In a world of content overload, motion graphics cut through the clutter with bite-sized content that grabs attention, evokes emotions, and incites action.
So why aren’t you using them? The Association Audience and Member Engagement Study indicated 84% of associations don’t use motion graphics. If you want to improve attendance, membership, and engagement—as well as SEO, web traffic, and social media reach—it’s time to try new tactics. Motion graphics are proven to generate outcomes without draining all your time and resources.
What are motion graphics?
Motion graphics are animations or static images brought to life through design to create the illusion of motion. They’re often paired with audio to form engaging multimedia clips.
Compared to static text or standard presentations, motion graphics give your audience a better understanding of your association and your brand. They’re inherently more engaging than other formats because they “show” instead of “tell.” Motion graphics allow you to present complex information in a short, simple way. An added advantage is that they’re easily sharable, not just on the web and social media but at your events and in apps.
Cost effective
“It’s hard to recruit new audiences with a very limited budget,” noted one association director in the engagement survey. With motion graphics you don’t need expensive equipment and camera crews. You just need a motion graphics designer, who can use your existing brand images and collateral to craft original animations. Because the ideal length of a motion graphic is just a few seconds, these projects are less complex and time-consuming to execute than videos. As a result, they tend to be more affordable than video.
Broad appeal
“One of our pain points is creating content that attracts a wide variety of audiences,” noted another survey respondent. A robust marketing plan must include a range of tactics to engage your audience segments and inspire them to take action. Adding a motion graphics component to your plan is a great way to mix up your content delivery and reinforce brand touch points.
Best practices
Given viewers’ short attention spans, it’s essential to capture attention and deliver your message as fast as possible. Just how fast? According to Facebook, only 65% of people who watch the first three seconds of a video will continue watching for at least 10 seconds. Only 45% continue watching for 30 seconds. A study from Locowise determined viewers watch videos for about 18 seconds on average, even though the average video length is nearly a minute. It’s vital to include the most important information within the first three seconds of your motion graphic if you want to keep your audience captivated.
Expand your efforts
Nearly 90% of associations surveyed in the Association Audience and Member Engagement Study indicated some interest in using more video in their marketing. However, many stated they lack the resources to expand their efforts. Motion graphics can be an simple, effective solution at a fraction of the effort and time of video.
Ready to engage your audience with motion graphics? Contact Rottman Creative today to add this compelling tactic to your marketing plan.
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