The demand for animation, which effectively conveys the appeal of services and products, is growing in the marketing sphere. Every day, we as consumers increasingly encounter animations on YouTube channels and in music videos.
This article introduces what you should do when commissioning such animation videos, whose demand is rising.
To avoid failures in animation production, read this article and prepare to outsource your project as effecTable of Contents
Animation video creation has demand but comes with challenges
As mentioned at the beginning, demand for animated video production has been growing significantly as of late.
The advantage of animated videos is their ability to effectively convey the appeal of services and products. They offer free expression and visual clarity, making it easier to communicate a product's strengths and present information like hard-to-express numerical data in an understandable way. Furthermore, animated videos don't require showing the faces of real people or actors. Since both voices and visuals can be freely expressed, this is likely why demand for animated video production has risen.
Outsourcing has its drawbacks
When outsourcing animation video production, you can either entrust the entire process end-to-end or outsource only specific parts. Depending on your objectives and budget, you might choose to outsource just illustration creation or editing. The primary benefit of outsourcing is the peace of mind that comes with leaving it to professionals. They can produce videos that convey your vision more effectively than if you created them yourself, leading to greater impact.
However, outsourcing also has its drawbacks.
Production costs vary significantly depending on the type of animation video being created. Examples of actual production costs include the following:
Planning fees
Direction fees
Illustration creation fees
Editing fees
Audio editing (narration, BGM, etc.)
It is essential to understand these drawbacks—the significant budget and production workload required—before proceeding with production.
Key considerations before commissioning video production
This section introduces key points to check when you are finally ready to begin outsourcing video production.
Why a opt for a video project in the first place?
Some of you might be initially thinking, “I'm going to make a video!” but have you ever stopped to consider why a video format is necessary in the first place?
There are various other content options like banners, landing pages, and text. It's crucial to clearly define why video production is necessary among these alternatives.
Compared to text or static images, video can convey a large amount of information to viewers in a short time. It appeals to the visual senses, making it easier to communicate the appeal of products or services. However, it also requires significantly more effort and time to deliver compared to other content types.
Understanding these drawbacks is essential. You need to make a judgment call that video is the better choice over other methods.
Production objectives
It's crucial to clearly define the purpose for creating an animated video. Which of the following items are you considering?
Corporate name and service recognition
Branding to enhance corporate value
Driving traffic to websites or encouraging product purchase conversion
Furthermore, where will the produced video be used? Applications for such vary—advertising, YouTube channels, presentation videos, sales materials, etc. Therefore, be prepared to answer what you plan to produce it for (and in what context) when requesting a quote.
If the purpose is misaligned, even a well-produced, visually impressive video may fail to deliver the anticipated results.
Distribution channels
Once your objective is set, the next step is deciding where to distribute your content. You must consider the most effective and compatible medium for your budget, whether it's TV commercials, YouTube, Facebook, or other platforms.
Regarding the budget for distribution, costs vary significantly by medium. For example, a TV commercial typically costs at least 1.5 million yen. For web video ads, since viewer fatigue sets in quickly, producing just one video risks becoming stale. We recommend creating multiple videos.
Deadlines
The shorter the deadline, the higher the cost, so it's important to set deadlines with ample time. Working backward from your desired release date and depending on the type of animation being produced, it's best to request a lead time of around three months.
Project budgeting for animated video production
Animation production costs vary significantly depending on the type of animation created. Broadly speaking, there are seven main types: slide comics, motion graphics videos, dialogue-based animations, whiteboard animations, flipbook animations, frame-by-frame animations, and 3D animation videos.
Let's briefly look at the characteristics and budgets for each.
Slide animation
Slide animation refers to videos created by connecting individual slides. It is a relatively simple type of animated video to produce. While some clients hire professionals, many also commission freelancers due to its ease of creation.
Because it can be produced relatively inexpensively, it is especially recommended when you need a large volume of animated videos or want to create something as a trial.
Motion graphics
Motion graphics videos involve adding movement to text and images. The typical price range is around ¥300,000 to ¥2,000,000. If you want more intricate and smoother motion, such as character movement, the cost tends to increase.
Production cost: Approximately ¥300,000 to ¥2,000,000
3. Dialogue-driven animation
Conversational animation videos create impressions and a sense of familiarity for viewers through character dialogue. The standard price range is approximately ¥500,000 to ¥800,000, but note that additional costs apply when using original characters or IPs.
Production Cost: Approximately ¥500,000 to ¥800,000
4. Whiteboard animation
This refers to videos where drawings and text are handwritten on a blackboard or whiteboard and presented. The content presented often involves storytelling, such as educational material, book reviews, or company introductions. The typical cost ranges from ¥500,000 to ¥1,000,000, and the production period usually takes about one to two months.
Production Cost: Approximately ¥500,000 to ¥1,000,000
5. Flipbook animation
Flipbook animation is a type of animated video created by moving multiple drawings. Characterized by its hand-drawn, approachable style, it has become increasingly popular for use at weddings.
Because it requires drawing numerous images, the typical price range tends to be on the higher side, around ¥800,000 to ¥1,500,000. Additionally, the production period often takes about 2 to 3 months.
Production Cost: Approximately ¥800,000 to ¥1,500,000
6. Frame-by-frame animation
Frame-by-frame animation involves capturing each still image individually and stitching them together to create a video. By inserting a higher number of still images (frames) per second, it enables the production of smoother video.
This type requires a longer production period and typically commands higher fees. Due to the extensive production time, clients often commission large production companies for this type of work. The production period is approximately three months, with fees generally starting at 3 million yen or more.
Production Cost: 3 million yen or more
7. 3D animation video
As the name suggests, these are animated videos using 3D models. Since they can be filmed from multiple angles in 360 degrees, they enable the creation of more dynamic and easily understandable videos. Realistic 3D animated videos are often produced for presentations or when services need to be explained in greater detail.
3D animated videos require creating dedicated models for filming, and the standard cost is around 3 million yen, making them quite expensive. However, once a model is created, it can be reused for subsequent animated videos, making them recommended for producing multiple series.
Production Cost: 3 million yen and up
Proper organization is hard work, but it helps control costs and shorten deadlines
To ensure your video delivers solid results, it's crucial to clearly define your purpose for creating the animation—why you're making it—before starting production. Keep your budget and objectives in mind as you create a video that maximizes its impact.
We hope this article helps you when commissioning an animated video!
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.
Tokuma Kanna
Founder and CEO of NOKID Inc., a premier creative studio specializing in short-form animation and graphic design. With a focus on narrative-driven visual storytelling, he has spearheaded high-profile projects across the global entertainment landscape. His portfolio includes the acclaimed VALORANT: YORU TYPICAL DAYS cinematic, the Hatsune Miku x Seven Premium 15th Anniversary campaign, and Koda Kumi’s music video "100 no Kotoba-tachi e." As a leading producer in the PV and MV sectors, Tokuma continues to redefine the intersection of animation and contemporary digital media.
