Although a picture paints a thousand words, marketers don’t need to restrain themselves with that–or a lone person talking directly in front of the camera. One of the best things about videos is they can tell the story in many ways. Sometimes they can do it more effectively if they consider using other formats. These include 2D animation.
What Is 2D Animation?
Video marketing agencies need to be more creative with their storytelling if they want their work to stand out. Besides tapping on the emotions of their target audience, they are investing in animation, particularly 2D.
2D animation refers to the technique of creating an illusion of movement through the rapid display of static images. Think about it as drawings coming to life, sort of like a cartoon strip.
This isn’t far off from how it started in the 1920s. At the time, animators began putting together “stills” or series of drawings to create the illusion of movement. This led to the development of celluloid film and, eventually, animation as we know it.
Some people confuse 2D with 3D. Although they both apply to animation, they differ in several ways. 3D is about creating a model and manipulating it to create the illusion of movement, whereas 2D is about creating images and animating them.
Benefits of 2D Animation in Videos
When it comes to the debate whether to use 2D or 3D, some might say the latter is a wiser choice. The movements are far superior (almost realistic), and it feels more natural when people or objects move.
However, 2D animation has benefits of its own:
1. 2D Videos Are Quicker to Make
Since 2D is about creating images, animators make them one by one. This means they can produce more footage in less time. One artist could turn out dozens of hand-drawn sketches in a single day, and that’s without the use of computer software to aid the process!
Speed is essential for video marketing, considering the thousands of videos uploaded daily. YouTube alone logs over 70,000 hours’ worth of new videos every 24 hours.
2. These Types of Videos Are Cheaper to Make
First, companies don’t need to invest in 3D models. They only require the expertise of animators who can draw or hire someone who can. This makes 2D animation more accessible than 3D, which just about every company would love to use but few can afford.
Creating 3D models also demands more state-of-the-art, complicated tools such as the latest digital drawing tablet. Plus, animators using these tools need several years of training to learn how the software works, not to mention a hefty budget for gadgets and other equipment.
3. Lower Frame Rate Is Acceptable
In the early days of animation, animators had to work with a very low frame rate because that was all they could afford. With modern technology, animators can now raise that frame rate without worrying about it looking choppy or unrealistic.
However, when working in 3D, even a tiny movement can look odd if it’s on a high frame rate. Instead of looking like natural movement, it might look like the character is “jumping” or “flickering.”
Marketers can already create an animated video at 24 frames per second (fps). Of course, the quality won’t be cinema-worthy. But one also has to remember that YouTube recommends this frame rate for quality output. Moreover, not all people can play videos at a higher frame rate due to their Internet speed or the quality of their devices.
4. They’re More Engaging
People are more likely to stay engaged watching an animated video than any other format. Some experts think it stimulates many senses: visual, auditory, and aesthetic.
Multiple studies have already said that most people are visual learners–that is, they understand and retain concepts more effectively using their eyes. The brain also processes more visual information than text.
Humans also value aesthetics, sometimes even more than function. As they say, people feast with their eyes first and then with their taste buds. Consumers are more likely to gravitate toward products in nifty, pretty packages.
5. They Help Tell a Story
One of the most important benefits of animation is that it can help simplify complex stories or information. By animating data, graphs, and processes, people can understand them more easily. This is especially helpful for explaining scientific or technical concepts to a wider audience.
Animated videos are also not only for explainer videos or product demos. They can be used in all kinds of videos, such as:
- Corporate overviews
- Training and education
- Testimonials/case studies
- Sales videos
- Marketing and advertising campaigns
- Event promotion
- Webinars
Not all videos for marketing have to be animated. In the end, it still depends on the target audience, brand, the message the ad wants to convey, the budget, and the tools and skills available. But 2D-animated videos have merits, making them an excellent option for businesses that want to diversify their marketing campaigns.
