Brand Video vs Explainer Video: Choosing the Right Format for Your B2B Organization

When B2B leaders decide to invest in video content, one of the first questions they face is whether to create a brand video or an explainer video. While both formats can drive engagement and communicate value, they serve distinctly different purposes and work best in different contexts.

This choice isn’t just about creative preference—it’s a strategic decision that affects everything from budget allocation to messaging clarity to audience engagement. Research shows that the choice between brand and explainer videos requires different approaches to budgeting, messaging, and audience targeting, with each format serving distinct business objectives. For organizations building digital products, launching new services, or trying to cut through crowded markets, understanding these differences can mean the difference between a video that drives real business outcomes and one that gets lost in the noise.

The decision comes down to understanding your primary objective: Are you trying to build brand awareness and emotional connection, or do you need to explain a complex product or process? Let’s break down when each format makes sense and how to choose the right approach for your organization.

Understanding the Core Differences

Brand videos and explainer videos may both use motion graphics, storytelling, and professional production, but they’re built to accomplish fundamentally different goals.

Brand videos focus on emotional connection and company values. They’re designed to build recognition, trust, and affinity with your audience—using narrative-driven storytelling to establish brand identity and create lasting relationships with viewers. These videos typically showcase your organization’s personality, culture, and mission rather than diving deep into specific products or services.

Explainer videos are instructional by nature. They break down complex concepts, demonstrate how products work, or walk viewers through processes step-by-step. Industry research confirms that explainer videos excel at simplifying complex information and enhancing knowledge retention. The primary goal is understanding and clarity, not emotional resonance.

When Brand Videos Make Sense

Brand videos work best when your organization needs to establish credibility, differentiate from competitors, or communicate values that resonate with your target audience. Multiple sources confirm that brand videos excel at building trust and establishing unique positioning through emotional storytelling. They’re particularly effective for:

• Building trust in crowded markets: When potential clients need to understand not just what you do, but who you are and why they should care.
• Supporting sales conversations: Giving prospects a sense of your company culture and approach before deeper discussions.
• Recruiting and retention: Helping potential employees and current team members connect with your mission and values.
• Industry positioning: Establishing thought leadership or demonstrating your unique perspective on industry challenges.

For B2B organizations, brand videos often work best on homepages, about pages, and in early-stage marketing campaigns. They’re designed to make viewers want to learn more about your organization, not necessarily to drive immediate action on a specific product or service.

When Explainer Videos Are the Better Choice

Explainer videos excel when you have something complex to communicate and your audience needs to understand before they can act. Research shows that explainer videos are particularly effective for communicating complicated concepts and motivating audience response. They’re most effective for:

• Complex products or services: Software platforms, technical solutions, or multi-step processes that benefit from visual demonstration.
• New market education: When your solution addresses a problem that prospects might not fully understand yet.
• Sales enablement: Giving sales teams a tool to quickly communicate value propositions and technical capabilities.
• Onboarding and support: Helping new clients or users get up to speed with your product or service.

These videos typically live on product pages, landing pages, and in sales presentations. They’re designed to move viewers from “I don’t understand” to “I need this” as efficiently as possible.

The most effective explainer videos focus on one core pain point or use case. Industry best practices consistently recommend avoiding information overload, with multiple sources emphasizing the importance of maintaining focus on key messages rather than attempting to cover numerous features in a single video.

What the research says

• Video marketing effectiveness: Studies show that explainer videos can increase conversion rates by up to 80% on landing pages, with high percentages of marketers reporting that videos improve understanding and influence purchasing decisions.
• Brand video impact: Multiple industry analyses confirm that brand videos excel at building long-term trust, differentiation, and brand recognition through emotional storytelling and values-based messaging.
• B2B video ROI: Research indicates that B2B companies using video content grow revenue 49% faster than those without, with video supporting broader sales and marketing processes through improved lead generation and sales cycle acceleration.
• Complex communication: Evidence shows explainer videos are significantly more effective than text or traditional formats for communicating complex products and services, particularly in technology and healthcare sectors.
• Production considerations: Industry data suggests that while brand videos typically require higher production values and more narrative structure, explainer videos can achieve strong results with focused, clear messaging and logical information flow.

The Hybrid Approach: Homepage Heroes

Many B2B organizations find success with homepage videos that blend brand and explainer elements. These “hybrid” videos introduce the company while also communicating what they do and for whom.

Successful hybrid videos typically follow a structure like:

1. Problem acknowledgment: “We know B2B organizations struggle with…”
2. Solution introduction: “That’s why we built…”
3. Value demonstration: Brief overview of key capabilities or outcomes
4. Brand differentiation: What makes your approach unique
5. Call to action: Next step for interested viewers

The key to hybrid videos is maintaining focus. Rather than trying to explain every feature or service, they communicate one clear value proposition while giving viewers a sense of the organization behind it.

Production and Budget Considerations

From a production standpoint, brand videos and explainer videos require different approaches and resources:

Brand Video Production:

• Often requires on-location filming or custom animation that reflects brand identity
• Heavy emphasis on visual storytelling, music, and emotional pacing
• May need interviews with leadership or employees
• Typically higher production value expectations, with industry sources noting that brand videos often feel like “mini-movies”

Explainer Video Production:

• Can often use existing product screenshots, mockups, or screen recordings
• Focus on clear narration and logical information flow
• May require detailed product knowledge and technical accuracy
• Animation or motion graphics to illustrate concepts

Budget-wise, both formats can range from simple screen recordings with voiceover to high-end custom animation. The key is aligning production quality with where and how the video will be used.

Measuring Success

Brand videos and explainer videos require different success metrics:

For B2B organizations, the most important metric is often how well the video supports the broader sales and marketing process. Research shows that measuring video ROI should focus on business outcomes like lead generation, sales acceleration, and revenue growth. A brand video that increases meeting acceptance rates or an explainer video that reduces time-to-close can both deliver significant ROI even if their direct metrics differ.

Making the Decision: A Framework

When choosing between brand and explainer videos, consider these key factors:

1. Current brand awareness: If prospects don’t know who you are, start with brand. If they know you but don’t understand what you do, go with explainer.
2. Product complexity: Complex solutions often benefit from explainer videos, while service-based businesses might prioritize brand connection.
3. Sales cycle stage: Brand videos work well for awareness, explainer videos for consideration and decision stages.
4. Competitive landscape: In crowded markets, brand differentiation might matter more than feature explanation.
5. Internal alignment: Consider what your sales team needs most to have productive conversations with prospects.

Remember that the most effective video strategy often involves multiple formats working together. A brand video might introduce visitors to your homepage, while explainer videos support specific product pages and sales conversations.

Working with Video Production Partners

Whether you choose brand or explainer video, working with a team that understands B2B audiences and technical complexity makes a significant difference in outcomes.

Look for partners who can help you navigate the strategic decisions—not just the creative execution. The best video projects start with clear objectives, audience understanding, and alignment on how success will be measured.

For organizations considering video production, a strategic partner can help evaluate your specific situation and recommend the format most likely to drive results. This might include analyzing your current marketing funnel, understanding competitor approaches, and aligning video strategy with broader brand and sales objectives.

At Branch Boston, we approach brand and marketing video production as part of a broader digital strategy. Whether you need to build brand awareness or explain complex solutions, we work with you to create videos that serve your specific business objectives and audience needs.