Image: Pixabay
As a country that is culturally centred around food, it’s no surprise that Malaysia’s food delivery industry is rapidly growing. Statista reported that the food delivery market in Malaysia is expected to reach USD $2.31 billion in 2023.
In the same report, it is reported that the number of food delivery users in Malaysia is expected to reach a whopping 13.04 million by 2027.
For context, Malaysia is estimated to have over 33 million people. With such incredible potential, more food delivery businesses are going on an aggressive strategy to establish their position as market leaders in the food delivery industry. Foodpanda, GrabFood and Beep make up 90% of the combined market share and are noted as the most popular food delivery apps.
In the unlikely case that you are unfamiliar with these apps, let's give you a quick run-through.
GrabFood
The Grabfood visual that shows up when food is on the way. Image: Dribbble
GrabFood is a subunit under the leading ride-hailing and food delivery company, Grab. GrabFood offers a plethora of restaurants and food options and has one of the largest networks of delivery partners. The food delivery service is accessible via the Grab app which offers a variety of features including the ability to track your order, rate and review restaurants and earn rewards.
Foodpanda
The famous Foodpanda splash screen. Image: Dribbble
Established in 2012, Foodpanda is a veteran in the food delivery industry. The food delivery service operates in over 40 countries and is well-connected with a variety of restaurants under its belt. Foodpanda is known for its bold use of motion graphics specifically in the context of its iconic pink panda mascot.
Beep
Founded in Malaysia in 2020, Beep is a food delivery service that connects customers with their favourite restaurants and cafes. Beep sets itself apart by being an active advocate for local restaurants and cafes. Beep is also used as a restaurant ordering app whereby users can place orders at a restaurant without having to speak to a waiter or waitress.
Other food delivery businesses in Malaysia include:
Now that you recognise the competition, let’s talk strategy. Foodpanda has been the most active in using motion graphics in its marketing strategy. With a 52.7% market share, the company is clearly doing something right.
So, what is motion graphics?
Many people think they know what motion graphics is but due to its versatility, definitions can go off tangent. By definition, motion graphics are graphics that are brought to life with motion. Not to be mistaken for a video or animation, a motion graphic is simply a type of animation that uses text, typography, or 2D or 3D visuals to create moving images.
(If you’d like a comprehensive list of examples, we’ve got you covered.)
Motion graphics are created using various software programs such as Adobe After Effects, Apple Motion and Blender. As a powerful storytelling tool (in the right hands), motion graphics are able to quickly capture the attention of your audience.
Motion graphics are very cost-efficient (if you use Brandripe) because, unlike video production, you don’t need actors, a video camera, or a studio. However, you do need a skilled designer.
An example of a motion graphic. Image: Vecteezy.com (motion graphic)
The motion graphic strategy for food delivery services
Here’s what you need to keep in mind when developing a motion graphic strategy for what could be the next giant food delivery service that is your business:
The key to any good design is having a clear and intentional concept. You know your customers best. So, consider the awareness level that you need to address – what is their pain point, how does your food delivery service solve their struggles and what are the main points you need to highlight to get the message across?
Here are some examples of compelling concepts for food delivery apps to inspire your motion graphic design:
Motion graphics are one of the most versatile design formats that can be applied to your website, social media, app and more. A storyboard is a great way to combine colours, typography, illustration, imagery and even language to set the tone of a series of motion graphic designs.
Once you’ve created a rough draft, refine your storyboard to make sure your motion graphic series flows smoothly. For more details about how to create your storyboard, you can refer to this article.
Developing a storyboard is crucial for your motion graphics strategy. Image: Freepik
With motion graphics, it’s easy to get caught up trying to do too much into a single design. Don’t be afraid to break the design into several parts. You can also combine motion graphic types such as animated typography, animated logo, animated loop and animated explainer video.
There are many different software programmes that you can use to create motion graphics. Popular ones include Adobe After Effects, Cinema 4D and Blender. We listed a few in this article with a comprehensive overview of how it works.
If you are thinking of creating a video using motion graphics, it's encouraged to add sound effects and music to stimulate your audience. There are a few places online to find royalty-free music or stock sounds such as:
Bensound is a free website that offers a variety of instrumental music tracks. The music is created by a team of musicians and sound designers. The website is a popular choice for YouTubers, filmmakers and other creators who need royalty-free music.
Freesound is a website that is the collaborative result of Creative Commons-licensed audio samples. It is a non-profit organisation, with more than 500,000 sounds (as of May 2021) and 8 million registered users (as of March 2019). The sounds are uploaded by its users and their sound categories cover a wide range of subjects from field recordings to synthesised sounds.
With an impressive collection of 4 million tracks and sound effects, Audio Jungle is a great resource for beginner and experienced creators. With its large library of tracks and sound effects, you are sure to find something that fits your needs. Audiojungle also offers a variety of licensing options.
The music library on the Free Music Archive website offers a variety of music genres, including classical, electronic and hip-hop. Creators can enjoy using their high-quality and noise-free music. However, the selections are more limited compared to the other websites here.
Mixkit is a great resource for creators at all levels. The website offers a wide variety of royalty-free music, sound effects and even video footage. The assets in Mixkit are free to use with no attribution required. With its wide variety of assets and easy-to-use interface, Mixkit is a great way to add professional-looking audio and visuals to your projects.
Leave your motion graphic design to the experts at Brandripe. Image: Brandripe
All the steps we listed are great for you to practice in your own time but it can be a punishing endeavour to try it out on your brand. Expedite your learning and create a positive brand impression when you work with design experts (like us).
Brandripe has been a proud partner to 500+ businesses, marketing teams, agencies, startups and more. We have honed our art for design and are passionate believers in delivering more than just pretty images.
We believe in purposeful design and we rely on clients (like you) to take on the high-value strategy role so we can help meet your business goals.
In fact, our very business model is a testament to how much we value our clients. Here is what we mean:
Check out our motion graphics page to learn more!
Otherwise, come and join us for a quick tour and demonstration of our services by setting up a 15-minute VIP Demo call with us. Otherwise, you can drop us an email at hi@brandripe.com. We look forward to helping you bring your brand to life with motion graphics!
