Social media animation
Animation is perfect for getting attention for your campaign or event, or initiative on social media.
For some time now, social media videos have been the favoured content-type of algorithms on the various platforms – over and above text and image posts.
On X, for example, posts with video attract 10 times the amount of engagement as posts without video.
It is a similar story on Facebook where people spend about 5 times as long looking at posts containing video compared to those without.
Why use an animated video over live-action
In our field, where explaining complex topics is crucial, animated videos often shine. While live-action films have their place on social media, animation excels in breaking down complex subjects into simple, engaging components through visuals and voiceover.
Animation captivates audiences more effectively than a person speaking to a camera. According to HubSpot, 70% of the best explainer videos they reviewed were animated.
Formats for animated videos on social media
One important consideration for social media animation is the aspect ratio.
While a standard 16:9 widescreen video can work on social media, and is often the best option for those on a budget, optimizing your animation for different formats can significantly enhance its impact on various platforms.
Since most social media platforms have vertically scrolling timelines designed for mobile viewing, video formats that occupy more vertical space tend to perform better.
- Square (1:1) aspect ratio videos have long been successful on X.
- Vertical (9:16) videos tend to outperform square videos on Instagram and Facebook.
Ideally, you would tailor your animated content for each platform:
- 16:9 for web and YouTube
- 1:1 for X and LinkedIn
- 9:16 for Instagram and Facebook
This approach ensures your animations are well-suited to the unique characteristics and audience preferences of each platform.
Best length for social media animations
The ideal video length varies by platform, and while there is plenty of guidance online, many statistics don’t account for video subject matter. For example, YouTube averages include everything from brief explainers to full TV shows.
Platform algorithms also influence optimal length. Facebook, for instance, now favors longer videos (over 5 minutes) as it seeks to compete with YouTube for video viewing time and advertising revenue.
For complex explainer videos, Wistia’s research is particularly insightful: videos tend to retain about 50% of their audience up to 3 minutes, after which retention gradually drops off. Our rule of thumb is to keep videos as concise as possible while ensuring they fulfill their purpose. While it’s challenging to cover complex topics in 30 seconds, a series of short videos might do the trick.
This guideline generally applies across platforms, except where limits are stricter. For example, X’s native video cap is 2 minutes and 20 seconds, while an Instagram reel only allows for 90 seconds.
Where are social media animations published
In the section below we take a brief look at some of the stats and facts around publishing social media animations on the various platforms, before delving into some practical guidance:
X
For policy and research communities, X is undoubtedly the best social media platform to be targeting.
Max video length: 2 minutes and 20 seconds
Optimum video length for explainers: 90 to 140 seconds
Best aspect ratio: 1:1 (1080×1080)
Startling stat: There are more than 2 billion video views on X each day.
A smaller audience than other platforms, but great for reaching key stakeholders.
Max video length: 10 minutes
Optimum video length for explainers: 90 to 180 seconds
Best aspect ratio: 1:1
Startling stat: Videos earn 3x the engagement of text posts on LinkedIn
It has become difficult to build an organic audience from scratch, but worth considering if you already have a sizeable following or have the budget for paid media.
Max video length: 240 minutes
Optimum video length for explainers: 90 to 180 seconds
Best aspect ratio: 1:1 or 9:16 (though 16:9 will work fine too)
Startling stat: There are more than 4 billion video views on the platform each day.
This platform was made for high design so is perfect for those eye-catching social media animations
Optimum video length: 60 seconds in feed and then 90 seconds on reels.
Best aspect ratio: 4:5 to 9:16.
Startling stat: Instagram has more than three times the number of users as Twitter.
YouTube
YouTube is the original social media video platform, and the biggest video search engine on the planet. But it is far from ideal as a video hosting platform for anything beyond YouTube, despite its popularity.
Max video length: 15 minutes for non-verified accounts, and 12 hours for verified accounts.
Best aspect ratio: 16:9 all the way
Startling stat: Nearly 3/4 of the adult population of the United States use the video site.
Native video
In the early 2010s, sharing videos on social media meant posting YouTube links, which platforms disliked since it led users away. To keep users on-site, platforms introduced native video hosting, allowing videos to be uploaded directly and viewed within the platform. Posting links to external videos is still possible, but native video posts tend to receive much higher engagement.
Managing video inventory
With more native videos being used, social media platforms have developed tools to manage video content. X Media Studio, accessible with a X Ads account, lets you upload a video once and post it multiple times, streamlining stats collection. Similarly, Facebook’s Creator Studio offers comparable features. For sharing videos across platforms and on your website, tools like Vimeo and Wistia allow direct native posting without multiple uploads.
Using social media animations as adverts
Driving significant video views often requires an advertising budget, as most content doesn’t go viral. More than a quarter of Facebook pages now use paid media. X data indicates that promoted posts with videos have a 50% lower cost per engagement. Paid ads help bypass algorithm limitations, expanding reach to millions of users across platforms.
What makes for a great social media animation
Successful social media animations share key qualities with web videos: compelling scripts, eye-catching visuals, and brand consistency. However, there are unique considerations for social media:
- Sound Off: Most social media videos are watched without sound. Include subtitles or on-screen text, as 93% of X videos are viewed on mobile with sound off. A music bed and professional voiceover can enhance the video.
- The Hook: Videos autoplay on social media, so the first 3 seconds must capture attention. Start with engaging visuals and script to prevent users from scrolling past.
How to make a social media animation
If you’re looking for something bespoke, something that will make your organisation stand out from the crowd, then you need to employ an expert team to create your social media animation.
Senate Media has more than a decade’s experience in creating animations for clients ranging from trade associations, trade unions, campaign groups, charities, corporates and research bodies.
No project is the same but for each we will apply the same mix of creativity and expertise to fulfil your brief and exceed your expectations.