TL;DR: An explainer video is a short, focused video—usually 60 to 90 seconds—that breaks down a complicated product or service into a clear, engaging story. It works by pairing a relatable problem with a simple solution, using visuals and narration to make abstract ideas easy to grasp and remember.
You’ve built something remarkable. Maybe it’s software that automates a tedious workflow, a medical device that saves lives, or a fintech tool that reshapes how people manage money. There’s just one problem: when you try to explain it, people’s eyes glaze over.
This is one of the most common challenges in marketing. The more innovative a product is, the harder it can be to describe. And when potential customers don’t understand what you offer, they don’t buy it—no matter how good it is.
That’s where explainer videos come in. A well-made explainer video takes something confusing and turns it into a story that clicks in seconds. In this post, you’ll learn what makes explainer videos so effective, the different types you can create, and a step-by-step process for building one that actually converts. By the end, you’ll know exactly how to transform your most complicated product into a message anyone can understand.
What is an explainer video?
An explainer video is a short marketing video that explains a product, service, or concept in a simple and engaging way. Most explainer videos run between 60 and 90 seconds and combine narration, visuals, music, and sometimes animation to communicate a single core message.
The goal isn’t to list every feature. It’s to answer three questions fast: What is this? Why do I need it? How does it work? A strong explainer video answers all three before the viewer has a chance to lose interest.
You’ll often find explainer videos on homepages, landing pages, product pages, and in social media ads. They’re especially popular among startups and SaaS companies, where the product often solves a problem people didn’t know they had—or works in a way that’s hard to picture without seeing it in action.
Why do explainer videos work so well?
Explainer videos succeed because they tap into how the human brain naturally processes information. Here’s what makes them so effective.
People remember stories, not features
The brain is wired for narrative. A list of product specs is easy to forget, but a story about a person solving a problem sticks. When you frame your product as the hero that helps a relatable character overcome a challenge, you give viewers something they can remember and repeat.
Video communicates faster than text
Reading takes effort. Watching feels effortless. A viewer can absorb tone, emotion, and information from a video in a fraction of the time it would take to read the same content. For a complicated product, that speed matters—you have only a few seconds to earn someone’s attention.
Visuals make the abstract concrete
Some products are hard to photograph because they live in the cloud, run in the background, or solve invisible problems. Animation and motion graphics let you visualize the invisible. You can show data flowing through a system, a process speeding up, or a frustration melting away—all things a static image can’t capture.
Emotion drives decisions
People like to think they make purchases logically, but emotion plays a huge role. A well-crafted explainer video builds a feeling: relief, excitement, confidence. When viewers feel something, they’re far more likely to act.
What types of explainer videos can you make?
Not all explainer videos look the same. The right style depends on your product, budget, and audience. Here are the most common types.
Animated explainer videos
Animation is the most popular format, and for good reason. It’s flexible, cost-effective, and perfect for visualizing abstract concepts. You can bring anything to life, from a floating dashboard to a talking mascot. Animated videos work especially well for software, apps, and services that don’t have a physical product to show.
Live-action explainer videos
Live-action videos feature real people and real settings. They build trust and human connection, making them a strong choice for products that involve a personal element—think consulting services, physical goods, or brands that want to show the faces behind the company.
Screencast or product demo videos
For software products, a screen recording that walks viewers through the actual interface can be incredibly persuasive. This format shows exactly how the product works, which helps reduce hesitation for viewers who want proof before they commit.
Whiteboard explainer videos
Whiteboard videos show illustrations being drawn in real time, often paired with narration. They feel educational and approachable, which makes them a good fit for explaining processes, methodologies, or ideas that benefit from a step-by-step visual buildup.
Motion graphics videos
Motion graphics use animated text, shapes, and design elements without characters. They’re sleek and modern, ideal for data-heavy products or brands that want a polished, corporate feel.
How do you create an explainer video that converts?
A great explainer video doesn’t happen by accident. It follows a proven process. Here’s a step-by-step guide to building one that turns viewers into customers.
Step 1: Start with one core message
The biggest mistake companies make is trying to say too much. Before you write a single word, decide on the one thing you want viewers to remember. Everything else in the video should support that message. If you can’t summarize your product in one sentence, you’re not ready to write the script.
Step 2: Lead with the problem, not the product
Your viewer doesn’t care about your product yet—they care about their problem. Open your video by naming a pain point they feel every day. When you describe their frustration accurately, you earn their trust and their attention. Only after you’ve established the problem should you introduce your product as the solution.
Step 3: Write a script that sounds human
The script is the backbone of your video. Keep it conversational, as if you’re explaining the product to a friend. Aim for roughly 150 words per minute of video, which means a 90-second video needs a script of about 225 words. Read it aloud to catch anything that sounds stiff or robotic. Cut jargon ruthlessly.
A simple, reliable structure looks like this:
- The hook: Grab attention with a relatable problem (first 5 to 10 seconds).
- The solution: Introduce your product as the answer.
- How it works: Show the product in action in a few simple steps.
- The benefits: Explain what life looks like with the problem solved.
- The call to action: Tell viewers exactly what to do next.
Step 4: Create a storyboard
A storyboard is a visual plan that maps each line of your script to what appears on screen. It doesn’t need to be fancy—rough sketches work fine. Storyboarding early saves time and money later by catching problems before production begins.
Step 5: Record professional narration
The voiceover sets the tone for your entire video. A clear, warm, professional voice builds credibility. If your budget allows, hire a professional voice actor. If not, invest in a decent microphone and a quiet space. Poor audio can sink an otherwise great video.
Step 6: Produce and refine
Whether you’re animating in-house, hiring a studio, or using a video tool, keep the visuals clean and uncluttered. Every element on screen should support your message. Add music that matches your brand’s mood, and make sure the pacing keeps viewers engaged from start to finish.
Step 7: Add a clear call to action
Never end a video without telling viewers what to do next. Whether it’s “Start your free trial,” “Book a demo,” or “Learn more,” make the next step obvious and easy. A video that entertains but doesn’t convert is a missed opportunity.
How long should an explainer video be?
The sweet spot for most explainer videos is 60 to 90 seconds. Viewer attention drops sharply after the two-minute mark, so shorter is usually better. For a homepage or social ad, aim for under a minute. For a product page where viewers are more invested, you can stretch to two or three minutes if the content earns it.
The key is respecting your viewer’s time. Every second should carry its weight. If a scene doesn’t move the story forward or clarify the message, cut it.
Common mistakes to avoid
Even experienced marketers stumble when making explainer videos. Watch out for these traps:
- Feature dumping: Listing every capability instead of focusing on one clear benefit.
- Starting with your product: Leading with what you sell instead of the problem you solve.
- Using heavy jargon: Alienating viewers with insider language they don’t understand.
- Ignoring the call to action: Leaving viewers unsure of what to do next.
- Making it too long: Losing attention by trying to cover too much ground.
Turn your complicated product into a story worth watching
The best explainer videos don’t just describe a product—they make people care about it. By leading with a real problem, focusing on a single message, and telling a clear story, you can turn even the most complex offering into something anyone can understand in under two minutes.
Start by writing down the one thing you want viewers to remember. Build your script around that idea, keep it human, and always end with a clear next step. Do that, and your explainer video won’t just explain your product—it’ll sell it.
Ready to get started? Sketch out your core message today, and you’ll be one step closer to a video that finally makes your product click.
Frequently asked questions
How much does an explainer video cost?
Costs vary widely based on length, style, and quality. A simple template-based video made with online tools can cost under $100, while a custom animated video from a professional studio can range from $2,000 to $10,000 or more. Live-action videos often cost more due to filming, actors, and location expenses.
How long does it take to make an explainer video?
A typical explainer video takes two to six weeks from concept to final cut. The timeline depends on script revisions, the complexity of the animation, and how quickly feedback moves through your team. Template-based videos can be produced in a few days, while custom productions take longer.
Do explainer videos actually improve conversions?
Yes. Many businesses report higher engagement and conversion rates after adding an explainer video to a landing page. Video keeps visitors on the page longer and communicates value faster than text alone, which helps move viewers toward a purchase decision. Results vary by industry and execution quality.
Where should I put my explainer video?
The most effective placements are your homepage, dedicated landing pages, product pages, and paid social media ads. You can also use explainer videos in email campaigns, sales presentations, and on platforms like YouTube to reach new audiences searching for solutions.
What makes a good explainer video script?
A good script leads with the viewer’s problem, introduces your product as the solution, and keeps the language simple and conversational. It focuses on one core message, avoids jargon, stays around 150 words per minute, and ends with a clear call to action.
