Animation: what to know

What the job involves, what changes the price, and what to ask a pro.

What animation is

An animator creates moving visuals such as explainer videos, characters and motion graphics, working from storyboard to final video with sound and timing. Businesses hire animators to explain a product, show a process, bring a character to life or add motion to a brand message.

Signs you need it

  • Your product is hard to explain with a still image or a written page
  • You want a short explainer video for your website, a sales page or a presentation
  • You need an animated character or logo sting for your brand
  • Your team needs a training or onboarding video that people will actually watch
  • You have a campaign that needs motion graphics across social media and online ads

What the pro does

  • Review your message, the audience, the length and the places the animation will be shown
  • Write or review the script with you, so the animation says what you need it to say
  • Create a storyboard that shows each scene, the timing and the key visual points
  • Build the characters, the settings and the motion graphics in the agreed style
  • Add the voice over, music and sound effects, and time them with the animation
  • Deliver the final video in the formats you need, with the project files if purchased

What changes the price

Every job is different, so we do not publish prices. These are the things that move the quote up or down.

  • The length of the animation and the number of scenes
  • The style, from simple motion graphics to fully animated characters
  • Whether the animator writes the script and designs the characters from scratch
  • Whether voice over, music and sound design are included, and who sources them
  • The number of revision rounds at the storyboard and the final stage
  • The formats and sizes needed, such as several social media versions or a broadcast file

What a written quote should spell out

  • The length, the style, the number of scenes and the deliverable formats
  • The storyboard stage and the number of revision rounds included
  • Who supplies the voice over, music and fonts, and who holds their licenses
  • The usage rights for the final video, including where it can be shown
  • Whether the project files are delivered, and what they contain

Questions to ask before you hire

  • Can you show me animations in the style I want, and how long were they?
  • Will I see a storyboard before the animation is produced?
  • Who supplies the voice over and music, and do you have licenses for them?
  • How many rounds of revisions are included at each stage?
  • Will you give me the project files so I can edit the video later?
  • What is the schedule from the first meeting to the final file?

Red flags

  • Starts animating before the script and the storyboard are approved
  • Uses music or characters without the right license
  • Will not give you usage rights or project files for the final video
  • Promises that the video will go viral or bring a set number of customers

What you can do yourself

For a short, simple video, you can use a template in a free video tool, record your own voice and use royalty free music with a license that fits your use. Hire an animator when the video will represent your brand, when it must explain a complicated product or when you need custom characters or a polished finish.

Licenses and permits

No license is usually required for animation work. Ask instead for a portfolio of finished videos, references and a written statement of the usage rights; check with your state or local business licensing office if the animator operates as a registered business.

Animation questions

How long does an animation take to make?

It depends on the length, the style and the number of revision rounds. Ask for a timeline with the storyboard, animation and final delivery dates.

Can I change the video later?

Only if you get the project files, which hold the layers and the timing. Ask whether they are included before you pay.

Who owns the music and voice?

It depends on the license. Ask the animator to show the license for each music track and voice recording used in the video.

Pro reviewers

Pros who offer animation remotely can improve this guide, like Wikipedia. We check every edit before it goes live. Every approved edit is credited in the edit history and on the pro's profile.

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