Brand video (also called hero video or brand film) is a created asset‚ between 60-120 seconds in length‚ that articulates a brand's identity‚ purpose‚ values‚ and emotional promise to its audience․ Brand videos are distinct from product demo videos and company overview videos․ It is not just an explainer‚ but a story about why the company exists and why the audience should care․
The primary purpose of a brand video is to create an emotional connection and lay the groundwork of trust at the top of the funnel․ The viewer of a brand video should feel inspired‚ reassured‚ curious or connected․ What a brand video is built to drive‚ in order of priority‚ is brand recall‚ time on page‚ and quality of your first impression‚ not click-through or conversions․
Beyond campaign worlds‚ brand films can live on homepage heroes‚ investor and sales decks‚ LinkedIn company pages‚ YouTube channel trailers‚ trade show booth displays‚ and PR pitches․ Because they are a question of identity rather than instruction‚ if done well‚ brand films can live beyond their shelf life for three to five years on all of these platforms‚ making them one of the highest-value‚ long-term assets a company can create․
Key elements that go into a compelling brand video are a story arc incorporating problem‚ tension‚ and resolution‚ grounding in humanity (voices of the founder‚ team or customers)‚ creating cinematic quality (lighting‚ sound design and music) and following an emotional throughline․ The biggest brand video failure in Canada is leading with features and product specifications․ These features are forgettable․ Stories unforgettable․
Brand videos have the added advantage of being useful for Canadian brands‚ as many of them are competitors to large American brands․ Thus‚ authenticity and local presence are real differentiators for Canadian brands․ A 90-second brand film telling the story of 40 years of ownership by a Mississauga manufacturer creates a kind of trust that can never be bought with paid media․ Video production Canada done with that kind of intention does substantially better‚ both in terms of attention and brand recall․
Brand Video vs Explainer Video: Which Do You Need?
Written ByTehreem Fazal Qureshi
Table of Content
- Brand Video vs Explainer Video: Which Do You Need?
- What Is a Brand Video and What Does It Do?
- What Is an Explainer Video? (And What Is Its Purpose?)
- Brand Video vs․ Explainer Video: Their Key Differences
- How to Choose? A Decision Framework for Canadian Businesses
- Can You Have Both? The Combined Video Strategy
- The Right Video Is the One Built for the Right Job
- Frequently Asked Questions
PublishedJune 25, 2026|5 min read
A brand video makes an emotional appeal to customers and conveys the story of the brand‚ its values‚ or its identity․ An explainer video provides education on how to use a product or service and why a potential customer should do so․ For the majority of Canadian companies‚ shooting with the wrong format will create a highly produced video‚ but not one that moves the conversion rate‚ brand recall or investor confidence you needed it to․ The format decision you make is the most important video decision your brand will make before the cameras start rolling․
What Is a Brand Video and What Does It Do?
What Is an Explainer Video? (And What Is Its Purpose?)
An explainer video (or product video or how-it-works video) is an education-first video that explains what a product or service is and what it can do․ Explainer videos tend to be 60-90 seconds long and explain the product or service‚ how it works‚ and why the viewer needs it․ It may value clarity over emotion․
The explainer video seeks to educate the audience‚ reduce confusion‚ increase knowledge and convert them from consideration to action․ They are usually built to move the homepage conversion rate‚ demo request rate and the app download rate․ A well-planned explainer video can help visitors understand a complex product more quickly and may improve trial signups when the video, offer and landing-page experience work together.
Explainer videos typically live in homepage heroes (especially for SaaS‚ fintech‚ and other complex B2B apps)‚ on product pages‚ as part of onboarding flows‚ in sales decks‚ and in email campaigns․ Unlike brand films‚ they tend to have a relatively short shelf life․ As products have an intrinsic life cycle‚ the explainer may need to be updated every 1-2 years‚ which could affect how businesses account for explainer videos․
There are two main types of explainer videos; live action explainer videos‚ which show humans showing the product in situ․ Live action is more suited to companies with physical products and services․ Animated explainers are best suited to digital software‚ abstract concepts or subject matter‚ and processes difficult or impossible to film․ In general‚ live action is preferable for products that can be filmed; animation can help make visualizing abstract concepts easier and more understandable․
One type of organization that tends to use explainer videos is technology startups and fintechs․ A B2B SaaS product based in Toronto with a complicated onboarding process‚ for example‚ has found that they have a higher trial conversion with an explainer video on their homepage than with any amount of written copy‚ due to the fact that users must be able to trust the software․
The explainer video seeks to educate the audience‚ reduce confusion‚ increase knowledge and convert them from consideration to action․ They are usually built to move the homepage conversion rate‚ demo request rate and the app download rate․ A well-planned explainer video can help visitors understand a complex product more quickly and may improve trial signups when the video, offer and landing-page experience work together.
Explainer videos typically live in homepage heroes (especially for SaaS‚ fintech‚ and other complex B2B apps)‚ on product pages‚ as part of onboarding flows‚ in sales decks‚ and in email campaigns․ Unlike brand films‚ they tend to have a relatively short shelf life․ As products have an intrinsic life cycle‚ the explainer may need to be updated every 1-2 years‚ which could affect how businesses account for explainer videos․
There are two main types of explainer videos; live action explainer videos‚ which show humans showing the product in situ․ Live action is more suited to companies with physical products and services․ Animated explainers are best suited to digital software‚ abstract concepts or subject matter‚ and processes difficult or impossible to film․ In general‚ live action is preferable for products that can be filmed; animation can help make visualizing abstract concepts easier and more understandable․
One type of organization that tends to use explainer videos is technology startups and fintechs․ A B2B SaaS product based in Toronto with a complicated onboarding process‚ for example‚ has found that they have a higher trial conversion with an explainer video on their homepage than with any amount of written copy‚ due to the fact that users must be able to trust the software․
Brand Video vs․ Explainer Video: Their Key Differences
Primary objective․ A brand video builds emotional connection‚ communicates identity‚ and creates top-of-funnel trust․ Since teaching‚ reducing confusion‚ and compelling the viewer to take an action each come with fundamentally different goals‚ an explainer video can only do one of these three things․
Ideally‚ a brand video should be between 60-120 seconds‚ which means that there is enough time to tell a story‚ create an emotional arc‚ but still be short enough to watch online․ An explainer video should be between 45-90 seconds which is short enough to understand and long enough to explain the problem‚ the solution and have a call to action․ Viewer engagement often declines as videos become longer, but the ideal length depends on the format, audience intent and complexity of the message.
A brand video requires a narrative script‚ a cinematic shooting style‚ music-driven emotional pacing‚ and use of real people instead of actors․ Thus explainer scripts happen now‚ visuals are leading‚ and voiceover timing keeps pace․ Brand videos‚ however‚ require more pre-production work like casting‚ filming locations‚ and creative exploration‚ and are not always animated․ Explainers also require more post-production investment (animation‚ motion graphics)․ Based on typical project scopes and production requirements, Canadian businesses may encounter planning ranges of approximately $15,000 to $80,000 or more for a brand video. Costs vary according to the concept, cast, crew, filming locations, equipment, production days and post-production requirements.
An animated explainer video may fall within a planning range of approximately $8,000 to $40,000, depending on its length, animation style, script complexity, voiceover and motion-design requirements. A live-action explainer may range from approximately $10,000 to $50,000 based on the crew, location, filming and editing scope. These figures should be treated as preliminary planning ranges rather than fixed Canadian market prices. The final investment depends on the production brief, quality expectations and deliverables required.
Shelf life․ If the brand strategy remains the same‚ a brand video can last for three to five years‚ and it becomes a long-term asset to the brand․ For example‚ explainer videos can age within 12 to 24 months as products and services become outdated‚ but a brand film can last longer․ Hence the production budget should allow for more frequent production of the latter․
Ideally‚ a brand video should be between 60-120 seconds‚ which means that there is enough time to tell a story‚ create an emotional arc‚ but still be short enough to watch online․ An explainer video should be between 45-90 seconds which is short enough to understand and long enough to explain the problem‚ the solution and have a call to action․ Viewer engagement often declines as videos become longer, but the ideal length depends on the format, audience intent and complexity of the message.
A brand video requires a narrative script‚ a cinematic shooting style‚ music-driven emotional pacing‚ and use of real people instead of actors․ Thus explainer scripts happen now‚ visuals are leading‚ and voiceover timing keeps pace․ Brand videos‚ however‚ require more pre-production work like casting‚ filming locations‚ and creative exploration‚ and are not always animated․ Explainers also require more post-production investment (animation‚ motion graphics)․ Based on typical project scopes and production requirements, Canadian businesses may encounter planning ranges of approximately $15,000 to $80,000 or more for a brand video. Costs vary according to the concept, cast, crew, filming locations, equipment, production days and post-production requirements.
An animated explainer video may fall within a planning range of approximately $8,000 to $40,000, depending on its length, animation style, script complexity, voiceover and motion-design requirements. A live-action explainer may range from approximately $10,000 to $50,000 based on the crew, location, filming and editing scope. These figures should be treated as preliminary planning ranges rather than fixed Canadian market prices. The final investment depends on the production brief, quality expectations and deliverables required.
Shelf life․ If the brand strategy remains the same‚ a brand video can last for three to five years‚ and it becomes a long-term asset to the brand․ For example‚ explainer videos can age within 12 to 24 months as products and services become outdated‚ but a brand film can last longer․ Hence the production budget should allow for more frequent production of the latter․
How to Choose? A Decision Framework for Canadian Businesses
Is your main goal brand awareness or product education? Brand awareness and top-of-funnel trust point to a brand video․ If both product understanding and conversion are relevant for the product‚ first show the explainer‚ since it is the one moving the metric you are interested in․ Once you have product-market fit‚ create the brand film․
See if your product needs explaining‚ or if its purpose is easy to convey merely from context․ If a first-time visitor to your site could not come away with a clear understanding of what you offer without a walkthrough‚ do an explainer video first․ If your product is self-explanatory and your brand story differentiates you‚ a brand video can be a good choice․
Where in the funnel will this video live? Homepage hero for a new visitor who does not know you yet calls for an explainer - clarity comes first․ On a brand page‚ investor deck or LinkedIn page‚ your brand video should lead with emotion‚ identity․ On a product page‚ for a visitor already in the consideration set‚ your video should be an explainer or product demo․
How much is it going to cost? If less than $15‚000‚ then an animated explainer will yield the most commercial ROI․ If you're in the $15‚000 - $40‚000 budget range‚ you could produce a live action explainer or entry-level brand film․ If you're in the $40‚000 budget range or above‚ you could produce a full brand film with a professional crew‚ or a higher quality animated explainer․
Is your product changing quickly? If you have a fast-evolving product (a startup‚ SaaS or other technical product)‚ a video can help explain it‚ keeping in mind that your video explainer will require updates every 12 to 18 months․ For brands that are well established‚ brand films can become a long-term investment․
For the huge majority of Canadian businesses‚ the answer looks like this: early-stage‚ startup companies create an explainer first that moves a measurable metric and validates the product messaging before spending on a brand film․ Established brands with a positioning and product market fit should invest in the brand film for the long-term brand trust generated beyond the short-term metrics of paid media․
See if your product needs explaining‚ or if its purpose is easy to convey merely from context․ If a first-time visitor to your site could not come away with a clear understanding of what you offer without a walkthrough‚ do an explainer video first․ If your product is self-explanatory and your brand story differentiates you‚ a brand video can be a good choice․
For the huge majority of Canadian businesses‚ the answer looks like this: early-stage‚ startup companies create an explainer first that moves a measurable metric and validates the product messaging before spending on a brand film․ Established brands with a positioning and product market fit should invest in the brand film for the long-term brand trust generated beyond the short-term metrics of paid media․
Can You Have Both? The Combined Video Strategy
Yes! In fact‚ most successful Canadian video strategies use both formats‚ each for different purposes at different stages of the buyer journey․ Conversely‚ on the About page, the visitor expects a brand film to explain who the company is and why the visitor should trust the company․ On the homepage‚ the hero video should be an explainer that converts the visitor with commercial intent quickly‚ because the visitor wants to know the product that brought them there․ Product demos and testimonial videos on service pages and case study pages move consideration to decision․
For most Canadian brands‚ it is explainer first‚ for commercial impact‚ brand film second‚ for long-term brand equity‚ and then testimonial and case study videos for sales enablement․
The Right Video Is the One Built for the Right Job
A brand video that's really an explainer won't convert your homepage traffic․ An explainer video that's really a brand film won't build the emotional trust that's necessary if you're to be chosen over a competitor by a Canadian audience․ Choosing the right format before you start production is the most important video decision your brand will make‚ and it's free to get right at the brief stage․
Xntric video team collaborates with Canadian businesses to determine format‚ strategy and produce the right video(s) to drive performance․ A video project starts with a strategy‚ not a camera․ Video should look good‚ but it should also perform․
Book a free video strategy consultation
Xntric video team collaborates with Canadian businesses to determine format‚ strategy and produce the right video(s) to drive performance․ A video project starts with a strategy‚ not a camera․ Video should look good‚ but it should also perform․
Book a free video strategy consultation
Frequently Asked Questions
1. What is the difference between a brand video and an explainer video?
A brand video tells your company's story to build emotional trust; an explainer video shows how your product works to drive conversion.
2. Which type of video is better for a homepage, brand video or explainer video?
An explainer video, most homepage visitors need to understand your product before they will engage with your brand story.
3. How much does a brand video cost in Canada?
Depending on the creative concept and production scope, Canadian businesses may encounter planning ranges of approximately $15,000 to $80,000 or more. The final cost depends on the crew, cast, locations, filming requirements and post-production complexity.
4. How much does an explainer video cost in Canada?
An animated explainer video may fall within a planning range of approximately $8,000 to $40,000, while a live-action explainer may range from approximately $10,000 to $50,000. Actual pricing depends on the length, style, complexity and production requirements.
5. How long should a brand video be?
A brand video should be 60 to 120 seconds long enough for emotional impact, short enough to hold attention on digital platforms.
6. How long should an explainer video be?
An explainer video should be 45 to 90 seconds; any longer and completion rates and conversion performance drop consistently.
7. Should a Canadian startup make a brand video or an explainer video first?
An explainer video first, it moves a measurable commercial metric and validates your product communication before you invest in a brand film.
8. Does Xntric produce brand videos and explainer videos in Canada?
Yes, Xntric produces both brand films and explainer videos for Canadian businesses, starting every project with a strategy brief. Book a free consultation at xntric.ca/contact.
Tehreem Fazal is a creative strategist, content marketer, and freelance writer with over six years of experience crafting impactful stories for local and international brands. She specializes in content strategy, brand storytelling, and SEO-driven writing across industries like fashion, real estate, food, digital marketing, lifestyle, and automotive etc. Her words have shaped the voice of leading names including Master Group, LUMS, Metropolitan Properties UAE, and more. With a background in English Literature, Tehreem blends creativity with strategy to make every piece of content resonate and convert. When she's not writing, she's exploring new ideas, brands, and narratives that inspire.
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