How to Choose the Right Video Style for Your Brand

Young Woman vlogging

Navigating the world of video marketing can seem daunting, especially when you have no idea where to start. But fear not; by understanding the nuances of each video style, you can pinpoint which is best suited for your brand’s message. Let’s dive deep into some of the most popular video styles.

Natural Vlog

This intimate style directly addresses the viewer, establishing a one-on-one connection. Think of it as a digital conversation between you and the audience. These videos used to be just vlogs, but I’m coining the term natural vlog because Casey Neistat, Dan Brown, and many others elevating this genre. I find it more descriptive of what you’re trying to do. These videos are a great place to start, especially if you are doing this alone. The only real production value you should worry about is your audio, but other than that, it’s just you and a camera. It could be a static shot or have your video be taken in different areas, periods, or cut up. Having jump cuts is fine.

Your overall goal should be to provide valuable content that can be done on a busy schedule. This style is excellent for working professionals, company leaders wanting to provide authoritative value, or people starting side hustles.

Pros:

  • Immediate Connection: Direct eye contact fosters trust.
  • Simplicity: Often requires just a camera, a setting, and a speaker.

Cons:

  • On-camera Confidence: Not everyone is comfortable in front of the lens. This can be solved over time and practice.No one starts out feeling comfortable on camera. It takes time.
  • Variety: Without the addition of visuals or cuts, it can feel monotonous to some.

Best For: Personal brand messages, product introductions, CEO addresses.

Some good examples include:


Documentaries

More than just a video, documentaries tell stories. They can chronicle your brand’s journey, profile loyal customers, or even explore your industry. These videos can be done in two ways. You’ve got the GaryVee style, where it’s a hybrid of a vlog and documentary. You have someone following you, capturing your life that can be pieced into little stories. These are great for people and companies who want to follow Gary’s advice of document don’t create. The other style is making little micro or large documentaries of individuals in the company, clients, or customers who use your product or service. These are great to help build awareness and trust with future customers.

Pros:

  • Deep Engagement: A well-told story can captivate from start to finish.
  • Authenticity: Showcases real people, places, and events.

Cons:

  • Production Time: Crafting a cohesive narrative takes time and resources.
  • Resource Intensive: Often requires multiple shoots, interviews, and extensive editing.

Best For: Brand history, customer testimonials, industry insights.

Examples Include:

Vlog

A candid, behind-the-scenes peek into daily operations, events, or personal thoughts. These vlogs differ from natural vlogs and documentary videos because they are more produced than natural vlogs. This means more B-rolls and cuts, usually shot and edited by the person in the video. However, these videos could be great for people who like to be creative but don’t have time to edit. You can always outsource your editing, which can often be the bottleneck for new people getting into these styles of videos.

Something I see many entrepreneurs get wrong when doing these videos when trying to promote or bring awareness to their business is that they make it too scripty. This means they say what they will do, then they do it, then they talk about what’s happening, and then say what they will do and then do it. Rinse and repeat. This is a very natural thing to do. You will do this in some capacity.

Plan out the overall points you want to address to help you get the most out of these vlogs. This could be updates, struggles, lessons, etc. Don’t say what you will do next; just show it. When talking to the camera, always be referring to your points. Once you’ve made those points, let it be done. It doesn’t have to be an all-day thing. You could get footage from a two-hour block in your schedule or throughout your day.

Pros:

  • Authenticity: Audiences appreciate raw, unscripted moments.
  • Flexibility: Can be shot anywhere, anytime, with minimal equipment.
  • Creative: This is your movie. Have fun with it.

Cons:

  • Relevance: It can be hard to ensure content is relevant to the audience.
  • Discoverability: If thought of as vlogs, you will have a tough time being discovered. Instead, focus on the points or information you’re providing in. the video.

Best For: Behind-the-scenes glimpses, event coverage, informal updates.

Examples include:


Animation

From whimsical 2D animations to intricate 3D models, animated videos offer a dynamic way to communicate complex ideas or abstract concepts. These videos can be great for software companies or companies that want to be tied to ideas. The good thing is there are lots of companies that offer software that makes this easier. AI will even accelerate the level of quality we’ll be able to create as business owners and individuals. That being said, there will always be more soul and meaning an individual is behind it.

Pros:

  • Versatility: Animations can visualize anything, from data to dreams.
  • Engagement: Dynamic visuals can make even mundane topics interesting.

Cons:

  • Cost: High-quality animation can be pricey.
  • Production Time: Detailed animations require time for design and rendering.

Best For: Explainer videos, product launches, educational content.

Examples include:

Screen Sharing

These videos are perfect for tutorials, webinars, or software demonstrations. This is also an excellent option for those who want to get started but want something more than just doing a natural vlog.

Pros:

  • Clarity: Directly shows viewers how to perform tasks, display information, or navigate software.
  • Accessibility: Easy for anyone with a computer to produce.

Cons:

  • Engagement: Without supplemental content, can become dull.
  • Specificity: Only suitable for particular content types.

Best For: Software tutorials, webinars, how-to guides.

Examples include:


High Production vs. Low Production

A note on production value. High-production videos boast cinematic quality, whereas low production emphasizes content over aesthetics. Both have their place in a brand’s video strategy.

Pros of High ProductionCons of High Production
Polish: Enhances brand perception through sleek visuals.Budget: Higher quality often means higher costs.
Impact: High-quality visuals and sound can leave a lasting impression.Time: Pre-production, shooting, and post-production can be lengthy.
Pros of Low ProductionCons of Low Production
Quick Turnaround: Ideal for time-sensitive messages.Perception: Risk of appearing unprofessional.
Genuine Feel: Less polish can mean more authenticity.Limitations: Might lack the finesse and tools of high production.

Conclusion

As you embark on your video marketing journey, remember that the best video style is the one that aligns with your brand’s voice, message, and audience needs. It’s not merely about aesthetics; it’s about communication. Whether you’re crafting an in-depth documentary about your brand’s legacy or dishing out quick updates via vlogs, ensure that your choice amplifies your brand’s story. Dive in, experiment, and discover the video style that resonates most with your audience. Happy filming!

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