Explainer Video vs. Product Demo: What’s the Difference?
When it comes to introducing your product to potential customers, choosing the right video format is crucial. Two popular video styles dominate in this space: explainer videos and product demos. While they may seem similar at first glance, they serve distinct purposes and cater to different stages of the customer journey. Choosing the wrong type can lead to confusion, missed opportunities, and wasted resources.
This blog will break down the differences between explainer video and product demos, the unique roles they play, and how to choose the right one for your needs.
What Is an Explainer Video?
An explainer video is a short, highly engaging video designed to simplify complex concepts and introduce your audience to your product or service. They are often animated but can also feature live-action footage or a mix of both.
Purpose:
The primary goal is to explain why your product exists and how it solves a specific pain point for your audience. Think of it as your product’s elevator pitch in video form.
Target Audience:
Explainer videos are aimed at a general audience, often those who are just discovering your brand or don’t yet fully understand your product’s value.
Key Characteristics:
- Short and concise: Typically 90 seconds or less.
- Story-driven: They usually tell a quick, relatable story about the problem your product solves.
- Simplified visuals and animations: Made to grab and retain attention while explaining complicated topics in digestible ways.
- Broad messaging: These videos focus on the “big picture” rather than specific features or functionalities.
Example Use Cases:
- Launching a new product or service.
- Running social media ads to raise brand awareness.
- Adding a video to your website’s homepage for first-time visitors.
An Example in Action:
Imagine a SaaS company that offers project management software. Their explainer video might start with a chaotic scene of a team struggling with deadlines, back-and-forth emails, and lack of accountability. Then, it seamlessly transitions to showcasing how their solution simplifies workflow, keeps everyone aligned, and saves time.
What Is a Product Demo?
A product demo takes a more direct approach and dives into the how of your product. These videos exhibit your product’s features and functionalities in detail, giving viewers a clear understanding of what it does and how it works.
Purpose:
The goal of a product demo is to demonstrate functionality and help the viewer see the product in action. It’s about converting interest into decision-making or purchase readiness.
Target Audience:
Product demos are created for a more informed audience such as potential customers in the consideration stage, existing clients, or stakeholders evaluating whether the product is the right fit for their needs.
Key Characteristics:
- Detailed and Informational: Product demos focus heavily on showcasing specific features and how to use them.
- Longer runtime: These videos are often between 2-10 minutes, depending on the complexity of the product.
- Real-world context: They typically feature real footage of the product being used or screen recordings for software products.
- Benefits-focused: While demonstrating features, the video ties them back to the benefits they provide.
Example Use Cases:
- Sales presentations to prospective clients.
- Onboarding videos for new customers.
- Tutorials to guide users on adopting specific features.
An Example in Action:
Take the same SaaS project management company. A product demo video might take the viewer through the software’s dashboard, showing how to create a task, assign it to a team member, set due dates, and track progress. The goal is to provide clarity and build confidence in the product’s usability.
Key Differences Between Explainer Videos and Product Demos
Now that we’ve defined what each video type is, let’s break down the key differences to clarify their purposes.
|
Aspect |
Explainer Video |
Product Demo |
|---|---|---|
|
Purpose |
Introduce the “why” of your product |
Showcase the “how” of your product |
|
Audience |
General audience or new prospects |
Potential customers or those further down the funnel |
|
Length |
60–90 seconds |
2–10 minutes |
|
Tone |
Simplified, engaging, and often playful |
Informative and practical |
|
Visual Style |
Often animated or story-driven |
Real-life context with actual product footage |
|
Focus |
Problem-solving and high-level benefits |
Specific features and real-world applications |
When Should You Use Each Video Type?
Choosing between an explainer video and a product demo isn’t about one being better than the other. Instead, it’s about understanding your goals and where your customer is in their buying process.
Use an Explainer Video When:
- You’re building brand awareness.
- You want to introduce your product to a broad audience.
- Your goal is to spark interest and hook your viewer.
Explainer videos shine in upper-funnel marketing, where people might not yet know they need your product but are searching for solutions to their problems.
Use a Product Demo When:
- Prospective customers are comparing their options and need more in-depth information.
- You’re responding to someone directly looking for specifics.
- It’s time to educate your audience or onboard them.
Product demos are ideal for middle-to-lower funnel marketing efforts, where the viewer has already shown interest and is seriously considering purchase.
Can You Use Both?
Absolutely! Explainer videos and product demos are not mutually exclusive. Many businesses use a combination of both at different stages of their marketing funnel. For example:
- Use an engaging animated explainer video on your social media channels or landing page to hook new visitors.
- Follow up with a detailed product demo via email or during a sales call to address their specific needs.
By integrating both types of videos into your strategy, you can address customer pain points across all stages of the buyer’s journey.
Final Thoughts
Effective communication is at the heart of any successful customer relationship, and videos are one of the most dynamic ways to achieve this. Whether it’s the casual, high-level storytelling of an explainer video or the in-depth detail of a product demo, both formats have a distinct role in driving engagement and conversions.
Not sure where to start? Evaluate where your potential customers are in their journey, pinpoint the goals of your campaign, and choose the appropriate format accordingly. Video content remains one of the most impactful tools in a marketer’s arsenal. When used strategically, it can grow your brand, educate your audience, and ultimately convert more leads.
Now’s the time to start crafting the right video strategy for your brand. Whether you choose to create an explainer video, a product demo, or both, remember that the focus should always be on providing value to your audience.
