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Today, companies have a bevy of tools they can use to interact and engage with their customers. But those same tools can compete for the attention of the same target audience, posing a unique challenge for companies and their marketing team.

Study after study indicates that the attention span of the average consumer found online has been dwindling. Online interactions can be cut short by a variety of reasons, ranging from slow loading of a website to lack of engaging content.

Another tool to add to your arsenal

When it comes to drawing (and holding) the attention of your target customers online, whether it’s on your social media pages or even on your website, one powerful tool that you can use is the animated explainer video.

Why should you invest in the production of an animated explainer video?

As the old adage goes, a picture is worth a thousand words. Videos engage both the senses of sight and sound, making these superior to text or even infographics.

Humans are physiologically and psychologically wired to take in and process visual information thousands of times faster compared to a block of text. But apart from that, that processed information is more likely to be retained compared to merely reading something.

It doesn’t take much to reap the benefits of an animated video. Even just a few minutes of footage can pack in much information. Compare that to reading a 700-word article that can take anywhere between three to five minutes to read.

How can you use animated videos?

Another unique advantage of animated videos is their versatility.

Marketing is one key aspect where animated videos shine. With these videos, your imagination is the limit. Untethered from the limitations of ordinary videos, you can tell your animation studio how exactly you want your brand to be represented. 

Animated videos are almost peerless in terms of storytelling. Whether you are introducing your company to the public or new employees, or telling customers how your products work, the diversity of animated videos makes other platforms pale in comparison.

Animated videos can also be used to boost your SEO rankings. For one, these videos can increase the time a user spends on your website. And the more time site visitors spend on your website, the more search engines like Google see this as a sign of the quality of your website and its pages.

And if you post these videos on YouTube, the second largest search engine, your search engine ranking is more likely to move up.

Live vs. animated

How do animated videos compared to live videos where you have human actors? In order to better answer that question, it is critical to look at a few factors.

Animated videos contain various elements. Typically, the process of making one begins with a script and a storyboard. From there, the process moves toward the actual animation and the addition of music, voiceovers, and sound effects.

Production times can range from weeks to months, depending on a few considerations, including requests for revisions. Live videos can take just a few days to shoot.

Like animated videos, live videos start with a script and a storyboard. From there, you will need to cast actors and put together a production team for various elements, including props, costumes, and sound.

In terms of savings in both time and money, animated videos almost always win over live videos. That’s because everything is made from scratch. An animated studio does not have to deal with hassles like the fickle weather, finding a suitable location for a shoot, or even the temperament of actors.

On top of that, animated videos have a higher click rate compared to their live counterparts.

On the converse side of the coin, live videos exude an authentic vibe. When viewers hear and see emotions from the actors, your company can quickly gain their trust. Live videos can also be produced faster. 

However, these videos can be quite expensive and can take a substantial amount of work to produce.

Which should you choose?

That will depend heavily on your budget and intended purpose. For companies that aim to reap the benefits of videos, but want something that can be produced quickly and at a fraction of the cost of a live video, animated is the way to go.

AUTHOR BIO: Anthony Lam is the founder of Punchy Digital Media, a creative agency that helps organisations grow using animated videos and creative visual content. Punchy has a team across Australia and Asia and has worked with clients such as Apple, Westpac and the Australian Government, running campaigns and reaching millions of people.