What is an Explainer Video? How It Helps Your Business Grow

Explainer videos have emerged as a powerful way to communicate ideas quickly and effectively. They break down complex concepts, products, or services into easily digestible content, usually in under two minutes.

Over the past decade, these videos have become a go-to strategy for businesses, especially in the tech and SaaS sectors. Whether it's introducing a new product, demonstrating how a platform works, or simplifying a value proposition, these videos help brands connect with their audience in a clear, visual, and compelling way. Their ability to boost engagement, improve conversions, and drive brand recall makes them an essential asset in modern marketing toolkits.

What is an Explainer Video?

An explainer video is a short type of instructional video designed to explain a product, service, or concept in a simple and engaging way. These videos typically run between 60 to 90 seconds and aim to answer one core question: “What problem does this solve, and how?”

Unlike traditional marketing videos, these videos focus more on clarity than flash. They use straightforward visuals, storytelling, and voiceovers to break down complex topics into something easy to understand, making them perfect for introducing new offerings or simplifying abstract ideas.

That said, this format is just the beginning. Once someone shows interest or signs up, deeper engagement comes from ongoing support and education. That’s where how-to videos shine. They’re essential for customer education— guiding users through specific actions, showcasing features, and helping them get real value from your product. Think of it like this: the introductory video opens the door, but how-to content helps people walk through it, stay, and succeed.

Benefits of Explainer Videos

Short, engaging videos do more than just look good — they’re one of the most effective ways to communicate value quickly. Whether you’re unveiling a new product, breaking down a complex concept, or nudging users toward conversion, this format delivers clarity and impact in just a few seconds. Here’s why they’re a smart addition to any marketing strategy:

1. Simplify Complex Ideas: Use storytelling, visuals, and voiceovers to make even technical topics easy to understand. It’s a great way to help audiences grasp your product or service without overwhelming them.
2. Boost Engagement and Retention: People are more likely to watch a quick video than sift through blocks of text, and they tend to remember what they see. The visual format makes content stick.
3. Increase Conversion Rates: Adding one to your landing or product page can dramatically improve conversion. It removes ambiguity and helps potential customers quickly see the value you offer.
4. Strengthen Brand Messaging: From tone and style to custom visuals, video gives you a cohesive way to express your brand personality and make a lasting impression.
5. Improve SEO Performance: Video keeps visitors on your page longer — a positive signal to search engines. Plus, it’s highly shareable, which can expand your reach across platforms.
6. Versatile Use Cases: A well-crafted piece can serve multiple purposes — from homepages and social posts to email campaigns, sales decks, and ad creatives. It’s one asset, many touchpoints.

Types of Explainer Videos

Explainer videos come in various formats, each suited to different goals, audiences, and content styles. Choosing the right type depends on what you’re trying to communicate and how you want to present it. Here are the most common types:

1. Animated Explainer Videos

This format is by far the most popular — and for good reason. They use motion graphics, illustrated characters, icons, and text to bring ideas to life. This style is especially effective for breaking down abstract or complex topics into digestible, engaging visuals. Whether you’re explaining how your product works, introducing a process, or sharing data-driven insights, animation allows for complete creative freedom without the need for a filming crew or physical setup.

2. Live-Action Explainer Videos

When authenticity matters, showing real people and environments can make a big impact. Live-action formats are ideal for building trust, demonstrating physical products, or telling human-centric stories. They work particularly well for brand introductions, testimonials, and scenes that benefit from emotional connection or a behind-the-scenes feel.

3. Whiteboard Explainer Videos

This format simulates someone sketching visuals on a whiteboard as the narration unfolds, making it ideal for structured, step-by-step explanations. It’s especially useful for educational content or unpacking detailed processes where clarity is key. With its simple, no-frills style, whiteboard videos keep the focus on the message and are often more cost-effective to produce than other formats.

4. Screencast Explainer Videos

Screencast explainer videos use screen recordings to walk viewers through a digital product or interface, making them a favourite among SaaS teams. They're especially effective for onboarding, feature tours, and how-to guides — anywhere clarity and precision are essential.

By showing exactly how your product works, screencasts help users learn by doing.

Tools like WowTo make it easy to create polished screencast videos without the need for advanced editing skills. If you’re curious about how screen recording can benefit customer support, training, and internal teams, check out this guide for more insights.

5. 3D Explainer Videos

This style delivers a rich, immersive experience — perfect for industries where depth, precision, or realism is essential. From showcasing intricate product internals to visualising architectural layouts or medical devices, 3D visuals help convey information that 2D simply can’t. Though they demand a higher investment in time and budget, the payoff is a polished, high-impact video that captures attention and explains complex subjects with clarity.

Where Are Explainer Videos Most Effective?

Explainer videos are versatile and can be used across various stages of the customer journey. Whether you're trying to attract new users, convert leads, or educate existing customers, there’s a place for them in nearly every part of your marketing and communication strategy.

Here are some of the most impactful use cases:

1. Website Homepages

The homepage is often a user’s first interaction with your brand, and a well-placed video can instantly clarify what you offer. Positioned above the fold, it quickly tells your story: what the product does, who it’s for, and why it matters. All within a minute or two.

Instead of asking users to scroll or sift through copy, it provides a fast, engaging way to convey value. This can lead to lower bounce rates, stronger first impressions, and higher conversions. It also helps set a welcoming, professional tone for the rest of the site experience.

2. Product or Landing Pages

When someone lands on a product or feature page, they’re often looking for answers — what does this do, and how can it help me? A well-placed video can deliver those answers faster and more convincingly than text alone.

Rather than overwhelming visitors with technical descriptions or endless scrolling, a quick visual walkthrough shows your solution in action. It bridges the gap between features and real-world benefits, helping users instantly understand how your offering fits into their needs.

This approach is particularly effective for showcasing key use cases, demonstrating workflows, or highlighting unique functionalities. It adds clarity, builds trust, and keeps users engaged longer — all of which contribute to stronger conversions.

3. Email Campaigns

Including a short video in your emails can instantly make them more engaging. Whether you’re welcoming new users, sharing product updates, or announcing a new feature, a video provides a quick, visual way to deliver the message, and it often results in higher click-through rates.

It also helps break up the typical wall of text in emails, giving recipients something more interactive and easy to absorb. Plus, adding a thumbnail or GIF preview can spark curiosity and increase the chances of your email being opened and read.

4. Social Media Platforms

Short, punchy videos are a perfect fit for social media, where attention spans are short and competition is high. Whether it’s a snappy product intro on Instagram, a thought-leadership piece on LinkedIn, or a how-it-works clip on YouTube, these videos help you break through the noise and deliver value fast.

They can be easily adapted to suit different formats and audiences, making them ideal for running targeted campaigns or repurposing existing content. With the right hook in the first few seconds, these videos on social platforms can spark curiosity, drive clicks, and boost brand visibility.

5. Sales Presentations and Demos

In sales conversations, delivering a clear and consistent message is key, especially when your product involves technical or layered concepts. A well-placed video can simplify the pitch, keep the audience engaged, and add a polished touch to your presentation. It also helps prospects recall your message long after the meeting ends, making follow-up conversations easier and more impactful.

Whether you're launching a new product, simplifying a complex idea, or guiding users through their journey, explainer videos offer a flexible and effective way to communicate. When used thoughtfully across different touchpoints, they not only boost engagement but also build trust, clarity, and stronger connections with your audience.