audience.

Are you creating a tutorial, an explainer video or a more narrative-driven piece? The length will vary depending on the complexity of the content.

Create a Storyboard

A storyboard is like a blueprint for your animation. It’s a series of sketches that outlines the story’s flow, from beginning to end. While it might seem like a rough draft, storyboarding is crucial for complex projects.

Think of it as a roadmap. It should establish the message you are trying to convey. Then, key style frames define how you’ll deliver the message visually. Blocking determines the style and pacing, and finally, you produce the motion graphic asset.

To make it easier, simply start with sticky notes to jot down key scenes and actions. Quickly sketch out what’s happening in each scene, including character movements.

Make sure that you add a short description, including narration, sound effects or on-screen text. They visualise the flow of your story and identify any potential gaps or inconsistencies.

Carefully Plan The Voice-Over, Music & Sound Effects

Consider your brand’s sonic identity. Just as your brand has a visual style, it also has an auditory identity. What does your brand sound like? What emotions does it evoke? 

If you’re planning full voice-overs, sound effects and custom music, music licensing is important. You may need to purchase a license for copyrighted songs, or consider commissioning original music.

You also need to find the right voice. Choose a voice-over that aligns with your brand. Consider factors like age, gender, accent, tone and style to select a voice that matches your brand’s personality and messaging.

Also, don’t cut corners on sound effects.

While not every motion graphic requires sound effects, those that do should feature high-quality audio.

Choose The Right Software

A quick Google search for the right motion graphic software will give you several options. You have After Effects, Cinema4D, Blender, Houdini and Nuke, among many others. But how do you know which software is for you?

Here are some factors to consider:

Skill Level

If you’re a beginner, you might want to start with more accessible software that offers straightforward interfaces and templates. On the other hand, if you have some experience, you might be ready to tackle more advanced tools like Adobe After Effects or Blender.

Primary Use Case

If your project requires 3D elements, Cinema 4D or Blender are good choices. For 2D animation, After Effects or Adobe Animate are suitable.

For simple animations, a beginner-friendly tool might suffice. For complex projects with advanced effects or simulations, professional-level software is necessary.

Budget

Many motion graphics software options come with different price points. Free programs like Blender provide powerful tools without the financial commitment, while others like After Effects require a subscription. Determine how much you’re willing to invest in software before making your decision.

Fortunately, many software options offer free trials. Take advantage of these trials to get a feel for the user interface and features. Experimenting with different programs will give you a better sense of which one aligns with your workflow and creative style.

Understand Motion File Formats

The format you choose for your motion graphics can impact where and how your content is used. While many motion graphics are created using similar software, the workflow can vary depending on the desired format.

Here are the most common file formats for motion graphics:

• MP4 or MOV: These are the standard video formats, widely supported and easy to export from most motion graphics software. They’re ideal for general use, including landing pages, social media, and video platforms.
• GIFs: GIFs are animated images, but they can be larger in file size compared to MP4s. The ideal length is 6 to 15 seconds to maintain page speed.
• Lottie: This JSON-based format is lightweight (10 to 50 kb) and easily embeddable on websites, mobile apps and desktops. Lottie files can be significantly smaller than MP4s, making them ideal for performance-sensitive applications.

Pay Attention To Transitions

Poor transitions can be more than just annoying; they can pull viewers out of the narrative. Your scenes should flow seamlessly, whether you’re telling a continuous story or breaking it up into chapters.

Which leads us to the next important point: watch your pacing. Your animations should neither be too fast nor too slow. The viewer needs time to process the visuals. Avoid unnecessary delays that can disrupt the flow. The pacing should align with the script, and transitions should help maintain a smooth rhythm.

Final Thoughts

Content, after all, is still very much rooted in visual storytelling and the emotions it evokes.

Marketing campaigns that rely on bland scripts, overly salesy language, or too much technical jargon no longer cut through the clutter. You can invest millions of money to feature a celebrity or public figure in your campaign, but if the content is boring or uninspired, it won’t make an impact. Without creativity and genuine engagement, even the biggest names won’t save a lacklustre campaign.

This is how motion graphic marketing can make a difference. With stunning visual effects, compelling stories, a strong concept and consistent branding, you can bring your message to life in a way that words alone can’t.

In the era of oversaturated social media platforms, creativity is your greatest asset.

Join our graphic design courses and unlock your potential as a visual storyteller. We offer communication design, interaction design and other short courses like Sustainable Digital Transformation. 

With Orita Sinclair’s mentorship, you’ll gain the skills and knowledge to create impactful motion graphic marketing that stands out from the crowd. Apply now!

FAQs

How do I measure the success of my motion graphic marketing campaign?

To measure the success of a motion graphic marketing campaign, you should track website traffic, engagement metrics, conversions and brand awareness.

How long does it take to complete a motion graphic project?

The timeline depends on the complexity and length of the project. For example, a short social media ad might take a few days, while a more complex explainer video or animated presentation could take a few weeks.

How long should a motion graphic video be?

The ideal length for a motion graphic video depends on the platform and message, but generally, they should be kept between 30 seconds and 2 minutes to maintain viewer engagement.

About Orita Sinclair

Founded in 2002, Orita Sinclair is one of the oldest music and design schools in Singapore. We are committed to fostering a love of design and music in our students by encouraging them to be bold and imaginative in their endeavours.

Here at Orita Sinclair, we believe that theoretical and practical foundations are equally important with the music and graphic design courses that we offer. For that reason, we have put in place a forward-looking curriculum that grounds students in key principles before being guided by field practitioners in applying theory and technical craft in authentic, industry-oriented projects. One of our best programme is Diploma in Interaction Design.

Our supportive learning environment prepares students for the demands and challenges of the music and design industries. At the end of their graphic design courses or music courses, our students are ready to step out into successful careers or pursue degrees at renowned universities.