An explainer video (also known as a homepage video, overview video or conversion video) is designed to explain your company, product, service or subject in a way that your audience can understand in two minutes or less. Most explainer videos cover four key points: the problem, the solution, the features and benefits, and how the solution works.
Customer testimonial videos (a.k.a. customer story videos or case study videos) are a way to let your customers do the talking for you. Putting your most successful, happy, or unique customers on screen is a powerful way to attach a real-life narrative to your product or service. Customer stories typically feature one or more customers talking testimonial-style about how your company has made a positive impact on their life or business.
A company testimonial (or company story) video (a.k.a about us video or mission video) tells the story of your company, mission, and values. They can be a great tool for connecting with customers, sharing your passion, and humanizing your brand. Company story videos often feature team members talking testimonial-style about what they do and why they do it.
A video advertisement, like those you see on TV or the Internet, is a short (60 seconds or less, but ideally 30 seconds) branding-oriented video that promotes your company, product or service. A commercial video is inherently high level and should not dive into the details of what you do and how you do it, like an explainer video would.