Video is the highest-converting content format in 2026. But when you decide to invest in video for your business, you face a fundamental choice: motion graphics (animation) or live-action footage? Each has distinct strengths, costs, and ideal use cases. Here's how to choose.
Motion Graphics: The Flexible Storyteller
Motion graphics use animated illustrations, typography, icons, and data visualisations to tell stories. They're produced entirely digitally — no cameras, actors, or locations required. This makes them significantly faster and cheaper to produce, typically 40–60% less than equivalent live-action content.
Best Use Cases for Motion Graphics
- Explainer videos — breaking down complex products, services, or processes
- Data visualisation — making statistics and reports engaging
- Onboarding content — training new users or employees
- Social media loops — eye-catching, infinitely loopable content
- Brand animations — animated logos, transitions, and intro sequences
Live-Action Video: The Authenticity Builder
Live-action video captures real people, places, and products. It builds trust through authenticity — viewers see your team, your office, and your products in action. For businesses where personal connection matters (hospitality, healthcare, professional services), live-action can be more emotionally impactful.
Best Use Cases for Live-Action Video
- Testimonials and case studies — real clients sharing real experiences
- Team and culture videos — putting faces to your brand
- Product demonstrations — showing physical products in use
- Event coverage — conferences, trade shows, and launches
- Behind-the-scenes content — factory tours, day-in-the-life
Cost and Timeline Comparison
A 60-second motion graphics explainer typically costs €1,500 to €4,000 and takes 1 to 3 weeks. An equivalent live-action video costs €3,000 to €10,000+ and requires 2 to 6 weeks when you factor in scripting, location scouting, filming, and post-production. Motion graphics are also easier to update — changing a statistic or product feature is a simple edit, whereas live-action requires reshooting.
Our Recommendation: Start with Motion Graphics
For most SMBs, motion graphics deliver the best value. They're faster, cheaper, easier to update, and work brilliantly across social media, websites, and presentations. Once you've established a video presence with animation, you can layer in live-action content for testimonials and brand storytelling.
At Flex Tech Design, our video and animation team handles both formats. Whether you need a quick explainer for your website or a full video campaign, it's all covered under your subscription — no separate production company required.