In a digital environment saturated with messages, brands often struggle to explain what they do in a way that is both engaging and memorable. Attention spans are shrinking, yet audiences expect clarity before they commit to any product or service. This is where explainer videos stand out. They condense complex ideas into short, visually compelling narratives that drive understanding and action.
In this guide, we will explore what explainer videos are, why they matter, which formats exist, how to produce them step-by-step, and how to distribute and measure them effectively. Whether you are a startup seeking investor traction, a SaaS platform onboarding new users, or an established company launching a new product, a well-crafted explainer video can accelerate trust and conversions.
What Is an Explainer Video?
Explainer videos are a short piece of content, typically 60 to 120 seconds, designed to explain a concept, product, or service in a concise and persuasive way. Unlike traditional advertisements, explainer videos focus on education rather than hard selling.
Core characteristics
- Conciseness: They strip down complex information into simple, digestible points.
- Visual storytelling: By combining voiceover, motion graphics, or live action, they translate abstract ideas into tangible visuals.
- Action-oriented: Every explainer video closes with a clear call-to-action, whether it is signing up, booking a demo, or making a purchase.
Why they work
Humans process visuals faster than text. When paired with audio, retention rates increase significantly. A viewer who might skip a long article is more likely to watch a 90-second video. This makes explainer videos one of the most efficient formats for reducing friction in the buyer journey.
Why Explainer Videos Drive Results
Explainer videos are not just a creative trend; they are a proven marketing asset. They drive measurable results across awareness, engagement, and conversion stages.
Increase conversions
Studies have shown that placing an explainer video on a landing page can increase conversion rates substantially. The video quickly communicates value, reducing hesitation and answering objections before they surface.
Improve retention and recall
Viewers retain more information when it is presented visually. This means that the key benefits of your product or service are more likely to stay in the prospect’s memory after watching your explainer.
Reduce customer support workload
An explainer video is a scalable teaching tool. Instead of repeating the same instructions during sales calls or onboarding, you provide a consistent, easy-to-understand resource available 24/7.
Strengthen brand credibility
Well-produced videos enhance brand perception. Professional visuals and a coherent script convey trustworthiness and reliability, which are critical for audiences unfamiliar with your brand.
Different Types of Explainer Videos
Not every explainer video looks the same. The right choice depends on your message, your audience, and your available resources. Below are the main formats used today.
Animated Explainer Videos
Animation is the most common format. By using 2D or 3D visuals, motion graphics, or character-based storytelling, animated explainers simplify abstract processes. This makes them especially popular among tech companies and SaaS platforms. They also allow limitless creativity without the constraints of physical sets.
Live-Action Explainer Videos
When authenticity and human connection are critical, live-action is a strong option. Featuring real people builds trust quickly, making this format suitable for services, testimonials, and physical product demonstrations. However, live-action requires more logistics, from script rehearsals to camera crews and studio lighting.
Screencast or Product Demo Videos
For software products, showing the actual interface is often the most effective strategy. A screencast guides the viewer through a platform while highlighting core features. To maintain engagement, these videos should include voiceover, captions, and zoomed-in highlights.
Infographic and Data-Driven Videos
When your message relies heavily on statistics or trends, infographic-style videos excel. Animated charts, graphs, and icons help make data compelling and digestible. These videos are often used by consultancies, financial services, and educational institutions.
Template-Based Explainer Videos
For smaller budgets, ready-made templates from video platforms provide a fast solution. While less unique, they still deliver value if paired with a strong script and branded visuals. They are ideal for testing different messages before committing to a large production.
How to Produce an Explainer Video: A Step-by-Step Framework
Creating an effective explainer video requires more than design skills. It is a structured process that begins with strategy and ends with measurable outcomes.
Step 1: Define the Objective
Every explainer video should serve a single purpose. Do you want to drive signups? Reduce onboarding friction? Educate potential investors? By narrowing your focus, you ensure that your message remains sharp.
Step 2: Write a Script That Converts
The script is the backbone of the entire video. A proven structure is the problem-solution-CTA flow:
- Problem: Open with the pain point your audience faces.
- Solution: Introduce your product or service as the answer.
- CTA: Tell the viewer exactly what to do next.
Keep it short, about 150-220 words for a 60–90 second video. Each sentence should move the story forward. Avoid jargon, and use active verbs.
Step 3: Build a Storyboard
The storyboard translates the script into visuals. Each scene is represented by sketches or frames, with notes on animation, movement, and timing. This ensures coherence before production begins.
Step 4: Record Voiceover and Sound Design
A clear, professional voiceover guides the narrative. Choose a voice that matches your brand identity — friendly, authoritative, or technical. Add music and subtle sound effects to maintain engagement without overwhelming the message.
Step 5: Create Visuals
- Animation: Use vector graphics, icons, or 3D models.
- Live-action: Shoot with controlled lighting and a precise shot list.
- Screencast: Record clean footage, highlight essential actions, and keep the interface uncluttered.
Step 6: Edit and Refine
Editing brings rhythm. Cut unnecessary pauses, synchronize visuals with audio, and add motion transitions. Captions improve accessibility and retention, especially for viewers who watch without sound.
Step 7: Insert a Clear CTA
End with an unmistakable call-to-action. Display your website, signup button, or contact details prominently. The last screen should leave no ambiguity about what comes next.
Step 8: Test and Iterate
Once produced, test multiple variations. Change the hook, the CTA wording, or even the opening visuals to see what resonates most. Use A/B testing on landing pages and ad campaigns to optimize results.
Conclusion
Explainer videos are more than just a trend. They represent a fundamental shift in how brands communicate complex ideas. By combining concise scripting, engaging visuals, and strategic distribution, they deliver clarity and conversions in a crowded marketplace.
Whether animated, live-action, or product-focused, a good explainer video reduces confusion, builds trust, and accelerates decision-making. In today’s fast-paced digital landscape, investing in a well-crafted explainer video is not optional, it is a strategic necessity.