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23 NOV 2020

Motion Capture Technology - The Next Frontier In Video Marketing

By Admin

Human motion capture incorporates rich detail and style that are otherwise difficult to generate with competing synthesis animation technologies. Although motion capture animation has become common in the computer graphics industry, general adaptation and reuse of data is limited by the techniques available to edit and modify data in a controllable manner. Under certain circumstances, such as creating a believable response to an unexpected impact, modifications are particularly difficult to generate because they involve carefully modifying a character's body acceleration. Changes in motion paths must appear natural, or viewers will perceive the movement as flawed. Off- or in-line motion capture modifications that mimic dynamic response are highly desirable as they make it possible for characters to react and interact with their surroundings seamlessly, preserving and promoting the consistency and richness of the images generated.

Firstly, Are Animated Motion Graphics Videos Really Effective?

Animated graphics, animated visuals, or images that come to life with movement, are a proven way to grab people's attention. With the vast majority of people being those who learn visually and almost all of the information that is transmitted to our brains being predominantly visual, motion graphics are a sure-fire way to connect for brands to get their animated videos to connect with their target audiences.

For quite a while, marketers have resorted to videos to help boost their online marketing campaigns. Today more than ever, however, marketers are utilizing GIFs, slo-mo, and looping footage to help them go viral across the web and gain more traction for their ad campaigns.

Nonetheless, the question - "In a time when long-form content is all the rage, do these animations still have a place in modern marketing?" remains. The simple answer is, "Yes, they are!". Detailed below are all the reasons why.

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● Boosting Any Accompanying Content

It has become increasingly apparent that long-form content performs better in terms of SEO. Brands now realize that in order to maximize discovery, they need to produce high-quality, long-lasting content, rather than the type of clickbait marketers once produced and were used to creating because of the incredible ease that it could be created with. That doesn't necessarily mean that motion graphics is inherently useless. It is not right to assume that motion graphics is the complete opposite of long-form content when, in truth, the two cannot be put under the same umbrella. Today, numerous marketers attest to the fact that long-form content will likely work best if it includes animation. When faced with two identical pieces of long content, one with moving elements, supporting graphics, and smooth transitions, and the other without, audiences have been proven to be more impressed and interested in the former.

And that's not all. It has been proven that people spend significantly more time on web pages that contain such videos than on those that don't.

Using motion graphics animations for social media marketing can also help drive more traffic to the brand's site, which is another incredible SEO bonus.

● Elevating Engagement

Motion graphics animation turned out to be attractive as according to Twitter, those tweets with such GIFs witness 55% more engagement than those that don't have such animation to support them.

Social media video posts that can feature such animation can help a brand generate a whopping 1,200% more shares than text and image posts combined. Therefore, it is clearly apparent that marketers stand to gain immensely from incorporating motion graphics animation into their ads and marketing videos. The question of how to go about integrating such animation is what hinders most from fully adopting it.

Some Unique Ways To Integrate Motion Graphics Into A Video Marketing Campaign

● GIFs

When they first appeared online 30 years ago, GIFs were used to display images on rudimentary computers while saving memory.

More recently, they have become synonymous with social media and tend to be shared widely across the web. They are essentially short moving images - accompanied by text captions and sometimes sounds - that move around in a loop.

● Cinemagraphs

These are a comparatively modern phenomenon as they aren't quite pictures, but not quite videos either. In essence, they are still images with one element subtly moving in a continuous loop.

They are similar to GIFs but are generally of a higher quality and therefore are a popular choice for brands that wish to raise the bar of their marketing campaigns and go above posting just a basic GIF. Although these cinemagraphs can be saved as GIF files, it is generally not recommended or required as they can be saved in other formats as well - such as .tiff or .png.

These are turning into an increasingly popular option for advertisers and marketers owing to their sheer novelty as well as the element of surprise that they bring to viewers who think they are watching a static image but then realize that part of the image is moving. The movement also does not come off as rudimentary but, in reality, appears to be quite engaging and appealing.

Motion Capture Tech, No More A Weapon Reserved For The Big Players

In movies and video games, motion capture technology has been used for digital animation for quite a while. Right from the Shrek movies to a number of incredibly famous games, the use of motion capture for the production of advanced motion graphics animation has been widespread. Production companies like DreamWorks Animation and Pixar have been investing heavily in this technology, mastering the game, which is the art of storytelling using Motion Capture tech.

Today, motion capture technology isn't only confined to major Hollywood production studios but is beginning to enter the mainstream market as well. In fact, the future of animation will solely belong to motion capture technology.

Massive - A Pioneer In Using Motion Capture Tech For Marketing Video Production

At Massive, we have a world of experience in designing and producing stunning and world-class animation videos with the help of motion capture technology, have been in the game for quite a while now.

As part of our process, we set up a number of advanced MoCap cameras in several positions. These cameras are set up in a way that helps capture the full 3D axis of the portrait. Once movements are captured, our animators go about integrating them with animated characters and environments to bring them to life, providing an immersive experience to viewers.

Part of the power of video for marketing, branding, and advertising is that viewers react to the sentiment of narratives, sounds, body language, and facial emotions. The dynamic nature of motion capture technology can be observed not just in its implementation of entertainment, media-based but also in the field of medicine, for application in defense, as well as in robotics.

This technology is also clearly making its way into marketing, product advertisements, and corporate videos. 2D character animations harness some of this power. Lifelike motion capture combined with 3D animation takes storytelling to a whole new playing field. When it comes to storytelling, motion capture graphics is something that every marketer should contemplate incorporating into the ad and marketing campaigns that they have lined up for the future.

If you would like to know more about how we at Massive Animations can help transform your marketing videos using our prowess in weaving near-to-life animated characters with the help of motion capture technology, get in touch with us. We'd love to talk to you about all the possibilities you can explore for your brand and how we can help design highly appealing and engaging motion-capture animated videos that will have your audiences and customers thoroughly enthralled and completely captivated!

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