Explainer video
Also called animated explainer, explainer
What is an explainer video?
An explainer video is a short video, usually one to three minutes, that explains what a product, service or idea is and why it matters. It typically walks through a problem, the solution and how it works, ending with a call to action. Explainers often live on homepages and landing pages, or are used in sales and onboarding.
Explainers come in several styles: animated (illustrations and motion graphics), live action, whiteboard, screen recording for software, or a mix. A clear voiceover usually carries the story, supported by visuals that show each point.
An explainer differs from a product demo video in focus. An explainer answers "what is this and why should I care"; a demo answers "show me how it works". A promo video is broader and more about attention and excitement.
Why an explainer video matters
An explainer answers the first questions a visitor has in the time it takes to watch one short video. That is especially useful for new or complex products, where a page of text may not get read.
Explainers also make the message consistent. Sales staff, social posts, ads and the homepage can all share the same video, so everyone hears the same clear story.
How to make an explainer video
- Write down the problem your customer has, in their words.
- Script a simple structure: problem, solution, how it works (two or three steps), proof, call to action.
- Keep it short: aim for 60 to 90 seconds for most products.
- Choose a style that fits your budget: screenshots and motion graphics, animation or live action.
- Record a clear voiceover and add captions.
- Put it where people decide: the homepage, landing pages and onboarding emails.
Explainer video FAQ
How long should an explainer video be?
Most work best at 60 to 120 seconds. Shorter is usually better, as long as the problem, solution and next step are all clear.
What is the difference between an explainer video and a demo video?
An explainer covers what the product is and why it matters. A demo video shows the product being used, step by step. Many companies make both.
Related terms
A product demo video shows a product being used to explain its main features and how it solves a problem, so buyers can see it before they buy.
A promo video is a short marketing video that promotes a business, product, offer or event, made to grab attention and drive an action.
Motion graphics are animated graphic design elements such as text, shapes, icons, charts and logos, used to explain ideas or style a video.
A video script is the written plan for a video: what is said, what appears on screen and in what order, scene by scene.
A landing page is a web page built for one goal, like a signup or booking, that visitors reach from an ad, post or email.
A voiceover is narration recorded separately from the picture and laid over a video to explain, tell a story or guide the viewer.