Animation vs real-life video in a pandemic world
There has been a lot of research done about the efficacy of using animation video and real-life video as a marketing tool. There’s no doubt about it, posting videos about your brand on your website can be very good for business. For example, one survey conducted by HubSpot found that 64% of people are more likely to buy a product online after watching a video about it. And on social media, video posts generally get 12 times the number of shares of posts that use just text.
So, you’ve made the decision to create a video for your brand, but what type of video should you choose? You could shoot a real-life video featuring yourself and your employees or professional actors, or you could create an animation. While it’s lovely to be able to put real faces to your brand, in this pandemic world it will be more effective as well as quicker, cheaper and easier to opt for animation. Here’s why.
Being up to date
If you filmed a real-life brand video before the pandemic, it is probably already looking dated. Clients and customers will now be watching with a different mindset – so if your people aren’t social distancing, wearing masks, etc., it could change their perception of your brand. To bring it up to date, you may have to reshoot the whole thing entirely. It could be possible to refilm some of the footage to take the current state of the world into account, but this would involve organizing another photoshoot with the same people in the same location, making sure they’re wearing the same clothes, and also hiring the same camera crew to ensure greater continuity. You may even need to wait for the same weather conditions! Whatever you decide to do, it will be time-consuming and expensive, not to mention the difficulties involved with shooting in a COVID-secure way.
If you already have an animated video, it would take approximately one or two days for an animator to work on the changes. And there will be none of the challenges associated with getting people together at the same time for real-life filming.
In general, the animation is much more evergreen. It is character or location-driven, and it won’t date in the same way that real-life footage will. This is not just in terms of the pandemic – there are also changes in fashion and technology that could make your video look dated fairly quickly. This makes animation a good investment, especially if you know that your message will stay the same.
You can do whatever you like!
With real-life footage, you’re always constrained by the laws of physics. With animation, you can do anything! There are no limits on what you can create, and you can make your cartoon protagonist fly through the air, be miniaturized, or be your first brand ambassador on Mars – it’s all possible. However, if you really want to let your imagination rip, it can be quite expensive, as you may need our illustrators to create the effects from scratch. But the upside is that, as an animation, you will be able to use the video for longer periods of time.
An animated explainer
Explainer videos provide clarity for people. They’re an easy way to process complexity, which is why software companies use them to explain how to use their software. The written format can be long and difficult for people to process, as well as not being that interesting.
In the wake of the pandemic, you may need to explain the process your customers need to go through in order to keep everyone on your premises safe – many companies are using animated videos to take customers through the COVID-secure measures they need to take if they visit. Written instructions could become complex as you take people through the process, and you run the risk of them not being read properly or not being remembered – whereas a simple explainer video can say a lot more with fewer words. And thanks to the way our brains work, people are much more likely to remember the message.
There are many academic studies that show we can remember and retain information better by using visual cues. In fact, animated video works well for most types of learners. While 65% of us learn best visually, 30% learn better by listening. Animated videos not only use visuals, but they also use words either as subtitles or as part of the animation, and many also have a voice-over. So you’re not only increasing the chances of more people taking in the information – in the way that works best for them – you’re also reinforcing the information in different ways.
What is animation?
Animation doesn’t have to be complicated. It could be as simple as a few photographs or images merged together, such as the one we created for We Are Tea. Alternatively, it could use simple graphics and illustrations, like the one we created for the new Vamoos phone app.
What makes an animation video effective?
Keep it simple and keep it as short as possible to make it easily digestible. We live in an attention economy and no one has time to watch long videos, so aim for something that’s no longer than one minute. The benefit is that a shorter animation will cost you less, making it an even more valuable marketing tool.