You’ve likely seen them before. You land on a new website, a little confused about what the company actually does, and there it is: a colorful, two-minute video that simplifies everything. By the end of it, you know exactly what the problem is, how the product fixes it, and why you should care.
That is the power of an explainer video.
But how exactly does this format work? Why are these short clips so effective at converting confused visitors into confident customers? It isn’t magic. It’s a combination of psychology, storytelling, and visual learning working in tandem.
In this guide, we will break down the mechanics of explainer videos, why they are a non-negotiable asset for modern businesses, and the step-by-step process of how they are created.
What is an Explainer Video?
An explainer video is a short-form video usually used for marketing or sales purposes that highlights a company’s product, service, or business idea in a compelling and efficient way. They are typically hosted on a landing page or a website’s home page, though they are also widely used on social media.
While they can range from live-action to 3D animation, the core purpose remains the same: simplification. They take complex ideas and distill them into digestible chunks of information.
The Core Elements
Every successful explainer video typically contains four key ingredients:
- ** The Problem:** Addressing the pain point the viewer is currently experiencing.
- ** The Solution:** Introducing the product or service as the answer to that pain point.
- ** How it Works:** Briefly explaining the mechanics or features.
- ** The Call to Action (CTA):** Telling the viewer what to do next.
The Psychology Behind Why They Work
To understand how an explainer video works, you have to look at how the human brain processes information. Text is effective, but video engages us on a different level.
Visual Processing Speed
The brain processes visual information significantly faster than text. According to some studies, visuals are processed 60,000 times faster in the brain than text. When you ask a potential customer to read a wall of text about your software, you are asking them to do “work.” When you ask them to watch a video, you are offering entertainment that informs.
Dual Coding Theory
This cognitive theory suggests that we process information through two separate channels: auditory and visual. When information is presented simultaneously through both channels—like a voiceover explaining a concept while an animation demonstrates it—retention rates skyrocket. An explainer video leverages this by stimulating both senses at once.
Emotional Connection
It is difficult to convey tone through text alone. A video allows you to control the emotional narrative through music, voice acting, and character design. If you want your brand to feel trustworthy, a warm voiceover and soft animation style can achieve that instantly. If you want to feel high-tech and urgent, fast-paced motion graphics and an upbeat track set the mood before a single word is spoken.
The Different Types of Explainer Videos
Not all explainer videos are created equal. The style you choose depends heavily on your industry, your budget, and your brand voice.
2D Character Animation
This is the most common type of explainer video. It involves animated characters placed in scenarios that the viewer can relate to.
- Best for: B2C companies, service-based businesses, and brands that want to build an emotional connection.
- Why it works: It humanizes the brand. When viewers see a character struggling with the same problem they have, they instantly empathize.
Motion Graphics
This style uses shapes, text, and icons in movement. It is less about a story with characters and more about illustrating abstract concepts.
- Best for: Tech companies, B2B software, and financial services.
- Why it works: It is excellent for visualizing data, cloud computing, or complex logistical flows that are hard to explain with a character.
Whiteboard Animation
This style features a hand drawing images on a whiteboard as the narrator speaks. It became incredibly popular in the early 2010s and remains effective for educational content.
- Best for: Deep dives, educational content, and training videos.
- Why it works: It is hypnotic. The viewer is compelled to watch the drawing finish, which keeps retention rates high.
Live Action
These videos use real people and real locations. They can range from talking heads to fully scripted commercials.
- Best for: Physical products, consulting firms, and brands relying on personal branding.
- Why it works: It builds trust. Seeing a real human face or the actual physical product creates a sense of tangibility.
Screencast
A simple recording of a screen, usually showing how a software or app works, often accompanied by a voiceover.
- Best for: SaaS demos, tutorials, and onboarding.
- Why it works: It sets realistic expectations. The user sees exactly what the interface looks like.
The Production Process: How It All Comes Together
An explainer video doesn’t just appear out of thin air. It follows a rigorous production pipeline. Understanding this workflow helps you appreciate the “how” behind the final product.
Phase 1: The Script
The script is the foundation. Without a solid script, the best animation in the world won’t save the video.
- The Hook: The first 5 to 10 seconds are crucial. The script must immediately address the viewer’s problem.
- The Length: A typical script is around 150 words per minute. For a 90-second video, you are looking at roughly 225 words. Brevity is key.
- The Tone: Is it funny? Serious? Professional? The script dictates the vibe.
Phase 2: The Storyboard
Once the script is locked, artists create a storyboard. This is essentially a comic strip version of the video. It maps out the visuals scene by scene so stakeholders can visualize how the script matches the imagery. This is the stage to catch visual errors or pacing issues.
Phase 3: Voiceover and Style Frames
Before animation begins, the “voice” of the brand is chosen. A professional voice actor records the script. Simultaneously, designers create “style frames”—full-color, polished images that show exactly what the final video will look like (colors, character design, background art).
Phase 4: Animation and Sound Design
This is where the movement happens. Animators bring the static illustrations to life, syncing them with the voiceover.
Finally, sound design is added. This includes background music and sound effects (swooshes, clicks, ambient noise). Sound design is often the unsung hero; it makes the video feel expensive and polished.
Where Does an Explainer Video Belong?
Knowing how to make one is half the battle; knowing where to put it is the other half. An explainer video works differently depending on where it lives in your marketing funnel.
The Homepage or Landing Page
This is the most common placement. Placed “above the fold” (meaning the viewer doesn’t have to scroll to see it), it serves as an elevator pitch. It increases dwell time on the page, which signals to search engines that your website provides value, indirectly boosting SEO.
Email Marketing
Including the word “Video” in an email subject line can increase open rates. While you can’t usually play a video directly inside an email, you can include a thumbnail with a play button that links to your landing page. It is a fantastic tool for re-engaging cold leads.
Social Media Ads
On platforms like Facebook, Instagram, or LinkedIn, explainer videos work as excellent top-of-funnel content. However, they often need to work without sound (using captions) and need to be shorter—typically 30 to 60 seconds.
Sales Presentations
Sales teams often use explainer videos as an icebreaker during meetings. It ensures that the core value proposition is delivered perfectly every time, regardless of how nervous or tired the salesperson might be.
Why Explainer Videos Boost Conversion Rates
The ultimate metric for an explainer video is conversion. Does it turn lookers into buyers? The data suggests yes. Including a video on a landing page can increase conversion rates by up to 80%.
Here is why they are conversion machines:
- Clarity leads to confidence: A confused customer does not buy. By clarifying the offer, you remove the hesitation to purchase.
- Personality builds trust: People buy from brands they like. A video gives your brand a personality that text cannot.
- Shareability: It is much easier for a champion within a company to share a 90-second video with their boss than to ask them to read a whitepaper.
Common Mistakes That Break the Format
Even with a great budget, explainer videos can fail if they ignore the fundamental rules of the format.
Focusing on Features, Not Benefits
Nobody cares that your software uses Python or has a specific backend architecture. They care that it saves them 10 hours a week. Good explainer videos focus on the result, not the tool.
Making it Too Long
Attention spans are short. If your video is over two minutes long, you risk losing a massive chunk of your audience. If you have more to say, create a series of videos rather than one long feature film.
Poor Audio Quality
Viewers will forgive mediocre animation, but they will not forgive bad audio. If the voiceover sounds like it was recorded in a bathroom or the music is too loud, the viewer will click away instantly.
Missing the Call to Action
You’ve hooked them, explained the problem, and offered a solution. Don’t let the screen fade to black without telling them what to do. Whether it is “Sign up for a free trial,” “Download the app,” or “Call us today,” the CTA must be clear and direct.
Future Trends in Explainer Videos
As technology evolves, so does the explainer video. We are moving beyond simple 2D animations.
Interactive Videos
These allow the viewer to click elements within the video to change the outcome or learn more about specific features. It turns a passive viewing experience into an active one.
Personalized Video
Using data, companies can now generate videos that insert the viewer’s name, company logo, or specific industry data directly into the animation. This level of personalization grabs attention immediately.
AI-Generated Video
Artificial intelligence is beginning to play a role, allowing for rapid prototyping of scripts and even generating basic animations or avatars. While it hasn’t replaced human creativity yet, it is speeding up the production process significantly.
Is an Explainer Video Right for You?
If you have a complex product, a new service, or simply want to increase your conversion rates, the answer is likely yes.
An explainer video works because it respects the viewer’s time. It packages value, emotion, and information into a format that is easy to consume and easy to share. In a digital landscape where attention is the most valuable currency, the explainer video is one of the smartest investments a business can make.
Frequently Asked Questions
How much does an explainer video cost?
The price varies wildly based on quality and style. You can find freelancers for a few hundred dollars, while a high-end agency production might cost anywhere from $5,000 to $25,000 or more. The sweet spot for a professional, high-quality animated video is usually between $3,000 and $10,000.
How long does it take to make one?
A professional production typically takes 4 to 8 weeks. This accounts for scripting, storyboarding, voiceover recording, animation, and revisions. Rushing the process often leads to mistakes in the narrative or animation quality.
Should I write the script myself?
Unless you are a professional copywriter, it is usually better to let the agency or a specialist handle it. They understand the specific pacing and visual cues required for video, which is very different from writing a blog post or a sales email.
What is the best length for an explainer video?
For top-of-funnel awareness (like a homepage), aim for 60 to 90 seconds. For social media ads, aim for 15 to 30 seconds. If the video is a deep-dive tutorial for existing customers, it can be longer (2 to 3 minutes).
Ready to simplify your message?
Now that you understand the mechanics of how an explainer video works, you can see why they are a staple of successful digital marketing. They bridge the gap between “What is this?” and “I need this.”
If you are struggling to communicate your value proposition, it might be time to stop writing about it and start showing it.
