A video is not just a video. It’s an experience. It’s the closest thing to an in-person connection. So it makes sense that independent schools turn to video to promote their offering, student experiences, and results. That said, there’s a problem. There are over 750 types of video styles out there. That’s overwhelming. Some are variations of each other, but still, trying to choose the right type for your school’s marketing can make brainstorming feel impossible. Where do you even begin?
Let’s make it easier. Here are five video styles that work really well for schools. Let’s break down the most effective options:
1. Docu-style Video
This is probably the one you’re most familiar with as a school marketer. It uses real interviews—parents, teachers, and students—as the storytellers just like a mini documentary.. Their words are paired with b-roll footage (supporting visual shots) to bring their stories to life. The mix of authentic voices and fly-on-the-wall classroom footage creates a sense of realness and trust. These videos work well across the board: school websites, social media, lead nurturing emails, and sometimes even ads. When done right, they’re engaging, emotional, and effective. Docu-style videos can be used for student testimonials, program highlights, faculty profiles, and more. This is the style we use the most for schools though the biggest downside is these videos can become outdated quickly if you have high turnover with faculty and staff. Here is an example we did a few years ago https://vimeo.com/899609679
2. Cinematic Ad Video
This one’s all about precision. Unlike docu-style, a cinematic ad is scripted from start to finish. Every shot is planned, lit, and shot to match the storyboard. Nothing is left to chance. These videos often have a high-end feel—think dramatic music, stylized visuals, polished color grading. If you want that Hollywood-style wow factor, this is the way to go. They’re best used in Meta ads or on social media to grab attention and stop the scroll. Since you’re working off a script, you already know your key messaging and soundbites before you shoot. It’s a powerful format. That said, the biggest con is that it can be very expensive. To do it right requires the right man power, lots of scripting, set design, lighting…and much more. Some of these types of videos can be in the tens of thousands, up to hundreds of thousands of dollars which doesn’t make sense for a lot of schools. The Gold winner is a great example below https://www.inspiredsm.com/4-enrollment/admissions-video-outsourced-2020
3. Animation Video
Animation is a solid choice when you’re trying to explain something that doesn’t naturally lend itself to live action—like tuition breakdowns, application steps, or campus safety protocols. These videos can keep viewers engaged, especially if you don’t have much b-roll. They’re also useful when you want to add energy or simplify a complex idea. However, animation doesn’t always give a true sense of your school community. To make it feel more real, you could add in some photos or short video clips. Keep in mind that adding animation to another style—like docu-style or cinematic—will increase your production cost. Here is an example we did a few years ago https://vimeo.com/362589542
4. Voiceover & B-roll Video
This type of video is a middle ground between docu-style and cinematic. It relies on a written script, which is recorded as a voiceover—either by a professional or someone from your school community. Then you layer in b-roll to match what’s being said. The footage can be natural, staged, or a mix of both. This style works well for evergreen content and is great for your website, landing pages, and emails. It’s clean, polished, and can be relatively quick to produce. The one downside is that it can come off a little flat or less personal because you’re not hearing directly from the people on camera. You also need to make sure your voiceover script doesn’t sound like a school’s resume. Here is an example we did a few years ago https://vimeo.com/905227145
5. B-roll & Music-Only Video
Simple but powerful. This style uses only b-roll footage paired with music—no voiceover or dialogue. The visuals carry the weight of the message. It’s a great choice for highlighting events, giving a quick glimpse into school life, or capturing a mood or tone. You can always add on-screen text if you need to communicate a specific message. These videos work well for social media, looping screens at events, or background visuals during open houses. The one downside is that they don’t deliver much in terms of narrative except using the visuals, so it depends on the use case. See this example we made earlier this year https://vimeo.com/1113562746
These five types of video styles will help you shape the concept, define the story, and plan how you’re going to use each video in your marketing. Whether you’re aiming to build trust, explain a process, or simply showcase life on campus, picking the right format makes everything easier and more effective. Yes there are TONS of other styles out there and you can experiment with but at the same time using what works for your audience can help you hit your marketing and enrollment goals If you do plan to outsource this work to a video production company make sure you are choosing the right company for the right style. Not all video production companies are created equal. Check their work on their website and make sure it will resonate with you and your audience. If you want to learn more about what might be the right style for your schools video marketing feel free to reach out at joe@monzomediapro.com
