Video vs. 3D Animation: The 10 Second Challenge

Keep it short
Four times as many users would rather watch a product demonstration than read a description, leaving no doubt about the benefits of video on your website. But video is no exception to the challenge of keeping user engagement and attention. Two-thirds of users prefer videos that are 60 seconds or shorter, meaning every second counts between a bounce and a conversion. So how do you shorten a lengthy video down? Techniques like time-lapse or simply just speeding up the video would allow you to cover more in a shorter amount of time. Imagine reducing a 60-second video down to 10 seconds though. The result will be closer to a Charlie Chaplin film than anything useful. Enter 3D animation.

3d or video
The challenge
The example is this case is a clip of a 3D animation played next to a client’s instructional video for window hinge installation. Even before a single screw is set in the video, the 3D animation demonstrates the assembly and installation of the same window hinges in 9 seconds. No steps are missed, each part is clearly displayed, and the entire clip is seamless and smooth.

Why 3D wins
It is possible to communicate the same story more precisely, with less distractions, and in a shorter period of time. Just short enough to keep a user’s attention, but long enough to clearly demonstrate its purpose. Whether it’s for device setup, product features, or an installation guide, 3D animation has clear benefits to help grab customer attention and drive conversions– and ultimately sales.