Although animation works best when it’s planned into a campaign and is designed to align with the campaign messaging, the quickest way to start with motion graphics is to just try it.
Start by selecting a static marketing visual that you’re currently using - a social media graphic or a key landing page graphic or something similar, and then create a short video that’s relevant to the content it supports, and then publish it and compare the results.
If you’re past the phase of testing your first motion graphic and you’re now in a position of wanting to tie it in with your upcoming marketing and brand campaigns, here are some of the things to consider when planning for motion.
As mentioned, motion graphics can go a long way to help tell a story or promote a product, but you have to think about what this message is before you create the graphic. This ensures the graphic is relevant to the campaign in hand.
Campaigns are built around ideas, objectives and an audience - they aren’t built around a solo piece of content that you already happen to have and want to share.
With this in mind, the first stage of campaign planning is usually developing the idea, and it’s only once you’ve got the idea, audience and objectives nailed that you start to think about the campaign assets and promotion.
Motion graphics come into the campaign and content assets part of planning. It’s great to have them in mind as something you want to do from the start but they need to fit in with the idea and the audience of the campaign. Make sure you’ve thought about how they will support the campaign and strengthen it.
Sometimes, marketing can be technical and insanely analytical, to the point of measuring whether a CTA on a landing page gets a better conversion rate when the font is lowercase or uppercase.
It’s this level of detail that should be applied to all aspects of marketing, afterall, you’re trying to create something that engages, interacts and informs the audience and brings your brand to their attention.
The movement in animations can be extremely subtle but even these subtle details and moving UI elements can help catch the audience’s gaze and keep them engaged. The bigger point here isn’t how subtle the movement is, it’s what moves that’s important as the movement itself might be the message that you’re trying to tell.
So when you plan to use motion graphics, think hard about what it is you’re trying to do with the graphic and the details that you want people to notice as it’s these details that you can emphasise with movement.Next Chapter: Taking it to the next level