“We need a video” is where a lot of conversations start. It’s a good instinct, but it skips the most important question: what should the video do? A film that makes people feel something about your company and a film that shows them how your product works are two different things. They’re written differently, shot differently and used differently.
The two formats that get mixed up most often are the brand video and the explainer video. Both can live on your homepage. Both can run on social. Both can be two minutes long. But they answer different questions for the viewer, and picking the wrong one is one of the easiest ways to spend a video budget without moving the needle.
This guide breaks down the difference, then walks through how to choose by goal, audience and funnel stage.
What is a brand video?
A brand video tells the story of who you are and why you exist. It’s about people, purpose and belief more than features. The viewer should come away with a feeling about your company: that you’re trustworthy, that you care about the same things they do, that you’re the kind of team they’d want to work with.
Good brand videos, or brand films, usually share a few traits:
- Real people on camera. Founders, employees and customers speaking in their own words.
- A story with stakes. Why the company started, what problem it refuses to accept, what it’s like to be on the receiving end of the work.
- Cinematic craft. Thoughtful light, composition, sound and music that carry emotion.
- Little or no product detail. The product may appear, but it isn’t the point.
If you want a deeper look at the format, read our guide on what a brand story film is.
What is an explainer video?
An explainer video helps someone understand something: what your product does, how a service works, or why a process matters. It’s about clarity. The viewer should come away knowing more than they did a minute ago and feeling confident about the next step.
Explainers often share these traits:
- A clear problem and solution. Here’s the challenge, here’s how we solve it, here’s how it works.
- Simple structure. Usually one idea at a time, in a logical order.
- Visual aids. Animation, motion graphics, screen recordings, product demos or on-screen text.
- A practical call to action. Book a demo, start a trial, read the docs.
Explainers don’t have to be animated. A live-action explainer, with a real person walking through a real process, can feel more credible than a cartoon. We cover this in more depth in our guide to educational video production in Canada.
The core difference in one line
A brand video answers “Why should I care about you?” An explainer video answers “How does this work, and is it right for me?”
Everything else follows from that. The script, the casting, the shooting style and where you publish the finished film all change depending on which question you’re answering.
Brand film vs. promo video: a quick note
People also ask about the brand film vs. promo video question. A promo video is usually short-term and offer-driven: a launch, a sale, an event, a season. It’s built to get action now. A brand film is built to last. It should still be true and still be worth watching a year from now. Promos borrow energy from the moment; brand films build trust over time. Many companies need both, but they shouldn’t be confused.
How to choose: goal, audience and funnel stage
Start with the goal
Ask what you want to change in the viewer’s mind.
- “We want people to know and trust us.” That’s a brand video.
- “People like us, but they don’t get what we do.” That’s an explainer.
- “We need sign-ups for this month’s offer.” That’s a promo or ad.
- “Prospects want proof it works.” That’s a case study or testimonial.
If you can’t name one main goal, the video will probably try to do everything and land nothing.
Then think about the audience
Who’s watching, and what do they already know?
- Cold audiences who have never heard of you respond to story and emotion. They need a reason to pay attention before they care how anything works.
- Warm audiences who are comparing options want clarity. They’re ready for the explainer.
- Internal or partner audiences, such as new hires, investors or distributors, often need both: the why and the how.
Map it to the funnel
A simple way to think about the types of marketing videos is to line them up with where a buyer is.
| Funnel stage | Buyer’s question | Best-fit format |
|---|---|---|
| Awareness | “Who are these people?” | Brand film, short brand cutdowns |
| Consideration | “What do they do, and how?” | Explainer, product walk-through |
| Decision | “Has it worked for someone like me?” | Case study, customer story |
| Loyalty and advocacy | “Am I proud to be part of this?” | Brand film, community and culture stories |
The brand film often works at both ends: it opens the door at the top of the funnel and gives existing customers and employees something to share. The explainer does its best work in the middle, when a buyer is actively trying to understand you.
Can one video do both?
Sometimes, but carefully. A brand film can include a short, clear line about what you do, and an explainer can carry a bit of your personality. What doesn’t work is a five-minute film that tries to be an origin story, a product tour and a sales pitch all at once.
A better approach is to plan a small set of films from the same shoot. Capture the interviews and the moments that make the brand film, then use some of the same day to film demos or process shots for an explainer. You save on crew days and you get two assets that each do one job well. Our guide to brand film cutdowns shows how one master film can feed many shorter pieces.
Explainer video production in Canada: what to plan for
If you’re leaning towards an explainer, a few planning notes will save time:
- Lock the script before anything else. Explainers live or die on clarity, so the words need to be right before the visuals are designed.
- Decide live action, animation or a mix. Animation suits abstract or invisible ideas, like software or finance. Live action suits physical products, services and anything where trust in real people matters.
- Plan for French and accessibility early. If you sell across Canada, think about French versions and captions from the start rather than bolting them on later.
- Keep it focused. One product, one audience, one main idea.
For brand films, the planning centres on people instead: who has the story, how to make them comfortable on camera, and where the story actually happens. Our video production brief template works for both formats.
How Brand Story Media can help
We make brand films: documentary-style stories built around real people, shot with a cinematic eye. When a project also needs a clear explainer or a set of cutdowns, we plan them into the same production so everything feels like one brand. If you’re not sure which format fits your goal, that’s a good place to start the conversation.
Learn more about our brand story films.
Book a call
Not sure whether you need a brand video, an explainer or both? Tell us what you’re trying to change, and we’ll help you pick the right format.
Book a call with Brand Story Media →
Frequently asked questions
Is a brand video the same as a commercial?
Not quite. A commercial is usually short, built for paid placement and often tied to an offer. A brand video is longer-lived and focuses on story and values. A brand film can be cut down into commercial-length pieces, though.
Should an explainer video be animated?
It depends on what you’re explaining. Animation is great for software, data and processes you can’t film. Live action often works better for services and physical products, because people trust what they can see.
Which should we make first?
If people don’t yet know who you are, start with the brand video. If they know you but keep asking what you actually do, start with the explainer.
Can we film both on the same shoot?
Often, yes. With good planning, interviews and story moments for a brand film and demo footage for an explainer can be captured on the same days, which keeps costs down.