Video content is a great way to connect with the right people in the right way, but not all films serve the same purpose. Whether you’re launching a new product, building trust with your audience or trying to simplify a complex idea, the type of video you choose can make all the difference.
So how do you know which format suits your brand best? Let’s break down three of the most common types: explainer videos, testimonial videos and product videos.
Explainer videos: clarify and educate
What is it?
An explainer video is a short, engaging piece that simplifies your product or service. It often answers the “what” and “why” in a way that’s visually clear and easy to follow. These can be animated, live-action or a combination of the two.
When to use it
- You have a complex or unfamiliar offering.
- Your audience needs to quickly understand how something works.
- You want to support sales with a clear pitch.
Strengths
- Great for increasing comprehension.
- Works well across websites, social platforms and sales presentations.
- Improves SEO and dwell time when embedded on landing pages.
Limitations
- May lack emotional resonance.
- Needs high-quality scripting to remain concise yet informative.
Testimonial videos: build trust and credibility
What is it?
Testimonial videos feature real customers or clients sharing their positive experiences with your brand. Think of them as word-of-mouth referrals, captured on camera.
When to use it
- You need to build credibility and social proof.
- Your service is people-centric or results-driven.
- You’re targeting new audiences who haven’t heard of you before.
Strengths
- Authentic and persuasive.
- Humanises your brand.
- Encourages conversion by showing relatable outcomes.
Limitations
- Requires willing participants.
- Needs to strike a balance between scripted structure and natural delivery.
Product videos: showcase features and functionality
What is it?
A product video focuses on demonstrating a specific item or service. It highlights its features, shows it in use and explains its benefits – all in a visually appealing format.
When to use it
- You’re launching a new product.
- You want to increase online sales or improve product page engagement.
- You’re running paid ads or social campaigns.
Strengths
- Perfect for e-commerce and direct-to-consumer brands.
- Helps reduce returns by showing accurate use.
- Highly shareable and effective in driving clicks.
Limitations
- Requires visual polish and strong production values.
- Should be kept brief to hold attention.
Which video should you choose?
The right video depends on your goals. If your audience doesn’t yet understand your product, an explainer video is your go-to. If you’re trying to cultivate credibility and trust, a testimonial is highly effective. And if you’re looking to sell or promote a specific item, a product video should take centre stage.
That said, these formats are not mutually exclusive. Many successful campaigns use all three, strategically deployed at different stages of the customer journey.
Still unsure? A tailored video strategy can help you make the most of your budget, message and brand identity. Let’s have a conversation about the stories your business needs to tell.
What type of film does your brand need?
Video content is a great way to connect with the right people in the right way, but not all films serve the same purpose. Whether you’re launching a new product, building trust with your audience or trying to simplify a complex idea, the type of video you choose can make all the difference.
So how do you know which format suits your brand best? Let’s break down three of the most common types: explainer videos, testimonial videos and product videos.
Explainer videos: clarify and educate
What is it?
An explainer video is a short, engaging piece that simplifies your product or service. It often answers the “what” and “why” in a way that’s visually clear and easy to follow. These can be animated, live-action or a combination of the two.
When to use it
Strengths
Limitations
Testimonial videos: build trust and credibility
What is it?
Testimonial videos feature real customers or clients sharing their positive experiences with your brand. Think of them as word-of-mouth referrals, captured on camera.
When to use it
Strengths
Limitations
Product videos: showcase features and functionality
What is it?
A product video focuses on demonstrating a specific item or service. It highlights its features, shows it in use and explains its benefits – all in a visually appealing format.
When to use it
Strengths
Limitations
Which video should you choose?
The right video depends on your goals. If your audience doesn’t yet understand your product, an explainer video is your go-to. If you’re trying to cultivate credibility and trust, a testimonial is highly effective. And if you’re looking to sell or promote a specific item, a product video should take centre stage.
That said, these formats are not mutually exclusive. Many successful campaigns use all three, strategically deployed at different stages of the customer journey.
Still unsure? A tailored video strategy can help you make the most of your budget, message and brand identity. Let’s have a conversation about the stories your business needs to tell.
Get in touch for a video strategy consultation.