We are in an era of video marketing. Studies have shown that well-made videos help brands gain trust, credibility, engagement, and eventually increase sales.
There’s no doubt that you need video marketing for your business in today’s day and age. The question is what type of videos should you create?
Your choice of video style will be determined by the message you’re planning to convey and which video style your target audience is likely to identify with.
We can broadly classify video formats into two categories:
- Animation
- Live-action
Both formats have their pros and cons which we’ve detailed in the section below:
What are animated videos?
Animated videos use animation to present content in a visual way. Animation is the manipulation of sketched images to make them appear to be in motion. These sketches are usually computer-generated images.
The production of an animated video requires the implementation of a tried and tested process. The process involves writing a compelling script, visualizing it, creating a detailed storyboard, animating thoughtfully, adding transitions, music and sound effects and blending the video with a voice-over.
Animated videos work well to keep your budgets in check since you are in control all aspects of the filmmaking process. Variables like locations, crew, caste and the vagaries of weather that can throw a production off budget don’t come into play when it comes to animation. Animation is usually less expensive than live action videos and has therefore become a popular style for explainer videos and other types of marketing videos as well.
What are live-action videos?
Live-action, as the name suggests, is filmed live with people and props either at a studio or on location. The number of locations or set-ups will be determined by the number of scenes in your script.
Live action films, like animated ones, also require a script and may also need a storyboard. But, what follows is very different from the process you need to follow for animated videos. Once the storyboard is ready, filming begins. You will need to do a recce and hire the people and equipment well in advance of the shoot day/s. On the day/s of the shoot you will need the cast, a professional crew, equipment, wardrobe, and props. After the shoot, experienced editors will need to get into post-production. You might also need motion graphics experts and musicians who will give the final touches.
Live-action videos are resource intensive; therefore, they are an expensive affair.
How should you choose the video format that is likely to work for your brand?
The table below lists how animated videos and live-action videos fare on different parameters. You can choose the best fit based on your priorities.
| Parameter | Animated video | Live-action video |
| Messaging | Best explains complex concepts in a simple manner | Best depicts human emotions that audience can easily relate to |
| Branding | Easy to create brand awareness by creating multiple short videos | Easy to create an impact through a compelling and heart-felt film |
| Scaling | Easy to scale by creating similarly styled videos for different purposes and on different platforms. | Expensive to scale by creating multiple videos |
| Abstract Concepts | Easily depicts concepts that are difficult to visualize or create in a real-life setup | Requires elaborate sets, lighting, and sound effects to represent an abstract concept |
| Revisions | Easy to revise and edit to keep up with updates | Difficult to keep up-to-date |
| Shareability/Appeal | Highly shareable due to shorter lengths and compact size | Higher appeal due to higher relatability |
| Time | Depends on the number of minutes to be animated | Depends on the number of shoot days and how complicated the post production is |
| Cost | Budget-friendly | Expensive |
| Resources | Writers, graphics experts and a computer | Talented crew, cast, equipment and a post-production team |
| Ideal Businesses | Technology, Finance, Healthcare, Education | Consumer Products, E-commerce, Real Estate, Machinery, Industrial Products |
| Video styles | Explainers, Tutorials, FAQs, Brand Launch, App/Web Demo, Screenshot demo | Demos, Product reviews, Interviews, Facility tours, Corporate film |
Why work with a video partner?
Animated and live-action videos need experts for video production and an experienced team to guide you through the process. Moreover, a video agency is equipped with the tools and techniques required to deliver a video that best meets market trends and audience expectations.
Ripple Animation, the best video agency in Mumbai, Delhi, Bangalore and Pune has an experienced team and a marquee portfolio of clients. You can leverage Ripple’s expertise to get videos that drive your business objectives.
Get in touch today to see how you can begin your video marketing journey!