On the other hand, live-action video marketing production has an important place in advertising. While generally pricier, the authenticity of live action videos lends itself to a greater sense of relatability and humanity than video animation does.
What is perhaps of most importance is the ability that only a real human face has, which is the ability to convey true emotion. When the actor connects with another human, the love shows in their face. We notice that we’d be feeling the same emotion as if we were in her shoes.
Facial expressions can certainly be mimicked in animation, but the authenticity of emotion that is conveyed in a human face is markedly different. This also forges an emotional connection in viewers that is perhaps stronger than the emotional connection formed with animated videos. Therefore, while an animated marketing video might receive more clicks, a live action video, it could be hypothesized, might elicit a stronger emotional connection with consumers, resulting in more purchases or brand interaction.
Another potential upside to live action is the possibility of including real people in the ads—whether that’s a real employee or a real consumer. This ties into the feel of authenticity lending relatability to the message being conveyed. With a live action marketing video, the true impact of a brand can be felt, and real processes can be shown, such as how a product is delivered, made, or ideated.