Get into motion: 2022’s video marketing trends

Rob Hogg

The video lowdown

Video demands our attention. Motion is fast becoming the most popular way we consume content online. And now that animated ads are far more likely to stop the scroll than static ones, everyone’s starting to get involved.

But let’s pause for a sec. What does marketing look like in motion?

When we talk about motion assets, we usually mean animated designs, often featuring text. These assets might include elements of 2D, 3D, character animation, kinetic type, and/or hybrid combinations. Video – live action and typically filmed on location – is just one possible element of a motion marketing strategy.

A whopping 72% of customers would rather learn about a product or service by way of video

Why embrace motion?

The success of motion ads in B2C is now flowing into the B2B marketing world. This follows the general trend that customers tend to prefer videos to text-based content. Don’t believe us? 59% of execs say they’d rather watch a video than read text. And a whopping 72% of customers would rather learn about a product or service from a video.

Motion works for many reasons, not least because it entertains. For example, you can add captions to make assets more inclusive, helping you reach a broader audience by hurdling potential language barriers and accessibility issues. Motion can also:

  • visualise a problem and showcase the benefits and features of a solution
  • add value to, and integrate with, other assets as part of an omnichannel strategy
  • create an online buzz/extend your reach if the video goes viral
  • become a series that embeds your brand in your customers’ minds

What should your future look like?

With a motion boom currently in… motion, ad fatigue will make it harder to stand out. We recommend focusing on interactivity and 3D to ensure you keep grabbing attention. 3D ads can achieve engagement up to 8x higher than 2D ads, after all. Want an example? Check out this recent motion campaign from Nissan that combined 3D with interactive elements.

Here are some other recent marketing triumphs we reckon might inspire you to think in motion:

  • This deep 3D animated billboard from Fortnight and Balenciaga recently went viral for its innovative use of motion at Piccadilly Circus.
  • Ikea’s use of character animation, while also a B2C marketing asset, demonstrates just how popular – and even award-winning – a creative motion concept can be.

We’re always looking for new ways to achieve great results for our clients with motion. Our latest example is this campaign for Panasonic, which was created to launch Panasonic Business’ new name (Panasonic Connect Europe) internally and across social media.

You can check out a series of our highlights here.

3d ads can achieve engagement up to 8x higher than 2d ads

Get into motion in 2022

Motion ads – and 3D ads in particular – are certainly on our radar as we head into 2022. Make your motion assets eye-catching from the very first second and you too can stand out online in the new year and beyond.

If you want to wow your audience with motion, get in touch with us.

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