Sharing Your Motion Graphic
One third of all online activity is spent watching video, so it’s no big surprise that the form impacts consumer-driven fields, including marketing. 64% of users are more likely to buy a product after watching a video, and including a video in email leads to a 200-300% increase in click-through rate. The effects of video in capturing user attention can’t be understated: combining video with full-page ads boosts engagement by 22%, creating influence that could shift the success of your project.
After working video and motion graphics into your marketing plan, then, it’s important to share it in the most effective ways—even when that means deviating from your standard content tactics.
Once you’ve created your motion project, use all of your professional and social networks to spread the word. YouTube and Vimeo are two of the most accessible and popular video-hosting platforms, so your audience most likely will be familiar with using those channels. Also, those sites have a built-in audience that may differ from your standard outreach, giving you access to a larger audience. Hosting motion graphics on less-familiar spaces may lessen your work’s impact — or credibility, if the platform you consider isn’t up to the streaming task.
Emails, press releases, and posts all access different audiences on different registers, broadening the reach of your engagement. Beyond traditional outreach formats, sites from YouTube to Vimeo to Facebook to Twitter each play host to their own set of formats and readers. No matter the space, consider what kinds of messaging (and emotional pull) will capture the most engagement.
Anatomy of an Effective Share
Constructing each post with these elements at heart is essential to making the most of your marketing. Once you have your video and your intended platforms, however, don’t just repeat the information about your video over and over. Customizing your posts will ensure that you’re adapting to the nuances of each platform, giving leverage for more visibility for your video and your brand and more comprehension by each target audience.
A word to the wise: while it’s definitely exciting to release a new video, don’t let that enthusiasm get carried away. It’s easy to fall into “pitching” posts, and that sales-pushing quality can lose readers’ interests. Keep your CTAs actionable and your posts based on thought leadership in order to keep your audience engaged and your messaging honest.
Halloween candy might hit the aisles in August, but it doesn’t mean you should do the same with your motion graphics. Whenever possible, help your engagement be even more comprehensive by associating posts with current events or cultural concerns. If your video is about staying healthy, for example, perhaps mention flu season when sharing it. Tip: if your video addresses a cultural topic, mention the subject in the title of your video in order to increase the chance of people finding it in search queries.
Providing a far-reaching post doesn’t stop once you’ve shared your motion graphic. Gather analytics about what your viewers are invested in. If you’re not sure where to look, check with your video-hosting platform—they’ll probably have a resource for this. For example, Vimeo users may have access to Vimeo.com/business, which provides an all-encompassing approach to video creation and sharing.
Motion graphics are an investment for both your product and your brand. Proper care and consideration will ensure that your hard work will yield the highest, longest-lasting impacts for your goals.