THE ANATOMY OF A MOTION GRAPHICS VIDEO
THEANATOMYOF AMOTIONGRAPHICSVIDEO
2
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
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PART TWO // The Anatomy
The Why
The Audience
The Pain
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13
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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
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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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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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