Have you ever clicked on a website and found yourself watching a short, animated video that suddenly made a complicated idea make perfect sense? That’s the magic of the explainer video — and even in 2025, it remains one of the most persuasive tools in modern marketing.
Explainer videos may have started as homepage staples back in the mid-2010s, but they’ve evolved far beyond that. Today, they’re used in sales, training, onboarding, and even public information campaigns. So, the question isn’t whether explainer videos are still relevant — it’s how they’ve adapted and why they continue to be one of the smartest ways to communicate with audiences who are short on time but hungry for clarity.
From Homepage Highlight to Everyday Marketing Tool
Years ago, an explainer video was often a single, animated clip placed front and centre on a homepage. Now, their use is much broader. Brands use them in email campaigns, on social media, during staff training sessions, and as part of investor or sales presentations. Instead of serving one purpose, explainers are now tailored for multiple moments — each designed to reach a specific audience with precision.
This shift marks a key point: the format hasn’t disappeared; it’s diversified. The explainer video has matured into a marketing asset that supports every stage of communication, from awareness through to conversion.
Why Organisations Continue to Use Explainer Videos
Short videos are efficient communicators. They deliver a message faster than text and are easier for audiences to retain. Research shows that people remember up to 95% of what they see in a video, compared to just 10% of what they read. That’s an enormous difference when your goal is to help viewers understand a concept or take action.
Here’s why organisations continue to invest in them:
- Improved engagement: Viewers are far more likely to finish a two-minute video than a blog post.
- Better search visibility: Pages with embedded videos often rank higher in search results.
- Higher conversion rates: Landing pages featuring explainer videos can increase conversions by as much as 80%.
- Increased trust: A well-produced video creates a sense of authenticity and professionalism that encourages confidence.
The value lies in how the human brain processes information — combining visuals, words, and sound allows people to understand and remember faster.
The Science Behind Why They Work
Studies from universities such as Zurich have shown that pairing visuals with spoken words activates multiple areas of the brain. This dual-channel processing means people not only understand better but also retain information for longer periods.
The inclusion of a simple story structure — a problem, a solution, and an outcome — strengthens emotional engagement. It’s no surprise that explainers perform exceptionally well in fields where clarity matters most, such as healthcare, education, and technology.
However, there’s a balance to strike. Oversimplifying complex topics can lead to misunderstanding. Effective explainer videos distil information without diluting its accuracy.
The Formats That Make an Impact
Explainer videos generally fall into two main types: animated and live-action. Each has its strengths, depending on what you need to communicate.
Animated Explainers
Perfect for explaining abstract ideas, animated videos allow you to illustrate systems, processes, and data that would be difficult to show through real footage. They’re cost-effective and versatile, making them a popular choice for technology, software, and training purposes.
Live-Action Explainers
When human connection is key, live-action wins. These videos are ideal for care services, education, hospitality, and any sector where trust and empathy matter. Seeing a face and hearing a real voice helps viewers connect on a personal level.
Many companies combine the two — for example, using a presenter supported by motion graphics or overlaying animation on real footage. The secret isn’t to follow a trend but to choose the style that best serves the message.
What Makes an Explainer Video Effective?
Every successful explainer video shares a few common traits:
- A clear, concise script – Keep the focus on the viewer’s problem and your solution.
- Simple, plain language – Avoid jargon; clarity always wins.
- Readable captions – Essential for accessibility and silent viewing.
- Purposeful visuals – Every image should help clarify the message.
- Balanced audio – Music and effects should enhance, not distract.
- A strong call-to-action – Tell viewers exactly what to do next.
At around two minutes long, an effective explainer doesn’t try to say everything — it delivers what matters most with impact.
Why Templates Rarely Work
It can be tempting to use off-the-shelf templates that promise fast results, but they often fail to capture a brand’s unique tone or identity. A one-size-fits-all video may save time but risks blending in with everything else online.
Custom explainers don’t have to be extravagant. They simply need to be designed around your brand, audience, and message. For sectors like healthcare or finance, where accuracy and compliance are vital, a bespoke approach is the only reliable option.
Storytelling and Structure: The Art of Simplicity
The most memorable explainers are those that take viewers on a journey — even in less than two minutes. The structure often follows a classic flow:
- Introduce a relatable problem.
- Present the solution clearly.
- Demonstrate how it works.
- Finish with a call-to-action.
Whether you use a narrative (“Meet Sarah…”) or a direct approach (“Here’s how this works…”), the key is pace and clarity. Simplicity doesn’t mean being basic — it means removing anything that doesn’t serve understanding.
The Psychology of Persuasion
Explainers aren’t just educational; they’re persuasive. When people understand something easily, they’re more likely to trust it. Combining audio, visuals, and storytelling creates what psychologists call cognitive fluency — the brain’s preference for processing information effortlessly.
However, with that persuasive power comes responsibility. Ethical explainer production means ensuring facts are accurate, claims are transparent, and experts are consulted when needed.
Where Explainer Videos Thrive in 2025
The range of uses for explainer videos keeps expanding. In 2025, they’re making an impact in:
- Corporate training and onboarding – Replacing lengthy manuals with engaging, digestible content.
- Healthcare communication – Explaining medical procedures and aftercare in accessible language.
- Technology and SaaS – Demonstrating complex software in a visual way.
- Public information campaigns – Helping communities understand key services or policies.
- Sales and marketing – Turning curiosity into conversions through clarity.
Explainers can live almost anywhere — a website, a trade-show loop, an email, or a social ad. One well-made video can serve many purposes.
Capturing Attention in the First 20 Seconds
The first few seconds determine whether viewers stay or scroll away. Effective explainers use engaging visuals, clear narration, and relevant music to hook attention quickly. Trends may change — from flat design to textured 3D or kinetic typography — but clarity always beats style.
If your message is easy to grasp within the opening moments, you’ve already won half the battle.
What “Good” Looks Like
When an explainer video works, it’s because it meets five clear standards:
- Clarity – The viewer instantly understands the message.
- Conciseness – Every second counts; there’s no filler.
- Professional quality – Clean visuals and balanced audio build credibility.
- Emotional connection – Even B2B audiences respond to human stories.
- A direct outcome – Viewers know what to do next.
Videos that fail often try to do too much, move too fast, or ignore what the audience actually needs to know.
Production, Timeline, and Results
Creating an animated explainer usually follows a clear process: briefing, scripting, storyboarding, voiceover, animation, and sound. Depending on the complexity, production can take between two and eight weeks. Costs vary widely — typically between £1,500 and £10,000 per minute — depending on design detail and review stages.
But the return is measurable. Businesses often see:
- Completion rates of 60–85% for short explainers.
- Click-through rates of around 2–3%.
- Conversion uplifts of 20–40%.
Beyond numbers, explainer videos help teams deliver consistent messaging and reduce customer support time — both clear wins for efficiency.
The Future of Explainers: Personalised and Interactive
Technology is reshaping what explainer videos can do. Interactive videos now let viewers make choices or explore topics in more depth. Augmented and virtual reality add layers of immersion, while artificial intelligence allows for personalised voiceovers and automatic translation.
The aim isn’t to chase novelty, but to use these tools to make information more accessible, understandable, and engaging.
The Lasting Power of Clarity
Explainer videos endure because they respect the audience’s time. They take complicated ideas and make them easy to understand — quickly, clearly, and memorably. In a world overloaded with information, that’s not just effective; it’s invaluable.
At i-Q&A, we believe explainer videos aren’t a passing trend — they’re an evolving language of clarity. When crafted with purpose and honesty, they don’t just explain; they connect.
