You don’t have to dive head first into the world of animation and motion graphics, there are plenty of ways to test the waters with a few small implementations before building it into your overall marketing and business strategy.
Start small by creating some motion graphics for your upcoming social media posts - by aligning the content of the post with the graphic being used, you can better engage the audience with the content being shared.
Another good way to start small with animation is to build it into one element of a marketing campaign - consider the images, videos and graphics you would use and then replace them with a well-defined and created motion graphic.
If your marketing team is all about trying something new and taking the leap of faith (after all, the only way to find out if something works is to do it!), then one approach to testing them is to build them into every aspect of an upcoming marketing campaign, social media campaign or branding exercise.
By doing this, you can get a faster reaction and there is more potential for testing the difference between static graphics and animation in your content. This leads us to another approach - A/B testing.
With A/B testing, you’re quite literally testing one graphic against the other. This could be done through website testing, emails (depending on the type of graphics being used) and social media, both organically and through paid promotion.
The aim with the A/B testing is to choose metrics that you can easily measure - for example, clicks on the graphic or related content, time spent on page and bounce rate (for website pages), social media interactions and clicks (including likes, comments, shares, mentions etc,).
As alluded to above, measuring the direct success of a graphic can be difficult - after all, how do you easily test whether someone prefers one visual to another?
In essence, the metrics and measures of success are tied to your overall objectives of a marketing campaign AND any related metrics. While you can’t necessarily measure how long someone spent looking at a particular graphic, you can measure actions related to it.
For example, if a graphic directly supports a piece of text or content with a CTA, does the CTA get more clicks with the use of motion graphics and animated UI elements?
To start measuring success, consider all of the metrics that you would usually track for any given marketing asset or website page and then think about how the graphic ties into that and how it potentially impacts it.Next Chapter: How to start marketing with motion