Ever watched a video that made something finally click? That moment of understanding—the lightbulb switch—doesn’t happen by accident. It happens because someone took the time to turn a complex message into something clear, visual, and engaging. That’s exactly what explainer videos do. But what exactly are they? How do they work? And why are they everywhere—from landing pages and social media feeds to classrooms and training portals?
At i-Q&A, we believe in the power of video to cut through the noise, and explainer videos are among the most effective tools available. Whether you’re introducing a product, simplifying a process, or sharing a big idea, a well-crafted explainer video does more than just “tell”—it connects. Here’s everything you need to know.
What Is an Explainer Video?
An explainer video is a short, strategic video that breaks down a product, service, or concept into an easily understandable format. Typically lasting between 60 to 180 seconds, they use a combination of visuals, narrative voiceover, animation or live-action footage, and a clear call to action to deliver their message.
Although widely used in marketing and sales, explainer videos are also powerful educational tools and communication assets in fields such as healthcare, public policy, activism, and corporate training.
What makes explainer videos so effective is their clarity. While websites and brochures can feel overwhelming, a video can distil the same information into a story that sticks—faster and more memorably.
What Makes a Good Explainer Video?
An effective explainer video follows a clear, familiar format:
- Problem Introduction – What challenge or pain point does the audience face?
- Solution Presentation – What solves this issue?
- Product Demonstration – How does it work in practice?
- Call to Action (CTA) – What should the viewer do next?
These four steps are strengthened by compelling visuals, concise scripts, and an informal tone that makes the message approachable rather than overly technical. Well-made explainer videos are fast-paced, engaging, and easy to follow. They’re written to speak to real people—not search engines or internal teams.
Key features include:
- A runtime of 60–90 seconds
- A high speaking rate to maintain viewer attention
- A casual, conversational voice
- Emotional flow or storytelling
- A clear CTA that guides next steps
Types of Explainer Videos
Explainer videos aren’t one-size-fits-all. Different formats suit different goals. Choosing the right one depends on your audience, message, and budget.
Animated Explainer Videos
Animation is often the go-to choice for businesses explaining software, abstract ideas, or digital platforms. It’s versatile and visually interesting.
Subtypes include:
- 2D Animation – Accessible and budget-friendly
- 3D Animation – Suitable for technical demos or architectural walkthroughs
- Motion Graphics – Ideal for explaining statistics or systems
- Whiteboard Animation – Educational and engaging, often with a hand-drawn style
- Character Animation – Uses avatars or mascots to tell a relatable story
Example: Spotify’s animated motion graphics explaining their ad platform turn a dry subject into something vibrant and easy to understand.
Live-Action Explainer Videos
Live-action works best when showcasing physical products or adding emotional depth through real human faces. It’s ideal for testimonials, brand stories, or retail walkthroughs.
Example: Dollar Shave Club’s viral video is a classic example—funny, fast, and memorable.
Hybrid Explainer Videos
By combining live footage with animation overlays, hybrid videos offer creative flexibility. They’re increasingly popular for education, marketing, and crowdfunding campaigns.
Screencast Videos
Especially useful in the tech world, screencasts use recordings of software in action, guiding the user through features and interfaces.
Why Explainer Videos Work
The success of explainer videos lies in how they mirror human communication. They combine images, voice, music, and story into one medium—activating multiple parts of the brain and improving comprehension.
1. Processing Fluency
Explainer videos present ideas in ways the brain can process quickly. Simple visuals, easy-to-understand language, and logical flow make information stick—and build trust.
2. Storytelling
Whether it’s “Meet Bob, who’s struggling with X…” or a broader narrative that outlines a common problem, stories anchor messages emotionally. They turn abstract points into relatable journeys.
3. Multimodal Learning
Videos use both visual and auditory stimuli, making them ideal for memory retention. This is especially helpful when communicating complex or unfamiliar content.
The Many Uses of Explainer Videos
Though they started as business tools, explainer videos now span multiple industries:
Education & Training
Explainer videos improve learning outcomes in classrooms, professional development, and eLearning platforms. For example, animated videos have helped farmers in Ethiopia and Benin learn new agricultural techniques with tangible success.
Public Communication
Organisations use explainers to inform people about public health, environmental issues, and social change. However, it’s important these videos prioritise accuracy, as oversimplifying scientific topics can result in misunderstanding.
Marketing & Sales
This is perhaps where explainer videos shine most. They’re used to:
- Introduce products on landing pages
- Explain services in email campaigns
- Welcome users during onboarding
- Support pitches to investors or stakeholders
Examples:
- PooPourri – Tackles a taboo subject with humour and clarity
- Mint – Uses animation to clarify how their app simplifies finances
Airbnb – Combines footage and animation to show user experiences
Strategic Value for Businesses
Explainer videos aren’t just about good storytelling—they deliver measurable outcomes:
- Increased Conversion Rates: Videos can improve conversion rates by up to 144%.
- Improved SEO: Videos reduce bounce rates and increase time-on-page, both important for search engine rankings.
- Brand Recall: A consistent visual style and memorable script make your message more likely to stick.
- Cross-Channel Usability: Explainers work well across websites, email campaigns, social media, and internal communications.
How Explainer Videos Are Made
The production process is as important as the message itself. Here’s a high-level overview:
Pre-Production
- Define your objective
- Identify your audience
- Write the script
- Create a storyboard
- Choose your video style (animation, live-action, etc.)
Production
- Record voiceover
- Animate or film your scenes
- Add music and sound effects
Post-Production
- Edit visuals and sync with audio
- Add titles, transitions, and subtitles
- Export in required formats (e.g. for YouTube, web, mobile)
While tools like Powtoon, Wistia, and Camtasia allow you to make videos in-house, professional agencies like The DVI Group or OK Social offer a more tailored, high-quality finish.
Limitations and Ethical Considerations
Even effective explainer videos have their drawbacks:
- Oversimplification: Stripping out detail can result in a false sense of understanding, especially when covering sensitive or technical topics.
- Credibility: Some videos prioritise click-worthiness over truthfulness. That’s why it’s important to ensure accuracy, especially in educational or medical content.
- Algorithm Bias: Platforms like YouTube often promote high-engagement videos, regardless of accuracy. Misleading videos can get more attention than factually correct ones.
Where Should You Use an Explainer Video?
There are countless touchpoints for incorporating an explainer video into your brand strategy:
- Homepage – Offer a compelling first impression
- Product pages – Show how it works
- Email campaigns – Increase click-throughs
- Sales presentations – Provide a consistent message
- Internal training – Educate staff on processes
- Social media – Expand reach through shares
Final Thoughts
Explainer videos have become a cornerstone of modern communication. They distil complexity into something that feels effortless, using the power of visual storytelling to clarify, persuade, and inspire.
But they’re more than just marketing tools—they’re content that connects. Whether you’re a teacher, a founder, a health campaigner, or a customer support lead, explainer videos can help people understand what matters most.
