Deciding Which Type of Video is Best for Your Business

Courtni Casanova


April 25, 2017 (Updated: February 20, 2024)

We know that video content is important. The proof is in the pudding.  However, not all video is created equal for every purpose. Taking the time to consider the type of video you should be using will go a long way in making sure your video is as successful as it can be. Let’s look at the pros and cons of different types of video to help you decide which ones works best for you, your business, and your purpose. There are many different types of video, but we’ll look at some of the most popular ones.

Animated Video

Animated videos aren’t just for kids. They’re an awesome way to show off your creative side and let your designer have some fun while you’re at it. Animated videos can range from classic cartoon to Pixar-style to stop-motion, whiteboard, and more. Animated effects are great attention grabbers.

The Pros

Animated videos have plenty of pros.

  1. They make difficult concepts simpler to understand. Just ask anyone who’s seen “School House Rock.”
  2. It has the nostalgia factor. No matter who you are, nostalgia is a powerful feeling.
  3. They are typically cheaper than live videos depending on your resources. You cut out actors and a production crew.
  4. They are easier to edit in the future. If the time comes where you need to exchange or update assets, an animated video is much more malleable than a live one.
  5. They are just plain fun.

The Cons

They also have a couple of cons.

  1. They’re slow to create. Between the ideation, script, initial design, edits, and overall production, an animated video would typically take longer to produce than a live video.
  2. They aren’t always as relatable. People are drawn to real human faces. Animated video doesn’t provide that in the same way live video does.
  3. They probably won’t showcase the benefits of your products with as much of a pay-off, as the audience won’t see your product in action.

Live-action Video

Live-action video uses live actors in a real world setting. They typically require actors, a crew, and location. Live-action videos are great for showcasing how to use products and adding a human element to your message. If you’re looking to create a how-to video, live-action is the way to go.

The Pros

  1. They are easier to relate to because they humanize the message and the brand. It’s easier to portray real human emotion in a live-action video because the audience is more sensitive to body language and reading emotion on an actual person’s face.
  2. They’re quick. Set a time and location, get the video shot and edited, and you’re done. You don’t have to wait for the design process. It’s much easier to have a set deadline and stick to it when it comes to live-action video.
  3. They are better suited to present your product in all its glory (if your product is a tangible one). An actual person can use your actual product the way it’s meant to be used. The audience can see it in action and make an easier purchasing decision.

The Cons

  1. Live-action video isn’t great at expressing abstract ideas. You’re limited to more straightforward concepts because unfortunately, magic isn’t real.
  2. You don’t have free reign on the action unless you’re willing and able to pay for it. Anything grand you’re looking to do is likely going to cost you, unless you happen to be friends with some stunt-people.
  3. If you need to make any changes in the future, you’ll most likely need a complete reshoot. It’s not as simple as editing design assets. At that point, it would probably be best to create a whole new video entirely. When you’re done with a live-action video, you’re probably done with it for good.
  4. Live-action video has a lot more moving parts to set up and keep track of because you have multiple people doing multiple things. You have actors, the video editors, the whole production crew from cameramen to lighting and sound engineers, the location to choose and get permits for (if necessary), and more. There are a lot of balls to juggle.

Text Video

Text video is exactly what it sounds like, text only as the visual. You’ve seen them. They’re essentially well-transitioned PowerPoint presentations. In some cases, they are made using PowerPoint. However, these do have their pros and cons just like anything else.


  1. Text videos are perfect for conveying direct facts and figures.
  2. They’re no-nonsense. If you are looking to get down to the nitty-gritty and eliminate any fluff or distraction, text video gives you only what you need to know.
  3. You can still stylize text video. It can use your brand’s colors and font. It can embody your brand’s tone.
  4. If you want to re-enforce your message or liven it up, you can easily add an audio version of the text or music to the background to make it a more engaging experience. You can also vary font shapes, sizes, and colors for emphasis.
  5. They are the easiest type of video to edit. Change what’s in the text box and you’re good to go.


  1. They can be stale and, honestly, a little boring if not done right. Sure the facts are presented, but it may not be the best way to get your audience to pay attention to the facts if they feel like it’s something they have to get through.
  2. They’re not overwhelmingly shareable due to the fact that there’s not as much visual appeal. You may have some interesting statistics to share, but that doesn’t mean everyone is going to start liking it on Facebook.
  3. You need to take extra care to make it as easy to read as possible. It isn’t as digestible as seeing a video. Using shorter sentences and bullet points can help your audience absorb the message.

Video is a critical component of any content marketing campaign. Assessing the pros and cons of each will help you go down the correct video path for the message you’re trying to send. Need help? You can always reach out to CopyPress.

Author Image - Courtni Casanova
Courtni Casanova

CopyPress writer

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