Due to the project limitations, we had to make a selection of images from a total 14 illustrations. My main criterion was the moving potential of the illustration and its overall visual impact. I also considered the accompanying messages and decided for ones that speak about broader topics and can, therefore, be used more frequently.

I decided on four illustrations and included the fifth one as a bonus, as I had already created and animated its main components in the first four images.

After the animation was done I had to prepare them for publication. The disclaimer with all the logotypes and descriptions had to be incorporated in the animated image.

It is a well-known fact that video performs better on social media and our animated images only confirmed that.

At this point, it is also important to note that social media users can tell if the content is yet another stock video or on the contrary, if it is a custom made animation. When noticing the latter, it automatically increases their interest as it means that the post must carry a higher value. And the first step is done - you have gained their attention!

As IFOAM EU communication’s team is only starting to use more video content in their posts it was not hard to compare the average performance of the post that uses a static image to the post with animated illustrations.

I have used one-month statistics to prepare a quick overview of the posts’ performance on IFOAM EU’s social media channels.