An explainer video is a short, focused piece of content that simplifies a product, service, or complex idea into a clear and engaging story. Typically running between 60 and 120 seconds, explainers use animation, live action, or motion graphics to highlight a customer’s problem and demonstrate the solution your brand provides. Unlike traditional ads, the goal isn’t just awareness—it’s understanding.
A strong explainer video builds clarity, reduces hesitation, and increases conversions by guiding the viewer toward the next step. From SaaS platforms to consumer products, brands use explainers to make their message stick. In this guide, we’ll cover what explainer videos are, when to use them, the production process, best practices, cost considerations, distribution strategies, and real-world examples so you can craft content that informs, engages, and converts.
An explainer video is a short-form video that communicates a brand’s product, service, or concept in a simple, engaging, and memorable way. Its primary goal is to explain — not just advertise. Instead of overwhelming viewers with details, it breaks down complex ideas into digestible content that quickly answers: “What is this, why should I care, and how does it work?”
Length: Usually 60–120 seconds (enough to explain, but short enough to retain attention).
Style: Animated, live-action, motion graphics, or hybrid.
Narrative Structure: Hook → Problem → Solution → Benefits → Call-to-Action.
Tone: Friendly, approachable, and customer-focused.
Animated Explainers
Use 2D or 3D animation and motion graphics.
Best for SaaS products or abstract concepts.
Example: Dropbox’s original animated explainer boosted sign-ups by 10%.
Live-Action Explainers
Feature real people and real environments.
Best for lifestyle brands, startups, or products that benefit from human connection.
Example: Dollar Shave Club’s low-budget but authentic live-action explainer went viral, building a billion-dollar brand.
Whiteboard Explainers
Use hand-drawn illustrations and a “sketching” narrative.
Best for education, training, and technical industries.
Hybrid Explainers
Combine live-action footage with animated overlays.
Best for demonstrating real products while visualizing data or features.
Cognitive Science: The human brain processes visuals 60,000 times faster than text.
Storytelling Power: They build an emotional bridge while delivering information.
Retention: Viewers retain 95% of a message in video format versus 10% in text.
Explainer videos are versatile and can be applied across different stages of the marketing funnel. Their primary strength is simplifying a message and guiding audiences toward action. Below are the key scenarios where explainer videos are most effective:
Purpose: Generate awareness and help audiences understand a new product quickly.
Why it works: A short explainer can communicate the product’s value proposition in under two minutes.
Example: Tech startups launching apps often use animated explainers to show features before the product is even live.
Purpose: Demonstrate how software works, step by step.
Why it works: SaaS platforms can be complex; explainer videos simplify onboarding and reduce churn.
Example: Slack and Trello both use explainers to introduce features and drive user adoption.
Purpose: Support pitches and presentations with a clear, concise explanation.
Why it works: Sales reps can use a 90-second explainer to set the stage before diving into details.
Example: HubSpot uses explainers to highlight CRM workflows during demos.
Purpose: Align teams on new initiatives, policies, or processes.
Why it works: Explainers aren’t just for external audiences — they ensure employees understand updates quickly.
Example: Corporations use animated explainers to roll out HR or compliance programs.
Purpose: Simplify the value proposition for non-technical audiences.
Why it works: An explainer helps stakeholders grasp the business model and growth potential.
Example: Startups often include explainer videos in pitch decks for venture capital firms.
Purpose: Educate audiences on industry problems and position the brand as a solution provider.
Why it works: Explainers frame the problem and solution in a way that builds trust and authority.
Example: Nonprofits use explainer videos to communicate causes and drive donations.
| Funnel Stage | Goal | Explainer Role | Example Use Case |
|---|---|---|---|
| TOFU (Top) | Awareness & Attention | Introduce problem + solution, attract leads | Product launch |
| MOFU (Middle) | Consideration & Evaluation | Explain features, educate audience | SaaS onboarding |
| BOFU (Bottom) | Decision & Conversion | Build trust, highlight benefits, strong CTA | Sales demo video |
Explainer videos aren’t just engaging—they deliver measurable business results. When crafted strategically, they can improve understanding, drive conversions, and strengthen brand trust.
Why it matters: Complex products or services often confuse potential customers.
Benefit: Explainer videos use visuals + narration to make concepts simple.
Example: A SaaS startup can show how its dashboard works in 90 seconds instead of requiring long documentation.
Data point: Including a product explainer on a landing page can increase conversions by up to 80% (Wyzowl, 2024).
Why it matters: Viewers are more confident making purchasing decisions when they see the solution in action.
Example: Zappos and Amazon product pages with explainer/demo videos consistently outperform pages with static text.
Why it matters: Visitors stay longer when there’s video content.
Data point: Users spend 2.6x more time on a page with video than without.
Impact: Higher dwell time signals quality to search engines, improving SEO.
Why it matters: Customers trust what they can see and hear more than plain text.
Example: Explainers with testimonials or human presenters build authenticity.
Impact: Trust = more loyal customers and repeat purchases.
Benefit: One explainer video can be repurposed across websites, landing pages, YouTube, LinkedIn, TikTok, and email campaigns.
Impact: Greater ROI from a single asset.Key Metrics to Track Explainer Video Success
| Metric | What It Measures | Why It’s Important |
|---|---|---|
| View Count | Number of people who watched | Indicates reach and awareness |
| Watch Time | How long viewers stay engaged | Higher watch time = better message retention |
| Click-Through Rate (CTR) | % of viewers clicking on CTA links | Shows effectiveness of driving next action |
| Conversion Rate (CVR) | % of viewers taking desired action | Measures ROI of the video |
| Engagement (Likes, Shares, Comments) | Social validation | Expands organic reach |
| Bounce Rate | % of visitors leaving without action | Lower bounce = stronger message clarity |
Explainer videos come in different formats and styles, each suited to specific goals, audiences, and industries. Choosing the right format—and keeping it the right length—is critical for effectiveness.
Animated Explainer Videos
Description: Use 2D, 3D, or motion graphics.
Best for: SaaS, fintech, healthcare, or any complex product that benefits from visualization.
Example: Dropbox’s early animated explainer drove a 10% increase in sign-ups.
Live-Action Explainer Videos
Description: Feature real people and real-life scenarios.
Best for: Lifestyle brands, consumer products, startups wanting a human connection.
Example: Dollar Shave Club’s viral launch video—low budget, but authentic—helped them scale to a billion-dollar acquisition.
Whiteboard Explainer Videos
Description: Hand-drawn illustrations appear on a white background as narration plays.
Best for: Education, technical fields, B2B training.
Example: Khan Academy popularized the use of whiteboard-style explainers in e-learning.
Hybrid Explainer Videos
Description: Combine live-action with animation/graphics overlays.
Best for: Tech products where human presence + product visuals both matter.
Example: HubSpot’s product explainers often mix live presenters with animated UI demos.
60–90 seconds → Ideal for SaaS, product launches, and ads.
90–120 seconds → Works for deeper stories, product comparisons, or detailed onboarding.
Over 2 minutes → Use sparingly; risk of drop-off unless highly engaging or educational.
Data Point: According to Wistia, videos under 2 minutes have the highest retention rates, with an average of 70% of viewers watching to the end.
A successful explainer video follows a storytelling formula:
Hook (0–10s): Grab attention with a bold statement, relatable problem, or surprising stat.
Example: “Did you know 60% of businesses lose customers because their onboarding is confusing?”
Problem (10–30s): Clearly state the pain point.
Example: “Managing multiple tools is frustrating, time-consuming, and costly.”
Solution (30–60s): Introduce the product/service as the hero.
Example: “Our platform integrates all your workflows into one easy dashboard.”
Proof (60–80s): Show testimonials, data points, or product features.
Example: “Trusted by 1,500+ companies with 99.9% uptime.”
Call-to-Action (80–120s): Direct viewers to take the next step.
Example: “Start your free trial today at b2pproduction.ca.”
Producing an effective explainer video requires a structured workflow. While creativity is essential, following a clear process ensures consistency, quality, and timely delivery. Here’s the typical step-by-step workflow:
Purpose: Define the project’s goals, target audience, key message, and tone of voice.
Output: A short document aligning stakeholders on expectations.
Tip: Identify the single most important idea the video must communicate.
Purpose: Craft a concise narrative, usually 150–180 words for a 60–90 second video.
Structure: Hook → Problem → Solution → Proof → CTA.
Tip: Write conversationally—avoid jargon. Speak to one person, not “everyone.”
Purpose: Translate script into visual frames (sketches or digital slides).
Impact: Ensures alignment before production begins.
Tip: Pair each line of the script with a suggested visual.
Purpose: Define the look and feel—color palette, typography, animation style, or live-action setup.
Tip: Match visuals with your brand guidelines for consistency.
Purpose: Record narration that complements visuals.
Best Practice: Hire professional voice talent; poor audio can ruin a great video.
Optional: Use AI voiceovers for budget-friendly options.
Animated Explainer: Animate characters, icons, or data visualizations.
Live-Action Explainer: Shoot footage with actors or team members.
Hybrid Explainer: Combine both.
Tip: Keep pacing brisk—avoid long, static scenes.
Purpose: Assemble footage/animation, add transitions, text overlays, sound effects, and background music.
Impact: Editing sets rhythm and emotional tone.
Check: Visual clarity, audio sync, subtitle accuracy, brand consistency, and length.
Tip: Test with a small sample audience for feedback before launch.
Channels: Website landing page, YouTube, Vimeo, LinkedIn, TikTok, Instagram, email campaigns.
Optimization: Add captions, metadata, schema markup (VideoObject), and strong thumbnails.
Metrics: View count, watch time, CTR, conversions.
Tools: YouTube Analytics, Google Analytics, Wistia, HubSpot.
Tip: Run A/B tests with different CTAs or thumbnails.
An explainer video is only effective if it’s designed with both clarity and conversion in mind. Here are the best practices that consistently drive results:
Why: Too many ideas overwhelm viewers.
How: Define a single problem-solution story in your creative brief.
Example: Dropbox’s explainer video focused solely on “file sharing made simple.”
Ideal Length: 60–90 seconds.
Reason: Viewer drop-off increases sharply after the 2-minute mark.
Tip: Use ~150 words per minute when writing your script.
Why: YouTube and social platforms often show only the first few seconds before users decide to skip.
Example: “Did you know 60% of businesses lose customers because of poor onboarding?”
Reason: Poor audio quality instantly reduces credibility.
Best Practice: Hire experienced voice actors or use high-quality AI narration.
Tip: Match voice tone with brand persona (friendly, professional, energetic).
How: Use visuals and animation to demonstrate features rather than just describing them.
Example: A SaaS product demo should show screens, not just narrate them.
Why: 85% of Facebook videos are watched without sound.
Benefit: Accessibility for global and hearing-impaired audiences.
SEO Impact: Captions provide extra keyword context.
How: Keep logos and colors consistent, but don’t overwhelm the story.
Goal: Story first, branding second—so it feels authentic, not like a hard sell.
Examples: “Start your free trial,” “Book a demo,” “Visit b2pproduction.ca.”
Placement: Final frame + clickable overlay if hosted on YouTube or Vimeo.
Tactics: A/B test thumbnails, CTAs, and even different hooks.
Tools: Wistia, Vidyard, YouTube Analytics.
Why: Small tweaks can dramatically increase engagement and conversions.
| Practice | Why It Matters | Example/Tip |
|---|---|---|
| One Core Message | Prevents confusion | Dropbox explainer focus: simple file sharing |
| Short & Concise | Maintains attention | 60–90 seconds ideal |
| Strong Hook (first 5s) | Retains audience | Start with a surprising stat or pain point |
| Professional Voiceover | Builds credibility | Match tone to brand personality |
| Show, Don’t Tell | Visual learning > narration | SaaS screen recordings |
| Subtitles & Captions | Accessibility + SEO | 85% of FB videos watched on mute |
| Subtle Branding | Avoids “salesy” tone | Consistent logo/colors without overuse |
| Clear Call-to-Action (CTA) | Drives conversions | “Book a demo today” |
| Test & Optimize | Improves long-term performance | A/B test hooks & thumbnails |
Although they may look similar at first glance, explainer videos and promotional videos serve very different purposes within a marketing strategy. Understanding the distinction helps businesses deploy the right format at the right funnel stage.
Purpose: Clarify what a product/service is and how it solves a problem.
Tone: Educational, informative, approachable.
Length: Typically 60–120 seconds.
Best Fit: Top/Middle of Funnel (awareness and consideration).
Call-to-Action (CTA): Usually “Learn More,” “See How It Works,” or “Start Free Trial.”
Purpose: Create excitement, drive immediate action (sales, sign-ups, event attendance).
Tone: Persuasive, emotional, often fast-paced.
Length: 30–90 seconds.
Best Fit: Top/Bottom of Funnel (awareness + conversion).
CTA: “Buy Now,” “Limited Offer,” “Sign Up Today.”
The cost of producing an explainer video can vary widely depending on style, quality, and production method. Likewise, the timeline ranges from a few days (DIY or AI-generated) to several weeks for high-end, fully custom productions.
Format & Style
Animated videos (2D, 3D, motion graphics) often require design and animation expertise.
Live-action videos involve filming, actors, equipment, and post-production.
Length
Most explainers are 60–120 seconds, but costs rise with longer durations.
Complexity
Simple flat design vs. detailed 3D animation can make the difference between $2,000 and $15,000+.
Production Team
Freelancers, small studios, or full-service agencies all have different pricing structures.
Voiceover & Music
Professional voice actors and licensed music tracks add to costs.
| Type of Explainer Video | Cost Range (USD) | Notes |
|---|---|---|
| DIY / AI Tools | $50 – $500 | Tools like Animoto, Canva, or AI platforms |
| Freelancer (basic 2D) | $500 – $2,500 | Simple animation, limited revisions |
| Small Studio | $2,500 – $7,500 | Professional script, design, VO, animation |
| Agency-Level Production | $7,500 – $20,000+ | Custom design, strategy, high-end delivery |
| Stage | Timeline (Approx.) | Notes |
|---|---|---|
| Creative Brief | 2–3 days | Goal-setting & alignment |
| Scriptwriting | 3–5 days | 150–180 words for 60–90s video |
| Storyboarding | 4–6 days | Visual sketches mapped to script |
| Styleframes & Design | 3–5 days | Brand alignment on look & feel |
| Voiceover | 1–2 days | Recording & editing |
| Animation / Filming | 7–14 days | Depending on complexity |
| Editing & Motion Design | 3–5 days | Assembly + transitions + SFX |
| QA + Revisions | 2–4 days | Feedback cycle |
| Total | ~3–6 weeks | From concept to launch |
Template-Based Animation: Faster & cheaper for startups.
Repurposing Content: Adapt one core explainer into shorter social clips.
Clear Briefing: Saves time by reducing revision cycles.
AI & Automation: Tools like Synthesia (AI avatars) cut production costs significantly.
Creating an explainer video is only half the job—getting it in front of the right audience is what drives ROI. Strategic distribution and SEO optimization ensure maximum visibility, engagement, and conversions.
Website Landing Pages
Best place for explainers—embed above the fold.
Increases conversions by helping visitors understand the offer instantly.
Tip: Use autoplay muted with captions enabled.
YouTube
Second-largest search engine after Google.
Optimize titles, descriptions, and tags with keywords (e.g., “Explainer Video for SaaS Onboarding”).
Use end screens and cards for CTAs.
Social Media
LinkedIn: B2B SaaS & corporate videos.
TikTok & Instagram Reels: Short explainer snippets repurposed into 15–30 second clips.
Facebook & Twitter (X): Good for shareable animations.
Email Campaigns
Adding “video” in subject lines increases open rates by 19%.
Embedding a thumbnail linked to YouTube boosts CTR.
Sales & Investor Pitches
Explainers make pitches more persuasive and concise.
Embed in presentations or use as a pitch opener.
Title: Include target keywords naturally.
Description: 150–200 words with keywords + CTA + link to website.
Tags: Use both primary (explainer video, SaaS demo) and secondary (animated explainer, onboarding video).
Improves accessibility + keyword indexing.
Upload transcripts to YouTube or embed via HTML5 <track> tag.
Use structured data to help Google index your video.
Key properties: name, description, thumbnailUrl, uploadDate, duration, contentUrl.
Benefit: Increases chance of rich snippets in search results.
Design custom, high-contrast thumbnails with human faces or bold text.
Data shows thumbnails with faces improve CTR by 30%+.
Embed on relevant blog posts, service pages, and FAQs.
Link explainer videos internally for SEO siloing.
Definition · Use‑cases · Benefits · Formats · Workflow · Costs · Distribution & SEO · Case Studies — crafted for b2pproduction.ca
A short (60–120s) video that simplifies a product, service, or concept through clear visuals and narration. Goal: understanding → action.
| Stage | Goal | Explainer Role |
|---|---|---|
| TOFU | Awareness | Problem + Solution |
| MOFU | Consideration | Feature education |
| BOFU | Decision | Proof + CTA |
Landing pages with explainers can see up to +80% conversion lift.
Visitors spend 2.6× more time on pages with video.
Visual storytelling reduces friction and boosts confidence.
More dwell time → stronger SEO signals and visibility.
Ideal for SaaS/fintech/healthcare. Simplifies complex ideas.
Human connection for consumer brands & startups.
Instructional, great for education & B2B training.
Combine real footage with animated UI overlays.
Viewer retention typically drops after ~120s
Hint: scripts of ~150–180 words usually fit a 60–90s explainer.
Creative Brief
Scriptwriting
Storyboard
Styleframes
Voiceover & Audio
Animation / Filming
Editing & Motion Design
QA
Publishing
Tracking & Optimization
| Aspect | Explainer | Promotional |
|---|---|---|
| Primary Goal | Educate & clarify | Persuade & convert |
| Tone | Informative | Emotional / urgency |
| Length | 60–120s | 30–90s |
| Funnel Stage | TOFU → MOFU | TOFU → BOFU |
$50–$500 · few days
$500–$2,500 · 1–2 weeks
$2,500–$7,500 · 3–5 weeks
$7,500–$20,000+ · 4–6 weeks
Embed above the fold. Autoplay muted + captions.
Optimize metadata, playlists, end cards & CTAs.
Repurpose into 15–30s clips for Reels/TikTok.
Thumbnail linking to video → higher CTR.
Animated explainer → +10% sign‑ups.
Viral live‑action → 25M+ views; later $1B acquisition.
SaaS explainers → rapid adoption and retention.
Whiteboard explainer → +$21k/mo revenue.
We craft explainer videos that educate, engage, and convert. Whether animated, live‑action, or hybrid, our team aligns strategy and storytelling to deliver measurable results.