Explainer videos might sound like marketing jargon, but they’re actually one of the most practical tools your business can use. Here’s a clear breakdown for busy teams looking to understand what they are, why they matter, and how to use them effectively.
1. What is an explainer video?
An explainer video helps your audience or prospective customers understand a product, service, or process in a very simple way – usually in under a minute.
The goal? To make it easy for viewers to grasp your offering and take action, because once they understand it, they’re far more likely to convert.
2. What business problems do explainers solve?
Explainer videos simplify your product or service, making it crystal clear why someone should choose you. They:
- Answer key questions before a prospect asks them
- Highlight unique benefits and value
- Reduce bounce rates on websites
- Standardise sales messaging
- Increase conversions
In short, they stop your audience from being confused – because confusion is the fastest route to losing a potential customer.
3. Product demo vs how-to: The difference?
- Demo Video: Shows why and how your product/service works – ideal for early-stage prospects evaluating your business.
- How-To Video: Step-by-step instructions on using your product/service – perfect for post-purchase guidance.
Think of demos as persuasion, and how-tos as education.
4. Service explainers: What should they cover?
If you’re explaining a service, a strong explainer video should answer:
- Who is this for?
- How does it work? (Timeline or process from start to finish)
- What are the risks?
- Pricing at a high level
- Next steps (book a discovery call, start a trial, etc.)
Keep it concise – usually 60–90 seconds – and make it easy to follow.
5. Company/process explainers: When do they help?
Company or process explainers are useful for introducing your business and showing how you operate. They:
- Share your values and unique approach
- Educate prospects on processes or next steps
- Build trust early in the buyer journey
These videos are great at the top of the funnel – helping prospects feel informed and confident before making contact.
6. Choosing the right format: Live action, animation, or screen recording?
- Live Action: Best for trust and showing real people using your product or service.
- Animation: Perfect for complex ideas, software, or processes that need simplification.
- Screen Recording: Quick, simple, and low-cost – these are ideal for straightforward instructions or internal communication.
- Hybrid: Combine live action, animation, and screen recording to tackle different aspects of your product or service.
7. Where should explainer videos live on your website?
That’s a good question, I’m so glad we thought of it.
- Homepage/About Us: Company or process explainers
- Service/Product Pages: Individual product/service explainers
- Team Pages: Introduce staff with short personal videos
- FAQs: Bite-sized how-to or instructional videos
Placement should align with the user’s journey and the type of information they’re seeking.
8. Using explainers in the sales funnel
Explainer videos can support every stage of the customer journey:
- Pre-discovery call: Explain what to expect
- Proposal stage: Walkthrough your offering
- Post-purchase: Next steps, onboarding, or product usage
You can even create a series of small, focused videos covering every part of the journey, from first touch to post-delivery.
9. Calls to action
Keep it simple. Explainer videos are educational, not hard sales. Effective CTAs include:
- Book a demo
- Start a trial
- Download a guide
- Book a discovery call
Pick one clear action that aligns with the video’s purpose. Job done! That was easy.
10. Video length
- General explainers: 45-90 seconds
- More in-depth content: Around 2 minutes
- Social media clips: 30 seconds or less
Short, focused content keeps viewers engaged. You can always create a series for more detailed topics.
11. Making explainers clear and credible
A clear explainer video follows a simple structure:
- Show the problem
- Present your solution
- Provide proof or examples
- End with a single, clear call to action
Example: For a product video, highlight the problem (e.g., low sales), show how the product solves it, prove it works with examples, and prompt the viewer to book a discovery call.
12. Common mistakes to avoid
- Overcomplicating language or using jargon
- Making videos too long or broad
- Not adding subtitles (remember, many watch without sound)
- Failing to define a clear audience
13. Using explainers beyond your website
Explainer videos are versatile. You can repurpose them for:
- Sales emails and proposals
- Social media posts (LinkedIn, YouTube, Instagram, TikTok)
- Ads
- Onboarding and training
- Recruitment
- Investor decks
Without sounding like a cliche Disney cartoon, the possibilities are almost endless – a single well-crafted explainer can serve multiple functions across your business.
We honestly think that explainer videos are a powerhouse tool for simplifying complex ideas, boosting understanding, and guiding prospects through every stage of their journey. Whether live action, animated, screen recorded, or a mix, the key is to keep them clear, concise, and focused on the audience.
Get the messaging right, make it visually engaging, and you’ll have a video that educates, convinces, and converts – every time.
Want to learn more about video marketing? Get in touch with us today! Or check out our blog too for more helpful tips and tricks.