Animation or video? Which is better for my brand?

Thinking about enhancing your brand promotion with footage?This is a good concept.There is a reason why it is said that sometimes a picture conveys more than a thousand words. But the question is: what kind of image – animation or a standard video? It depends. See which to start with!

Animation vs. standard film – what is the difference?

No one needs to be explained what an animated film looks like, and what a standard one looks like. The difference, of course, is that the former is cartoonish in nature, while the latter is shot in the “real world” with “live” characters.

The different characteristics of such video materials translate into differences in the production process. What does this look like in practice?


  • are shot in the studio, not “in the field” – there is no need to shoot outdoors;
  • still require the participation of actors – in the case of such productions they are needed primarily for voice recording;
  • involve a team of graphic designers and animators, and often – a long process of developing a visual concept (e.g. one that fits well with your company’s branding).

“Standard” films:

  • are shot in a studio with locations “in the field”, with the participation of actors and extras;
  • involve preparation of documentation and selection of appropriate locations;
  • require the use of professional recording equipment and thus the involvement of a larger film crew.

In doing so, remember that:

  • Preparing an animation does not have to be faster at all than a standard movie;
  • The costs of both productions can vary widely.

Therefore, it is not worth making a choice between animation and film based on time or budget possibilities. By far the more important issues are:

  • type of emerging production;
  • its overtones;
  • purpose of creating the material.

Read also: What does a typical image filming process look like?

Animation vs. film: which is the better marketing choice?

To choose between animation and film, think beforehand about the character of the resulting production and what you want to convey through it. What does this look like in practice?

Animations works when you want it to:

  • explain a process – such as how your product or service works
  • demonstrate the structure or construction of something – for example, the design of the solution offered (this could include a discussion of the different layers of a mattress or the board from which the walls in a modular home are built);
  • make an abstract concept more understandable.

They will be a good choice, for example, when preparing:

  • presentations and advertisements for the products offered;
  • materials describing the service process – for example, what are the stages of cooperation with the company;
  • results and statistics.

On the other hand, films are a good choice if:

  • You want to arouse emotions in your audience;
  • you care about creating an engaging story and presenting a story;
  • The authenticity of the message is important to you;
  • You want to create an effective lead magnet.

Therefore, video materials in “standard” form will be a good choice especially for preparation:

  • image films;
  • promotional materials that are designed to evoke certain feelings.

You don’t have to choose between animation and film – combine them into one production

Animation and standard film are not in opposition to each other. So you don’t have to make an “either-or” decision. It often happens that these two forms are used within one production. So as to tell a story and arouse emotions in the viewer, while allowing the viewer to better “digest” more complex data.

Wondering how to combine animation and video in your creation? Do you have an idea or are you looking for a good concept to attract customers’ attention through video advertising? Talk to our team about it. We will find the best way to promote your brand.