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Your Guide To Motion Graphics In Marketing

Motion Graphics In Marketing

We are inundated with text online every day, but 65% of people are visual learners. While long-form content is great for SEO, customers do not always retain that information. Combined with text-heavy ads and social media posts, this may mean your target audience is not really fully absorbing your message. This is why motion graphics in marketing are getting so much attention.

Studies already show the power of moving pictures over text. Videos can increase revenue as much as 49%. Motion graphics use the power of video to create short-form content that encourages consumers to stop scrolling and watch. This helps people absorb complex information in only a short amount of time – amplifying your brand’s message.

Thinking of incorporating motion graphics into your marketing campaigns? We provided a brief guide below to help you out.

What Are Motion Graphics?

The term “motion graphic” is sometimes used synonymously with “video content,” but motion graphics are actually a separate entity.

“Motion graphic” is an umbrella term that refers to animated videos. This can be either 2D or 3D videos which can be silent or include voiceover or sound effects. Motion graphics can even sometimes include common content such as GIFs. They can also be more complex. Motion graphics often incorporate 360-degree videos and even virtual and augmented reality.

Types of motion graphics can include:

  • Traditional ads
  • Promo videos that present a new product
  • Explainer videos showing audiences how to use your products or services
  • Sales collateral, which includes information about your company, product, and anything else your sales team regularly discusses

What Are The Benefits?

Bring Out Your Brand’s Personality

Brand awareness is about creating a cohesive identity that is reflected across all platforms. Motion graphics allow you to present your brand’s personality everywhere from the script’s language to the color scheme to the voiceover.

Motion graphics present a unique opportunity to really connect with your audience. By creating content people actually enjoy, you foster a deeper connection with consumers.

Studies show that motion graphics can increase brand association by 139%.

Encourage Conversions Through Engagement 

Roughly 65% of viewers watch more than three fourths of a video and audiences are 10-times more likely to share videos than written content. A short, engaging motion graphic will keep a person’s attention span longer than a text-based ad or blog post.

This is key in driving conversions. Motion graphics can increase your chances of hitting Google’s front page by 53 times and can double your click-through rates.

Help Boost Long-Form Content

As useful as motion graphics are, long-form content is still important. You cannot explain everything in a short video and longer posts tend to help the most for SEO purposes. However, long-form content can benefit from including motion graphics.

Adding graphics in-between longer paragraphs and sections gives readers a break. They can also be used to clarify information. After giving readers detailed instructions, a quick motion graphic summarizes the key points.

How Do I Create A Motion Graphic

While motion graphics are only a few minutes long, the process of creating them can be quite time consuming. You need a lot of people involved, including graphic designers, animators, writers, marketing directors, and company leaders. Everyone plays a pivotal role in creating a quality final product.

Have An Initial Meeting

Creating a motion graphic entails a lot of back and forth between team members. To help the process run as smoothly as possible, get everyone on the same page from the get-go.

During the kickoff meeting, the company leaders should ensure everyone involved understands the vision and voice of their brand. What key information should be included? What products or services should be highlighted?

You can also talk over subtleties. Everything from color scheme to tone of voice should be representative of the brand. Nailing down brand identity early on is vital to creating a successful motion graphic.

Write A Script

Your script will be the first deliverable during motion graphic production. The script creates a foundation off of which to build visuals. The script should include both voiceover, on screen text, and scene directions. Both copywriters, animators, and graphic designers play a pivotal role in scripting.

Throughout the writing process, company leads should provide extensive feedback to ensure the language and visuals match their vision. Expect to write multiple drafts.

Storyboarding

During storyboarding, the animation and graphic design team compile a series of sketches based on the script and scene direction.

The sketches do not have to be completely polished, but should be clear enough to convey an accurate representation of the final product. Sometimes, if there is enough time, you may even be able to make rough cuts of the actual animation and voice overs.

The whole team should look at the storyboard together throughout the editing process. As things start to take shape, you may make substantial changes to the script and graphics.

Once you start animating, making changes becomes more difficult. It is important to get the storyboard as close to your final vision as possible.

Artwork

Artwork is the most time-consuming aspect of motion graphic creation. Be conscientious of the fact when setting deadlines.

During artwork, your graphic designers, illustrators, and animators will create fully illustrated scenes that will then be animated. As with all other steps, there will be back and forth between company leads and changes will be necessary.

Making changes after animating the artwork can be extremely difficult and slow moving. Make sure everyone is satisfied with the artwork before moving on to next steps.

Voiceover

You may be able to skip this step if your motion graphic is meant to be played on mute. If not, you will have to find a voiceover artist to read the script. This may entail hosting auditions.

The voiceover is vital to how your motion graphic will be perceived. You will have to make decisions about the tone of voice. Should the voiceover actor sound professional or fun and exciting? Should the tone be humorous or more serious?

Once you settle on a voiceover actor, it may take several recording sessions before you get a final cut.

Animation

This is the most technical stage of the process. Ideally, by the time you reach the animation phase, everyone is happy and on board with the script, artwork, and voiceover.

You can suggest some changes as the artwork begins to come to fruition, but they may be more time-consuming. Ask your animator for estimates regarding how long certain changes will take. This ensures you do not surpass your timeline or budget.

Score And Sound Design

As with voiceover, this is not always a necessary part of the process. During score and sound design, you will add the finishing touches with ambient background music as well as any necessary sound effects.

Music is important for setting a scene so keep things collaborative. Make sure everyone on your team feels the score is appropriate for the overarching tone and message.

Motion Graphics In Marketing: The Bottom Line

Motion graphics are an excellent means of engaging with your audience on a creative level. This is a unique type of content marketing in that it can explain complex concepts in a short period of time while giving consumers a genuinely entertaining bit of media.

Motion graphics are a powerful tool for increasing conversions, boosting brand awareness, and helping consumers truly understand your product.

Need some help? At LookinLA, we build data-driven marketing strategies for clients to help them become industry leaders. We have experience working with a diverse range of clients. You can read success stories here and reach out to book a call here to talk. We look forward to hearing from you.

Conversation Rate

How To Improve Your Conversion Rate With SEO

For years, business owners have struggled with one major question regarding their website:

Should they tailor their site design to satisfy the humans who visit it, or should they tailor it to satisfy the search engines that lead visitors there in the first place?

It’s not an easy choice to make. You need the search engines to love you in order for people to find your site. But you need humans to have an excellent experience on your website if you want those visits to turn into conversions.

Fortunately, there’s no longer much need to choose between SEO (search engine optimization) and CRO ( conversion rate optimization). In fact, the more sophisticated search engines become, the more SEO and CRO go hand-in-hand.

After all, search engines have one objective: to identify the web pages that will be most useful to the human beings searching for them. With advancements in technology, the bots are increasingly sensitive to the nuances of the user experience. They’re no longer just trolling for keywords (though keywords are still important!). Now search engines collect hundreds of clues to determine how informative, intuitive, and engaging your site is.

This means search engine optimization is also a stellar guideline for improving your conversion rate.

If you’re still just keyword-stuffing in an attempt to get more eyeballs, you’re a couple steps behind. The good news is that there are countless moves you can make that will boost your search engine rankings and inspire more conversion rate at the same time.

Here are some game-changers to start with.

Add Video Content

If you’ve been following our blog regularly, you know we love video. It’s such an incredible tool for raising brand awareness, inspiring a more personal brand-customer connection, educating users about your product or service, and ultimately boosting conversion rate.

Another great benefit of video is that search engines love it. They love it because they know people love it. Plus, video increases the duration of visits to your site. Generally speaking, you’re doing fairly well if people spend 30 seconds to 2 minutes on your site. If you can get above 2 minutes, you’re really rocking it, and the search engines notice.

And what’s one reliable way to get visitors to stick around that long? Providing something that will keep them engaged so they don’t go anywhere. It could be a longer video that’s deeply compelling, or it could be multiple short videos on the same page. It could even be a combination of video, infographics, and really killer content.

So video engages your visitors and gives you more credibility with search engines. But what about conversion rate? Well, here’s a fun fact:

77% of buyers say they’ve decided to purchase a product or service after watching an explainer video.

Video is an essential part of the strategy. And don’t feel intimidated if you’ve never tried video before. There are now tons of beginner-friendly video content tools like Animoto and Biteable to get you started.

Create Content with Real Value

On that note, it helps to make sure all your content has value to a human audience. Use a combination of written content, images, infographics, and video. Provide information that’s useful or ideas that are entertaining. Not only does this help increase your average duration of visits, but it’s also important to write for humans because the search engines scan for things like relevance and readability. Search engines love blog posts that are around 1,000 words or more. They prefer short, simple, easy to read sentences.

Frequent paragraph breaks are great, too.

Another idea worth considering is whether there is a way to create dynamic content for your website. Dynamic content is content that adapts depending on the locations, needs, and behaviors of the individual visitor. An example of dynamic content would be an ecommerce store featuring a banner advertising free shipping to the visitor’s specific state. Dynamic content also includes purchase suggestions we see so often on sites like Amazon.

Dynamic content is AI at its best. It helps search engines connect your site with people looking for the very specific goods and services you provide. And once those people find you thanks to stellar search engine rankings, they’ll see the specific answer to their specific pain point laid out in black and white. Boom. Conversion.

Focus on Long-Tail Keywords

While we’re on the topic of providing very specific solutions, let’s dig into long-tail keywords.

Long-tail keywords are those specific phrases Internet users search for. Rarely does a human being type “used cars” into the search box. They’re much more likely to search for “used cars in San Jose,” “pre-owned BMW in San Jose,” “how do you know you’re getting a good deal on a used car” . . . you get the idea.

People search for specific solutions, not a general theme. Which means the more you can tailor your content and keyword strategies to resolve a specific search request, the better your chances at getting on the first page of the search results. And, in turn, the likelier you are to get visitors who are actually looking for the very services you provide.

There are many keyword tools that can help you figure out what your prospective customers are looking for and which words they’re using to search. We recommend Google Keyword Planner and KW Finder.

Increase Site Speed

Nobody likes a draggy site. Human beings don’t have patience for it, and neither do the bots.

Optimizing your loading time is one of the simplest things you can do to boost your SEO and your CRO in one step. It’s one thing business owners all-too-frequently underestimate. But we’re willing to bet you’ve abandoned a website before because you just weren’t willing to wait for a sluggish page to load. You can assume your target audience would do the same.

If you’re not sure how well your site performs, speed-wise, run it through Google PageSpeed Insights. This should give you some idea of whether it’s time to look into kicking your speed up a notch.

Optimize for Mobile

How does your website perform on mobile devices? If it looks sloppy or is confusing to navigate, you’re losing yet another opportunity to tell the search engines your site has value.

You’re also losing customers. A lot of them. In fact, nearly 40% of all online purchases made during the 2018 holiday season were made on a mobile device.

If you’re not sure if your page is mobile friendly, run it through Google’s Mobile-Friendly Test. When you run this test, you get one of three results. Your site may deemed mobile friendly, end of story. You may learn that it’s mobile friendly, but there are some issues with loading a specific page or two. Or you’ll learn that you have some major issues to address. Fortunately, Google tells you exactly what they are so you can resolve them without too much guesswork.

This is by no means a comprehensive list. Modern search engines look at literally hundreds of details when weighing the value of your website. But the bottom line is that SEO is absolutely essential for your business . . . not just because it helps buyers find you, but because it shows you how to give buyers the best experience possible.

You should care what the search engines want, because the search engines want what humans want.

That said, we know improving your website’s SEO can be a sizeable and confusing undertaking. If there’s anything we can do to help, we’re always here and happy to talk to you. Drop us a line.

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