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Motion Graphics for Marketing: Types, Uses and How to Get Them Right
What motion graphics are, where they work best and how to build a motion system that scales · 8 min read
A title that snaps into place, a logo that breathes, a number that counts up as a voice-over explains it — motion is what makes modern marketing content feel alive. Used well, motion graphics for marketing turn complex messages into seconds of clarity, give brands a recognizable signature and make footage you already have work much harder.
This guide covers what motion graphics are, the main types brands use, where they deliver the most value and how to build a motion system that keeps every asset consistent as volume grows.
- DEFINITION
Motion graphics are animated graphic design elements — typography, shapes, icons, illustrations, data and logos — used to communicate a message. Unlike character animation, they don’t tell a story through characters; they bring design to life to explain, emphasize and brand.
- WHY IT WORKS
Why motion graphics work so well in marketing
- They stop the scroll. Movement draws the eye faster than static design, which matters in crowded feeds.
- They simplify complexity. Features, processes and data become easier to understand when they unfold step by step.
- They work with sound off. Animated text and visuals carry the message even when audio doesn’t.
- They build brand recognition. A consistent motion language — how your logo moves, how titles enter, how transitions feel — becomes part of your identity.
- They scale. Once built as templates, motion packages can be reused across hundreds of assets, languages and markets.
- THE TYPES
7 types of motion graphics brands use most
1. Kinetic typography
Animated text that carries the message on its own — perfect for social, quotes, announcements and sound-off viewing.
2. Logo animations and brand idents
A short signature that opens or closes your videos and makes every asset instantly recognizable.
3. Graphics packages
Titles, lower thirds, transitions, end cards and bumpers designed as a system for a show, a channel or a campaign.
4. Explainer animations
2D sequences that walk viewers through a product, a feature or a process in under a minute.
5. Data and infographic animation
Charts, numbers and maps that build on screen to make results, reports or leadership messages memorable.
6. Promo and trailer graphics
Release dates, tune-in information, quotes and calls to action layered onto footage for launches and premieres.
7. Animated social assets
Motion posters, animated statics, stickers and story templates that extend a campaign across every placement.
- IN PRACTICE
Where motion graphics deliver the most value
Streaming & entertainment
Promo graphics, channel idents and launch packages. Motion is one of the 15+ asset types our embedded team produces for Roku’s channels.
Internal & employer brand
Animations and infographics that turned Delivery Hero’s leadership principles into a visual experience shared across three regional brands.
Paid & performance
Animated hooks, product callouts and offer cards that can be versioned fast for testing across placements and markets.
- BEST PRACTICES
How to build a motion system that scales
Start from the brand, not the effect
Define motion principles that match your identity: is your brand snappy or smooth, playful or precise? Easing, speed and transitions should express that personality consistently.
Design templates, not one-offs
Build editable templates for titles, lower thirds, end cards and social formats. Editors can then produce on-brand assets without reinventing them each time.
Plan for every format and language
Design layouts that adapt to 16:9, 1:1 and 9:16 and that leave room for longer text in other languages — essential for video localization.
Keep it purposeful
Every animation should help the viewer understand or remember something. Motion that only decorates slows the message down.
See how we approach motion, branding and design systems on our creative design page, or browse our case studies.
Frequently asked questions
What is the difference between motion graphics and animation?
Animation is the broad term for making things move. Motion graphics are a specific type focused on animating graphic design — text, shapes, logos and data — to communicate a message, usually without character-driven storytelling.
How are motion graphics used in marketing?
Brands use them for social posts, ads, explainer videos, logo animations, promo and trailer graphics, presentations, internal communications and data storytelling.
How long does it take to produce a motion graphics video?
It depends on length and complexity. Template-based social assets can be turned around quickly, while a custom explainer or a full graphics package takes longer because it includes concept, design and animation stages.
Do I need a motion graphics package for my brand?
If you publish video regularly, yes. A package of templates keeps every asset consistent, speeds up production and makes your content recognizable across platforms.
Make your brand move.
From brand idents to full graphics packages, our motion designers build systems your team can use every day. Let’s talk.