Video vs. Animation: what’s the difference?
In the bustling world of B2B marketing, where every message competes for attention, the mediums we choose can make all the difference.
Enter the age-old debate: Video vs. Animation. Both are powerful storytelling tools, but each brings a unique set of strengths to the table. So, how do you choose the right one for your B2B marketing campaign? Let’s take a look into the differences, the skills involved, and why animation might just be your secret weapon for standing out in a sea of corporate noise.
The Basics: What’s the Difference?
Video: capturing reality
Video involves shooting real-life footage, whether it’s a product demo, an interview, or a day-in-the-life documentary. It’s all about capturing the essence of reality. Video is great for showcasing tangible products, company culture, or any situation where authenticity is key. The skills involved range from scriptwriting and directing to cinematography and editing.
Animation: crafting the unseen
On the flip side, animation allows for unlimited creativity. It’s not bound by the physical world, meaning you can create everything from abstract concepts to humanoid characters and fantastical worlds. Whether it’s 2D, 3D, motion graphics, or even stop motion, animation opens up a realm of possibilities. The skills required here include graphic design, character animation, and a deep understanding of storytelling principles. Animation can also be used to take video to the next level using clever editing, motion graphics and animation overlays - think x-ray view of a working piece of machinery or designed assets to accompany what a person is saying in a talking heads piece.
Video vs. Animation: When to Use What?
When to Choose Video
Showcasing Real Products or People: If your B2B marketing goal is to build trust and credibility by showcasing real products or people, video is often the best choice. For example, Salamandra UK’s Milwaukee Tool Promotional Video utilised a mix of existing video footage and CAD animations to create a compelling and authentic narrative. The live-action elements showcased real products and people, adding a layer of trustworthiness and relatability.
Capturing Emotions: Video excels at capturing authentic human expressions and emotions. This is crucial for customer testimonials or interviews with industry experts, where conveying genuine sentiments is key.
When to Opt for Animation
Explaining complex concepts: Animation excels in breaking down complex ideas or intangible products such as software. Salamandra.uk’s Carbon Trust Explainer is a prime example. This 2D animation simplified the journey towards Net Zero, making it digestible and engaging for viewers. Such animations can effectively communicate abstract concepts or intricate processes, making them accessible to a broader audience.
Creative storytelling: If you want to tell a unique story or create an engaging brand narrative, animation offers endless creative freedom. The Kindred Virtual Reality (VR) Short Animation produced by Salamandra.uk demonstrates how animation can immerse viewers in a true life and sensitive story. By leveraging VR technology, this project created a deeply engaging experience, making the audience feel part of the narrative.
Data Speaks: Animation in B2B
According to a study by HubSpot, 72% of customers prefer to learn about a product or service through video. Additionally, animated videos can increase viewer retention rates, a critical factor in B2B marketing where information density is often high. This preference is largely driven by the fact that video content is more engaging and easier to consume compared to text-based information. Videos combine visual and auditory elements, which cater to different learning styles and make complex information more accessible and memorable. The dynamic nature of video, with its ability to tell a story and convey emotions, also makes it more compelling - keeping viewers hooked for longer periods.
Another study by Wistia shows that animated explainers have a 53% higher conversion rate than their live-action counterparts. This higher conversion rate is often attributed to animation’s ability to distil complex ideas into clear, concise messages that are easy to understand. Animation’s quirky charm and endless creativity don’t just grab eyeballs - they glue them to the screen! These insights suggest that the combination of visual appeal, clarity, and engagement offered by video and animation makes them particularly effective tools for B2B marketers looking to convey their message in a way that resonates with their audience and drives tangible results.
Examples from Salamandra.uk
At Salamandra.uk, we’ve seen firsthand how animation can transform B2B marketing campaigns. For instance, theMilwaukee Conferences involved creating immersive 2D and 3D animations, enhancing the presentation experience across multiple screens. This approach captured attention effectively and communicated complex product features and benefits.
Another standout project is the Ryobi Snow Thrower Motion Graphic. This project skillfully combined sleek motion graphics with detailed 3D visualisations to create a dynamic and engaging showcase for Ryobi's snow thrower. The use of animation added a layer of excitement and depth, making the video both informative and visually captivating.
Making the Right Choice
In the end, the choice between video and animation boils down to your campaign goals and the story you want to tell. While video is excellent for authenticity and capturing real-life scenarios, animation can embellish your existing videos and offers unparalleled creative freedom and the ability to simplify complex concepts.
Whether you’re looking to create a stunning animated explainer or a compelling video testimonial, choosing the right medium can elevate your B2B marketing strategy to new heights. So, why not unleash the power of storytelling with Salamandra UK? Let’s create something extraordinary together!
Animation, B2B Marketing, Video, Explainer Videos, Motion Graphics, Corporate Animation.
