The Efficacy of Animated vs Live Action Explainer Videos in Marketing
When crafting a marketing strategy, the choice between animated and live action explainer videos becomes critical. This choice depends on various factors, including the message's complexity, the budget, and the viewer's preferences. In this article, we will explore the effectiveness of both types of videos and provide insights on their respective advantages and drawbacks.
Emotional Delivery and Budget Considerations
Both animated and live action videos can convey emotions effectively; however, the method of delivery often depends on the desired outcome. Live action videos are often more relatable, creating empathy and compassion, which is crucial for building strong emotional connections with the audience. On the other hand, animation excels in explaining complex ideas and generating excitement and wow-factor. While both types of videos can be costly to produce, animation arguably requires a higher budget due to its intricate and time-consuming nature.
The Impact of Live Action Explainer Videos
Several studies and surveys have consistently demonstrated that live action explainer videos outperform their animated counterparts. A prominent example is a world-renowned survey involving 127,000 participants watching 6.9 million videos. The results showed that while animated videos were still effective, they were second to last in viewer preferences. Conversely, live action videos, especially those that are informal and engaging, topped the charts.
Advantages of Animated Explainer Videos
Despite the comparative drawback in viewer preference, animated explainer videos have their own set of advantages. They offer the ability to recreate the exact process envisioned by the creators, making it easier for users to understand. Additionally, the production process for animated videos tends to be less complex and thus more cost-effective. They can be a powerful tool for small businesses seeking to promote their services or products without breaking the bank.
Live Action Explainer Videos and B2B Businesses
For businesses in the B2B sector, live action videos often prove to be more effective. Rigorous testing, including the world's largest independent survey of videos, consistently shows that live action videos outperform animated ones in every aspect. This is particularly true for high-cost items like movies, where live-action clips provide a more authentic and engaging experience.
Cost Efficiency and Versatility
The primary pro of an animated video over a live action one is cost. Animated videos are generally more affordable to produce and can be just as effective for marketing purposes, except for high-cost items or movies where live-action content is essential.
In conclusion, while both animated and live action explainer videos have their unique strengths, the choice between the two ultimately depends on the specific goals and constraints of your marketing campaign. For most services and products, animated explainer videos offer a cost-effective and engaging solution, while live action videos excel in creating relatable and impactful narratives.