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Video Production Agencies: Product & Explainer Videos

If you have ever found yourself deciding between a product video and an explainer video, you are not alone. These two styles are often so closely related that it is easy to question whether there is a real difference between them. After all, both aim to inform your audience and highlight your product or service. So, what sets them apart? Are they really distinct formats, or can one video do it all? In this article, we will explore the key differences between product and explainer videos, and why each serves a unique purpose at different stages of the customer journey. But we will not stop there—if you have wondered whether it is possible to blend the benefits of both, we will also look at how a hybrid approach might be the ideal solution for your needs. By the end of this article, you will have a clear understanding of which video format best suits your goals and how video production agencies can help you create the perfect video to engage your audience effectively.

Defining Product and Explainer Videos

Let us start by clearing the air on what these terms actually mean.

Product videos are usually straightforward. They demonstrate what a product looks like, what it does, and why someone might want it. These videos tend to focus on real-world use, benefits, and features. They are direct, to the point, and best used when a product is already being considered.

Explainer videos, on the other hand, aim to introduce a concept or explain a process. These are often animated or include voiceover-driven visuals that walk the viewer through how something works. Explainer videos tend to appear earlier in the buying journey, especially when an audience needs a bit of context before they can appreciate a solution.

Video production agencies often help businesses define which category their project falls into. Sometimes, a client believes they need a product video, when in fact their audience needs background information first—something explainer videos are far better suited to deliver.

The Hybrid Approach: Combining Explainer and Product Videos

Not every decision is binary. Some situations call for a bit of both formats. This is where hybrid videos come into play. Think of a video that opens with a clear explanation of a problem or industry challenge and smoothly transitions into a demonstration of how a specific product solves it.

The benefit of this format is that it respects the viewer’s time while offering context and demonstration in a single sitting. It works well across multiple platforms and can accommodate audiences at different stages of awareness.

Video production agencies often guide businesses in structuring hybrid videos to maintain narrative clarity. Without professional planning, these videos can easily become disjointed. Agencies ensure each segment flows logically, with visual cues, tone, and pacing that feel intentional rather than improvised.

Strategic Framework for Selecting the Appropriate Video Type

Choosing between explainer, product, or hybrid formats is not a matter of preference—it depends on specific marketing and business factors. Here is how to break it down:

Marketing Funnel Stage:

• Awareness: Explainer videos are more useful here. They offer foundational knowledge and spark curiosity.
  
• Consideration: Hybrid formats can be effective, combining education and demonstration to hold interest.
  
• Decision: Product videos serve best at this stage by reinforcing selling points with visual proof.
  

Product Complexity:

• If the offering is technical or nuanced, an explainer format provides the background necessary for understanding.
  
• Simpler products often perform better with clean, no-nonsense product videos that highlight usability.
  

Audience Familiarity:

• New audiences benefit from explainer videos that set the stage.
  
• Returning or informed viewers are usually ready for direct product content.
  

Budget Considerations:
Interestingly, hybrid videos can offer some cost-efficiency. Rather than producing two separate assets, one well-planned hybrid video can fulfill multiple purposes. Video production agencies often structure these projects to meet varied objectives without inflating production costs.

Distribution Channels and Platform Optimisation

A video’s value does not end at creation. Where it is shared—and how—can affect its success. Different platforms reward different formats.

Explainer videos tend to perform well on social media. Their short, animated, or visual-driven style suits scrolling behaviour. Platforms like LinkedIn and Instagram appreciate clear messaging, and explainer videos often fit the bill.

Product videos, in contrast, shine on ecommerce pages, product listings, and in remarketing ads. They serve as the final nudge, addressing hesitations and closing sales.

Hybrid videos offer flexibility across multiple environments. A well-produced hybrid can be sliced into shorter segments for social use while remaining available in full on a landing page.

Video production agencies typically plan distribution into the production process. This includes adjusting aspect ratios for different platforms, creating alternate cuts, and preparing subtitles to ensure reach across all viewing preferences.

Performance Metrics and ROI Analysis

Without data, all a business has is a hunch. Each type of video serves different functions and should be measured accordingly.

• Explainer videos often raise awareness and improve page dwell time. Studies have shown that landing pages with explainer videos see conversion rates increase by as much as 86%.
  
• Product videos influence purchasing behaviour. When used effectively on ecommerce platforms, they help reduce bounce rates and can even lead to lower return rates due to clearer customer expectations.
  
• Hybrid videos meet in the middle. Their metrics often span both categories—higher view completion rates, increased brand interest, and measurable conversions.
  

Video production agencies help businesses define which metrics to monitor. This includes A/B testing versions of a video, tracking click-through rates, and monitoring drop-off points. These insights then feed into future video planning.

Conclusion: Matching Video Strategy to Marketing Needs

Explainer videos help build understanding. Product videos clarify value. Hybrid videos aim to do both. Choosing the right type is less about following trends and more about knowing what the audience needs at a given moment.

Each format plays a role, and none of them exist in isolation. For businesses that want to make sense of it all and avoid wasted effort, working with video production agencies can make a noticeable difference. From shaping the script to managing post-production and distribution, agencies offer structure and strategic thinking behind the scenes.

With the right guidance and format, a video is no longer just something nice to have. It becomes a smart part of communication that works quietly and consistently, wherever it is placed.

Explainer or product video? Why not both? At Sound Idea Digital, we help businesses decide what’s best for their audience and create videos that work. Let’s talk and get your project rolling.

We are a full-service Web Development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production. 
Contact us for a quote. | enquiries@soundidea.co.za | https://www.soundideavideoproduction.co.za| +27 82 491 5824 |