THEANATOMYOF AMOTIONGRAPHICSVIDEO

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ipsoCreative is a boutique digital agency whose work focuses on web design,

programming, live video production, motion graphics animation, and content

creation. Those things are simply what we do in order to tangibly serve others.

Underneath all of that work is a foundational belief that business exists for the

common good, the flourishing of individuals and communities.

www.ipsocreative.com

Akron | Greenville | Pasadena

Copyright © 2017 ipsoCreativeAll rights reserved.

THE

THINGS

EVERY

VIDEO

HAVE

MUST

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PART ONE // Introduction

It Starts and Ends with Story

Why Video?

Types of Video

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8

5

PART TWO // The Anatomy

The Why

The Audience

The Pain

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13

11

The Script

The Voiceover

The Motion Design

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16

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The Music & Sound FX

The Call to Action

Summary

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20

18

CONTENTS

1PART ONE // INTRODUCTION

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We believe stories matter.

Stories exist to reveal.

To inspire.

To confront.

To suggest.

To encourage.

To inform.

And, ultimately, stories exist to share the narratives which cultivate our culture.

Stories are valuable to us because they are shared—passed down and passed on—to

the loved ones we cherish, but also to the strangers we encounter. Stories are told

as we sit around the dinner table and when we’re on the go on the subway. They are

shared when others are hurting from the searing pain of loss, and when enjoying

the presence of a new friend. Stories communicate experience and wisdom; joy and

laughter; pain and uncertainty; curiosity and engagement.

Stories define us, connect us, empower us.

Can you remember a time with others—a meal, event, or celebration—where a story

wasn’t shared amongst those gathered?

Probably not.

That’s because “story” is like a language, and it’s the shared language in which all

humans are fluent.

IT STARTS AND ENDS WITH STORY //

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Storytelling is an intrinsic human characteristic. We’ve been telling stories

since the dawn of time. It began with oral traditions, cave drawings, and the

spoken language until storytelling shifted to written narratives and printed

stories. Then, with advancements in technology, electronics, and consumer

tendencies, stories have been conveyed through various forms of media like

radio, TV, photography, film, graphics and online video.

While the basic formula of storytelling hasn’t changed, the way in which

stories are communicated has evolved through the centuries. We’ve always

found new ways to tell stories because our stories matter to us.

And, stories matter because, well, humans matter.

STORY IS LIKE A LANGUAGE, AND IT’S THE SHARED LANGUAGE IN WHICH ALL HUMANS ARE FLUENT.

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Statistics tell us that online users love video more than anything else. They can’t get

enough of it. And, according to Cisco, 80 percent of all Internet traffic in 2019 will be

video related content.

That’s crazy, isn’t it!?

The bottom line is this: video is the most preferred method of communication on the web today, and frankly, we don’t see that changing anytime soon.

That means video isn’t just a marketing tool, it’s the marketing tool.

Video attracts two to three times as many visitors as written copy alone and doubles

the time spent on web pages. Video also increases understanding and retention by

how it engages viewers with sound, motion, and visuals to tell a unique story. With

increased Internet speeds, connectivity, and accessibility, it’s easier than ever for

people to view and share video across the Internet and social media platforms.

Video is dominating, it’s compelling, and it’s the most efficient way to tell stories

today.

If your marketing strategy doesn’t already include creating and using video, you’re

missing a tremendous opportunity to engage with your audience and promote your

brand message.

Not convinced? Check out what these folks had to say about video:

HUBSPOT

DREAMGROW

TUBULARINSIGHTS

VIDYARD

WHY VIDEO? //

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Before we get into the nitty-gritty details of creating a video, we need to

understand that not all videos are created equal.

What do we mean by that?

All motion graphics videos are similar in that they include animation, motion

design, and graphical elements. However, it is the purpose of the motion

graphics video that determines a lot about how it is made, how long it is, what

it looks like, and what tone or vibe it conveys. We like to use specific language

here in determining the purpose of the video in order to steer us in the right

direction. Here are three distinct types, or categories, that we use to help

classify the format of a motion graphics video:

• Brand Videos

• Explainer Videos

• Instructional Videos

BRAND VIDEOS

Brand videos are for quick branding engagements such as broadcast spots

and teasers. This format is best used for overall brand pieces aimed at name

recognition and overall brand position statements or value propositions. It is

best for this type of video to be somewhere around 30 to 45 seconds in length.

Because they are shorter in length, it’s important to distill the information

down as clearly and simply as possible.

30-45

sec

TYPES OF VIDEOS //

What have we learned so far?

• Stories are important• Video is the best way to

share stories online

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EXPLAINER VIDEOS

Explainer videos are for slightly longer engagements where the viewer

may not understand a concept, product, or service. This format is best used

for condensing complex or high volume content into a simple and clear

presentation. Explainer videos are perfect at 45 to 90 seconds in length.

This duration allows for communicating more information while still

focusing on concise and effective engagement with the audience.

INSTRUCTIONAL VIDEOS

Instructional videos are for deep engagements with viewers. This format is

best used for longer form storytelling where the content is compelling and

engaging enough to warrant such duration. Typically, the target audience

has previously engaged with the brand or needs to delve into instructional

information. These videos can be longer than 90 seconds in length due to the

goal of the video being to demonstrate, show, or guide the viewer through a

series of information. However, anything longer than 3 minutes could begin

to lose viewers and decrease the overall retention of the message.

Determining which type is best for your specific project helps you define the

tone, style, format, and pace for the video.

Now, let’s explore the anatomy of a motion graphics video.

45-90

sec

90+

sec

2PART TWO // THE ANATOMY

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A lot goes into making an animated motion graphics video with several

moving parts constructing its anatomy. However, there is one singular piece

that is more important than the rest and that part is your WHY*

Everything is driven off of your WHY. Without this cornerstone piece in place

from the beginning you’ll end up with a wobbly video at best. Even if you

design the best animation the world has ever seen, it will still fall flat because

the WHY holds everything else together.

Your WHY can be anything relating to your business goals, but good practice

suggests that it should fall into one of these categories:

Telling a StoryTo engage with our audience on an emotional and relational levelTo share a compelling, personal story and how it relates to the brand

Building TrustTo demonstrate the brand’s reputation as reliable and trustworthyTo initiate name recognition and to attract and gain loyal followers

Introducing Something NewTo introduce a new product or service to the marketplaceTo promote website traffic and conversions for a new ad campaign

Explaining a ConceptTo show the complex nature of what we do in a clear wayTo instruct our users on how to connect with our services

THE WHY //

Your WHY should be as detailed as possible; the simplest, core idea of why

your message matters. Write it down. Memorize it. Never lose sight of it.

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One of the biggest mistakes you can make is to not know who you’re trying to reach.

When you try to talk to everyone, you end up talking to no one. Knowing

your audience helps trim and focus your content. The more you know about your

specific audience, the more effective your video’s message will be in reaching them.

After you’ve crafted your WHY, get to work defining your key characteristics about

your audience.

GETTING TO KNOW YOUR AUDIENCEAsk yourself these questions:

What is your main audience gender, age, and education

What is a day in their life like

?Q:

Q: ?

What do they value?Q: ?

Where do they go to find their information Q: ?

What gets your audience’s attention Q: ?

How do you best relate to your audience on an emotional level Q: ?

The best way to define your audience is by being a good listener. Therefore,

don’t limit yourself to the questions above but let them guide you as you

discover more about your audience.

THE AUDIENCE //

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THE PAIN //

No business is in business for very long if it isn’t meeting the needs of its

customers. Therefore, part of the work of identifying your primary audience is

defining their needs and the cost of that need going unmet. What we must pay

particular attention to is what we find at the intersection of those two things.

We call that spot, The Pain.

The pain we find at this intersection is the customer’s felt pain. This is the

emotion they feel, and your job is to meet them right there in the middle of

that pain. That is how your story will have the most impact.

A FEW EXAMPLES:

Customer Need

Cyberattacks Better IT Security

Cost of Unmet Need The Pain What your story should convey

Fear

ComplicationsClear Instruction Frustration

ApathyIncreased Loyalty Skepticism

Confidence, ability, and clarity

Control, protection, and assurance

Trustworthiness, reliability, and invitation

CUSTOMERNEED

UNMET NEED

THEPAIN

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Now comes the work of putting pen to paper. Our goal with writing a script is

to communicate the value of the brand, business, product, or message in a clear,

concise, and memorable way. This is a lot harder than it sounds. It’s easy to write

1,000+ words on a subject, but for a video, we have to make the difficult cuts to get

that down to 120 - 150 words*.

Because no two videos are exactly alike, script writing isn’t a rigid process. It

requires fluidity and nuance for each unique case. However, there are guidelines we

can follow to help craft a script.

* We use a standard of 2.0 to 2.5 words per second for a typical voiceover length. That means a 60 second video script has to be within the range of 120 - 150 words (2 x 60 = 120 / 2.5 x 60 = 150), depending on the preferred pace and cadence of the voiceover recording.

• Highlight the person, pain, or problem in

the first few sentences

• Make your audience feel cared for

• Be creative

• Turn up the volume on the pain

• Agitate and hook their emotions

• Admit the problem exists and show how

you relate to the audience

Person, Pain, and Problem

Amplify, Agitate, Admit

• Get to the heart of it

• Explain your solution as a scenario

• Engage and build curiosity

Commit to a Story

• Why does this matter?

• Communicate proof of the value

• Testify to how your solution works, and

how it has worked for others

• “We’re here to help, and this is how...”

• Turn the value into something tangible

• Build confidence in what you are providing as

a solution to their pain

Make an Offer

• Initiate a call-to-action

• Connect the intro with the conclusion

• End with a reason for them to respond

Invite them to Respond

Testify

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5

4

3

2

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THE SCRIPT //

What have we learned so far?

• Know your WHY• Define your audience • Identify the Pain

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A voiceover is the narration which is heard reading the script, but the person

speaking is not seen in the video. Typically, a voiceover is handled by a

professional voiceover artist who is commissioned to work on the project.

However, a voiceover could also be a person from the company, like a CEO or

employee who has speaking experience or who has a recognizable voice.

HOW TO CHOOSE A VOICEOVER:

Know Your Audience! (Yes, we keep beating this drum)

What gender appeals to your audience, male or female?What voice would your audience react to, who do they trust?

Define the Right ToneWhat emotion do you want to convey? (E.g. authenticity, casual, etc.)How should your brand be represented? (E.g. approachable, professional, etc.)

Consider CredibilityWhat will sound believable to your audience? What tone is already established in your industry or market?

Make it MemorableChoose a distinct, but not distracting, voice that people rememberChoose genuine over grandiose

THE VOICEOVER //

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Motion design is how your story comes to life. A motion designer takes chosen

design elements like shapes, typography, compositions, and images, and sets

them in motion. They do this with powerful computer software which allows

them to create animated environments to manipulate the characteristics of

objects, spaces, depth, and time.

The motion design determines the style of the visuals you see as they

complement the written script, help tell the story, and ultimately, accomplish

your WHY.

2D FLAT ANIMATION

CARTOON STYLE ANIMATION

Ipso Brand video

Safe Systems Explainer Video

THE MOTION DESIGN //

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MOTION TRACKING & 3D COMPOSITING (With Live Production)

3D ANIMATION

Live Production Brand Video

Kinetic Brand Video

Regardless of which style you use, the concepts and design techniques of

motion graphics serve a critical role in the anatomy of the video. No one style

is better than the other, each accomplishes what it is intended to accomplish

within the goals of the overall video.

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Music and sound effects are often the unsung heroes of a motion graphics

video project. Because great motion design requires great sound design. Never

let sound design be an afterthought.

GREAT MOTION DESIGN REQUIRES GREAT SOUND DESIGN.

The reason video is so effective in engaging viewers is because it appeals to so

many of our senses. While our eyes focus on the motion and our minds engage

with the story, our hearts are drawn in by the fast paced music of an exciting

story, or the dramatic low notes of a brand narrative. Choosing the right

music and sound effects is key to the success of your video.

HOW TO CHOOSE THE BEST SOUND DESIGN

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1 • Use as bookends for the video

• Select the right vibe or tone

• Stock music and sound is a good route

• A custom composer can be expensive

Understand Your Budget

• Make your selection based on rhythm

• Utilize pace for highlighting stops/starts

Set the Right Pace

• What is appealing to your audience?

• Let demographics set the genre

• There are several great sound effects

available from online music libraries

Utilize Music Libraries

• Use dynamics (softer/louder) at the right

moments with the motion design

• Align the sound design with your WHY

Appeal to the Heart

Keep the Audience in MindIntro and Outro Music

THE MUSIC & SOUND FX //

What have we learned so far?

• Know your WHY• Define your audience • Identify the Pain• Craft a Script• Choose a Voiceover• Select a Design Style

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The last element in the anatomy of a video is the call-to-action (CTA). If

viewers have stayed through the completion of the video, they have clearly

demonstrated interest in your message. Therefore, it is important to include

a strong CTA at the conclusion of your motion graphics video to provide your

viewers with the ability to respond.

A CTA is the action you want your viewers to take, and it can be crafted in

various forms.

Learn More at www.calltoaction.com

Get a free quote today

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Focus on customizing your CTA to align with your WHY. Put yourself in the

position of your audience and choose a CTA that best fits their needs. By

putting yourself in their shoes, you can anticipate what CTA will most likely

garner their click.

THE CALL TO ACTION //

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The WHYHaving a WHY holds everything else together. Start here or don’t start at all.

The AudienceGet to know your audience. Listen to them and focus on speaking directly to them.

The PainYou won’t be in business long if you aren’t meeting the felt needs of your customers.

The ScriptStorytelling is key to connecting with your viewers in an effective and memorable way.

The VoiceoverRepresent your brand with the right tone of voice.

The Motion Design Choose the style that best aligns with your WHY, your budget, and your audience.

The Music and Sound FXGreat motion design requires great sound design.

The Call-to-ActionA strong CTA invites your viewers to respond to your message.

THE 8 THINGS EVERY MOTION GRAPHICS VIDEO MUST HAVE:

SUMMARY //

ipsoCreative is a boutique digital agency whose work focuses on web design,

programming, live video production, motion graphics animation, and content

creation. Those things are simply what we do in order to tangibly serve others.

Underneath all of that work is a foundational belief that business exists for the

common good, the flourishing of individuals and communities.

www.ipsocreative.com

Akron | Greenville | Pasadena

THANK YOU MUCH

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