Different Styles of Video and When Marketers Can Use Them

Embracing video content marketing seems to be the latest trend in the industry. But, unlike some other trends we’ve seen come and go, this one will stick around for years to come. Indeed, now a whopping 81% of businesses use video. Of course, they make lots of different types of videos, looking to stay hip and be the coolest brand out there. For each format, there’s a range of different styles of video you can use — from live action to animation, there’s something for everybody!

But choosing the right video style isn’t always easy. It often means you need to think what your goals are for that video. Some brands navigate towards using the same look for their video strategy, one that aligns with their tone. Of course, this isn’t bad to mimic, but your customers love to be surprised as well. So, throw in some new video style here and there!

As you’ll see, some styles tend to work better with specific video formats (e.g. for explainer video styles marketers choose whiteboard animation). But don’t hesitate to experiment. After all, you don’t know what will resonate among your audience until you try it.

If you’re preparing a new video or just thinking about it, here are the different styles you can employ to add a little flavor to your campaign.

Live Action Video Style

In our day-to-day lives, we mostly come across live-action videos, be it on social media or some other website. Live action includes real-world footage of either still or moving objects. It focuses on real people and real locations rather than on visuals.

Furthermore, with this video style, you can present a charismatic spokesperson or people in your office. Use any tone you want in the video — you can be funny or informative, amusing or educational.

In addition, like most styles of video, live action can also range in production quality. Sometimes you can turn on your smartphone and record a video or ask a professional to capture a film.

Here’s one example of a live-action video:

When to Use Live Action

Live action video style lends itself to a range of video formats. So, use it for the following types to engage and surprise your audience:

• Tutorial videos
• “About me” videos
• Sales videos
• Welcome videos

Of course, live action isn’t your only option, there are a bunch of other styles of video you can choose. Let’s check them out.

Animated Video Style

Animation is made from a series of still images. When you play those images one after another, you get the illusion of movement. These moving pictures tell a story you want to convey. The style is great when you want to create a new world. For instance, it’s much cheaper to animate a character or a sci-fi setting than to recreate them in the real world. If you have no crew or actors, animation is also a great choice.

Sometimes as entertaining as your favorite cartoon, and other times as practical as a presentation of a new idea, animation comes with its own different styles. Here, you can choose from:

• 2D animation
• 3D animation
• Motion graphics
• Kinetic typography
• Whiteboard animation

Truly, animated style deserves its own article! Go with a 2D animation style if you want to have a more classic-looking video. But if you want to breathe life into your characters, choose 3D.

Furthermore, motion graphics are great for explainer videos because they present an idea or a concept in a clear way. Kinetic typography, on the other hand, works best for quotes and videos where text should be emphasized. 

Out of them all, a whiteboard video is the easiest to make. There are many cheap tools that allow you to create a video that looks like it was written on a whiteboard. If you ask us, this is one of those styles of video that we’d definitely use in our strategy.

To bring this closer to you, we’ll add one example of an animated video:

When to Use Animation

Animated video style is a good education medium as it features eye-catching visuals, fun animations, and audio. You simply can’t skip or miss this video style. Here are the formats which greatly benefit from animation:

• Explainer videos
• Brand stories
• Promotional videos

Text Overlay Video Style

While commuting, waiting in lines, or simply sitting at home, customers like to spend their time on social media. These platforms are now so important that brands can’t ignore them anymore. Without a business account on Facebook or Instagram, your brand doesn’t really exist. If you’re already active on these networks, you know that video reigns supreme there. But most social videos are played without sound. In fact, 85% of Facebook video is watched silently.

Because of this, marketers have found creative ways to get their customers to pay attention. One of them is using overlaid text with still images.

Text overlay videos are usually paired with some background music for a better effect. Of course, that music doesn’t fundamentally change the story, but it does enhance the experience if you turn the sound on. This makes text overlay one of the most popular styles of video among news outlets.

Have a look at the text overlay video style in action:

When to Use Text Overlay

When you can’t rely on voice-over to convey your message, text will do the job. Through carefully selected words, you can help your viewers understand the topic better while informing and engaging them. However, don’t use big chunks of text in these videos — sometimes less is more!

Moreover, text overlays are well-suited for how-to videos or when you want to tell simple stories.

Live Video Style

Live streaming allows your viewers to watch a video in real-time, enabling you to make a more personal connection with them. This video style is quite popular among younger generations who devour live videos on platforms like Twitch or Facebook. Although it’s available on different social media networks, these two seem to be the Mecca for live streamers.

Furthermore, live streaming is one of the most popular styles of video because it builds a community. Many platforms, including Instagram and Facebook, allow people to leave comments while they’re watching a live stream. So, your target audience is communicating with each other during the video.

If your customers can connect in this way, you’ll improve their user experience. As a result, they are more likely to promote your brand and share your posts. And this sense of community is not something you can artificially create. It has to occur naturally.

On Facebook, a live video generates six times more interaction that a regular video. So, if you want to engage your audience and capture more eyeballs, opt for this video style.

Here’s an example of a live video on Instagram:

When to Use Live Video

Live streaming is a great choice when you want to offer a more intimate experience to your viewers. If you’re covering a product launch and want to interact with your followers, go live! But remember, build your follower list first and then join the live streaming world.

Live video style is effective for the following types:

• Interviews and Q&As
• Behind-the-scenes
• Brand or product updates
• How-to’s

Screencast Video Style

So many styles of videos for you to choose! But here’s another one — screencasts or screen captures.

A screencast is a digital recording of a computer screen that often features voice-over narration. This video style allows you to create an informative video on your computer without needing any other equipment. As a result, your production time will be shorter.

What’s more, screencasts are great promotional content, especially if you have a project you want to show off. With the right software, you can record websites and apps to demonstrate them to your audience.

Check out this video that shows how users can change background and more in one app:

When to Use Screencast

Use screencasts to show your audience how to use different software features. Trying to explain how an app works is usually difficult with just words and images. However, with screencasts, you can give a step-by-step guide and teach your viewers everything they need to know about the app.

Take Videos to the Next Level with the Right Style

Now that you know the five styles of video and when to use them, you can take your marketing to the next level. Experiment and find the style that works for you, and come up with fresh ideas with your colleagues. Regardless of the type you choose, always stay true to your brand and its identity. If you do, you’ll generate great results and reap the benefits of video marketing!