When And Where To Use Motion

If you’re looking to advertise in your local newspaper then motion graphics probably aren’t right for you… but if you’re looking for a way to enhance your website or you’re planning digital social media campaigns, then they might be the missing piece in your campaign plan!

How can motion graphics complement a business’s marketing strategy?

Organisation’s spend a lot of money on branding - from colours to fonts to specific brand guidelines that say things like: ‘Don’t add a multicolour gradient to the logo’. These brand guidelines are important to establish consistency in the marketing and overall website management.

Every asset should adhere to the brand guidelines and reflect the business, afterall, this level of consistency makes an organisation look professional. One area that many businesses fall down is images and visuals. Whether it’s selecting images for the website or posting random stock images on social media, visuals can really let a company down.

Considering just how powerful visuals can be in telling a story, it’s a shame to see so many fail in getting it right. This is where motion graphics can help. They can complement a marketing strategy by being designed to not only fit the brand guidelines in terms of colourways, fonts and styles, they can also remain completely relevant to the content.

The custom nature of the animations also makes the company stand out from the sea of stock imagery and can help to increase time on webpages and also increase conversions.

Motion graphics allow you to tell your story, to be specific about your products and align with everything you want to say in your marketing strategy. They can literally be whatever you want them to be to fit your goal.

Bring your team, your product, your service, you tagline or even your history to life with animations that fit with the marketing stratergy.

Situations where motion is a great idea to explore.

Motion graphics can be produced and created in different formats depending on the distribution of the graphic. Because of this flexibility in format, it means they can be used on different web platforms and channels and even embedded into other video files.

Here are a few situations where I recommend considering motion graphics in your marketing:

To enhance static graphics on social media: Spice up your social media posts on LinkedIn, Instagram, Twitter and Facebook with motion graphics

To support text on the website: Motion graphics can be a great way to back up and enhance messaging on your website and make it clearer to the audience what you offer.

Blog imagery: Blogs are often written to inform, entertain and educate - add appealing visuals to blogs to make them easier to understand and more visually interesting.

To develop the brand: Finding, creating and developing great brand imagery can be difficult but with motion graphics, you can control the content and ensure that every visual fits and develops your brand!

Digital Advertising Campaigns: The internet is a crowded place, but adverts can still be very powerful when done in the right way. Do something different and introduce fresh, new motion graphics that grab the audience’s attention!

Situations where motion is NOT worth exploring.

As versatile as motion graphics are, there are some scenarios that I wouldn’t recommend using them - this tends to be for serious and sensitive informative messages where the whimsical or visually entertaining element just doesn’t work.

For serious or sensitive informative messages, just play it safe. You don't want to offend anyone.

It’s also worth noting that you shouldn’t just do motion graphics for the sake of it, they perform best when properly planned out as part of a campaign or are developed to work specifically on a platform or your website.

While lots of UI elements can be animated but don't go over the top.

Don’t try to animate every element on the website. When you scroll down the page and everything slides in, this can actually detract from the experience, and while it used to be cool, that time has long gone and it now just distracts you from reading the content as your attention is constantly being pulled to the moving objects.

Next Chapter: Representing Your Brand And Values