DIY DIGITAL: Video vs Animation: What’s the Difference?

video production melbourne pickle pictures

It’s 2019.

And in 2019, it’s pretty ridiculously clear that no one can deny the importance of video marketing: did you know, for example, that nearly 90% of marketing professionals now prefer video marketing as a key tool, and that 54% of all internet users want to see more video content from a brand or business they support (Oberlo 2019)?

Alright, we hear you say. So video marketing is important, but where on earth do I start?

Easy. By weighing up your options (or even chatting with us about helping you do that - with an obligation-free quote, of course), the two most popular of which being:

Animation and video.

Like every medium and marketing channel, both have their key strengths, relative costs, and good-to-know facts. 

Keen to get in on the goss and help shape your content? You got it!

Definitions

At its most simple definition, animation is the mind-bending art of drawing or creating - either digitally or by hand - objects and crafting these into a series of frames, giving the impression of movement. Video, on the other hand, is a recording of either still or moving objects; a recording made in real-life settings.

Ever been a little confused by the differences between the two? You’re not alone! But perhaps consider this: when processed, published, and ready to win you some sales, animation is nearly always considered video. At the end of the day, it does involve moving objects, like video. 

Where this tradition of confusion is likely to come from is the common usage of the work “video” in reference to things that are recorded with an electronic camera - which, by the way, is also video, but perhaps doesn’t embody its entire definition. The distinction we made in this article is between live action video (usually referred to as “video”) and animation. Easy done.

While each medium can often be made to serve similar purposes, the two are actually poles apart in their most effective application to video marketing. Given proper care and understanding, you can make both work just as hard for your content strategy.

The workload

An animation is largely created using a range of different software. The animator works from a storyboard, crafting designs, assets and other elements to bring a concept to life. Once the animation is put together, other effects such as music and text are added to shape the animation into the beautiful, eye-catching, well-rounded medium known to today’s marketers.

Here’s a 2D, character based animation we made recently for Glen Eira City Council. It features the client’s brand colours and fonts throughout and is subtitled and short, making it super-effective for social media.

Some types of animation attract a greater workload than others. 2D animation is more simple than a highly detailed 3D design and animations involving complex character movements take more time and budget. However, the options for crafting a unique and beautiful animation to your requirements are totally endless and even on a limited budget, it’s possible to create a truly engaging, colourful concept.

Video, on the other hand, is effective for other reasons, with the value and authenticity of watching a real person connecting with the audience, be it an authentic interview in a work setting or having an engaging actor present directly to the camera.

And on the other hand, here’s a live action video we made recently for VMIA. Its defining characteristics are its authenticity and strong values driven message. The video is subtitled making it perfect to use on a social website.


Benefits and best use

With animation, you have the key benefit of literally being able to bring any concept to life. Why not try your hand at visualising a complex piece of equipment? Bringing a character to life? Creating a colourful, moving backdrop for your next conference? Animation makes it all possible!

With animation, you can also easily represent even the most complex and dry messages. Visually engaging and a whole lot of fun to engage with as a viewer, you can craft even the most abstract messaging into the tastiest of visual imagery.

Even better, animation also allows you to really show off your branding, highlighting your company’s colours and fonts throughout.

Animation is wonderful for:

  • Onboarding comms

  • Key messaging around business values and goals

  • Training modules

  • ‘How-To’ videos

  • OHS messages and related comms

  • Building/safety inductions

  • Instructional videos (e.g. encouraging competition entries)

...and more!

Video, on the other hand, embraces the power of human nuance.

A major advantage of live action video is that its a medium that relies on people-focussed authenticity. Wonderful for humanising businesses, connecting with clients, hooking prospects, and connecting teams across offices for internal and external comms alike, video opens up a world of emotional/functional possibilities to businesses keen for campaigns that create lasting, emotional impressions.

Try video for:

  • Emotionally engaging branded content

  • Publicising your graduate programs

  • Recruiting new employees (ever thought about a mission statement video instead of using a boring text-based version?)

  • Marketing campaigns

  • Offering a ‘humanising’ element to your corporate comms, like this one we made for our friends at KordaMentha

  • Social media (optimised for no sound)

  • Time-effective visual note-taking at board meetings

...and - you guessed it - more!

The cost

At Pickle Pictures, we pride ourselves on crafting quotes to suit the full gamut of budgets. 

The best thing, of course, is that unlike a host of other content production companies in Australia, we can do both video and animation, saving you time, money, and a whole lot of bother having to engage two separate companies.

Contact us today for your free, obligation-free quote and we’ll take it from there.

We can’t wait to help you get started.