Live-Action Video vs. Animated Video – An Interview with Sheryl Chung from Explainer Videoly

The battle between live-action explanatory videos and animated explanatory videos has always been hotly debated. While some never tire of counting the goodies of live action, others strongly support the use of animated explanators in digital and entertainment Social media marketing. Of course, both rely on the age-old argument of entertainment, engagement, persuasion, and education as pillars of effective marketing.

But the deeper we delve into the argument, the more we understand that there is actually no clear winner in comparison. So the answer is clear, both have their advantages and disadvantages depending on the situation and target group. But is that all there is to this comparison? Beyond that, is there any way to find a middle ground to resolve this dispute?

To answer that, we interviewed Sheryl Chung, CEO of the award-winning animation company Explainer Videoly Pte. Ltd. (also known as Kasra Design ™). We hope the answers help you find the ideal type for your audience and business needs.

Let’s listen to what she had to say:

What are live action explanatory videos?

A live-action explainer video consists of actually shot footage with or without the inclusion of animated elements. It consists of characters played by actors with a story usually about a service or product, what it does, its main characteristics, and how a consumer can benefit from it. Perhaps we can call it the pioneer of explainer, because it was around long before animation dominated the market.

The tone and theme are usually entertaining to increase engagement, with exciting graphics complimenting the overall purpose. While there are many visual limitations when we talk about this medium, not to mention the cost, it is nonetheless a successful marketing tool; thanks to the added; real human emotions. The connection to the audience and the versatility are immense, which makes it possible to address them on a deeper, more personal level.

What are animated explanatory videos?

It is more of an educational medium of explanatory videos that emphasize brand and product awareness with the help of sequentially arranged images that create an illusion of movement. It can be either 3D animated video, 2D animated video, typographic or even Whiteboard animation.

Though not always as “emotional” as its live action counterpart, since it lacks the key psychological aspect; the touch of human expressions, but it would be criminal to call them less entertaining and touching.

Who doesn’t like a complete package that breaks down a complex topic in a minute or half a minute? You only need a few skilled hands to make it work.

From my practical experience in the industry, people are moving more and more towards convenience. And thanks to this switch, they prefer more educational content that offers them added value and is amusing at the same time.

In an animated video, there is a balance between the two. Creative freedom is as wide as your imagination and the possibilities are limitless. This gives you the opportunity to create an equally fascinating, educational, and compelling piece.

Companies are usually torn between live action and animated explanatory videos. What are the criteria to consider when deciding between the two?

I would say it depends on the type of product or service you are promoting. For example, if you are selling a product or service that is relatively simple and doesn’t stand out from the competition, it is best to rely on live action video.

That’s because in such cases revive the emotions and audience empathy is your strongest, or maybe the only tool … at least that’s what the research and results say. It doesn’t mean that your product is bad or not unique enough.

It’s just the myriad of similar products bombarded at the user that keep them from tracking yours. They won’t know if you have something good to offer until they try and touching them emotionally will just get the job done.

If, on the other hand, we look at animated explanatory videos, this is a viable option if you want to break down abstract ideas or products in simple, understandable and short steps. They’re usually used when you’re bringing something new to market that your target audience has never been familiar with before.

It could be a plumbing service with new terms or a product that works a little differently. Or maybe you just want to teach your office staff about the new office rules. Do not get me wrong; they are equally entertaining for the right audience.

However, it would work best if it is aimed at the audience who are genuinely interested in a product or service and want to know more before pursuing it. Landing pages, websites, blogs are the best destinations here!

In your experience, what are the advantages and disadvantages of both types? Do you think people should be more considerate of their options?

Certainly! As I mentioned earlier, there are places where you should be using the two types … and not. Both types have their limits, and where one fits the strategy perfectly, the other may not fit. In other words, where a certain aspect of live action or animation can be beneficial in some places, it can be detrimental in others.

For example, let’s say you have a big budget but not a complex product; you can safely rely on live action. The reason is obvious; You need to trigger the most instinctive psychological desires of your prospect to get a compelling message across. And you can only achieve this if your medium integrates real human emotions.

Here’s the thing, it’s incredibly effective in some ways, but not so much when sharing an abstract idea where attention to detail and speed is key. Also, machining will be more expensive in the future after production is complete, so this is another disadvantage.

Now if we look at animated explainer, they are just the opposite. They are free from any human emotion, but effectively break up the highly complex issues easily. In addition, you can easily change them at any time according to your needs.

But they take more time to build and won’t work when turned on tight schedules. Also, the level of emotional attachment is somehow weak; it’s completely educational. All you need to do is set out your priorities before deciding between the two.

What is the budget difference between animation and live action?

If we compare a high quality live action explainer to an animation, the live action tends to cost more. Depending on the video concept, you have to deal with actors, location, make-up team, camera team and many extras that drive the price higher and higher.

Animation-based explanators give you an advantage in this regard; You get the entire package in a single offer. And you don’t have to change everything if you want to make changes in the future. The animation is great on budget.

diploma

The resentment between live-action and animated explanatory video doesn’t seem to be easing anytime soon. Since both benefits depend on a company’s needs, there is no exact winner or loser. And thanks to Sheryl for taking the time to share her opinion on the subject, we tried to provide some basic insight into this hot topic. We hope our little conversation helped you find the right fit for you Digital and Social media marketing.

Until next time!