Which Video Styles Work Best?

Video production is more popular than ever, since marketers have awakened to the power of video content. But before you can start cranking out videos for your audience, you’ll need to choose a defining style.

Which styles of video work best and which one should you choose for your brand?

Types of Video Styles

There are many types of video styles to choose from, each of which dictates a specific set of aesthetic standards, specific production techniques, and more.

These are some of the most common video styles in use today:

· 2D motion graphics. 2D motion graphics don’t use characters, but instead bring simple graphical elements to life. For example, you might animate a graph to make its contents easier to interpret.

· Simple 2D character animation. 2D character animation focuses on simplistic, conventional storytelling through the use of characters who interact with each other. It’s typically inexpensive and easy to approach.

· Frame by frame traditional animation. It’s possible to create animated videos in the traditional style, using frame by frame, hand-drawn animation. It’s more expensive and time-consuming, but can make your videos look much more original.

· Isometric. Isometric videos are sometimes referred to as 2.5D, because the perspective makes the animation seem 3D, despite a practically 2D setting. It’s an unusual style that can make for very interesting presentations.

· 2D + 3D videos. These types of videos incorporate elements of both 2D and 3D animation for a unique experience, often using 3D to highlight important points or showcases.

· Whiteboard animation. Whiteboard animation is a specific subgenre of animation that relies on simple doodles to illustrate concepts defined by a narrator. It’s another inexpensive option, but because there are so many whiteboard animation videos in circulation, it’s not an especially original one.

· 3D animation. 3D animation is also popular and generally visually impressive. However, it’s more expensive and can present certain barriers to entry.

· Software demos. Some videos rely on the style of a specific piece of software. Instead of animating your software in a new style, you can simply show people how your software works in a demo.

· Live action stock footage. If you’re interested in live action video, but you don’t have the budget to film something, you can always use stock footage as a backup.

· Live action (filmed). You can also film videos for your content strategy, making a more realistic, humanized final product.

· Mixed media. And, of course, you can develop a video style that combines stylistic elements from multiple styles listed above.

The Impact of Style

Why does style matter so much? Isn’t it just a superficial consideration?

The style of your video influences many factors that determine whether your video content strategy is successful. Most notably, your style reflects your brand overall; people will see your style and form immediate first impressions of your brand, and your style will shape the familiarity and loyalty of your viewers for years to come. On top of that, video style can influence how people interpret your video and impact your spending as well.

How to Choose a Video Style

So how do you choose the right video style for your video content?

· Audience. Much depends on who your audience is and how they think. For example, simplistic animation videos appeal to younger audiences. The better you understand your market, the easier your choice will become.

· Brand. You also need to consider your brand. Do you consider your brand to be distinguished, authoritative, and traditional? Or is it edgier, more novel, and more open to taking risks? Is your brand muted or colorful? Is it snarky or sincere?

· Purpose. Different types of videos require different animation styles as well. Software demos work exceptionally well for explainer videos and troubleshooting content, but they aren’t a great fit for thought leadership content.

· History. Consistency is important if you’re trying to establish your brand. Accordingly, you’ll need to think about the types of videos you’ve produced in the past – and whether you want to set new standards for your brand moving forward.

· Competition. Take a look at your top competitors and rivals. What types of videos are they producing and what types of styles are they using? It’s fine to take inspiration from examples in these areas, but you should also strive to do something unique and distinguished.

· Budget. Some video styles are much more expensive and effort-intensive than others. Naturally, your stylistic choices are going to be dependent on your budget and your available resources.

Your choice in video style is a significant one, and one that warrants significant research and contemplation. Consider experimenting with multiple video styles so you can be sure you make the best possible selection for each channel, category, and strategic goal in your arsenal.