In an increasingly competitive digital landscape, B2B marketers are constantly searching for ways to captivate and engage their target audience. To do this, B2B marketers need to think outside the box by creating content that speaks directly to their audience's needs while leveraging the latest technologies to ensure their messages are timely and relevant. One of the most powerful tools in a marketer’s toolkit is motion design. By integrating animation and video into your B2B marketing campaigns, you can create dynamic, visually appealing, and memorable content that captures attention and drives conversions. According to Rocket Wheel, marketers who use video grow revenue 49% faster than non-video users, and those who incorporate video into their campaigns experience 34% higher conversion rates.1
In this blog post, we'll explore the benefits of motion design, the different types of animation and video formats, and how to effectively incorporate them into your B2B marketing strategy.
Benefits of Motion Design in B2B Marketing
Boosts engagement: Motion design engages viewers by bringing static content to life, making it more likely for them to stay on your website or social media page and interact with your content.
Enhances storytelling: Animated videos and motion graphics convey complex ideas or stories in a visually compelling and easily digestible format, improving message retention and understanding.
Increases shareability: Motion design content tends to be more shareable. This increases the likelihood that your content will reach a wider audience over multiple media platform.
Demonstrates professionalism: High-quality motion design reflects positively on your brand and demonstrates professionalism, innovation, and attention to detail.
Types of Animation and Video Formats for B2B Marketing
Explainer videos: These videos are ideal for simplifying complex concepts, processes, or products into an easy-to-understand way. They can be a combination of live action, 2D or 3D animation, and often feature a narrator. Videos of this type should be kept to 2 minutes or less.
Product demos: Showcasing your product's features and benefits through a dynamic, animated video can help potential clients understand its value and visualize how it solves their problems. These videos can be up to 10 minutes, and should be used before or alongside a live sales call.
Social media ads: Short, eye-catching motion graphics or videos designed for social media increase brand visibility and drive traffic to your website. These should be kept up 30 seconds, preferably under 15 seconds, to be the most effective.
Interactive content: Incorporate motion design into interactive content like quizzes, surveys, or calculators to create a more engaging and memorable user experience. Use these generously in your social marketing, on your website, and in digital ads when possible.
Incorporating Motion Design into Your B2B Marketing Strategy
Start with a clear goal: Are you wanting to educate? Entertain? Persuade? By first defining the purpose of your motion design content, you can more easily choose the right format and develop a compelling narrative.
Choose the right style: Select a style that aligns with your brand identity and resonates with your target audience. Pay attention to factors like color, typography, and detail.
Keep it concise: B2B audiences are often busy professionals, so it’s important to ensure your motion design content is concise, so you deliver the necessary information without overwhelming viewers.
Measure and analyze performance: Track key performance indicators (KPIs) like view count, engagement (comments/shares) completion rate, and conversions to gauge the success of your motion design content and make data-driven improvements.
Motion design can liven up your B2B marketing campaigns with the use of animation and video. It’s a simple, but powerful, way to increase engagement, message retention, and conversions. By understanding different formats and how to incorporate them effectively, you can create a dynamic and memorable marketing strategy that sets your brand apart from the competition.
If you would like to see a variety of ways that you can incorporate motion design in your marketing, send me a note at firstname.lastname@example.org