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Why All Marketers Should Be Using Motion Graphics

Allie O'Keefe

Twitter reports 10x more engagement from tweets containing GIFs or videos than from those without. Amid unprecedented growth across social media platforms this year — including 20 million new daily Twitter users in Q2 — motion design is becoming an even more powerful communication tool. As the content marketing landscape continues evolving, businesses that use motion graphics can create informative, eye-catching experiences that stand out.

Connecting with audiences and cutting through noise is more important than ever. In the push for compelling content, motion graphics are experiencing a boom, providing a valuable complement to traditional content pieces.

What Are Motion Graphics?

Motion graphics are a blend of graphic design, film and animation that results in a dynamic and all-encompassing form of marketing content. Final outputs of motion graphic design can be anything from a looping GIF to long-form videos. These assets consist of any number of key elements, including: illustration, live-action footage, photography, stop motion, kinetic text, infographics/data visualizations, music, voiceover and sound effects. When you use motion graphics, creativity is limitless.

The Business Benefits of Motion Graphics

1. Motion design captures attention

Audiences want information and they want it fast. According to a study from the Technical University of Denmark, “our collective global attention span is narrowing because of the abundance of information presented to us.” Well-designed, short, digestible visual assets in motion capture your audience from frame one. On social media, these graphics can play and loop automatically and attract attention without sound, piquing users’ interest in a way that is difficult to replicate with text-only content.

2. Motion graphics can illustrate concepts or processes

Shrinking attention spans pose an even bigger challenge for comprehending complex long-form material. Some ideas, especially larger, abstract ones, may be hard to explain with words or still images. In one study, 68% of survey respondents preferred learning about a new company, product or service by watching a short video rather than reading text. Explainer videos, data visualizations and infographic motion graphics allow you to satisfy this preference. You can use motion graphics to condense complex messages and transform them into meaningful, memorable videos that captivate audiences.

3. Motion graphics can extend content’s lifespan

Long-form content creation and motion graphic design should not be mutually exclusive. Bite-sized teasers can fuel conversions by driving your audience to download a report or visit your website. Design elements from long-form pieces can be extracted, paired with actionable CTAs and animated to create GIFs or shareable infographics used for promotion across various channels. “Snackable” graphics extend your content’s life span, getting you additional bang for your buck.

4. Motion graphics are the future

The trend toward motion graphics isn’t new — it’s been gaining momentum for years. Cisco estimated that by 2022, 82 percent of global internet traffic will be video, an 88 percent increase from 2017. Most recently, the unique conditions of 2020 catapulted motion graphic use to new levels. Stay-at-home orders sent audiences flocking to social media outlets, where these assets generate 12 times more shares than text and images combined. As users sought information and entertainment online, animated GIFs and videos were often the media types fulfilling those needs.

In this “new normal,” social media isn’t the only channel leveraging the benefits of motion graphics. With most gatherings cancelled, re-creating experiences online in engaging and creative ways has become more important. High-quality videos using motion graphics have helped address this need, as they’re relatively inexpensive and easy to produce compared to traditional video. Motion design stands a simpler alternative, not requiring the cast, crew or other complications associated with on-set productions during a pandemic.

There is no denying we are in uncharted territory, but content marketers are no stranger to change. Long before global conditions required creative solutions, trends have been pointing toward a world in which motion graphics drive conversations and conversions. If you aren’t setting your content into motion, you risk being left behind.