Animation or Live-Action? Now that’s an interesting question.
As a marketer, you might be pondering the question as to what type of video is going to work best for your video marketing campaign. So we decided to list out some of the pros and cons of each type of creative. We’ve also listed which scenarios animation is best used for, and where live-action is your best bet. So let’s get into it!
Benefits of animation:
- The execution, in terms of what can be produced, is limited only by budget and imagination. Anything is possible, as long as you’ve got the £££.
- Animations can be very simple; which means in some cases they can be cheaper and more time-efficient than a live-action alternative.
- Animations can explain complex problems very easily, because instead of just using words, you can include diagrams, graphs and reconstructions to help the audience clearly visualise what’s being explained.
- As it can be produced from a desk, in some cases animations can be cheaper than hiring out a film crew, travelling to locations, paying actors etc.
- Due to the visual nature, animation can be a more engaging than videos that aren’t as dynamic… think talking-heads and typical video blogs.
Limitations of animation:
- Animation can sometimes end up being very expensive as the complexity of the idea increases. Bespoke animation with custom character creation or 3D animation will usually incur a relatively hefty investment!
- As a virtual representation, animations aren’t great at humanising a brand, which can be a problem if you’re trying to build trust with a consumer.
- Animations aren’t good for showcasing real people, places or experiences, which might be a problem if your business relies on any of those 3 things.
- Animations done cheaply can look… well, cheap. There isn’t much room for forgiveness when it comes to homemade animation.
Animation is best for:
- Explaining complex ideas
- Introducing new products or services
- Abstract ideas that need visualising eg. an intangible cycle or process, or replacing a non-visible or unappealing reality with something more palatable, such as characterising a germ as a monster
Great examples of animation:
Benefits of live-action video:
- Live video can humanise a brand, providing a much more authentic feel to your video.
- Live video is perfect for showcasing experiences.
- Live video is ideal for building a personal brand, because people want to see the real person behind the business.
- Live video is ideal for building trust as it provides a genuine and realistic look into a business, at the their customers, at the team etc.
- Live video can be a lot more cost-effective, especially if you’re trying to scale your video content.
Drawbacks of live-action video:
- You can be limited by budget, location restraints and physical resources.
- Listening to someone explain a solution can be less memorable and engaging, when compared to illustrating the solution through animation.
- Live video can’t always portray more complex concepts that require imagination from the viewer.
- Live video can be less effective if the presenter or product isn’t naturally engaging for an online audience.
Live-action video is best for:
- Showcasing real-life experiences
- Sharing insights and knowledge
- Building trust, such as through customer testimonials
Great examples of live-action video marketing:
Animation and live video are not mutually exclusive.
We’ve talked about them in this blog post as if they must remain separate, but as with most of the world, when combine the two you can usually create something even more powerful.
Our advice would be to not be afraid to use both forms of video within your marketing strategy, and to have a clear understanding of why you choose to use one form over the other for that specific piece of content.
Providing your audience with a mixture of video content also ensure your marketing remains fresh, dynamic and appeals to a wider audience.
If you’re still undecided about which video form would work best for you, give us a call and we can walk you through the options to help you make the right decision for your unique situation.
Visit our Animation page for more information on creating animated videos with Life Media UK.