Launch Film or Explainer Video: What Is the Difference?

The short answer

They do different jobs. A launch film makes people care about a moment: a new product, a raise or a big release. An explainer video teaches how something works, step by step. The launch film earns attention, and the explainer answers the questions that follow.

The difference at a glance

• Launch film: Built for a moment, short, led by feeling and product highlights
• Explainer video: Built to last, longer, led by a clear walkthrough
• Where they live: Launch films on the homepage and social, explainers on product pages and in sales
• Which first: The launch film, for most funded startups

When to make a launch film

• You have a date: a product launch, a funding announcement or an event.
• You want one piece that carries the story everywhere.
• The goal is attention and a first impression.

When to make an explainer

• Buyers keep asking how the product works.
• Sales needs a walkthrough to send before a call.
• The product has several steps that are easier to show than to describe.

Can one video do both?

Rarely well. A film that tries to excite and to teach usually runs long and does neither. Make the launch film first, then cut or extend it into an explainer using the same visuals.

Related reading: What Makes a Good SaaS Launch Film?, Motion Graphics for SaaS

FAQ

Which is longer?

Usually the explainer. A launch film runs around 60 to 90 seconds.

Do both need a voiceover?

No. Many launch films use on-screen text and sound only. Explainers more often use a voice.

Can the same team make both?

Yes, and the second one is faster because the visual system already exists.

Not sure which you need? Tell us what you are launching.