An explainer video is a short, goal-driven video that uses visuals and narration to explain a product, service, process, or idea. Most run for about 60 to 90 seconds, although some sources describe the broader format as lasting one to two minutes. The goal is to help viewers quickly understand what something is, how it works, or why it matters.
Businesses use explainer videos on websites, social media, presentations, and onboarding materials. A software company might show how its platform solves a customer problem. A nonprofit might explain a complicated program. A service provider might use animation to show what happens after a customer signs up.
An explainer video combines spoken narration with visuals. The visuals might include animation, screen recordings, live footage, diagrams, or a person speaking to the camera. The style changes, but the goal stays the same.
How an Explainer Video Works
A strong explainer video fits a larger explanation into a short viewing experience. According to Unbounce’s overview of explainer videos, a short script makes the creator choose the main problem, the clearest explanation, and the next action.
Most explainer videos follow a simple sequence:
- Identify a problem or question.
- Explain the product, service, idea, or process.
- Show the viewer the next step.
The opening needs to show quickly why the video matters. Explain Visually recommends using a hook within the first five seconds, then moving through a problem, solution, and action structure. For example, a payment service might begin by showing how difficult it is to manage several payment tools. It could then explain how its platform combines them and direct viewers to request a demonstration.
Remove any sentence or visual that does not help viewers understand the problem, solution, or next step.
Common Explainer Video Formats
Explainer videos use several production formats. Choose the format based on what viewers need to see and what best shows the subject.
- 2D animation: Illustrations, characters, icons, and text move across the screen.
- 3D animation: Three-dimensional objects or environments show a product, mechanism, or process.
- Live action: Actors, employees, customers, or presenters appear on camera.
- Screencast: A recording shows software, a website, or another digital interface in use.
- Whiteboard animation: Drawings appear as a hand illustrates the explanation.
- Motion graphics: Animated text, shapes, charts, and diagrams carry the message.
- Tutorial: A presenter or recording demonstrates how to complete a task.
- AI avatar: A computer-generated presenter delivers the narration.
TechSmith lists these formats, while WowMakers identifies AI as a production method rather than a visual style. This distinction matters because an AI tool might generate narration, images, or an avatar, while the finished video still uses a format such as animation, live action, or a screen recording.
Choose the format based on the explanation. A screencast suits a software workflow because viewers need to see the interface. Animation suits an invisible process or abstract idea because the creator can show concepts that a camera cannot capture. Live action suits an explanation that depends on a real person, location, or physical product.
Where Businesses Use Explainer Videos
Organizations place explainer videos where viewers need a quick explanation before acting. A homepage video can introduce an unfamiliar product. A landing-page video can explain a service before a visitor fills out a form. A presentation can give an audience shared context before a discussion. An onboarding video can show new users how to complete a task.
Place the video where it answers the viewer’s question. A visitor on a product page might need to understand the product’s main benefit. A new customer might need instructions. A social media viewer might need a shorter version that works without sound or with limited attention.
Voice123 describes explainer videos as tools for introducing brands, products, and services and lists websites, social media, presentations, and onboarding materials as common placements. Explain Visually recommends adapting length and format across landing pages, email, and social media.
Before producing a video, write down the exact question it must answer. “What does this service do?” needs a different script from “How do I complete this task?” A narrow question produces a clearer video than an attempt to explain an entire company.
Do Explainer Videos Improve Conversions?
Explainer videos can support conversion when confusion stops a visitor from acting. Reported results do not establish one outcome for every business. A conversion is a desired action such as signing up, requesting information, or making a purchase.
Unbounce reports that Rypple increased its conversion rate by 20% after adding an explainer video to its homepage. The same source reports that Dropbox increased conversions by more than 10% with a single video. These are company-specific case studies, so they show what happened in those examples rather than guaranteeing the same result for every business.
The video itself might not explain the entire result. Placement, page design, offer, audience, script, and traffic quality also affect conversions. Much of the available support for explainer videos comes from companies that sell video production or marketing services. Industry sources also report different performance ranges. Test conversion claims before relying on them; they are not guarantees.
A useful test compares a page with the video against a similar page without it while keeping the main offer and audience consistent. Track the action the video should support, such as sign-ups or demo requests. Also check whether viewers reach the call to action. A high view count does not show that the video improved business results.
What Makes an Explainer Video Clear?
Clarity comes from a focused message, a logical script, and visuals that support the narration. Viewers should not have to interpret decorative animation while listening to a separate explanation.
A practical script usually answers four questions:
- Who has the problem?
- What makes the problem difficult?
- How does the product, service, or idea address it?
- What should the viewer do next?
Use familiar language before introducing industry terms. Show the product or process when viewers need to understand an action. Keep on-screen text short enough to read while the narration continues. If the video uses a screen recording, enlarge the relevant controls and remove unrelated interface details.
The final action should match the video’s purpose. A product introduction might ask viewers to learn more. An onboarding video might ask them to complete the next setup step. A presentation video might end with a question or move to a demonstration.
