Animation requires the drawing or creating of objects and crafting these into a series of frames, giving the impression of movement. Whilst video is a recording of either still or moving objects in real-life settings.
When deciding between the two, both animation and video both have their own benefits, so it’s all about knowing which one is better suited to your brand and your needs.
There is often a misconception that animation is cheaper but that is not always the case, especially if you want to do it properly. Animations can often require expensive, specialised computers and will need a lot more pre-production planning with in-depth storyboards and scripts. They can also take longer to create, which all adds to the cost. Despite this though, in animation the possibilities are endless as there is freedom with what you can create and bring to life, there are no physical restrictions. You can also very easily edit and make changes to it at any stage.
Video on the other hand, if anything drastic needed changing, would have to be re-shot. Despite this though, video can be a lot quicker than animation, less time is spent during the pre-production stage creating in depth storyboards and not everything has to be built from scratch. Video is also a lot more personal and provides authenticity, helping to humanise a brand. When you can see the person’s face and hear their story, the message becomes so much more genuine.
Ultimately though, the style of video that is chosen, comes down to what kind of video you want, what you want to achieve, who you want to target and what message you want to communicate.