Explainer, Demo, Testimonial – Which Product Video Fits Your Stage?

If you spend any time on an e-commerce site you  probably come across this type of video

It’s short, simple, and shows you exactly what the product does. Sometimes it even gives you a quick look at how to use it in the real world. No flashy promos, no limited-time offers. Just the product doing its thing. That’s what we call a product video.

And these videos are everywhere. You’ll see them on product pages, brand websites, social media feeds, even in email campaigns. They’re super common because they work.

You might be wondering though, if it’s not pushing a discount or a launch, what’s it for?

It’s pretty simple. Product videos are meant to explain. They help people understand what a product is, how it works, and why it might be useful. That clarity builds trust. And while it might not lead to a sale right away, it helps people feel more confident when they’re ready to buy.

Now, you might be wondering “What if my product looks nothing like the example you gave?” well then you've come to the right place. today we will dig deep into the formats and type of a product video. Let’s get started.

Product Video: Different Format, Different Result

So, if we look at the table, you can see that one format doesn’t fit all. It really depends on what your company needs and the vibe you want to create for your brand.

There are tons of ways to bring a product video to life, and the format you choose should match what you're selling and where you’re sharing it. For example, if it’s a product people use every day, like the one we talked about earlier, live-action works really well. It lets you show how to use the product in a real-world setting, which is always super helpful.

If you're on a budget but still want something effective, 2D animation is a great choice for explainer videos. It’s easy to understand, looks clean, and works really well without breaking the bank. But if you’re going for a high-end look, especially for tech or hardware, 3D animation can really make the product pop and feel premium.

The main thing to remember is that every format serves a different purpose. You just want to pick the one that fits your product, your message, your audience, and your branding.

Style & Type Also Matter for Product Video

Alright, so aside from choosing the format, something else companies should keep in mind before creating their product video is the style and type of video. We talked about this in our “Why Your Product Needs a Video” blog, video ads and product videos usually target different audiences, depending on where the customer is in their journey.

Now, let’s break down which video types fit best for each stage of that journey.

Awareness Stage

Explainer Videos

Explainer videos are perfect for introducing your product and explaining what problem it solves. They give your audience a clear understanding of why your product matters and how it can make their lives easier. Since explainer videos are packed with essential info right from the start, they’re usually the go-to choice for companies during the awareness stage. This is when potential customers are just discovering your brand and need that first, solid introduction to what you offer.

It’s all about catching their attention early and helping them understand, in a simple, engaging way, why they should care about your product.

Best placed on: Homepage, product pages, blogs.

Comparison Videos

Comparison videos are a great way to introduce your product and show how it stands out from the competition. These videos highlight the unique features and advantages that make your product better or different than others in the market. Even though your audience may not be fully aware of your product yet, a comparison video can spark interest by showing them why your product might be the right choice for them.

In the awareness stage, comparison videos help potential customers understand how your product compares to others before they dive deeper into their research. It’s all about catching their attention early and helping them see the value of your product right off the bat.

Best placed on: Product pages, pricing pages.

Consideration Stage

Feature Demo Videos

Feature demo videos are where you really get to show off your product. These videos dive deep into the features people are most curious about, like "How does it actually work?" or "What makes it stand out?" You’re giving your audience a closer look at the parts of your product that will solve their problems and make their lives easier.

These types of videos are perfect when people are in the consideration stage, already aware of your product but still deciding if it’s the right fit. You’ll want to place them on product pages, user docs, or even targeted landing pages where people are searching for more in-depth details about your product.

Customer Testimonial Videos

Customer testimonial videos are super powerful because they let your happy customers do the talking. Instead of just telling potential buyers how great your product is, you let real people share their stories and experiences. This helps build trust and ease any worries they might have, especially when they're on the fence about buying.

These videos work best when people are just getting to know your brand, so they’re great for the awareness stage. Put them on your homepage or case study pages to show off what real users have to say about your product.

Decision Stage

Case Study Videos

Case study videos are a game-changer when your audience is almost ready to make a decision. These videos showcase real, measurable results from actual customers, proving how your product has helped others in similar situations. They give potential buyers the confidence they need to pull the trigger because they can see how your product has worked for someone just like them.

These are perfect for the decision stage, when people are ready to make a choice but might need a little push. They work best on industry-specific pages or conversion-focused pages where the goal is to show tangible results and close the deal.

Onboarding Videos

Once your customers are ready to buy, the onboarding process is crucial for keeping them happy and engaged. Onboarding videos show how easy and smooth it is to get started with your product. It’s a great way to reduce any confusion and ensure your new users feel confident from the get-go.

These videos should be placed in support centers or user guides, where users can easily find them when they need help getting started.

How Do You Know What Product Video Works for You?

Because a product video is an investment, it is important for you to plan ahead and get to know your project more. Before jumping into production, get clear on the basics:

• When will you need the video?
• Who is the video for?
• What is the main goal?
• How much are you budgeting?

Once you’ve got the answers to those key questions, like when you need the video, who it’s for, and what you want to achieve, you’ll have a much clearer idea of what kind of video you actually need. From there, it’s all about picking the right visual style that matches your brand. Is your brand fun and playful? Then you might want something animated and lively. Or if you’re going for a sleek, high-end vibe, a polished live-action video might be the move.

Next you've figured out the style, the next step is to team up with the right creative partner who can bring your vision to life. A solid creative team will help turn your ideas into something that not only looks amazing but also fits your brand perfectly. They’ll make sure everything clicks, from the visuals to the story, so your video really resonates with your audience. We talked about real life application of product video in our blog “How Brands Use Product Videos”

Conclusion

Product videos are super powerful, but they only work when they’re made with purpose. It’s not just about throwing something together, it’s about understanding what you really want to achieve, picking the right format, and having a solid strategy behind it. When all these things come together, your video can drive engagement, build trust, and help turn viewers into customers.

So, the most important one, know what you want from your video. Are you looking to explain a feature, show the product in action, or just build brand awareness? Once you’ve got your goal locked down, it’s about choosing the right format for your audience. Whether it's an explainer, demo, or testimonial video, the format you choose should match your message.

If you’re thinking, “This all sounds great, but I need some help making sure it all works,” don’t worry, we’ve got your back! Check out our animated product video services page and book a call with us. We’ll help you create a product video that doesn’t just look awesome but also gets real results.