Video marketing glossary
A growing reference for the formats, styles, and terms used in modern brand and product video. Each entry is written in plain English and ends with curated examples from the Startup Videos library.
Product Video
A product video is a short film that shows how a product works, who it is for, and what problem it solves. It combines a clear narrative with on-screen product demonstration so viewers can grasp value in 60–120 seconds without reading documentation.
Read definition →Brand Video
A brand video communicates who a company is, what it believes, and why it exists — without selling a specific product. It builds long-term affinity through tone, craft, and storytelling rather than direct conversion, and usually runs 30 to 120 seconds.
Read definition →Customer Story Video
A customer story video features a real customer describing how a product solved a real problem. It builds trust by transferring the customer's credibility to the brand, and it converts mid-funnel buyers who already understand the category but need proof.
Read definition →Explainer Video
An explainer video makes a complex idea, product, or service easy to understand — usually in 60 to 90 seconds. It often uses animation, metaphor, or a friendly narrator, and it lives on homepages, in onboarding flows, and in paid ads where the viewer has no prior context.
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