Video creation software lets someone who is not a designer make a marketing video, such as an animated explainer, from ready templates. A newer kind makes shoppable video: a video on an online store from which a viewer can buy the product directly. Both are sold online, usually as a monthly subscription.
The first kind is for explainer videos. An explainer video is a short video, usually one or two minutes long, that explains a product or a process. The software offers templates, ready-made scenes with animated characters, icons and backgrounds. The user picks a template, types the words for each scene and changes the colours to the company's own. The software can also turn typed text into a spoken voice, in several languages. This is called text to speech. Then it combines the scenes, the voice and some music into one video file.
Consider an employee in the claims team of a health insurance company in Kochi. Customers keep calling to ask how to file a claim. She decides to make a 90-second animated video that shows the steps. She picks a template, types six short scenes, adds the company logo and chooses a Malayalam voice and an English voice. In one afternoon, she has two videos, without hiring a design agency. The company puts them on its website and sends the link to customers on WhatsApp.
The second kind is shoppable video. Here is a typical case. A saree brand in Surat sells on its own website. It adds 30-second videos of each saree being draped to its product pages. While the video plays, a small card shows the saree's name and price, ₹3,450. The viewer taps "Add to cart" without leaving the video. The software connects to the store's e-commerce platform, so the tap adds the right product, in the right size, to the cart. It also reports how many people watched each video and how many of them bought. This is useful to a direct-to-consumer (D2C) brand, which sells on its own website instead of through a marketplace.
The videos often use logos and photos made by a designer in graphic design software. That software gives full control, but it takes training. Video creation software gives less control, but it is quick to learn. Companies also play these videos at launches and webinars run on an event management platform.
Videos for television and films are a different industry. They are made by studios, often with visual effects (VFX).