Founder note
Product video vs demo video vs explainer
A product video shows what your software is and why it matters, usually in 20 to 40 seconds. A demo video walks through using it, usually 60 to 90 seconds. An explainer teaches the idea or problem behind it, often with animation. Pick by the question your viewer is asking.
These three names are used loosely, which makes it hard to know what to ask for. The easiest way to separate them is by the question the viewer is asking.
The difference in one table
| Product video | Demo video | Explainer video | |
|---|---|---|---|
| The viewer asks | What is this, and why should I care? | How do I use it? | What problem is this about? |
| Shows | The product and its main benefit | The product in use, step by step | The idea, often with animation |
| Typical length | 20 to 40 seconds | 60 to 90 seconds | 60 to 120 seconds |
| Where it lives | Landing page, launch posts, ads | Website, sales emails, onboarding | Pages for people new to the category |
| Style | Fast, focused, one result | Clear, ordered, shows the flow | Story-led, often illustrated |
The lengths are working ranges from our own production, not rules.
When to use each
Product video. You want people to understand the product and want it in seconds. It is the right first video for most software launches. Cut shorter versions of it for social.
Demo video. The viewer is interested and wants to see how it works before they sign up or book a call. It earns its length because they chose to watch it.
Explainer video. Your category or problem is new, so people need teaching before they can care about the product. If your audience already knows the problem, skip this one.
How they work together
You do not have to pick one. A common set for a software team:
- A product video for the launch, with 15-second and 6-second cuts.
- A demo video for the website and sales conversations.
- An explainer only if the category needs it.
Plan them from one story, so the language, the screens and the promise match. Start with a storyboard, which we explain in what a product video storyboard is.
What they have in common
All three do better when they are:
- built from your real product, not stock footage
- captioned, because feeds usually start muted
- clear about one thing to remember
- finished with a single action
For how long each should run, see how long a product video should be. If you want a launch film made for you, the packages and prices are on our home page.
Any of these short styles can be a One Film video. The longer demo comes with Launch + Ads or as an add-on.
Frequently asked questions
Which video should a startup make first?
A short product or launch video, around 20 to 40 seconds. It works on your landing page, in your launch post and in social cuts. Make a longer demo once people are interested and want to see how it works.
Is a demo video the same as a screen recording?
Not quite. A screen recording captures what happened on screen. A demo video is planned: it zooms in, cuts the waiting, adds text and a clear order, and ends on the result. A raw recording is often the source material for one.
When do I need an explainer video?
When people do not yet understand the problem or the category, for example a new kind of product. If your audience already knows what you do and needs to see it, a product or demo video is the better choice.
Try it free
Keep reading
How long should a product demo video be?
Match the length to the job: 6 seconds to get noticed, 15 to explain, 20 to 40 for a launch film, 60 to 90 for a demo. Here is how to choose.
What is a product video storyboard? (with a template)
A storyboard is a one-page plan of every scene, the words on screen and the voiceover, approved before filming. Here is what goes in it, with a free template.
Want it made for you? SaaS explainer video, from $199
Your product's how-it-works, step by step, with the real interface filling in as each step happens. For your homepage, sales emails and onboarding. The storyboard is free, and you watch a private preview before you pay.
See saas explainer video examples and prices or get a free storyboard →