While it may seem like they’re the same thing, they actually serve completely different purposes.
Explainer videos are primarily used on your home or landing pages to explain your product or service enough to get visitors interested to take action on the 1st step of your sales process (filling out a form, signing up for a free trial, etc.)
It’s best for someone’s initial visit to your website, and shouldn’t exceed 1 to 2 minutes.
Sales videos on the other hand are for converting your leads into customers and users. Getting them to actually pay. This type of video should only be shown once someone has already shown interest by taking an initial action already. A sales video will normally be 3 to 10 minutes long.
It goes into more detail on how your product or service works, why it’s better than what’s already in the market, answers all their objections, provides testimonials, etc. Basically anything and everything that will help you convince someone to buy.
An explainer video will most likely be found on your home page and landing pages you use for marketing, while a sales video will go on your pricing, order, or sales page.
If you use an explainer video to try to sell someone, it won’t be enough to convince them. They’ll only get a quick overview of your product or service. It doesn’t go into detail, doesn’t answer objections, etc.
If you use a sales video to explain your product or service to someone on their initial visit to your site, you’ll bore them with way too much info.
They haven’t shown interest yet. They just want to quickly know what you have and what’s in it for them.
Tip: Another great strategy and use of a sales video is to chop it up into smaller videos to use in your email follow up campaigns (for turning leads into customers). Giving them the content a little at a time instead of all at once.
They are both equally important. You need the explainer video to get you the leads, and the sales video to turn those leads into customers.
You can think of a sales video as an automatic 24/7 salesperson that’s constantly selling in the best way possible. It certainly doesn’t replace selling live on the phone or in person, but it’s the next best thing.
You can probably live without the sales video, but that just means more manual selling that will involve someone on your team answering the same questions and objections over and over again.
Both types of videos are great investments!
Of course the idea of having both an explainer video and sales video sounds great, but you’re probably thinking it will cost you an arm and a leg.
But these videos shouldn’t be seen as expenses, but rather investments.
They are both continuously helping your business generate leads and sales. They pay for themselves over and over again.