Exploring the Differences Between Animated Explainer Videos and Promotional Videos
When it comes to marketing and communication, businesses often rely on video content to convey their messages effectively. However, the choice between an animated explainer video and a promotional video can significantly impact the outcome. Let's dive into the differences between these two types of videos and understand when to use each.
Purpose
Animated Explainer Video: Objective: Designed to educate or inform the audience about a product, service, process, or concept. Focuses on simplifying complex ideas into digestible visuals and narratives. Commonly used for tutorials, product demonstrations, or brand introductions.
Promotional Video: Objective: Focused on creating awareness, excitement, and interest around a product, service, event, or brand. Often aims to generate sales, drive attendance, or boost engagement. Emphasizes emotional appeal, storytelling, and brand identity.
Format
Animated Explainer Video: Primarily uses animation (2D, 3D, motion graphics, whiteboard animations, etc.). Relies heavily on visuals like icons, characters, infographics, and text overlays to convey messages. Voices over or background music are typically used for narration and engagement.
Promotional Video: Often includes live-action footage, interviews, testimonials, and cinematic storytelling. May also incorporate animations, but these are typically secondary to live visuals. Dynamic editing, background music, and special effects enhance appeal.
Target Audience
Animated Explainer Video: Appeals to audiences looking for clarity or education. Commonly used for B2B clients, startups, or tech companies to explain services, processes, or new innovations.
Promotional Video: Tailored for a broader audience to create buzz or build excitement. Suited for advertising campaigns, event promotions, product launches, or brand awareness initiatives.
Production Style
Animated Explainer Video: Produced using animation software (e.g., Adobe After Effects, Blender, Toon Boom). Requires graphic designers, animators, and scriptwriters. More time-intensive for storyboarding and animation rendering.
Promotional Video: Involves on-location or studio shooting, video editing, and sometimes special effects. Requires videographers, editors, directors, and actors if live-action is involved. Production timelines can vary based on complexity and scale.
Examples
Animated Explainer Video: A video explaining a new software system for tech startup users. A tutorial video demonstrating how a health app works for its target audience.
Promotional Video: A cinematic ad for a new smartphone launch that highlights features and benefits. A motivational video showcasing an event or brand story that builds anticipation.
Conclusion
While animated explainer videos focus on simplifying and educating, promotional videos are more about engaging and selling. Companies often use both in tandem to address different stages of their marketing funnel—explainer videos for awareness and education, and promotional videos for conversion and branding. Understanding the differences and choosing the right type of video for your needs can help you achieve your marketing goals more effectively.