Brands must choose between these two options wisely, because what matters more than your message is how you deliver it. No one can say for sure that one content style is better than the other. Consumers react differently to both animation and live action depending on what products you sell and how you want them to perceive your brand.
Keep these factors in mind as you decide whether animated or live-action photo and video is better for you.
Consider the cohesive style you want to showcase
Brands don’t technically have to choose between animated and live-action photos and videos. However, social media acts as an archive for your brand’s content, and many channels make that content visible all in one place.
Choosing one style allows you to develop a cohesive appearance on your social media profile that customers come to associate with your brand. Doing so improves brand recognition and heavily influences brand perception.
Develop a human connection
Consumers tend to become emotionally attached to a brand when see content with real human faces. Testimonials from actual customers win over consumers’ trust, and company statements feel a lot more genuine when they come directly from the mouths of executives. This makes live-action video and photo the preferred mode for evoking emotion.
Animation has a more difficult time replicating the same effect. Consumers don’t feel as connected to an animated figure talking at them or a simulation of everyday life because they know it’s not real. Humans feel less emotionally connected to images that aren’t part of the physical world around them. A good animator can make consumers feel something, but you’re better off filming live if tugging on heartstrings is your main priority.
Product or service demonstrations
Live-action video and photo is a great way to demonstrate tangible products and human-centered services within the context of real life. Animated environments can it harder for consumers to envision how they would use the product or service.
On the other hand, animation is a great tool for businesses who sell intangible or complex products like a software program. Such products often come with a learning curve, and your company can explain how to use them in layman’s terms through animated tutorials or graphics. Plus, animation helps consumers visualize products that don’t exist in a physical space.
Whether you choose animated or live-action content for your social media page will ultimately depends on your branding, target audience, marketing goals and messages. No matter which one you choose, remember to keep it consistent. Switching between animated and live-action content can be jarring if they don’t use similar elements, and you risk confusing followers by bouncing back and forth.
Ready to jumpstart your next social media campaign? Spin Creative will match you with the perfect animator or production crew to help your ideas come to life. Say hello to get started!
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
