Some ideas are hard to explain in text. A product with several moving parts, a service that’s new to your market or a process customers don’t understand can take paragraphs to describe — and many visitors won’t read them. An explainer video delivers the same message in a minute or two, combining visuals, voice and motion to make it clear and memorable.
Why explainer videos work
- Clarity: visuals simplify complex ideas.
- Attention: motion and sound hold attention better than static text.
- Memorability: combining words and images helps people remember messages.
- Emotion: music, characters and storytelling create connection.
- Efficiency: one video can explain your offer consistently to every visitor.
- Versatility: use it on your website, in sales calls, emails and social media.
Popular explainer video styles
| Style | Look and feel | Best for |
|---|---|---|
| 2D animation | Colorful characters and scenes | Most businesses and consumer products |
| Whiteboard | Hand-drawn illustrations on a white background | Education, processes, complex ideas |
| Motion graphics | Animated shapes, text and data | Technology, finance, B2B |
| 3D animation | Realistic or stylized 3D scenes | Products, engineering, premium brands |
| Typography | Animated text-led design | Short social videos and announcements |
| Live action with graphics | Real footage combined with animation | Human, authentic brand stories |
Whiteboard is especially effective for teaching — our guide to whiteboard animation explores it in detail.
The structure of an effective explainer
Most successful explainer videos follow a simple story arc:
- The problem: show a situation your audience recognizes.
- The solution: introduce your product or service.
- How it works: explain the key steps or features simply.
- The benefits: show how life improves.
- The call to action: tell viewers exactly what to do next.
This structure keeps the message focused on the viewer rather than on your company.
How an explainer video is made
1. Brief and discovery
The process begins with understanding your audience, message, goals, brand style and where the video will appear. A clear brief prevents changes later.
2. Scriptwriting
The script is the foundation. It needs to be concise, conversational and focused on one core message. As a rough guide, voice-overs run at around 130–160 words per minute.
3. Storyboarding
A storyboard maps each scene visually alongside the script, showing what viewers will see while they hear each line. It is the cheapest stage to make changes.
4. Style frames and design
Illustrators create characters, backgrounds and key frames in your brand colors and style before animation begins.
5. Voice-over
A professional voice actor records the script. Tone, pace and accent should suit your audience and brand.
6. Animation
Animators bring scenes to life, timing motion to the voice-over. This is usually the most time-intensive stage.
7. Music and sound design
Music sets the mood; sound effects add polish and emphasis.
8. Review and delivery
After revisions, the final video is delivered in formats suited to your website, social platforms and presentations, often with versions in different aspect ratios.
How long should it be?
Shorter usually performs better. Many explainer videos run between 60 and 120 seconds. Focus on one core message; if you need to explain more, consider a series of short videos.
Writing a strong script
- Lead with the viewer’s problem, not your company history.
- Use simple, conversational language.
- Focus on benefits over features.
- Keep sentences short for natural voice-over.
- End with a clear call to action.
- Read the script aloud and time it.
Using your explainer video
On your website
- Feature it near the top of your homepage or a key landing page.
- Add a descriptive thumbnail and title.
- Provide captions for accessibility and silent viewing.
- Use a lightweight embed or facade so it doesn’t slow the page.
In marketing and sales
- Include it in email campaigns and sales follow-ups.
- Use it in presentations and trade show displays.
- Share shortened versions on social media.
- Upload to video platforms with optimized titles and descriptions.
Accessibility
- Include captions or subtitles.
- Provide a transcript for screen reader users and search engines.
- Avoid rapid flashing effects.
- Make sure important information isn’t only shown visually.
Measuring success
Track views, average watch time, click-through on calls to action and conversions on pages featuring the video. Compare pages with and without video to understand impact.
Common mistakes
- Trying to explain everything in one video
- Scripts focused on the company instead of the customer
- Videos that run too long
- Poor audio quality
- No clear call to action
- Inconsistent branding
Bring your message to life
Our animators and scriptwriters create explainer videos in 2D, whiteboard, motion graphics and 3D styles. Explore our custom animated video services, or contact us to start your video.
Frequently asked questions
What is an explainer video?
A short video, often animated, that explains a product, service or idea simply and engagingly — typically used on websites, landing pages and social media.
How long does it take to make an explainer video?
It depends on length, style and revisions. The process includes scripting, storyboarding, voice-over, animation and sound, usually over several weeks.
Which explainer video style is best?
It depends on your message, audience and brand. Whiteboard suits educational topics, 2D animation suits most brands, and motion graphics suit technical or data-driven products.
Where should I use my explainer video?
On your homepage or key landing pages, in sales emails and presentations, on social media and on video platforms.
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