What is an Explainer Video?

An explainer video communicates complex ideas in a simple, digestible 60-90 second video. They're commonly used by businesses who are looking for new ways to either explain a product or service that their customers may not be familiar with. They can also be used to engage audiences as a second step in a sales funnel.

You can see explainer videos all over the internet. They're used on websites, on social media, in presentations - pretty much anywhere businesses have video content. And there's a reason for that. They are effective. They act as both a basic tutorial and a commercial for your product or service. In that way, they've proven excellent for enhancing engagement with potential customers and boosting conversion rates.

Think of a common product or service you find online, and I'm not talking about simple eCommerce items like t-shirts or shoes that everyone is familiar with. I'm talking about product with an added layer of complexity: an SaaS platform, or camping gear. Reading about the platform or product only goes so far. Seeing somebody use the product, engage with it, and explain to you the main benefits of it takes your product to the next level, allowing the viewer to actually picture themselves benefitting from the product.

In this post, we will dive deeper into what makes a great explainer video, the different types of explainer videos, the types of companies that use them, and how to get started creating your own explainer video.

Don't have time to keep reading? Check out our video blog that summarizes the post.

What makes a great Explainer Video?

If we had to wrap it up in one sentence, it would be: A great explainer video is one that is concise and to the point. As we mentioned above, explainer videos are generally short. They typically range from 60-90 seconds, which differs from tutorials. Tutorials don't have as much of a commercial component to them. You can consider them deep dives on a specific aspect of your product or service, and aren't meant to be a customers first or second point of contact with your company.

The main goal of an explainer video is to answer a simple question - what is this product and how can it help me? And the key to answering that question is to be clear, use simple language, and create a fun, exciting video that captures your key benefits.

Explainer videos come in all shapes and sizes - live-action, animation, motion graphics, a combination of all three. Deciding which one will be most effective depends on the brand and their ultimate goals for the video. Whichever type of explainer you choose to explore, they all follow a typical pattern. They begin by setting up the problem their product solves, they introduce the solution, and then they demonstrate how the solution works. The goal is to leave the audience with a strong understanding of the topic or product, driving them to take the next step which is crucial. That's where the more commercial element of the video comes in - a call to action to make a purchase, sign up for a newsletter, follow them on social media, etc.

So, before we get deeper into the various types of explainer videos, let's recap the key parts of an explainer:

• Keep it short and concise: Most explainer videos are between 60 to 90 seconds long.

• Keep it Engaging: Incorporating a compelling narrative in your script will take you from "telling" to "storytelling."

• Clear messaging: These videos are designed to explain a concept or product simply and effectively, without overwhelming the viewer with too much information.

• Call to action: Prompt the viewer to take a specific action at the end of the video.

Types of Explainer Videos

Explainer videos come in various formats, each suited to different purposes and styles. Let’s take a closer look at the most common types of explainer videos.

1. Animated Explainer Videos

These are one of the most popular types of explainer videos. They use motion graphics, 2D, or 3D animation to explain a concept or product. They jumped in popularity about a decade ago, because they were accessible and made complex topics far less intimidating when explained in this manner. Animated explainer videos are effective because they simplify complex ideas, capture attention, and can be tailored to fit almost any style.

DASH Network Explainer - We provided the voiceover for this animated explainer video.

I also want to mention a specific type of animated video you may have heard of or seen, and that is whiteboard videos. This is a type of animated explainer video in which a hand draws images and illustrations on a whiteboard accompanied by a voiceover to explain a product or concept. These videos were very popular in the 2010's but have since decreased in popularity and use. They seem to have been overdone, and we wouldn't suggest using one today.

2. Live-Action Explainer Videos

In contrast to animated videos, live-action explainer videos use real people and real-world settings to explain a product or service. They follow a similar format to animated videos, but are extremely effective at personalizing a brand for the viewer.

A live-action explainer video we created for Edloomio.

Many brands that we work with operate completely online. That's the nature of business in the post-pandemic era. A live-action explainer with a spokesperson or host can act as a human touchpoint for the brand. Because of the live-action explainer video, the company is no longer a faceless entity striving for your attention, they are a company backed and supported by real people. Audiences respond well to the face-to-face interaction that a live-action explainer represents.

• Why use live-action explainer videos?

  • They build a stronger emotional connection with viewers by showing real people.

  • They can practically demonstrate how a product is used.

  • They humanize a brand.

In addition, it should be noted that animated elements and motion graphics are generally included in any live-action explainer video, making for a more exciting and dynamic experience.

3. Screencast Explainer Videos

Screencast explainer videos show the actions on a computer screen while narrating the steps. Oftentimes, the person narrating the actions may appear in a lower left or right corner of the screen. This type of video is commonly used by SaaS businesses to demonstrate software or online platforms. In a way, this is a step closer to a tutorial without diving too deep as you would in an actual tutorial.

What Type of Companies Use Explainer Videos?

While explainer videos are most popular with tech companies, the truth is any company can benefit from an explainer video. You don't need to have something complex to explain. It's important to give context to your company. Viewers enjoy dealing with brands, not nameless businesses.

Here are some examples of businesses/industries that often use explainer videos:

1. SaaS Companies

Explainer videos are very popular with Software as a Service (SaaS) companies. These businesses often have complex products and platforms that need to be broken down and explained in a simple and digestible way. Explainer videos are an ideal tool for this purpose, helping customers understand how their software works and how it can benefit them.

2. Corporate and B2B Brands

Corporate video marketing often incorporates explainer videos to engage employees, clients, or partners. In other words, explainer videos are not only used for external communication. They can be used for internal communication as well, including onboarding, or training.

A few explainer videos we’ve created for clients for internal communications have been so successful that we’ve been asked to create videos that dive deeper on the topic as longer tutorial videos or training videos.

An example of one of our training videos.

3. E-commerce Brands

Explainer videos are often used to showcase products, demonstrate how they work, and help answer common customer questions. They help highlight key selling points, such as features, benefits, and customer reviews. The end goal of these videos is for the customer to purchase the product as opposed to engage with the brand.

How to Get Started Making Explainer Videos

There are a few things to consider before engaging with a video production company to create your video. We often help companies take a strategic approach to ensure the video(s) are effective and will achieve your end goal, whatever that may be.

We’ve put together a mini guide of important aspects to consider when getting started creating explainers:

1. What is Your Objective?

Before creating your explainer video, clearly define what you want to achieve. Are you introducing a new product? Explaining a service? Addressing a common pain point? Understanding your goal will help you craft a focused message.

2. What Style of Explainer Video Fits Your Needs?

Which style is more appropriate for your brand: animation, live-action, screencast, or a mix of all three? Consider your target audience, brand personality, and budget when choosing the best approach. Where this video will live will factor into the style you choose. We often consult with clients prior to this step and we can help you decide on a style that best fits your objectives.

3. Hire a Production Team

Start with a discovery call with a company to find out if your vision and budget aligns with what the production company can offer. Keep in mind that there are many videographers or animators in the corporate explainer video space. Unless you have editors and graphic designers on your team, you’ll want to look for a full service production company like ours.

You’ll also want to consider your budget. There are many advertising agencies that will offer explainer videos, but they’ll also charge you upwards of $30k to $50k. Production companies like ours have an advantage because of our small, nimble team. We’re able to script, produce, edit and deliver completed explainer videos at a fraction of the cost.

Let's get started creating an explainer video!

Whether you're ready to go ahead and start creating your explainer video, or you just want more information on what's involved, reach out to us and we'll tell you all about what we can do for you.