Explainer Video: Definition, Uses & Tips for Brands
An explainer video is a short, engaging video that breaks down your product or service into clear visuals and simple narration. It helps audiences grasp complex ideas quickly and drives higher engagement on social and marketing channels.
What Is an Explainer Video?
An explainer video is a concise, often animated or live-action clip designed to introduce a product, service, or concept in 60–90 seconds. By combining clear visuals, straightforward narration, and a focused script, it guides viewers through the problem you solve and how you solve it.
Why Explainer Videos Matter
- Grabs Attention Quickly: In an era of scrolling and short attention spans, explainer videos hook viewers in the first few seconds.
- Boosts Conversions: Brands often see higher click-through and sign-up rates after adding an explainer video to their landing page or social feed.
- Clarifies Complex Topics: If you’re launching a SaaS tool, a new feature, or an innovative DTC product, an explainer video turns jargon into “aha” moments.
Examples in Influencer Marketing & Social Media
1. Influencer Product Walkthroughs: An influencer creates a 60-second animated video showing how a skincare brand’s new serum works. They post it as an Instagram Reel, tagging the brand and including a link.
2. Feature Demos: A tech creator on YouTube makes an explainer video about a new app’s top features, weaving in personal tips and a promo code.
3. Story-Driven Testimonials: On TikTok, a micro-influencer shares a two-part explainer on how a subscription box works, ending with their honest review.
Common Misconceptions & Variations
- Not Just Animation: While many explainer videos use 2D or whiteboard animation, you can also use live-action, screencasts, motion graphics, or even stop-motion.
- Length Isn’t Everything: Quality beats duration. A 30-second video with a sharp message can outperform a 3-minute video packed with fluff.
- Explainer vs. Demo vs. Tutorial:
- Explainer: High-level overview of what and why.
- Demo: Hands-on walkthrough of how to use a product.
- Tutorial: Step-by-step guide to achieve a specific task.
Practical Tips for Creating Effective Explainer Videos
1. Start with a Strong Hook: Address a pain point or ask a relatable question in the first 5 seconds.
2. Focus on Benefits, Not Features: Show how your audience’s life or work gets easier.
3. Keep It Simple: Use plain language and avoid industry jargon.
4. Use Clear Visuals: Icons, bold text overlays, and short cuts help reinforce your message.
5. Include a Call-to-Action: End with a direct ask—visit your site, subscribe, or download a trial.
6. Optimize for Each Platform: Square format for Instagram, vertical for TikTok, widescreen for YouTube.
7. Test & Iterate: A/B test different hooks, thumbnails, or closing CTAs to see what resonates.
By mastering the art of the explainer video, brands and creators can simplify complex messages, boost engagement, and drive real business results. Ready to craft your next killer explainer video? Start by nailing your script and storyboard—everything else flows from a great narrative!
