There are two major flavors of syntax when it comes to minimalist/no-build JS templating: 1) tree of function calls like this or hyperscript - this is popular

There are two major flavors of syntax when it comes to minimalist/no-build JS templating: 1) tree of function calls like this or hyperscript - this is popular because the language syntax enforces markup well-formedness (e.g. you can't express `<b><i>foo</b></s>`) and it's easy to implement minimalist engines on top of this API style. Hyperscript in particular is also compatible with JSX. 2) template strings - this is popular because you can actually write angled brackets without a build step, but it tends to come at a cost of less syntactical safety (e.g. `<b><i>foo</b></s>` may or may not explode early enough in the dev cycle) and some might argue the semantics of various syntactical permutations are less clear and/or more complex to implement (e.g. what are these supposed to do? `<${a}>`, `<a ${[b, c, d]} />`, `<a ${'b=c'} />`, `a<b, c>d`, etc)