Product Video vs Explainer Video: Which One Should You Choose

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There is no doubt that video marketing plays the greatest role in a company's strategy. While scrolling through a person's social media or even a website, one thing that will definitely grab their attention much faster than anything else would be video marketing. A good video marketing strategy is no longer a choice, but rather a necessity.

When choosing the type of video to create, many firms will ask: Should I create a product video or an explainer video? Despite seeming very similar, these two types of videos cater to different stages of the purchase decision. Distinguishing the difference between the product video and the explainer video enables one to manage their finances better.

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What is a Product Video?
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A product video is a visual presentation exclusively centered on a physical or digital product. Its main objective is to demonstrate the product "in action." It showcases a product's design, build quality, and unique features.

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Benefits of Product Videos

• Builds Trust: Consumers are more likely to purchase products when they observe their practical usage. Once they understand how the product works in a specific scenario, their trust increases.
• Reduced Return Rates: Videos provide clear insights into the exact size, specifications, and practical use of the products. Thus, there are no misconceptions among consumers, reducing return rates.
• Highlights Quality: High-definition imagery and close-ups highlight the fine qualities of product materials and finishes. This makes it easy for consumers to assess product quality, especially for expensive products.
• Drive Sales: Videos work well on product-focused sites. Decision-making becomes faster, thereby improving the conversion rate.

Most companies looking for product video production want videos that make their products irresistible.

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What is an Explainer Video?
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An explainer video is a short video that explains, in a more simple way, what the company, product, or service does and how it works. It does not get into the "what", it gets more into the "why" and "how."

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Benefits of Explainer Videos
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• Makes complex information simple: Through the use of explainers, you can communicate complicated or technical information using easy-to-understand visual liners. These types of videos use simple language, visuals, and an organized flow to ensure the audience understands what the video is all about.
• Improve Retention: Using videos can dramatically improve information retention, as most people retain far more when watching videos than when reading books and articles.
• Improves SEO: Videos tend to keep visitors on your website longer. And this is an excellent indication to search engines that your information is valuable, helping your ranking move up, and everything else improves as well.
• Versatility: A product video can serve various functions. You may use it for marketing, onboarding, employee training, or simply to explain services.

Product Videos vs. Explainer Videos: Key Differences
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Both serve a critical role in the types of marketing videos, and they work differently. The following breaks down how they compare:

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If you think of a product video vs explainer video, the former is the show, and the latter is the tell.

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When to Use Each Video Type
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The decision comes down to where your audience is in their journey between these two.
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1. Use a Product Video when:

• Sell products: If you sell products like headphones, shoes, or kitchen tools, customers want to learn how they look and work in real life. Product videos show details like size, texture, and use, which, in turn, help buyers feel confident before purchasing.
• You are launching a new feature: a product video can visually demonstrate how new your product or software is after an update. Screen recordings or demos show users how to use the feature step by step, reducing confusion and support queries.
• You want to boost conversion on a sales page: Selling videos is extremely powerful directly before the purchasing decision. They address last-minute concerns, earn trust, and get users to click "Add to Cart," ultimately driving sales.

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2. Use an Explainer Video when:

• Your service is intangible: If you sell services (insurance, consulting, or software), there is no physical item to show for it. Explainer videos are a great way to visually introduce your service, making it easy for viewers to grasp.
• You are introducing a new brand: When your brand is new, people need to know who you are and what you do. An explainer video clearly shares your story, your values, and the problem you solve, helping build trust from the start. 
• You need to educate your audience: if your brand is new, tell people who you are and what you do. By using an explainer video, you clearly tell your story, your values, and the problem you solve, and it helps build trust from scratch.

Real-World Examples
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To gain a clear grasp of these terms, we will look at examples of product and explainer videos.

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Product Video Examples
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• Apple iPhone Launches: This is considered to be the best example. Using dramatic angles and light rays, it shows only the system's round edges and cameras.
• Peloton Videos: In these videos, Peloton emphasizes the hardware aspect, featuring close-up images of its interface and resistance knob on the bike, along with its frame in the background.

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Explainer Video Examples
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• Dropbox: This is their well-known launch video, wherein they explain cloud storage using basic cut-out animation within just three minutes. Since it didn’t show the code, it showed the error.
• Dollar Shave Club: This is a live example of an explainer. It highlights that purchasing a razor is difficult nowadays, and their solution addresses this issues.

Cost Comparison

Promotional video production costs depend on the complexity of the content, its length, and the style.

• Product Video Cost: This is quite expensive because it needs an excellent quality camera, special lights, studio rental, and experts who will perform color correction work. However, you can make an extremely basic product video in the unboxing style on a small budget.
• Explainer Video Costs: Depending on the style (whether you need a 2D or 3D one), the cost varies. Since there won't be actors or locations, you will pay for the time animators spend designing and producing your videos.

For business video production, the cost of a high-quality video ranges from around $3,000 to over $20,000.

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How to Choose the Right Video Type for Your Business
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Choosing the right video format is very important when planning video marketing campaigns. Here are the steps you must take into account:

• Identify the objective: The initial stage in the whole process. An educational video gives an idea of the product. Choose the product video when you want to show the product's real look, characteristics, and use.
• Know Your Offers: Identify what makes your video special, and make sure it aligns with your offers. Videos that showcase actual product use are best suited for physical products. However, explainer videos that explain complex topics will work well for services or applications.
• Choose the right platform: The next step is to decide which platform you want to launch your video on. If you wish to use a homepage video, the video should be simple and attractive. However, product page videos should focus on your product’s key features.

Deciding which type of video will work to generate more interest and generate better results is an important part of the process.

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Conclusion
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Understanding how product videos differ from explainer videos lets you convey the right message at the right time. Product videos act as your closer. They serve as a visual reference for what your product will look, feel, and work like, helping customers in their decision-making process. Explainer videos act as your educator. They describe the issue and showcase how your solution works. Combining them creates a powerful video marketing strategy that educates, engages, and converts viewers.

Simply Thrilled is one of the top UK-based award-winning corporate video production agencies. We offer high-quality promotional video production services. We combine data and creativity to drive your videos to maximum performance, helping your brand stand out in a competitive market.

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FAQs
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1. Can a video be both a product video and an explainer video?

Yes. These popular videos are commonly called Hybrid Videos. They could start with an explainer about a problem, then show the product's specific physical features.
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2. Which video type offers the best ROI?

It really depends on your own limitations. An explainer video has a higher ROI when people visit your site but are unsure what you do. A product video will work better if potential customers understand what you do, but are confused about buying.

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3. How long should these videos be?

Generally, both should be kept under 90 seconds. Short attention spans mean it's important to get straight to the point in any of these marketing videos.

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