A Systematic Literature Review for the Study of Motion Graphics in Social Media Advertisement

Motion graphics (MG) increase user engagement in social advertisements. However, the impact of MG elements on user perception remains underexplored, especially in social media advertising. This study develops a conceptual framework to elucidate how MG affects user cognition, emotional responses and advertising effectiveness. Using a systematic literature review guided by the PRISMA statement, 21 relevant articles were analysed. The results of the study showed that MG elements such as high contrast, low saturation tones, symbolic visual effects and smooth transitions can enhance visual appeal and information retention. Motion storytelling increases emotional engagement, while interactions with user-generated content and social media recommendations increase persuasion. However, overly complex designs can lead to cognitive overload, which can reduce user engagement. In addition, MG increases brand awareness but has a weak correlation with long-term brand loyalty. A framework is developed by providing an integrated relationship between MG display, cognitive and affective processing, and advertising effectiveness. This study provides practical insights for a creators to optimize MG strategies for better user engagement and marketing impact.