Both animation and live-action productions have their place as marketing video for business, but live-action can be limited.
Let’s explore some of the reasons for choosing an animated explainer video over a standard filmed video for your next company video.
At its core, an animated explainer video is a catchy video, generally under 2 minutes long, that explains something. It’s quite a vague term, but it covers most of the animated videos you see online in a broad way—and it’s much more diverse than you think.
Be more creative
Animation is creative and can be out of this world if you want.
Simply put, it can make you stand out and look unique.
You can show an office one minute, then a street, then a person at home, then an international space station if you fancy! And it doesn’t cost more to do so. That is not even a particularly inspiring example of what can be done with animation.
Your options are limitless as long as they serve the narrative, suit the tone of the video, and relate to your audience.
Sure, you can film several locations for a live-action video, but time and costs add up if the content is expansive. Most corporate videos are quite straightforward: 1-2 locations, and that’s it.
With motion design’s limitless nature, you can say and show a lot in a very short time.
Animation is versatile
Explainer videos are a lot more versatile in style than you would think. They’re not just simple icon sequences with a flat look anymore.
Most companies pick their general corporate branding the first time they go into animation and probably choose a flat 2D design and icon for the illustration style.
It’s a safe (albeit potentially boring) bet.
However, many more experienced brands will experiment with style and tone to fit each campaign.
When you draw each frame from scratch, you have ultimate flexibility.
Animation and illustration design can achieve a very fun or serious tone as needed. This allows you to adapt to target new audiences or evoke different emotions.
A hand-drawn animation style usually conveys a friendly, caring vibe, while sharp lines and angles can be more formal and business-like. The design, along with the voiceover and music, will guide the emotion.
An experienced design studio can use these kinds of devices to tailor the look and feel of the animation to achieve exactly the vibe you want. It’s all intentional.
And it’s not just reserved for consumer-based brands like Cola. Even a B2B business sells to people at the end of the day.
Duration of use
Your animation way is less likely to go out of date so quickly.
Usually, in explainer videos, any numerical figures referenced are not exact; for example, any charts or data you see and any UI screens are often redesigned to simplify the look and flow. Of course, people are all fictional unless it is exactly specified to copy someone.
So, because the video’s not showing such exact information, it’s likely to last longer.
With a filmed video you can run into issues much quicker. For example, if staff members had been interviewed, you may need to edit them out of the video, which costs the work and can leave holes in the content.
And so you need to organise a reshoot, or the video needs more context to explain, defeating the point.
Or if the premises or signage are updated, you’ll feel that the video is old-fashioned.
This happens way more often than you think!
Creative Control
You have complete control over the look and feel of the animation.
Sometimes on a filming day, things can just crop up… the weather is terrible, an area is closed, your piece to the camera could have been delivered better, a colleague was unwell.
And even if you have a sketched storyboard for a filmed video (but plenty of studios don’t offer this), it’s hard to know what each shot will look like.
There’s always a bit of figuring out on the shoot day… a small element of winging it. Obviously a professional will still do a good job though!
With animation, you have exact control over every scene, in advance of animation.
You’ve seen (hopefully) a written treatment, possibly sketches, style frames, an illustrated storyboard, boardomatic, animatic, and then the final animation.
There are many stages and opportunities for feedback, so the video is completely tailored to your needs and you know what to expect at the end.
Animation can cover sensitive topics
If you need to discuss a sensitive topic, an animated explainer is a good choice.
Animation gives anonymity to the subject (I generally mean a person here) and gives you the freedom to really explore a subject matter or tough topic without making anyone vulnerable or a target. There is no risk of exposure so if for example you’re a charity looking for a video production but you need to safeguard people, it’s ideal.
Using animation for a good cause can really amplify your message. It can be a vital tool for campaigns for children or those in need.
Price?
Animation is not necessarily cheaper. Drawing every frame bespoke, and animating them takes time.
However, reiterating the points above, the animation may last longer and be more tailored to your goals.
Unless you have a lot of VFX in your live-action production, maybe for a high-end TV advert, filmed marketing videos are often the same cost or cheaper than explainer animation, but we can see they’re more limited unless they’re very high-concept.
Saying that… there are generally a few varying price levels of animation (this will vary from studio to studio), so if the budget is tight, it’s not impossible.
But generally, the more you spend, the more time you’re paying for, and therefore, a higher-quality animation—it’s more immersive and mesmerising and thus a better storytelling device.
Hopefully, these points will help show you that there’s never been a better time to get on board with explainer animation for your business.
Or at least give you food for thought before you jump onto creating a new corporate video for your business.
The options available are a lot wider than you would imagine.
To see a range of animated explainer video styles head to our video portfolio, or if you want to read more about animated video production in general, or if you have an idea you want to chat about, then please contact us
