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A startup usually cannot make ten videos at once, so the trick is knowing which to make first. The ten types below cover the whole journey, from the explainer that earns a first click to the pitch video that helps you raise. Use this as a menu, then start with the one that matches your next goal.
By
Larry Mutenda
What is a startup video? It is any video an early-stage company uses to explain its product, raise money, launch, or grow. Because startups move fast and sell something new, video often does the heavy lifting of making the idea click.
Each type below includes what it is, when to use it, and who it is best for. The first is the explainer, the video most startups make first. No startup needs all ten at launch. Pick the one that matches your next milestone, whether that is a raise, a launch, or your first hundred customers.
An explainer sells your product to customers, while a pitch video sells your company to investors. They share a story but aim at different audiences, so most startups end up making both.
Pre-seed and seed: pitch, founder story, and a simple explainer. Launch: teaser, launch, and crowdfunding videos. Growth: product, testimonial, and social videos.
A quick side by side of every type, with the job it does best. Click a type in the list below to jump to it.
| # | Type | Best for |
|---|---|---|
| 1 | Explainer video | Awareness & website |
| 2 | Product demo video | Consideration |
| 3 | Pitch and vision video | Fundraising |
| 4 | Teaser and launch video | Launches |
| 5 | Founder story video | Brand & trust |
| 6 | Crowdfunding video | Crowdfunding campaigns |
| 7 | Customer testimonial & social proof | Decision & credibility |
| 8 | Investor update video | Investor relations |
| 9 | Social and ad video | Growth & ads |
| 10 | Culture and recruiting video | Hiring |
Jump to a type: 1. Explainer video · 2. Product demo video · 3. Pitch and vision video · 4. Teaser and launch video · 5. Founder story video · 6. Crowdfunding video · 7. Customer testimonial & social proof · 8. Investor update video · 9. Social and ad video · 10. Culture and recruiting video
An explainer introduces your product and the problem it solves in under 90 seconds. For most startups it is the first video to make, living on the homepage and in ads. The example here is our explainer for CoPilot AI. Best for: awareness and website.
A demo shows the product in action so a prospect can picture using it. It supports product pages, sales calls, and onboarding. The example here is our product video for Stealthbox. Best for: consideration.
A short video that sells the vision and the team to investors. It gives your deck a human, memorable opener. The example here is our company overview for Blockdaemon, the kind of vision-led piece that sits well beside a deck. Best for: fundraising.
A teaser builds anticipation before a launch, and a launch video announces it with energy. Both are built for social and PR. The example here is our 30-second video for Keebo, short enough to carry a launch across social. Best for: launches.
A founder story explains why the company exists in the founder’s own words. It builds trust with customers, investors, and recruits. The example here is Warby Parker co-founder Neil Blumenthal telling the origin story, published by WIRED. Best for: brand and trust.
A crowdfunding video is the centerpiece of a Kickstarter or Indiegogo page. It has to explain the product and earn a pledge in two minutes. The example here is Peak Design’s Kickstarter video for the Everyday Backpack. Best for: crowdfunding campaigns.
A testimonial lets an early customer vouch for you. For a young brand, real proof is worth more than any claim. The example here is one of our own customer testimonials, with Justin from ChartLamp. Best for: decision and credibility.
A short, regular video that keeps investors informed between rounds. It saves time and keeps your backers engaged. Startup updates are usually private, so the example here is Shell’s quarterly results presentation, which shows the format at public-company scale. Best for: investor relations.
Short, punchy videos built for paid and organic social. They test messages cheaply and drive traffic to your site. The example here is a 19-second spot we made for Robot Breakfast. Best for: growth and ads.
A culture video shows what it is like to work at your startup. It helps you attract talent when you cannot outspend big employers. The example here is Bolt’s employer brand film. Best for: hiring.
Pick the video that moves your next goal, whether that is raising, launching, or landing customers. One video, one job.
Open with the problem you solve, not your features. Investors and customers both decide in the first few seconds.
Startups change fast. Make short videos you can re-cut or re-record when the product or pitch changes.
Turn one explainer into a website video, an ad, and a pitch slide. Plan those cuts before you start.
The most common are explainer, product demo, pitch, teaser and launch, founder story, crowdfunding, testimonial, investor update, social ad, and culture videos.
Most startups start with a short explainer for the homepage and ads. If you are raising, a pitch or founder-story video often comes next.
A pitch video is a short video that sells your vision, product, and team to investors. It usually opens or supports your pitch deck and runs about one to three minutes.
Explainers and product videos work best around 60 to 90 seconds. Pitch and crowdfunding videos can run two to three minutes when they need to build a case.
Cost depends on length, style, and how much custom animation is involved. Animated explainers are often the most predictable to budget. Ask for a quote based on your script.
Animation is fast, flexible, and works when the product is still changing. Live action suits founder stories and real customers. Many startups use both.
The best startup video is the one that moves your next milestone. Start with a clear explainer, add a pitch video when you raise, and build out product and social videos as you grow. Match the video to the moment and you will get far more from each one.
Related: Startup video production, best startup video production companies, and startup pitch video examples.
Larry is the founder and Chief Storyteller at Creamy Animation, founded in 2009. He leads a team that creates story-driven videos for businesses and nonprofits. 15+ years in video strategy and production, specializing in SaaS, B2B, and nonprofit storytelling. A marketer, designer, and animator, Larry has overseen the production of more than 1,500 videos for Fujitsu, Logitech, Warner Brothers, NFL, Blockdaemon, Astronomer, Canonical, and 370+ others.
For Larry, God is first, and everything else is a blessing that comes from serving Him. When he’s not working, he’s hanging out with his wife and three kids, playing the piano, or pursuing his filmmaking side hustle.Â
9. Social and ad video