I hope all my dear readers are well and healthy and doing a great business in this chaotic and crazy pandemic time.
Before I get straight into the subject of motion graphics and their unparalleled impact on marketing, I would like to talk a little bit about the difference between motion graphics and video advertising. In its simplest terms, motion graphics is the same as animated Photoshop.
Here I draw your attention to the fact that the motion graphics is not actually a filmed product, but the independent layers of graphic elements that can move freely on the timeline and make our commercial message more attractive. In video products, however, the expert must film a real subject.
At this very moment, the choice of the audience shows its role. And it's the job of a professional digital marketer to determine which generation responds to the actual promotional video, and which generation responds to the motion graphics.
Motion graphics work with flat, two-dimensional graphic elements, choosing the easiest way to convey a business or marketing message, and usually better targeting the millennial and Z-generation. Video ads, on the other hand, are more expensive to produce and require a complete film crew and editing team. Their goal is Generation X, who have more money in hand but spending smartly.
The motion graphic artist is essentially a graphic designer who is well acquainted with keyframe techniques, frame rates, and timelines. And He/ She needs to know how to combine and integrate Adobe Photoshop and Illustrator layers with the After Effects composition and timeline. But, in video advertising, the focus is on commercial storytelling.
Usually, Websites and social media represent motion graphics to their audiences, white TV networks and YouTube represent Video Ads. What generation we advertise for, determines the type of animated graphics we should make. Motion Graphics or Video Advertising!
Studying the psychology of the generations to market, and then segmenting them according to their needs, and ultimately estimating their online behaviour is a specialized task that we have to spend a lot of time on. Otherwise, we will make a mistake between choosing motion graphics production and promotional video. They are totally two different things with two different target group.
My 20 years of experience in this field has proven that Generation X loves real video with real characters and environments, but Generation Z and Millennial love motion graphics and comic books with little exaggerated movement. Now, I think working with these three generations is not very complicated, we have to wait to see how the alpha generation will behave online. The Alpha generation loves to touch and rotate 360-degree 3D ads. Then, Good luck if you want to stay in this market ;). I was joking, big software companies like Adobe and Autodesk and even Corel are rapidly developing their 3D and tangible software portions.
If you are a graphic designer or web designer, it is not bad to start learning Max or Maya right now. Tomorrow is definitely too late if you want to increase your income with a steep positive slope in 2024 and beyond.
I'm not a fortune teller, but I can see future trends in marketing technology.
Article By: Farid.G.Asad | July/15/2020