Approaching Art and Style in Video Production

We see video content everywhere we go. Social platforms are fully built around little video morsels designed to entertain and engage an audience. The content we see, even produced by brands, is often quick, low budget, and candid in a way that feels easily repeatable. But the truth is, creating videos that captivate and engage audiences is not that simple. Each platform necessitates a different approach and a different artistic vision. To do this, one key aspect is understanding the stylistic differences in video creation across these different channels. Whether it’s TikTok, YouTube, or a website, each platform has its own unique style and approach that best resonates with its audience.

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Why is it important to understand these differences? Well, by catering to the specific style of each platform, you increase the chances of your video being seen, shared, and ultimately, making an impact on your target audience. Audience members, whether consciously or not, know what to expect on different channels. We’ve all seen it before—when something isn’t resonating, it leaves a bad taste in our mouths. Let’s dive into the stylistic differences of each channel and understand how to create compelling videos that fit the style of each to inform your approach. 

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Video Styles Across Tiktok, YouTube, Web, and Beyond

TikTok

TikTok is all about short, eye-catching videos that capture attention in just a few seconds. The first two seconds are the most important part of a video on TikTok. Users can jump to the next video with a simple swipe and the content available feels infinite. You need to convince your audience to stick around immediately or they’ll just keep swiping. The style here is informal, with lots of raw, unedited footage and a focus on humor and entertainment. Hashtags are a big part of the TikTok ecosystem, so make sure to include relevant ones in your video to increase your chances of being seen by the right audience. 

YouTube

YouTube videos tend to be longer and more polished than TikTok videos. In fact, YouTube rewards videos that are 10 minutes or more. The style is more formal, with an increased focus on storytelling, education, and high-quality production. Engaging introductions, clear messaging, and eye-catching thumbnails are key to making your videos stand out on this platform.

Website

When creating videos for your website, the style should be focused on brand identity and reinforcing the aesthetic of your site’s design. A more polished, professional look is recommended, with a focus on education and storytelling that aligns with your brand values and messaging. Including a call-to-action can help encourage viewers to take action after watching your video.

Other Channels

Depending on your industry, you may also create videos for other channels like Instagram and Facebook. Be sure to understand the stylistic differences for each platform. Instagram reels, for example, would benefit from a very similar approach as TikTok. Meanwhile, Facebook videos are still a bit all over the map. It seems like if you make a weird cake you’re going to land some views, but there’s still much to learn! No matter what, make sure your subject matter caters to your specific audience and provides them with insights they value. 

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Executing Video for Your Desired Channels

To create effective videos that achieve the correct style for each channel while maintaining a balance between art and brand, here’s what we recommend:

• Understand the unique style for each platform
• Focus on storytelling and utilizing visuals to tell a compelling story
• Incorporate your brand identity into your video
• Keep your audience in mind throughout the process
• Maintain a balance between art and your video's intended purpose

This last point is key. You can’t let your concept of what makes a video high-quality or artistic overpower the right approach for a given platform. Chances are, if you’re renting expensive equipment or producing a lengthy script going for your Tiktok production, you’re focusing on the wrong areas. There’s a time and a place for that, but instead focus your energy on concept development and catching people’s attention the instant they hit your video.

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To create videos that achieve their intended purpose and make an impact on audiences, it's important to understand the stylistic differences for each platform and ensure your videos strike the right balance between art and brand. Study your audience, think about the questions they’re asking, and do your best not to ostracize any one part of that audience in your approach. We don’t want to leave anyone behind, except for maybe the cake video viewers on Facebook, we’re still not really sure what’s going on there. 

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