Explainer Videos vs. Promotional Videos: Which One Does Your Business Need?
In today’s digital marketing landscape, video content has become one of the most effective ways to engage customers, build brand awareness, and drive sales. Two of the most common types of business videos are explainer videos and promotional videos—but which one should you use for your marketing campaign?
Both serve different purposes and can be powerful tools when used correctly. In this article, we’ll break down the key differences between explainer videos vs. promotional videos, their benefits, and how to choose the right one for your business.
1. What is an Explainer Video?
An explainer video is a short, informative video designed to explain a product, service, or concept in a simple and engaging way. These videos often use animation, voiceovers, and text to break down complex ideas and make them easy to understand.
🔹 Common Features of Explainer Videos:
✔ Short and Concise (Typically 60–120 seconds)
✔ Focus on Problem-Solution (Shows how a product/service solves a problem)
✔ Use of Animation or Live Action
✔ Includes a Call-to-Action (CTA)
📌 Examples of Explainer Videos
- Tech companies explaining how their software works
- Startups introducing new business models
- Healthcare companies demonstrating how a treatment works
💡 Example: Dropbox’s animated explainer video helped increase signups by 10 million users in just a few months.
Benefits of Explainer Videos
✅ Simplifies Complex Information – Helps customers understand technical products easily
✅ Boosts Engagement – Keeps viewers interested with storytelling and visuals
✅ Enhances Conversion Rates – Can increase conversion rates by 20-80%
✅ Great for SEO – Helps websites rank higher in search engines
2. What is a Promotional Video?
A promotional video is a marketing video used to promote a brand, product, or event with the goal of generating excitement and driving sales. Unlike explainer videos, which focus on education, promotional videos aim to persuade and attract customers.
🔹 Common Features of Promotional Videos:
✔ Focus on Emotional Appeal
✔ Visually Engaging and High-Energy
✔ Calls to Immediate Action
✔ Often Includes Customer Testimonials
📌 Examples of Promotional Videos
- Product launch videos showcasing a new item
- Brand awareness campaigns for companies
- Event promotion videos for upcoming events
💡 Example: Apple’s iPhone launch videos are perfect promotional videos that highlight innovation, design, and excitement around the product.
Benefits of Promotional Videos
✅ Increases Brand Awareness – Helps businesses stand out in a crowded market
✅ Drives Immediate Sales – Encourages viewers to take action
✅ Great for Social Media Advertising – Works well on platforms like Facebook, Instagram, and YouTube
✅ Boosts Customer Engagement – Excites and attracts potential buyers
3. Key Differences: Explainer Video vs. Promotional Video
| Feature | Explainer Video | Promotional Video |
|---|---|---|
| Purpose | Educate & Explain | Promote & Sell |
| Length | 60-120 seconds | 30-90 seconds |
| Focus | Problem-solving & informative | Emotional & high-impact messaging |
| Visual Style | Often animated, sometimes live-action | High-quality visuals, branding |
| Best For | SaaS, Startups, Tech, Healthcare | Retail, Events, Branding, Product Launch |
| Call-to-Action | “Learn More” / “Try for Free” | “Buy Now” / “Sign Up Today” |
Both types of videos are powerful, but they serve different marketing needs.
4. When Should You Use an Explainer Video?
📌 Best for:
✔ Businesses with complex products or services
✔ Startups introducing a new concept
✔ Companies looking to educate customers
When to Use an Explainer Video:
✅ Launching a new product/service that needs a clear explanation
✅ Rebranding or explaining a new business model
✅ Onboarding new users and helping them understand your offerings
💡 Example: If you run a software company, an explainer video can show customers how your app solves a specific problem.
5. When Should You Use a Promotional Video?
📌 Best for:
✔ Businesses focused on branding and conversions
✔ Retail and eCommerce brands
✔ Product launches and special offers
When to Use a Promotional Video:
✅ To create hype before a new product launch
✅ For a limited-time offer or special discount
✅ To boost brand visibility on social media and ads
💡 Example: If you own a fashion brand, a promotional video showcasing your latest collection with energetic music can drive more sales.
6. How to Create an Effective Explainer or Promotional Video
✅ Step 1: Define Your Goal
- Do you want to educate? (Explainer Video)
- Do you want to promote and sell? (Promotional Video)
✅ Step 2: Keep It Short and Engaging
- Explainer Videos: 1-2 minutes is ideal
- Promotional Videos: 30-60 seconds for maximum impact
✅ Step 3: Use High-Quality Visuals & Storytelling
- Choose animation for explainer videos to simplify complex ideas
- Use live-action and testimonials for promotional videos to create excitement
✅ Step 4: Add a Strong Call-to-Action (CTA)
- Explainer Videos: “Sign up for a free demo”
- Promotional Videos: “Shop Now” or “Limited Offer”
✅ Step 5: Optimize for SEO and Social Media
- Add keywords in the video title and description
- Use eye-catching thumbnails to boost click-through rates
- Add subtitles since most social media users watch videos on mute
7. Which Video Type Should Your Business Use?
💡 Choose an Explainer Video If:
✔ You need to educate your audience about a product/service
✔ You want to increase understanding and reduce confusion
✔ You offer complex solutions that require explanation
💡 Choose a Promotional Video If:
✔ You want to boost brand awareness and sales
✔ You’re launching a new product or service
✔ You need to create hype and excitement
Final Thoughts
Both explainer videos and promotional videos are powerful tools for business growth. While explainer videos help customers understand your brand, promotional videos help sell and drive action.
For the best marketing strategy, consider using both types of videos in different parts of your sales funnel.
Looking for a professional video production company to create high-impact explainer or promotional videos? Dream Media Productions specializes in crafting engaging, high-quality videos tailored to your brand’s needs.
