Explainer videos have emerged as a powerful tool for conveying complex information in an engaging and easily digestible format, but what is an explainer video, exactly?
What is An Explainer Video?
These useful clips are designed to explain a concept, how to use a product, or the finer details of a service in a straightforward and compelling way. Explainer videos aim to grab the viewer’s attention quickly while delivering a clear and concise message.
Today, businesses across nearly every industry rely on explainer videos to introduce products, explain services, and communicate ideas to potential customers. Instead of reading long pages of text, viewers can quickly understand a company’s value through a short, well-produced video.
A product explainer video typically focuses on a single problem and demonstrates how a company’s product or service solves it. These videos often appear on homepages, landing pages, product pages, or social media campaigns because they quickly communicate what a brand does and why it matters.
In marketing, this format has become incredibly popular because audiences prefer visual content. When done correctly, an explainer video for marketing can simplify complex topics, increase engagement, and improve conversion rates.
How Long Should an Explainer Video Be?
Explainer videos are designed to be short, easily digestible videos packed with information. The ideal length is typically between one and three minutes.
This duration is long enough to communicate your message but short enough to maintain the viewer’s attention. By keeping your video brief, you prevent viewers from leaving before they reach the most important part of your message.
Many successful product explainer videos are even shorter, around 60–90 seconds, focusing on a single concept or value proposition.
Short videos also perform better on social media and landing pages, where users often decide within seconds whether to keep watching.
Are Explainer Videos Effective?
Explainer videos are highly effective for businesses looking to communicate their message quickly and efficiently.
They can be used on websites, social media platforms, and during presentations to capture and maintain the audience’s interest. By breaking down complex ideas into easily understandable segments, explainer videos help build trust with potential customers.
Studies consistently show that video content improves engagement and retention compared to written content alone. That’s one reason so many brands prioritize explainer video creation as part of their marketing strategy.
When businesses make an explainer video, they often see improvements in:
- Website engagement
- Product understanding
- Lead generation
- conversion rates
Studies have demonstrated that explainer videos are more persuasive than other marketing tools and cited that 8 out of 10 customers believe that these videos are the ideal resource for describing the advantages of a new product or service and how it can make their lives easier.
What Makes a Good Explainer Video?
While explainer videos can be extremely effective, not all of them perform equally well. The best ones share several common characteristics:
Stay Short and Focused
Explainer videos are not meant to be long tutorials. Instead, they deliver a clear message quickly—usually under two minutes.
Solve a Specific Problem
A strong product explainer video starts by identifying a problem the audience experiences. It then introduces the product or service as the solution.
Match the Brand’s Voice
The tone and style of the video should align with the brand and the audience it is trying to reach.
Have High Production Quality
Clear audio, strong visuals, and professional editing are essential. Poor video quality can undermine credibility, even if the message is strong.
End With a Clear Call to Action
The video should guide viewers toward the next step, such as learning more about the service or requesting a quote.
How to Make an Explainer Video in 8 Steps
Explainer videos come in various forms, including animated videos, whiteboard animations, and live-action videos. Each type serves the same fundamental purpose: to educate the audience on a particular topic in a simplified manner.
If you’re wondering how to make an explainer video, most successful productions follow a structured process.
1. Define Your Objective
Start by identifying the purpose of the video.
Are you introducing a new product? Explaining a service? Demonstrating a process?
Understanding the objective ensures your video stays focused and delivers a clear message.
2. Know Your Audience
A successful explainer video speaks directly to its intended audience.
Consider:
- Who is watching the video
- What problem do they want solved
- What information do they need most
Tailoring the content to your audience helps ensure the video resonates with viewers.
3. Craft a Clear Script
A script is foundational for a successful production. It should be concise, engaging, and to the point. Avoid unnecessary jargon and focus on the key message you want to deliver.
Most explainer video examples follow a simple narrative structure:
Problem → Solution → Benefits → Call to Action
4. Create a Storyboard
A storyboard visualizes how the video will unfold scene by scene.
It helps production teams plan visuals, transitions, and pacing before filming or animating begins.
5. Choose the Right Explainer Video Type
There are several explainer video types, including:
- Animated explainer videos
- Live-action explainer videos
- Whiteboard videos
- Motion graphics videos
- Screencast demonstrations
Animated videos are especially popular because they can clearly illustrate abstract concepts. Many companies rely on motion graphics animation to communicate ideas that would be difficult to film in real life.
6. Record High Quality Audio
Clear and professional audio is essential. Invest in a high-quality microphone and consider hiring a professional voiceover artist if needed. Many online platforms allow you to peruse portfolios to find the perfect voiceover professional for your project.
7. Edit and Refine
Use editing software to refine your video. Pay attention to pacing, transitions, and the overall flow of the video. Add background music and sound effects to enhance existing audio, producing an engaging and professional explainer video for your target audience.
8. Publish and Promote the Video
Once complete, the video can be shared across multiple platforms, including:
- Website homepages
- Product pages
- Social media campaigns
- Presentations
- Email marketing campaigns
How to Create an Animated Explainer Video
Animated explainer videos are particularly popular due to their versatility and ability to illustrate concepts effectively. Like all successful videos, an animated video begins with pre-production steps such as a concept, a script, and a storyboard. A strong script and a detailed storyboard will help outline and organize your scenes.
Once the storyboard is complete, designers begin building the video’s visual elements. Characters, icons, and scenes are created to align with the brand’s visual style.
Animation software is then used to bring the visuals to life while voiceovers and music are layered into the production.
Animation allows brands to illustrate complex ideas that might otherwise be difficult to demonstrate in real life. Because of this flexibility, animated explainers are commonly used by software companies, technology firms, and startups.
Explainer Video Examples From Leading Brands
Looking at successful explainer examples can help illustrate what makes this format so effective.
Here are a few well-known explainer video examples used by major brands.
Asana – Explaining Product Benefits
Asana uses animated explainer videos to show how its platform simplifies project management.
The video focuses on the core problem teams face—organizing tasks—and demonstrates how the platform helps streamline collaboration.
Shopify – Explaining How the Platform Works
Shopify features an explainer video on its homepage that shows how entrepreneurs can quickly start an online store.
This product explainer video clearly outlines the platform’s benefits and shows how easy it is to launch a business.
Airbnb – Communicating a Brand Vision
Airbnb uses explainer-style storytelling videos to highlight how the platform connects travelers with unique experiences.
Instead of focusing solely on product features, this video emphasizes the brand’s broader mission.
Expert Explainer Videos by Avalanche Studios
Creating an effective explainer video involves understanding the audience, crafting a clear script, and choosing the right style to convey the message.
When businesses invest in professional video production, they gain a powerful tool to communicate ideas, introduce products, and build stronger connections with their audience.
At Avalanche Studios, we specialize in producing engaging visual content—from animated explainers to full corporate video production projects.
If you’re planning to make an explainer video for your brand, working with experienced creators can help ensure the message is clear, compelling, and visually engaging.
To start planning your next video project, you can request a quote and connect with our production team.