When considering commissioning an animated video, many people have questions like “How much will it cost?”, “Is quality guaranteed?”, and “Which company should I choose?”.
Especially for first-time outsourcers, concerns are endless: Will costs exceed the estimate once production starts? Will the final product differ from expectations? That's precisely why it's crucial to anticipate risks beforehand and proceed correctly.
The key to successfully producing an animation video lies in selecting the right director. Effective communication and thorough planning beforehand are essential to achieving the desired final product. For instance, it's vital to share information unique to your company, such as customer insights or core values, and avoid handing over the entire project without input.
Furthermore, whether choosing an individual freelancer or a production company carries less risk depends on your priorities and objectives, so clearly defining your goals is advisable.
For instance, your choice may differ based on whether you're stuck for ideas or have a clear script but lack resources. Furthermore, paying close attention to budget management and deadline setting, while preparing for unexpected issues, is crucial.
Therefore, this time, we'll explain the risks involved in outsourcing animation video production and how to counter them. Let's take a look at what these risks might be.
Article Highlights
・Understand the risks of outsourcing animation video production
・Learn the differences and risks between various animation video production providers
・Discover key considerations for avoiding risks when commissioning production
・Understand why defining your objectives beforehand is crucial
Risks and causes common when outsourcing animation video production
When starting something new, outsourcing offers benefits like leveraging external expertise and reducing internal labor costs. However, it also carries risks. While several risks exist, most stem not from technical issues but from “communication problems with the director.”
Risks arising from communication issues include the following:
- The quality delivered did not match expectations
- Requested specifications were not implemented
- Delivery was not made on schedule
- Costs exceeded the quoted estimate
Delivery delays are common, but they often occur not because of insufficient technical skill, but because the client feels “the work doesn't meet my requirements and needs revision,” leading to delays in progress and missed deadlines.
This highlights why communication with the director is the most critical aspect.
Let's examine each risk in more detail.
The director's role is to act as the client's representative with specialized knowledge
Outsourced partners are specialists in the tasks we request, and their production tools evolve year after year. Consequently, the root cause of problems is almost always the director managing the overall project, rather than a lack of technical skill.
Specifically, while they can compensate for specialized knowledge lacking internally, “drawbacks stemming from not being employees” arise. In other words, precisely because they aren't our own staff, they may not know things we naturally assume they know, or they may only understand production techniques, failing to grasp our intentions.
This leads to situations where “the delivered product differs from what was envisioned.”
The crucial point is whether the director, acting on behalf of the client, can manage and advance the project with overall consistency. To achieve this, it's vital to consider what content the client's customers will find interesting and where they will watch the video, then guide each creator with that consistency.
Considering the above, it's crucial to find a partner-like client who not only handles production but also provides advice that builds internal know-how and advances projects according to established guidelines, rather than simply outsourcing to a vendor.
Quality doesn't match expectations: Mistakes in selecting the right format
Among the concerns we hear from clients who consult with us, one very common risk is that outsourced animated videos often fail to match the client's vision. This can result in the brand message not reaching the intended audience or attracting viewers outside the target demographic.
While this risk can sometimes stem from simple technical limitations, it more often arises from insufficient communication with the production company, confusion between delegated and specified tasks, or misunderstandings during the production process.
Specifically, the final video may differ from the client's expectations in areas like character design, story development, color palette, or scene presentation. Consequently, the final video may fail to align with the brand's message or objectives.
Requests not fulfilled: Failure to understand the client's intent
Outsourced animation videos that fail to incorporate the client's specific requests or feedback also pose a risk. Even if the resulting video appears “plausible,” it won't be effective if it overlooks points that the client's customers truly value.
For example, even if a company emphasizes its SDGs initiatives, few viewers will feel compelled to support it unless the video clearly communicates “What value does this company's SDGs commitment bring to me?”
Similarly, if the content doesn't resonate with the viewer's generation—failing to evoke nostalgia or align with cherished values—the video may appear “authentic” but ultimately fails to connect emotionally.
This occurs when initial alignment is inadequate or ongoing communication proves ineffective. Consequently, the final animation risks missing the brand's objectives and failing to reach its intended audience.
Deadlines not met: Mistake in progress management
Delays in delivery deadlines are a common problem, especially in projects involving multiple creators who prepare materials such as illustrations, voiceovers, editing, and scripts—like animation. If outsourced partners fail to properly manage budgets or schedules, it can force the cancellation of product releases or campaign launches.
As mentioned earlier, delivery issues often stem less from “insufficient technical skill causing delays” and more from situations where the client feels “revisions are necessary because the work doesn't meet expectations.” Clients share the same desire for a smooth completion.
Even when clients want smooth progress, unexpected areas requiring revisions are found, leading to additional work that prevents meeting the deadline. Of course, delays can also occur due to unrealistic schedules that don't account for revisions, in addition to technical issues. However, scheduling problems can be resolved by aligning expectations on “how much room for revisions is factored into the schedule?”
Delays not only impact the project schedule but can also disrupt the timing of campaigns or product releases, making it crucial to plan ahead with ample buffer time.
Cost exceeded the estimate: Mistake in budget management
Budget overruns in outsourcing projects are often caused by additional requests from the client, unless the issue stems from unclear contract terms. However, if the additional work resulted from the client's own missteps, it can be considered within their understanding, so we exclude such cases here.
Specifically, this includes situations where the client had a clear vision but delegated too much to the director, or where the director failed to grasp the client's intent, leading to additional work. Animation production is particularly complex and prone to mid-project changes or additional work, making budget management especially critical.
A common thread in these issues is communication problems with the director. Mitigate risks by carefully selecting directors after sharing information only the client possesses, such as “actual viewer feedback” or “details of past promotions.”
Should you outsource to individuals or companies?
There are two main ways to outsource: commissioning companies like production studios or advertising agencies that handle direct production, or engaging freelancers—individuals—through crowdsourcing services.
The merits of each depend on your priorities, but the key differences lie in cost and quality consistency. We'll outline the advantages of each option to help you make an informed choice.
Advantages of outsourcing animation video production to individuals
Individuals are suitable when companies want to keep costs down instead of handling direction in-house. On the other hand, the company must compensate for the lack of specific instructions, progress tracking, invoice management, and know-how.
First, let's outline the risks of hiring an individual.
Generally more affordable
When hiring an individual, fewer people are involved in production, and a single freelancer completes the work. This reduces labor costs and management effort, making it more affordable.
Risk of mistakes or issues
Unlike corporate professionals, individual creators may struggle with task management, schedule management, handling problems, and maintaining motivation due to more workload on one individual. To avoid this risk, you must effectively manage the creator yourself until delivery.
Advantages of outsourcing animation to production companies
When outsourcing to companies like production houses or advertising agencies, it's suitable when you want directional services, agency representation, centralized billing, or support with ideas and strategy—even if costs are higher compared to working with individuals.
Furthermore, while costs may be higher, it can be seen as cost-effective considering you gain access to a team of specialists rather than hiring an in-house dedicated staff member. Furthermore, the ability to use them on a spot basis and gain insights into other companies' trends makes the higher cost worthwhile.
Now, let's look at the risks involved when outsourcing to a company.
Accumulated production know-how
When outsourcing anime video production to a company (production studio), you gain access not only to creators and designers but also to directors who manage the progress. This ensures schedule adjustments and delivery with consistent quality.
However, this comes at the cost of flexibility; immediate responses to sudden changes are more difficult compared to individuals. Additionally, the costs are higher due to the significant personnel expenses involved. If reliability and reduced hassle are more important than cost, commissioning an animation video production company is preferable.
In-house creators for higher quality control
A key difference when commissioning an animation video from a company (production studio) compared to an individual is that “progress is more likely to stay on schedule.” For example, even if one person falls behind in the production process, the company can cover for them with other creators or designers.
When commissioning an animation video from an individual, if that person lacks the necessary know-how and the project stalls, you'll have to start over. In this way, compared to commissioning an individual, a production studio involves more people.
Three guidelines for avoiding risk when outsourcing animation video production
How can the risks mentioned at the beginning be avoided? There are three key points:
- Clearly define the “purpose”
- Consider the type of animation video
- Verify the production company's track record
By adopting these perspectives, you can ensure the animation production process proceeds smoothly.
Clearly define the “purpose”
A common request we receive is, “We want to increase product awareness and stimulate purchasing desire simultaneously.” However, if you try to achieve both goals in one piece of content, viewers end up thinking, “I don't really understand what they're trying to say,” making it difficult for the message to resonate with any target audience.
To create an animated video that effectively communicates its message, it is essential to narrow down and clearly define the single “purpose” of the animation production. This is because it relates to the process involved in animated video production.
The Animated Video Production Process
In animated video production, the initial step is “planning and scriptwriting,” which establishes the core framework. All subsequent design work progresses based on this planned script. The purpose of the animated video significantly influences this planning and scriptwriting phase; if not focused on a single objective, it becomes ambiguous.
Furthermore, since the plan and script form the core framework, making changes later isn't a simple matter of minor tweaks. To ensure the plan and script are robust enough to significantly impact the animation's quality, it's advisable to focus on a single purpose.
The type and length of the animation video, as well as the content that should be emphasized, will change depending on the desired objective. There are clear directions to consider when defining the purpose: is it to increase awareness of a service or product? Is it branding to enhance corporate value and change perceptions? Or is it to directly encourage product purchases? The same applies to music videos (MVs) designed to convey the appeal of a song.
To understand the points mentioned above, it's also recommended to familiarize yourself with anime project proposals.
Consider the type of animation video
Once the production objectives and detailed planning content are finalized, the next step is to consider the type of animation and the company's track record. The type of animation varies depending on the intended purpose. First, let's look at the types of animation.
It is crucial to select a company based on the purpose of the animation video you wish to produce. Therefore, you must thoroughly research and understand “what types of animation videos the company produces” and “what types of animation videos they specialize in.”
For more details on animation video types and production costs, we recommend the following article.
Verify the production company's track record
Next, let's look at their track record and portfolio. Key points to focus on in their track record include the following:
- Number of client companies
- Number of anime videos produced in the past
- Annual animation production volume
Similar to animation types, it's crucial to select a company aligned with the purpose of the animation you wish to produce.
As we've seen, relying solely on price when selecting an animation production company carries risks. By understanding their areas of expertise and the typical pricing range for the company you wish to commission, you can prevent a disconnect between your envisioned video and the final produced result.
Defining your intentions is the golden rule
When creating an animated video, the most important thing is to clearly define the purpose: “Why are you making this video?” Even if it looks great and has excellent composition, a video that doesn't align with its intended purpose won't yield good results.
For example, the specific goals you want to achieve with the video can vary widely, such as introducing a new product, enhancing brand image, or promoting a specific campaign. Based on these objectives, you must decide what story to tell, what visuals to use, and what message to convey. Without a clear purpose, the result may confuse viewers or fail to communicate the intended message.
Furthermore, clearly defining the video's purpose is also crucial during the production process. This makes it easier to determine which techniques to employ, what structure is appropriate, and what ideas will be effective.
Summary of risks when outsourcing animation video production
Here's a summary of the key points so far.
・Outsourcing animation video production carries the risk of receiving work that differs from the intended vision
・There's the risk that your requests may not be properly fulfilled
・Possibility of delayed delivery
・Production costs may exceed the initial estimate
・Hiring individuals is cheaper but comes with the risk of production issues
・Hiring a production company offers stability and smoother progress
・Videos created without a clear purpose are prone to failure
・Considering production techniques and structure is crucial
・Verifying the provider's track record and types of projects is essential
Outsourcing animation video production requires careful planning and selecting the right partner. By defining your objectives and understanding the risks, you can achieve effective, trouble-free video production.
We also offer resources on planning methods that capture video essentials and PR strategies. Please access them via the download page below.
Marketing Perspective in Japan: Beyond Just Creation
NOKID provides creative planning and production for PR using characters, events, and video content. Effective videos balance business and creative perspectives, e.g., short clips optimized for TikTok, designed to capture attention in the first 2–3 seconds.
For first-time animation or PR-focused content, feel free to consult with us.
