Video is an exceptional medium for making a connection with your audience. By itself, it allows viewers to build feelings of trust and develop empathy for your business through your executives, staff or satisfied customers that appear in the video. But if your business is service-based, or offers expertise in solving complex problems, explaining what you offer can present its own set of challenges. Luckily, with video, there are numerous options. A couple of these options, motion graphics and kinetic typography, can help illustrate your organization’s unique value in an easily-understandable way that engages your viewers even more. 

What are motion graphics and kinetic typography?

Chances are you’ve already seen a video that has used motion graphics. Basically, they’re graphic design animations that help bring a video to life. They can be story-based and use text, visual, and audio to help further the narrative, or they be used to add visual interest to abstract forms such as logos. 

Kinetic typography is another type of video animation similar to motion graphics, but mixes motion and text. While it has become more popular recently, its roots go back to the early 20th century. It was used more prominently in the 1960’s, when production artists started combining video and graphic elements to add flair to movie titles and credits. Opening sequences began featuring names and titles that flew in, raced out, or were otherwise animated. More recently, artists have used kinetic typography as a cornerstone storytelling technique within video, with businesses also latching on as a way to communicate services, values or important initiatives. 

Why use motion graphics and kinetic typography in video?

Motion graphic production is especially effective when it’s used to explain a complex or detailed concept, such as what your organization does, or its process. This approach can also help provide tangibility to service-based businesses who don’t have a physical product to sell. While videos that feature real people that your audience can identify with are essential, sometimes it makes more sense to explain the bigger picture and connect the dots on a higher level by using the right combination of motion graphics to support the overall story while getting viewers excited. 

Let’s say your company works in project or real estate development. In these industries, there are numerous stakeholders involved, from project stakeholders to community members. There’s also many legal hoops to jump through, which can be challenging to explain to an audience without a specific type of knowledge or background. Not to mention, it’s a professional service you’re offering, one that doesn’t sell a product, but provides intangible expertise. 

One approach you can try is to use motion graphics to animate how your company’s community engagement strategy informs impacted neighborhoods through the beginning, middle and end of the project. Or you could use motion graphics to illustrate how your team navigates the complex world of zoning permits to ensure the project remains on time and on budget. The artistic depiction of the process’ and its various stages helps simplify complicated ideas, while showing your company’s value in a way that’s easy and engaging for the viewer. After all, the more engaged the viewer, the more likely they are to take a desired action.

Trust in Frost Media Group

If you’re determining whether motion graphics and kinetic typography are the best options for your organization, we can help. The team at Frost Media Group has helped businesses of all sizes and industries tell impactful stories to connect with their audiences. Contact us and explore how we can help you!

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