By now we’ve all heard or read the science: the human brain craves a good story. It’s wired to do its best learning through storytelling.
But what if you’re in the world of B2B, where you often find yourself knee-deep in a sea of industry lingo and technical concepts? How do you turn those highly complex ideas into stories that stick?
It’s A Piece of Cake
Great stories are almost always told to serve as an example or to make a point. Often, they compare one common or familiar thing to something similar but less understood. That’s pretty much the definition of an analogy. Metaphors take the analogy one step further – but since this isn’t a literature class – let’s get to the point!
Motion graphics are PERFECT for this kind of storytelling: the virus that “latches on” to a cell … the software that “choreographs” flight times and routes for ultimate efficiency …
In the truest sense, motion graphics can turn confusion into clarity, making even the most complicated ideas feel – or even look – like a piece of cake.
Storytelling Makes Information Stick
Remember, It’s not just about conveying information; it’s about turning “on” the proverbial light bulb for your audience. That “aha moment” creates an emotional connection that feels great and is hard to forget.
And let’s face it, when was the last time a bar graph or a pie chart gave you goosebumps? Motion graphics do more than just communicate; they resonate, engaging your audience and leaving a lasting impression.
Memory Lane with Visuals
More of those brain studies show that visual content has a one-up on text alone when it comes to its ability to stick with us. Motion graphics go a step further by blending visuals, audio, text and emotion into a powerhouse of engagement. The result? Your audience doesn’t just watch; they remember. It’s like turning your content into a catchy tune you can’t get out of your head, only it’s your brand message lingering in their minds.
From Screen to Screen
Here’s a cool perk – the adaptability of motion graphics. These wonders can easily jump from one platform to another, whether it’s social media, websites, or presentations. Talk about maximizing your return on investment! And speaking of investments, let’s address the elephant in the room – the budget.
Unlike the cost of traditional live action video, the cost of motion graphics is based on just two primary elements: the duration and complexity of the animation.
Traditional video has so many more variables – actors, wardrobe, props, sets, location fees, special effects, travel, different types of cameras and lighting, different amounts of crew members and specialized equipment, etc., etc.
So … which is cheaper? Well, it depends a lot on the story being told.
Picture this scenario: you’re introducing a new accounting software product, and you want to showcase its ability to let clients “drill down deeper into their finances.” Your creative concept features an intrepid prospector mining for gold.
Now, you might consider a day or two of shooting in a cave, or even a real mine. But, shooting in a cave or mine is going to require extra time, specialized lighting, hefty permits plus safety equipment and specialized personnel – and of course you still need to audition and hire an actor, and provide their wardrobe, props, and makeup.
Or, with motion graphics, you could custom-design your miner and send him or her down a mile-deep mine if it helps you make your point. They can uncover buckets of gold … or coal … or discover a water leak at the bottom and wind up floating all the way to the surface. This approach will likely be much cheaper than the live shoot – but again, duration and complexity are what drive the cost of the motion graphics. The best approach is to tell your story in a way that will best move your audience to take action. Sometimes that’s live action video. Sometimes it’s motion graphics. And many times, it’s a combination of the two!
Check out these examples of motion graphics in action:
SAP Ariba Introduces a New Service: Dive into this new service introduction video, where motion graphics, narration, music, and sound effects come together to create a story that brings to life dry concepts like procurement and spend management.
Manhattan Associates Demonstrates the “Cost to Serve” approach to COGS: Before there was even a script for this video, the basic message could have been a mathematics lecture. Thankfully, our client knew of a real-life scenario (i.e. “story”) that brought all the math to life. Just one problem – to shoot it live would require expensive props, lots of actors and a number of different locations around the globe.
Motion graphics to the rescue!
Our team suggested using the style of “Fractured Fairytales” and created a fun approach to a serious business scenario that’s a real eye-opener!
Closing Thoughts: Riding the Motion Graphics Wave
So there you have it—motion graphics are a powerful tool for turning head-scratching, complex concepts into unforgettable aha moments. ’ After all, there’s nothing more gratifying than helping your audience go from mystified to convinced in just 90 seconds.
Blue Marble is a Video Agency headquartered in Atlanta, with a 30-year track record of creating strategic, brand-moving videos that hit it out of the park for clients like SAP, the State of Georgia, Fiserv, Manhattan Associates, Sage, Pitney-Bowes, LEVELOR, Verizon, Georgia-Pacific and many more. From brand manifestos to new product rollouts to customer support videos and more, we use the unique power of the medium to create an emotional connection with your viewer. Clients come to us for our award-winning creative — and then come back for our easy-to-work-with attitude and bullet-proof video production process.
