Which Businesses Need Video and Motion Graphics Most? What Our Client Data Shows

Many companies struggle with explaining products, services, or ideas that are difficult to show. Whether it’s a complex software platform, a new solution, or something that exists entirely online, making the value clear can be challenging.

This is where video and motion design can help. While we believe most companies can benefit from video in some way, the reality is that some businesses need it more than others. Before we start, let’s quickly define what we mean by video and motion graphics so there is no confusion throughout the article.

The way we define motion graphics is as animated visual elements that, in this case, companies use to deliver information, ideas, and branding. These can include stylistic typography, illustrations, UI, data, random shapes, and much more. Motion graphics can exist on their own or be combined with live action, making them useful for everything from brand videos and ads to product demos and explainers. In a corporate setting, videos and motion graphics can pretty much be found across any division, whether that’s for training, marketing, sales, internal communications, or other business purposes. We actually dive deeper into this topic in our blog “What is Motion Graphics”.

Now, just to be clear, all the data in this article comes from our CRM and internal data that we’ve analysed and processed ourselves. So rather than giving you the usual generic list of industries that supposedly “need video,” we’re looking at the patterns we’ve actually seen across the companies and projects we’ve worked on.

The short answer

Before jumping into the numbers, it’s worth looking at the pattern we’ve noticed from the companies we work with. The businesses that usually get the most value from video and motion design are not necessarily from one specific industry. They are often companies with products or services that are difficult to explain — especially when the value is hidden behind a screen, a workflow, or a complex system.

So, which businesses need video and motion graphics the most? The short answer is software companies. 79% of the 183 clients in our CRM sell software, including software plus service. But we don’t think this is simply because software companies need more video than everyone else. The bigger reason is that their products are often harder to show and understand. When something cannot be easily captured on camera, motion gives companies a way to make the invisible more visual and easier for people to understand.

Okay, now, lets dig a little bit deeper from our CRM data:

• 95 of 183 are SaaS or software, which is 52%
• 146 of 183 are B2B, which is 80%
• 44% sit in all three at once: B2B, SaaS, and selling software.

From this data, you can easily see that most of the clients who came to us have products or services that are rather hard to explain or that might not be visible. Motion design can help make these products easier to understand by showing how they work through animation, stylised UI, and visual storytelling.

SaaS and software, the clearest fit

So, around 95 of our clients are specifically software products that are complex and have quite distinct features. This makes sense when you think about how these products are actually experienced. A lot of the value sits behind a screen, whether that’s a workflow, dashboard, automation, or a set of features that can be difficult to explain with static visuals alone. Motion gives us a way to break those things down, show how they work, and highlight what makes the product different without relying on someone to explain it step by step.

Not only that, our SaaS clients actually come from pretty much every type of company, from B2B to B2C. We also work with companies at very different stages, with 48 startups, 34 scaleups, and 13 enterprise companies within our SaaS client base. So it’s not just a specific type or size of SaaS company that benefits from motion. We’ve seen the need across the board, whether a startup is trying to explain a new product, a scaleup is expanding its offering, or a larger enterprise needs to communicate a complex product more clearly.

One of our recent projects, Kuberno, is a SaaS company from quite a niche background: gov-tech, with a focus on regulation and compliance. With such a niche focus, it’s not easy to visualise what Kuberno actually does, and the system itself is quite difficult to capture through film or with the naked eye. Using motion design and animation helps make the product more tangible, showing how the system works and making something that is otherwise quite abstract much easier to understand.

Fintech and financial

The second industry we noticed in our data that frequently uses motion design and animation is fintech (14 clients). Similar to SaaS companies, fintech products are often not the easiest to understand or explain because much of the value sits behind complex systems, data, and processes.

However, the role of motion design in fintech is slightly different. While SaaS companies often use animation to showcase product workflows, features, and how a platform works, fintech videos tend to focus more on building trust and confidence. Financial products require users to feel secure before taking action, and motion design helps simplify complex ideas, communicate reliability, and make the product feel more approachable.

Take a look at our OpenMoney project above. It’s a relatively simple animation, but it works well because the goal was not just to create something visually engaging — it was to help the audience better understand what OpenMoney does and how it works.

OpenMoney also took it one step further by reusing the animation style and motion elements from the video across their website, helping create a more consistent experience and making sure the information was easier for visitors to understand. We talk more about this approach in our OpenMoney case study.

Startups and scaleups, a stage not an industry

For this section, rather than looking at company stage alone, we see startups as a common group across almost every industry we work with. From our data, startups make up 47% of our clients, followed by scaleups at 35% and enterprise companies at 18%. Combined, startups and scaleups account for 147 out of 183 clients, showing that motion design is especially valuable during periods of growth, launch, and market expansion.

Startups from different backgrounds often come to us to create pitch videos, brand introduction videos, or other assets they can use for accelerator programmes, fundraising, product launches, or simply introducing themselves to a new audience. At this stage, companies are often building awareness and credibility from the ground up, so being able to communicate a complex idea clearly and quickly is crucial. We’ve worked with a number of YC-backed companies where motion design has helped them explain their products, tell their story, and make a stronger first impression during early growth stages. Launch and market entry are often the moments where motion earns its keep the most.

One example is the Rimba AI video above. It’s a straightforward video, but it works well because it has a strong visual identity that helps the brand stand out, especially among other recently launched YC companies. Instead of trying to communicate everything at once, the video focuses on creating a clear impression and making the product feel more memorable.

We actually talk more about this approach in our YC companies case study, so feel free to check it out.

Professional services, media, and healthcare

Just like our project with Jungle Creations, where we worked with a media company to communicate their services through motion design, we also work with companies across industries such as professional services, media, and healthcare.

One interesting pattern we noticed is that our enterprise clients tend to sit outside SaaS more often. These companies often use motion design to simplify complex services, communicate internal initiatives, or explain industry-specific ideas to a wider audience.

Healthcare is a great example of where motion can be especially useful. Instead of relying on filming real patients or clinical environments, animation allows brands to explain complex medical concepts, processes, and patient journeys in a clearer and more controlled way. Our work on the AI Engineer Summit, where we created 200+ assets, is one example of how motion can help communicate complex topics at scale.

The example above is our project with Elia AI, a health-tech company. Healthcare is already a complex industry to explain, and adding AI into the mix can make it feel even more unfamiliar or intimidating for the audience. The challenge was finding a way to simplify the technology while also making people feel more comfortable and confident about what Elia AI does.

Through motion design and visual storytelling, we were able to break down the concept into something easier to understand, while creating a more approachable and reassuring experience for the audience.

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What businesses actually buy

Looking beyond the industries, we can also look at what companies actually come to us for. Across 233 projects, the biggest demand is for explainer videos (53%), followed by product launch videos (12%), brand and other videos (12%), product demos (6%), sizzle reels (4%), and social and ads (4%).

The reason explainers take up such a large portion is quite simple: a lot of the companies we work with are selling products or services that are not always easy to show. Whether it’s a software workflow, a complex process, or something that doesn’t physically exist, motion gives companies a way to make those ideas easier to understand.

What’s also interesting is that those 233 projects came from 183 clients, meaning a lot of companies continue working with us beyond a single video. We’ve seen this with clients like Planful, where we created 100+ assets across four brands over 12 months, and Obrizum, where we delivered 108 videos over 24 months. This is something we see quite often — once companies find a way to use motion effectively, it usually becomes an ongoing part of how they communicate, not just a one-off project.

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Who might not need much video?

We actually talked about the opposite at the beginning. We still believe most companies can benefit from motion design or animation in some way, whether that’s for marketing, sales, training, or internal communication. But that doesn’t mean video should always be the first thing you invest in.

Sometimes the bigger challenge is not creating more content — it’s making sure your product, positioning, or message is clear first. For example, companies that are still pre-product-market fit, hyper-local businesses, or companies without an external audience might get more value from solving those areas before investing heavily in video.

To help you figure out if video is the right next step, we created a quick checklist below.

To make this easier, we created the decision-making table below to help you quickly assess whether video or motion design is the right fit for your business. It is not about whether every company needs video, but whether video can help solve a specific communication challenge your business is facing.

For example, companies that are still pre-product-market fit, hyper-local businesses, or companies with purely internal operations and no external audience might not get the most value from investing in video yet. Also, just to be transparent, 73% of our clients come from the US or UK (54% from North America and 22% from the UK), so this data reflects the markets we’ve worked with most. In other parts of the world, the patterns and demand for video might look different.

Conclusion

Looking at our data, the biggest pattern is not necessarily a specific industry — it’s the type of product or service a company is trying to explain. Businesses that benefit the most from motion design are often the ones where the value is difficult to see, whether that’s a SaaS platform, a financial product, a healthcare solution, or a complex service.

Motion design works best when it helps bridge the gap between what a company does and what an audience can understand. It can make invisible products visible, simplify complex ideas, build trust, and help companies communicate more clearly across different stages of growth.

That being said, video is not a magic solution for every business. The best results come when there is already a clear message, product, or story that needs to be communicated. From our experience, motion earns its value when companies need to explain something complex, introduce something new, or make an idea easier for people to understand.

So the question is not simply “Does my business need video?” but rather “Would video help my audience understand what we do?” If the answer is yes, we can help you explore what that could look like. Get a free video sample from our team and see how we would approach your product or idea through motion design.

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