Type-based product videos: the top trend in digital video production

How the trend is catching on – analysis and case study

Product videos have evolved and changed significantly in recent years. Whereas explanatory voiceovers used to take center stage, more and more companies are now opting for text-based product videos without voiceovers.

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A new approach to video that is a direct response to changing usage habits: videos are now predominantly consumed on mobile devices, in social feeds or on websites—
, often without sound and with a limited attention span.

Why product videos without voiceovers are becoming increasingly relevant

Text-based product videos offer several strategic advantages. Text, animation, and visual storytelling convey all the features, benefits, and added value. This makes the content immediately understandable, regardless of sound or language. The message is conveyed visually and can be grasped more quickly than spoken text. Another advantage isscalability. Texts can be easily adapted, updated, or localized without having to produce new voice recordings. This results in efficient video formats that can be used over the long term, especially for software, apps, and digital products.

Typography as a central storytelling element

In modern product videos, typography takes on the role of narrator. Kinetic typography, clear timing, and targeted emphasis structure content and charge it with emotion. Movement, pauses, and visual hierarchies provide orientation and comprehensibility. Combined with minimalist design, this creates a clear, high-quality look that builds trust and strengthens brands, especially in the digital environment.

International brands as drivers of the trend

The trend toward typography-based product videos has been significantly influenced by international technology companies. Brands such asApple,Notion, andGooglehave been relying on visually minimalist, typography-dominated video formats for years.

Whether product launches, feature explanations, or UI demonstrations—the focus is on clarity, precision, and visual guidance. These examples show that complex content can be communicated clearly and effectively even without a voiceover.

Notion explains its tool in a cool Western style—the characters and typography animation speak for themselves.

Case Study: Mainova – Energy explained simply

A practical example of this approach is our product video for the new app from regional energy providerMainova in Frankfurt.

initial situation

With the relaunch of the Mainova app, more than eight new features were introduced. The goal was to communicate this range of features in a way that was understandable, compact, and user-friendly, without overwhelming users.

challenge

The added value of the app should be communicatedin less than a minutein order to effectively support the app launch and clearly highlight the most important features.

Solution & Implementation

Atype-based product video without a narrator was developed, which clearly structures the content and provides visual guidance. The basis for this was the app's UX, from which a compact text-based "quick guide" was created. Clear typography, precise timing, and a rhythmic structure ensure that the content can be quickly grasped and intuitively absorbed. A fast-paced, dynamic soundtrack was selected to reinforce this, allowing the whole thing to be animated with perfect timing.

result

The video shows how users can conveniently control their energy consumption today using their smartphones. Direct profile access, digital services, and transparent information make the app an essential digital companion for everyday life. The product video reduces complexity, provides guidance, and accompanies the app launch in a clear and modern way.

Full of energy in sound and typography—that's how the features of the new Mainova app are presented.

Conclusion

Type-based video production without voiceovers has established itself as an effective response to digital use, international target groups, and changing media behavior. It enables clear communication, high flexibility, and a modern, brand-appropriate presentation of products and services. Those who take this approach can communicate much more efficiently and successfully with their product videos, especially with younger target groups.

Nutcracker Premium Videos:

Specialization in type-based product videos

The product video agencyNutcracker Premium Videosspecializes in typography-based motion design videos. Based in Frankfurt am Main, the agency focuses on developing clear, brand-compliant video formats that do not require a narrator but still convey complex content in an understandable way. The combination of storytelling, typography, motion design, and strategic dramaturgy results in unique product videos that can be used long-term and are efficiently scalable.

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