Today we see marketing campaigns that span across different magnitudes and enormity. Some of them have left us amazed, others have made us laugh and some others got us thinking. As technology improved and became accessible, creative brains made the best use of it and astonished the world. One of the giant leaps in technology that revolutionized the Cinema and Television industry was Visual Effects.
Video ads don’t require the same complexity of visual effects necessary for large-scale productions. Often, video effects in an advertisement are more low-lift; a way to effectively–and efficiently–bring a bit of that movie magic sparkle to how you promote your brand or product. There are some distinct types of content within VFX that can kickstart your journey in digital marketing.
Cinemagraphs–sometimes referred to as motion stills–are short videos that animate a single part of a photo. Cinemagraphs are a great option to draw audiences in with a video that looks like an optical illusion, adding texture and personality to a still image through simple animation.
This visual effect is particularly successful for Product Marketing. Cinemagraphs can dynamically showcase an entire line of products, or even highlight unique benefits with a thumb-stopping style.
This type of visual advertisement can also work extremely well at bringing personality and an edge to your eCommerce experience.
Motion graphics add animation to existing still photography to transform your assets into new video content. This technique can animate any number of photos and often uses on-screen text or voiceover to drive messages home.
Motion graphics videos are fully customizable and easy to iterate so you can test various styles and messages for your different audiences. They can be a clever way to establish a brand identity by leaning into your organization’s unique style and layering in branded colours, fonts, and logos.
Stop-motion is an animation technique that creates a video from a series of still photos edited together in post-production. It’s an excellent option to consider if you want to bring an element of surprise, quirk, or fun to your video ad. To achieve fluid motion, stop-motion artists use 24 individual shots per second, which parallels the standard frame rate for live-action videos. The longer your concept is, the more still photographs you’ll need to take.
While stop-motion is technically achieved through video post-production editing, it’s different from the other video techniques here as it requires a specific shoot, so you can’t simply repurpose existing still photography with stop-motion.
A simple way you can give your videos a flashy style is through dynamic transitions. Being able to seamlessly and cleverly transition from one shot to the next can keep your audience engaged as you move them through a narrative journey.
There are a number of different transition effects for videos you can employ. Cuts are the most common type for quick transitions between shots, as well as Crossfades that seamlessly blend one shot into the next so you can’t tell when one shot ends and the next begins. An even more dynamic transition uses Wipes, where one shot travels across the frame to replace another.
In today’s content landscape, videos are often played without sound. This is especially true on mobile devices where 69% of consumers say they watch the video with the sound off.
For social media, that number is even higher. 85% of videos on Facebook are watched without sound. Leaning on text effects can be a dynamic way to convey your brand’s message in an attention-grabbing way that plays to the viewing experience users prefer.
When ideating text effects, especially for trending social media videos, keep the native video experience top of mind. Look at popular videos on each platform and take note of how they are using text effects to draw you into their message. You want to make sure that your visual effects feel appropriate to every channel your content runs on.
Text effects can also be a great way to give kinetic motion to subtitles, keeping your ads accessible and inclusive to a wider audience. Every user within your target audience has unique needs, so be sure that you are catering your content to your diverse demographics.
Augmented Reality (AR) filters, like those found on Snapchat, TikTok, and Instagram, are a visual effect that allows your audience to play and interact with brand creatives directly on their mobile device. They turn an interactive effect into an immersive experience, blurring the lines between native content and sponsored advertisements.
Augmented reality is truly finding a foothold as a fun filter effect brands can rely on to instantly engage consumers. These filters allow brands to harness the unique playfulness of augmented reality, turning their marketing videos into an interactive brand experience.
World effects transform the real-time environment in a regular camera lens. By using their rear-facing camera to superimpose AR on their video, audiences can place your brand or product into their everyday surroundings.
To stay competitive in the highly saturated content landscape of our video-dominated world, your brand needs to continue to produce, iterate, and strategize your video content, experiment with visually creative ways to break through the noise and make a lasting impression on your audience. You can achieve this by leaning on engaging visual effects techniques for videos that elevate your concepts so the mesmerizing content that’s in your head can be translated to the screen.
Furious Fox is a web development agency in London providing intelligent and innovative solutions to all your technology needs. Our team of experts lets you leverage the current trends in technology to further your business. Contact our team of experts to know more.