There are more video styles to choose from than ever, and the choice can feel overwhelming. A short explainer, a company overview, a 30-second ad and a vertical social clip all do different jobs, and each one can be made in a different visual style, from 2D characters to whiteboard drawing to 3D.
The right choice depends on your message, your audience and where the video will be watched. This guide splits the decision in two: first the kind of video you need, then the animation style that suits it. It ends with a few questions to help you choose.
Video Styles by Purpose
Start with the job the video has to do.
Explainer Videos
An explainer introduces a product, a service or an idea and makes it easy to understand. It focuses on one main message: the problem, how you solve it and what to do next. Explainers often live on a homepage or a service page. In our own catalog of finished client videos, our explainer category had a median length just under two minutes; our explainer video length data page has the details. Our explainer video production page covers how we plan and script them.
Corporate Videos
Corporate videos speak for the organization rather than a single product: a company overview, an internal announcement, onboarding or training. They often have a wider audience, including staff, partners and future hires. See our corporate video production service for the kinds of corporate videos we make.
Commercials and Ads
An ad has seconds, not minutes, so it carries one idea and one call to action. We make animated spots in 15, 30 and 60-second formats for TV broadcast, YouTube pre-roll and connected TV through our commercial video production service.
Social Media Videos
Social videos are short and shaped for the platform. Many are vertical: YouTube’s help page on getting started with YouTube Shorts describes uploading vertical videos as Shorts, and the same 9:16 shape suits Instagram Reels and TikTok. Square and widescreen cuts still have a place on other feeds. Plan for viewers who watch with the sound off, too, with captions and on-screen text that carry the key points. Our social media video production service makes short animated videos in vertical, square and widescreen versions.
Animation Styles to Consider
Once you know what the video is for, choose how it should look. Any of the purposes above can be made in any of these styles.
2D Character Animation
2D animation uses drawn characters and scenes, and it suits most business messages, especially when your audience needs someone to relate to. A character in a familiar situation, such as a busy employee, a parent or a patient, makes the message personal. The look can be drawn in your brand colours. Our 2D animation services page explains when it fits.
Whiteboard Animation
Whiteboard videos draw the story line by line on a plain background, so the viewer follows each idea as it appears. The style suits step-by-step topics, training and education. Read more in our article on whiteboard animation videos.
Motion Graphics
Motion graphics animate shapes, icons, text and simple charts rather than characters. They work well for data, features and processes, and they are a common choice for short social clips and for on-screen text in other videos.
3D Animation
3D is worth considering when depth, space or structure is part of the message: a building, a network of locations or an organ that viewers need to see from more than one side. Our 3D animation services page shows examples. If your story rests on people and everyday situations, 2D is often the better fit.
Where Live Action Fits
Live action films real people and places, so it suits event coverage, facility tours and interviews where the real setting is the point. Animation suits ideas a camera cannot film, such as software, a process or a future product, and it can be simpler to update later. We are an animation studio, so we help clients decide whether animation is the right fit for their message.
How to Choose the Right Style
A few questions narrow the choice quickly:
- What should viewers do afterwards? Buy, sign up, learn a process or simply remember you. That decides the purpose.
- Where will it play? A homepage, a training portal, a TV spot or a phone feed each need different lengths and shapes.
- Is there something physical to show? If not, animation can show it. If depth or space matters, look at 3D.
- Who is watching? A relatable character suits consumers, while a clean motion graphics look can suit a technical audience.
- Can everyone follow it? Whatever the style, plan captions and transcripts. The W3C’s guide to making audio and video media accessible explains why they matter for people who are Deaf or hard of hearing. We provide both on request.
Answer these questions first, and the shortlist of video styles often becomes clear before a script is written.
Frequently Asked Questions
What are the main video styles for business?
By purpose, the main types are explainers, corporate videos, commercials and social media videos. By look, animated videos are commonly made in 2D, whiteboard, motion graphics or 3D.
Can one video use more than one style?
Yes. Many videos mix them, for example 2D characters with motion graphics for charts and on-screen text. The storyboard is where you agree how the styles fit together.
Which style works best on social media?
Any style can work if the video is short, gets to the point early and reads with the sound off. Vertical versions suit Shorts, Reels and TikTok, and the same animation can be cut into square and widescreen versions for other feeds.
How do we decide between 2D and 3D?
Choose 3D when viewers need to see shape, depth or location, and 2D when the story is about people, situations or a service. If you are unsure, we can talk it through before any script is written.
A good way to compare video styles is to start with your goal and your audience, then choose the look that makes that message clearest. We make animated explainers, corporate videos, commercials and social videos for businesses across the US and Canada. Call us at 1-888-590-5796 or request a consultation to talk about your next project.
