In this blog, Creative Director, Mark Wilson, discusses:
- Why low-cost video animation can carry hidden risks
- How quality animation can strengthen brand credibility and trust
- What to consider when choosing between short-term savings and long-term value
A quick Google search for “video animation” and you’ll be met with countless offers of fast-turnaround, super-cheap services. The appeal is obvious, a professionally animated video for a fraction of the price of one done by an established creative agency. For B2B tech organisations with limited budgets or looming deadlines, it can certainly feel like a quick win.
In practice, however, cheap animation often comes at a hidden cost. And we’re not talking here about the upfront production costs. The real danger is that it can harm a brand’s reputation. A video that looks generic and fails to resonate with the desired target audience is not a bargain. It’s wasted effort and, in some cases, a big liability.
Why the cheap option can cost you more
Recent reporting from the BBC highlights how damaging poor or misleading visuals can be. An AI-generated fake image, which showed world leaders waiting in the White House, was shared on various social media platforms millions of times in just a few hours. By the time fact-checkers confirmed the image as fake, it had already been used to drive political narratives across the globe.
This is not an isolated incident. Think of the many deepfake videos that have misled audiences on social media, from fabricated celebrity endorsements to manipulated political clips. Content travels fast and perceptions are shaped in seconds. Whether intentional or not, low-quality or misleading visuals can quickly undermine trust and credibility.
The principle is simple. It’s the same one as when you buy food, clothes or technology: you get what you pay for. Low-cost design platforms and freelance marketplaces tend to deliver transactions rather than partnerships.
They ask for a script, plug it into stock templates and return a video animation quickly. That may technically fulfil the task of “producing a video”, but it rarely achieves much beyond that.
So much more than software
Animation done well is not about dropping images into a piece of software. It is about telling a story that aligns with your wider business strategy, brand messages and goals. A strong animated video is a communication tool with a clear purpose. Stripped of brand narrative, authenticity and a single-minded proposition, animation loses its power to persuade.
High-quality animation is rarely the result of one person’s skillset. It combines writing, storyboarding, illustration, animation, sound design and voiceover. Each requires specialist expertise. A freelancer may be a talented animator but may not have the skills to craft a strong script or the sound design to make the video feel complete.
These gaps in capabilities often show up in the final product. A weak script undermines polished visuals, poor sound design makes a video feel unfinished, while generic characters fail to capture the essence of a brand. Instead of helping you stand out, the content blends into the background.
Short-term savings, long-term risks
The upfront fee for a budget service may be small, but the longer-term costs are greater. Low-cost providers often charge extra for revisions, which means that if the first draft misses the mark, the price quickly climbs.
A bland or confusing video can also mean missed opportunities, delivering little engagement and even less return on investment. Perhaps most damaging of all, poorly produced content can harm brand credibility and put off potential customers, rather than attract. In many cases, looking unprofessional is more costly than producing nothing at all.
By contrast, investing in quality animation means investing in a process as much as a product. That process involves a team of specialists who take the time to understand your objectives, shape a narrative tailored to your audience, design visuals that fit your brand and refine the work through structured rounds of feedback.
A collaborative approach like this ensures the animation works harder for you. It becomes memorable, distinctive and aligned with the outcomes that matter, whether the goal is raising awareness, shifting perception or driving action.
Choosing wisely
This does not mean cheap services have no place. If the stakes are low, such as an internal explainer or a simple visualisation, a fast and inexpensive solution may be appropriate. But when the animation launches a new product, supports brand identity, marketing strategy or customer engagement, the calculation is different.
In those cases, cutting corners can be a false economy. The real question is not “how much does animation cost?” but “what is it worth to the business if this video succeeds or fails?”.
Animation is one of the most versatile and impactful forms of communication available to organisations today. It can enhance credibility, spark engagement and carry messages across borders and industries. But it only delivers when it’s done well.
When it comes to your brand, is a cheap solution really worth the risk or is it time to invest in animation that works? If you’re ready to find out, watch our creative showreel and get in touch.
