Animating Images/Text - Wriggle

Is it possible to make an image or text wriggle upon hover activation?

What effects would I need to apply?

Trying to animate a png of custom font. If not possible would I need to create the animation externally (After Effects) and what steps would I need to do to proceed and only activate animation play upon hover?

Here is an example of a website that has a wriggle affect applied to individual letters.

and below the png I want to have a similar wriggle effect.

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