63 MSCI brand guidelines Videography - Motion graphics/animation These types of videos are short, digestible piece of content that help summarise topics and key points from an event. They can serve as event recaps and also as promotional pieces for similar events in the future. An event highlight animation uses recorded audio from a presentation or interview with accompanying animation. An event highlight video should help maintain engagement with event attendees, summarize key findings or highlights for those who missed the event, serve as a refresher for those who were at the event and act as promotional content to be shared with event speakers through their own channels. EXPLAINER VIDEO An explainer video helps explain an intricate or lengthy system in a simple and concise way. Animation and motion graphics are fundamental components for explainer videos and are used to illustrate complex models in a clear way. They’re also a good format for sharing and lead to higher engagement levels. INFOGRAPHIC VIDEO Infographics are used to display a large variety of data in a quickly-understandable way. Maps, timelines or any visual representation of large amounts of data comprise infographics. Animating infographics allows them to be used in more diverse and interesting ways. By using visual elements to interpret content, information becomes more consumable. Static image infographics are effective, but audiences tend to spend more time on websites that have video content. Similar to other animated video formats, content runs through a series of carefully composed scenes, which can have music and voiceover to complete the sensorial experience. MOTION GRAPHICS Videos are more engaging than static documents. Motion graphics can be used to add life to otherwise static imagery, scenes or text, or as background features in interviews and other media. SOCIAL MEDIA ANIMATION A social media animation is aimed at populating social channels. The best format for these is in short, enticing, bitesize pieces of engaging content to lure users as they scroll through their feed. Social media channels are open to anyone with an account, and posting is available to all. Therefore, making your post visually unique, appealing and, most important, short, is critical to attracting viewers. As well as being eye-catching, video content helps make social media messages unforgettable. Audiences are more likely to engage with a social media video than with a static image or text update. TESTIMONIAL VIDEO A testimonial video can be one of the final deciding factors in a customer’s journey when they’re choosing one of our products or services. It helps potential customers see our human side and the people who work with us. Hearing and seeing real people talking about real-life case studies conveys a much stronger message than a written testimonial. While most testimonial videos make use of the talking heads format, the opportunities are far broader, as videos can be overlaid with animated elements to enhance live action footage. For instance, adding animated illustrations of supporting facts and figures or emphasising points as they’re made. TV ADVERTS Animated TV adverts help to create a higher viewer engagement than a traditional advert. It invites the sharing of that content and the potential for it to go viral, as this type of advert can also appeal to a wider audience, thus increasing brand awareness. Campaigns that use TV and online in tandem are most influential. They have the ability to reach customers across multiple channels simultaneously. By tapping into all the resources available at hand, when creating an animated TV advert, the content can be reshaped for different channels. This allows for increased reusability and variety. In a nutshell: • What are the communication objectives? What does success look like? • Who is the audience? • What do we want the audience to do? • What are the key messages? What is the most important key message and why? • How do we communicate this in the video? • What’s the tone of the video?