7 Video Production Styles Every Marketer Should Know About

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n the 21st century, most people have access to the economical internet. We could safely say Bill Gates is a soothsayer, who very accurately predicted the importance of the content in the online world. The visual representation of stories i.e. videos are already ruling the market completely. By 2019, online video will account for 80% of all online traffic. With this level of growth in the video viewership, companies are turning towards video marketing and the competition between the video marketeers is increasing the importance of video production styling.

online video
Source: http://shawstreetpro.com/online-video

Why the sudden shift?

Gone are the days when people consumed written content. With the growth of the internet, the audience is shifting towards content that is more visual in nature. This is mostly because the brain captures visual information easily, and hence our audience is leaning towards visual data much more than textual ones.

Here are few successful video production techniques that must be used by every marketer for a successful business strategy.

1. 2D Animation



The basics of making a successful 2D animated video relies on a compelling character development. 2D animation video is becoming a standard for corporate storytelling. It’s not expensive as 3D animation, and helps portray the business message with clarity and visual appeal. 2D animated explainer videos are becoming a standard for business communication. These 2D animated explainer videos could be seen on the homepage in most of the SaaS websites.Sometimes even an animated character could create a powerful impact. The best-animated characters are those which people can relate to. A well-crafted character doesn’t need a particular explanation or history, the only thing it should do is convey a message to the audience.The video ad must look promising to the audience, it should build a trust between the buyer and seller.

Some marketers avoid the idea of 2D animation because they think the cartoony animation will decrease their brand value. Big 2D animation companies are capable of creating impactful digital videos with a wide range of styles and complexity. The visual ads look highly sophisticated, and create a better impression of your brand. The idea of a 2D animated video could be right for you if you are thinking about developing a rich and distinctive visual style, that would send across the message your brand wants to send, in an accurate manner.
Stories have always been believed as a fundamental part of human communication. A perfect story is the collection of raw data organised properly using its features and benefits such that it gives out a message to the viewers. A relatable story will deeply impact the viewers. By arranging the unorganised data, you will breathe life into the characters. Also, 2D animation is considered great for storytelling because of its flexibility and range in stylistic possibilities. And the stories don’t need to be very long. Big animation companies excel at telling great stories in 90, 60, 30 and even 15 seconds.

2. Whiteboard



Whiteboard is the kind of video style generally used for an explainer video. It is the style used mostly by B2C and B2B companies. It communicates complex technology, business or academic ideas in the most user-friendly way possible. These type of videos portrays a hand, drawing an image with a black or any other coloured marker against a white background, that’s the reason it is called whiteboard animation. It is the strategy of presenting the ideas in the most intuitive way.

Whiteboard animation easily expresses the idea that may be hard to understand and explain by using just a marker and whiteboard, they give direction. Traditional whiteboard animation video is easy to make, by just using a camera, illustrator and a speaker. However the finished and the final touch of the video completely depends on the animation agency you are working with. Instead of filming a hand drawn video in real time, the software used, completes the process digitally by using advanced tools. The result of this is crisp and professional video.

These explanatory videos are great if you need to dive into the details of the product. It is basically used to explain any particular concept. The basic key of a commercial video is that the viewer could understand the complete story by watching the video without the requirement of any explanation later. Due to its simplicity, the viewer is attracted and also immersed in the content presented in the video. The styling could be used when you need to explain everything in a straightforward, manner without using any complex structure and in an innovative way.

3. 3D animation


The 3D animation technique brings countless possibilities to video styling. This is mainly used for commercial purposes because of its great quality, and also because this animation technique costs more than the others. This is not for those who have a limited budget as this technology might be expensive. Also, the process is time consuming, it takes months of hard work to complete even a short video and a slight change in the graphics could take up to days, and any adjustment in the animation could take weeks. So, if you want to give a 3D effect to your video, without investing much money, you could turn to character animation or motion graphics which would give a decent touch to your video without investing any huge sum of money in the video making process.

The state of art used in 3D animation is quite attractive which could make your brand noteworthy in almost no time. By giving the viewers the ability to rotate and zoom into the video, it keeps them immersed in the content. 3D animation is known for its realistic look and is also referred to as CGI sometimes.

4. Live Action

live action

Sometimes you need more than just animation in your video. You have a great script and it’s time to explore with your camera to capture the pieces of the real world to make live action. This is live action production and videos could be very diverse in style and production quality. It could be filmed on a camcorder, iPhone, all the way up to a alluring professional camera. The little secret of the live action is that when it is combined with 2D and 3D animation, all of them work really well together to give a perfect video.

By using the live action, you can show that everything eventually reaches to the understanding of human level. Though these companies are operating in their digital space with digital products by using live action, you can prove the value of a camera in real life. These type of videos excel in telling real-life stories which feature real humans rather than the animated ones.With 2D, 3D custom animation, you can actually heighten understanding as you can craft any type of visual and animation effect to communicate your message. With Live action, creative freedom is limited to the budget and direction possibilities. It is impossible for an artificial person to achieve those thoughts and emotions. The most critical part of the live action is casting. You need someone who can present the emotions and expression you need, to convey through your script. The right talent combined with the right message will create an awesome impactful video that would be impossible to forget.

5. Typography


An awesome way to interact with text in the visual form. In recent times you can see typography everywhere, from the TV commercials to the landing page of any website. The obvious reason for their popularity is that a few words on the screen keeps the audience engaged, and it catches their attention easily. Typography will be beneficial for those who wants to spread some knowledge in the form of visual data. It entertains the viewer and after the growing popularity of Youtube, these videos have shown a nominal increase in their viewership. This is an art of rendering text in an appealing manner.

Typography animation is put together by using some basic 2D animation to create words which move on the screen. The words must be readable, and should engage the audience. It is the animation technique used to make the words expand, shrink, fly, move and change in numerous ways according to the user. The effect could be very simple and short and yet create an impactful expression. It is the technique explored in the recent times because of its use in web designing. This was once used in television ads. Now, this technique is gaining popularity in web-based videos.

It is the most affordable option for those low on budget. Typography technique is basically used in the video where you want to convey the tone and emotion, conveying expression through these videos is hard as mostly only words are used while making this video.

6. Screencast


The term when broken down, is self explanatory. Screencasting, also referred to as video screen capture sometimes is a great way to share your thoughts and ideas with viewers.The screencast is the most common type of video styling in the market and is also the one which is misunderstood by so many companies. It is a common notion that screencasting is a very basic method for video styling. It is a video recording of any screen, whether of the computer or of your mobile phone, generally with the audio. Some very common examples of screencast are onscreen tutorials, video lessons and video presentations.

The best part of screencasting is that the viewers can watch the video anytime according to their convenience as they are mostly used for learning purposes which may not be in an academic setting every time. Also, the learner could learn at his own pace. Screencast gives a personal touch to the video and the learning process associated with them.

Anybody can record a video of their screen and upload it on YouTube but creating a unique screencast that has the power to compel and influence people is difficult. Sharing any video on a social platform is easy but engaging people to actually watch and share the video is a challenge.

7. Infographic Videos


Infographics are the upcoming trend of creative data visualisation. It is the visual representation of all the data collectively in the form of an online video. Infographics add an extra dimension of reality and a sense of excitement to the video. The basic process begins with finding a purpose to make an infographic video. If you are known, brand people may rely on your stats numbers completely, hence your research must be top notch. This type of video contains all the factual data which doesn’t mislead the viewers.

Various knowledge-based animations are combined to give an informational output which results in an infographic video. The audience should engage with output and should have an easy learning experience. The aim of the video should be to improve the perspective of the subject talked about. There are various studies which show that 90% of the information that we remember, is collected in the form of visual data in the brain. This proves that infographics can play a key role in the learning process. The reason for the effective nature of infographics is, unlike words in a printed book, they combine images, colours, movements and draws the attention of the eye. A graphic designer could easily make an infographic video, also one could use some softwares to make this kind of video.


Videos could be a great asset in your inbound content marketing mix. Proper styling techniques could completely change the presentation, and the impact which a video could leave on the viewer is massive. The presentation of the content is very important in video marketing. Right videos give you results in the favour of your marketing strategy.

Good videos carry huge SEO opportunities, and with that comes the viewership of the audience which is the main asset for any video. Applying the proper style for a particular video according to what the content demands could completely change the desired end results.


Video production is a systematic process of creating video content. The process depends on the kind of video you are creating, the equipment required for the process, the type of script written for it, and the necessary editing software. The objective of this process is to create high-quality visuals with a major focus on storytelling.

Marketers often use video production as a part of their marketing efforts to get better results. Having a good idea of your target audience allows a marketing team to plan the video production process more effectively.

Currently, there are several types of video production methods in practice. However, businesses generally use the following types for marketing purposes:

    • 2D animation: Creating movement in a two-dimensional space using hand-drawn or computer-generated images.
    • Whiteboard: Creating a video with images drawn on a whiteboard, along with narration.
    • 3D animation: Creating moving images in a three-dimensional (3D) space using digital objects.
    • Live action: Creating a video using real-life footage
    • Typography: Creating a video using animated text
    • Screencast: Capturing the screen of a computer or smartphone
    • Infographic videos: Creative visualization of data

Follow the tips mentioned below to create effective video content for marketing:

  • Try to tell a story through your video content
  • Make sure the content is mobile-friendly
  • Target the right set of audience
  • Customize the video for each social media platform
  • Use a hook to grab the attention of your audience from the beginning
  • Leverage screen recording for certain sections of your video
  • Create an engaging title and thumbnail
  • Use call-to-action in the video
  • Make the content informative
  • Optimize the video for search engines

The most widely used video types for marketing purposes are:

  • Explainers - Offer a clear explanation of a process or method
  • Product demos - Showcase features and benefits of a product
  • Brand promotion - Brand-oriented videos to intrigue and attract audience
  • Events - Videos regarding discussions, conferences, fundraisers, etc.
  • Training - Instructional videos meant for internal teams
  • Interviews with industry experts - Excerpts from expert interviews
  • Personalized messages - Responding to a text or email using such video
  • Customer testimonials and case studies - Positive experiences or customers and successful implementations of your products or services
  • Live streams - Live video of interviews, events, presentations, etc.
  • Video landing pages - Video used for conversion
  • Company culture - Highlighting the company ethos to attract new talent
  • Email campaigns - Personalized videos to boost email marketing campaigns