With so many video styles and types to choose from, it can be hard to know which one will best connect with your target audience. Learn how to choose here.

Videos have become the more popular type of content for marketers and brands since consumers watch an average of 16 hours every week on online platforms. 

Meanwhile, around 84% of consumers have bought a product or service after watching a brand’s video.

When choosing the best style, there are several factors to consider.

Learn the Different Video Styles

Do you know the different styles you can create? Before choosing, know your options.

There are two main categories: live-action and animated videos. All other types of videos fall under these two. Let’s go into more detail with some of the most popular styles.

Live-action

Live-action videos contain real-world footage, including real people. It’s one of the most common styles, thanks in part to its ease and accessibility. You can even use your smartphone to capture footage.

Interviews

Interviews and b-roll style is one of the most common types of videos. These videos feature on-camera participants answering interview questions, typically paired with other footage, called b-roll. Think about documentaries - this style will typically follow that approach.

On-camera Narrator

Instead of interviews, you can have someone (or someones) speaking directly to camera, usually with a scripted message. This can also be paired with b-roll. The use of a teleprompter helps narrators deliver a scripted message.

Voiceover Narrator with B-roll

In this style, the video is comprised of all b-roll, as there is no on-camera speaking. Instead, the message is delivered by a voiceover. This is very common in commercials, where you have only a short amount of time to deliver a message.

Animation 

Animated videos encompass animations of all types. They can be 2D, 3D, and anything in between. 

Aside from engaging the audience, animation gives video makers a vast space to create. You can show just about anything through this type of video. 

2D/3D

These types of animation videos will range in style, but are typically designed 2-dimensional or 3-dimensional characters and elements that play out scenarios to deliver a message. The designs, colors, etc. can all be customized to fit your brand’s aesthetic. This style of animated video will usually require a voiceover.

Typography

If text is the most crucial element in your video, try this style. Some users like reading, while others respond to visuals. Animated typography captures both. These types of motion graphics can also be combined with b-roll footage. A voiceover may or may not be needed, depending on if the text on screen can sufficiently deliver the message.

Whiteboard

Whiteboard animated videos give you a blank canvas - literally, a white backdrop that you can explain just about anything in detail using drawings, illustrations, and such. They make for great informational videos. These videos typically require a voiceover to deliver the message.

Know Your Goal

What’s your purpose for releasing a video? Understanding your goal is important to the entire project and should be one of the first things set before diving into the video production plan.

Know your goal before deciding how to best approach it. From company overviews to customer testimonials, to product launches to fundraisers, to recruitment and training to promotional - all of these types of videos have unique needs and features. What type of video is going to help you accomplish your goal? Let’s consider messaging next.

Assess Your Message

What’s the message you want to deliver through your video? Your chosen style should not dilute it; rather, enhance it.

After determining your message, choose a style to best visualize and deliver it. Audio may or may not be involved. Remember, the visual component is doing much of the heavy lifting in delivering your message.

Start by choosing between the two major categories: live-action and animation. From there, you can explore the sub-categories.

You may have to consider the complexity of your message to pick the best style. Complex products and topics may be difficult to express through live-action. On the other hand, if you want to add a personal, human connection, having on-camera speakers, like interviews, can help with that.

Identify Your Target Market

What type of video best relates to your target market?

Without knowing your audience, your video will likely fall short. It won’t reach the intended people, and those who watch it won’t convert.

First, you have to develop your audience persona. Learn as much as you can about them, such as their:

• Age

• Gender Identity

• Location

• Job

• Income

• Personality

• Goals

Consider the pains and challenges of your audience, as well. It allows you to choose the best video style to address these. If your target market doesn’t like long videos, for example, then keep your content short.

You can find out more about your audience persona in various ways. Look at your current customers and find the pattern. Send out surveys, invite interviewees, and ask your team.

Choose a Platform

Knowing your audience also allows you to discover where they hang out online. Do these people spend more time on Facebook, or do they prefer TikTok? 

YouTube is the most popular platform for consuming video content. It has around 2.3 billion monthly active users. 

When you know the platform you’re posting to, you can decide which style fits better. On TikTok, for example, short-form live-action videos work best.

YouTube is best for longer informational videos. It has more varied users, giving more flexibility when choosing the best style. You can post long animated videos, short vlogs, or behind-the-scenes on this site.

Of course, you don’t have to choose only one. You can create several videos for different social media platforms. That way, you can target a wider variety of people.

Consider Your Budget

Of course, your budget will ultimately dictate the video style for your project. Live-action can be more cost-effective than animation, depending on the complexity, but there are still costs involved with either production direction. Working with a production partner, they can typically offer quotes based on some of this information. You can compare styles and costs, and determine what ultimately is the best fit overall.

Choose the Best Video Style for Your Project

Choosing the best video style is a process, but you can do it with our guide. Remember, it isn’t only about what you like but what your audience prefers, as well.

Your video must effectively deliver the message and connect with your audience. If you need any help finding the right formula, contact us today.