Do you have an innovative product or service, but your customers struggle to understand exactly how it works? A video explainer is a solution that can explain even the most complex concepts in just a few tens of seconds in an accessible and engaging way. In this article, you'll learn what an explainer video is, the types of explainer video and why it can be key to increasing conversions in your business.
What is Explainer Video?
A video explainer is a short video (usually 60-90 seconds) that aims to explain what the product or service is, how it works and what problems it solves. This video marketing format focuses on presenting the value of an offering in a simple, understandable and often entertaining way. A video explainer uses a combination of animation, narration and music to convey a key message in a way that is emotionally and intellectually engaging.
Why does Explainer Video Work?
The effectiveness of explainer videos stems from several psychological and marketing principles:
Short form to match the viewer's attention span - In an era of information overload, people prefer content that gets to the point quickly. 60 seconds is the ideal time to convey the essence of an offer without boring the viewer.
Visualisation instead of abstraction - Instead of describing product features in words, the explainer video shows them in action. The brain processes visual information 60 000 times faster than text.
Storytelling and emotion - The best explainer videos tell the story of a character (the customer) who has a problem and your product is the solution. This narrative builds an emotional connection.
Increase conversions - Research shows that including an explainer video on a landing page can increase conversions by up to 80%. Recipients feel more confident in making a purchase decision after watching the video.
Types of Explainer Video
There are several popular explainer video styles, each suitable for a different type of product and target audience:
2D animation - The most popular format. Colourful, dynamic animations are ideal for explaining abstract concepts, software or services. It is relatively fast and economical to produce.
3D animation - More technically advanced, used when the product needs to show technical details, 3D space or when we want to make a greater visual impression.
Whiteboard animation - A style in which illustrations are „drawn” on a white board. It is associated with education and is perfect for B2B, consulting or educational companies.
Motion graphics - Focuses on animating text, icons and shapes. Ideal for presenting data, statistics and processes.
Live action with animation - Combines real footage with animated elements. Great when you want to show real people using a product while visualising abstract features.
Structure of an Effective Explainer Video
Any good explainer video should be based on a proven structure:
Hook (0-5 seconds) - The first seconds are crucial. You need to grab attention immediately with a question, an intriguing statement or a visual effect.
Problem (5-20 seconds) - Introduce the problem your target audience is facing. Recipients must identify: „Yes, that's exactly what hurts me!”.
Solution (20-45 seconds) - Present your product as a solution to this problem. Show how it works and what specific benefits it brings.
How it works (45-60 seconds) - Briefly explain the mechanics of how the product works or the process of using it. This is where animation is indispensable - it can simplify complex processes.
Call to Action (60-70 seconds) - End with a clear call to action: „Sign up for free”, „Check out the demo”, „Contact us”.
3D Rendering - How to create photorealistic visualisations of products
Compositing - The Art of Combining Layers into One Cohesive Whole
Films from a drone Warsaw
Motion Graphics - How to Bring Your Brand to Life through Animated Graphics
Explainer Video - How to Explain a Complex Product in 60 Seconds
Professional Filming and Recording of Conferences
Scenario - Fundamental Explainer Video
The most important element of an explainer video is the script. Even the best animation cannot save a weak text. When writing your script, remember:
Speak the language of benefits, not features - Instead of „Our software has automatic backups”, say „You will never lose important data again”.
Be specific - Avoid generalities like „best”, „innovative”. Show concrete figures and results.
One idea = one video - Don't try to explain everything at once. Focus on one main message.
Test on someone outside your field - If someone not related to your field understands the script, it means it's good.
Music and Voice Over in Explainer Video
The audio layer is as important as the visual:
Voice over - A professional voiceover lends credibility and helps drive the narrative. Choose a voice that fits your brand: warm and friendly for consumer products, authoritative for B2B.
Music - Dynamic background music keeps the audience engaged and builds emotion. It is important that it does not overwhelm the voice over.
Sound effects - Subtle „sounds” at the appearance of elements or actions enhance immersion.
Where to use the Explainer Video?
The video explainer is a versatile tool that will work in many places:
Home/Landing page - Place the video „above the fold” to immediately grab visitors' attention.
Social media - Shorter versions (30-45 seconds) are ideal for Facebook, LinkedIn or Instagram.
Advertising campaigns - Explainer video works great as an ad for YouTube or Facebook Ads.
Sales presentations - Instead of long pitch decks, show a 60-second video.
Onboarding customers - After purchase, you can send customers an explainer video showing them how to start using the product.
Mistakes to Avoid
Many companies make the same mistakes when creating explainer videos:
Too long - If your video is over 90 seconds long, you're losing your viewers' attention. Be ruthless in your editing.
Too complicated - The aim is to simplify, not to show all functions. Less is more.
Poor script - Don't skimp on the script writer. It's the foundation of the whole project.
No CTA - If you don't tell your audience what to do next, you're wasting conversion potential.
Summary
A video explainer is one of the most effective forms of video marketing. In just 60 seconds you can explain the value of your product, build trust and significantly increase conversions. The key to success is a good script, thoughtful structure and professional execution. If your product is complex or innovative, an explainer video is an investment that will quickly pay off.
Frequently Asked Questions - FAQ
- Is 60 seconds really enough?
Yes! Research shows that after 60 seconds, viewership drops dramatically. A good explainer video should convey the essence in 60-90 seconds. If the product is very complex, it is better to create a series of shorter videos than one long one.
- Does an explainer video increase conversions?
Definitely. According to Wyzowl's research, 84% people were convinced to buy after watching an explainer video. Putting it on a landing page can increase conversions by 20-80%.
- What animation style should I choose for my product?
- B2B/SaaS/Tech: 2D animation, motion graphics, whiteboard
- E-commerce/physical products: 2D animation with 3D elements or live action
- Finance/Education: whiteboard animation or motion graphics
- Lifestyle/consumer brands: colourful 2D animation
- Do I need to have a script ready?
No. Professional studios offer a script writing service based on a brief. This is often the best option because copywriters who specialise in video know what works.
- In which languages can I create an explainer video?
You can have versions in multiple languages. Easiest: replacing voiceover and subtitles (cost: £1,000-2,000/language). If the text is „embedded” in the animation, it requires more work.
- Where should I put the explainer video?
- Homepage (hero section)
- Product landing page
- Social media (Facebook, LinkedIn, Instagram)
- Email marketing
- YouTube
- Paid advertisements
- Can I update the explainer video later?
Yes, if you have a project file. Small changes (e.g. updating prices, URLs) cost £500-1500. Larger changes require more work.