Motion graphics are the ideal tool with which to shape and convey a narrative to your audience that has been tailored to ensure they can connect with your message. As the human brain can interpret visual information 60,000x faster than text, the potential of incorporating motion graphics into your digital strategy is limited only by your own creativity.
Benefits of Motion Graphics
Motion graphics create immersive experiences for audiences because they incorporate several different elements to convey a narrative. Everything from the music to the art design and voiceover contribute to this experience and as motion graphics excel at conveying information and messaging, they can be adapted to serve a range of different purposes.
So, you might choose to use this medium to showcase a new product or to introduce a new workplace initiative, but they can also be used as an educational tool or even to enhance sections of a more traditionally made video.
Measuring Success
It’s worth stating from the outset, that you will never be able to place an entirely precise figure on how much return you’re getting on every pound or dollar spent on motion graphics. Content marketing is often about raising brand awareness and relating this to sales is impossible as you have to factor in things like word of mouth, brand recognition, brand advocacy and brand affiliation.
Setting clear, attainable and realistic goals from the beginning is critical however to gauging overall success however. Be ambitious, but don’t fall into the trap of assuming that your video has to go viral for it to be regarded a success. An audience of 50,000 might not be as impressive as an audience of 500,000 but if the former audience are your target market and are engaging with your content, then it can be far more effective. Audience numbers aren’t everything and the metrics you measure should reflect this.
Remember, success can only ever be determined in relation to what you want to achieve and your goals don’t need to remain fixed. The marketing landscape is consistently in flux and remaining adaptable is key to any effective digital strategy.
Let’s now look in detail at some of the key indicators of success that will go towards calculating your ROI.
Search Rankings
Monitoring search ranking will help you to ensure that your creation is being seen by the people you most want to engage. Securing a good ranking position will give an array of important metrics a boost and keeping on top of this data will ensure you can identify any new opportunities to fully optimise your strategy.
Views
Although views never tell the full story, monitoring your view count certainly isn’t a waste of time. Views can inform your understanding as to how much your brand content is standing out and encouraging people to watch. It is a good indicator of the impact then but you must also remember that different platforms measure view counts very differently. Facebook records a view after 3 seconds; however, YouTube only counts a view after 30 seconds. What views don’t do is factor in how long people are watching your content.
Watch Time
Also, often referred to as engagement, watch time is an exceptionally powerful metric because it will tell you how long people spend watching your content. This will be shown as a percentage of the overall runtime of your video and generally, a high percentage often equates to a highly engrossing video.
Social Shares
The power of social media is immense and monitoring social shares will give you a good indication as to how your target audience is responding to your content. This will be a core metric to monitor if one of your goals is to increase your subscriber count and boost your social following.
Click Through Rate (CTR)
If your content contains a call to action (CTA), this is a metric that should never be overlooked. A high CTR should be interpreted as a strong indication of the efficacy of your content but remember that how and where your audience are engaging with your content will make an impact here. Videos watched on your website should always deliver a higher CTR than external platforms such as YouTube.
Leads
Linking new leads with individual videos is not a straightforward process and will require both a substantial attribution model and access to specialised software. However, it should almost go without saying that this will give you the most definitive signal of ROI.
Although an impressive ROI is never guaranteed, the ability to create good motion graphics is one of the most effective tools a business and marketing team can have within their toolkit because of its ability to connect with audiences in entirely original and engaging ways and in a sea of online content, these two traits are essential if you want to get noticed at all.
