What is an explainer video?

Simon Edward • 21 July 2025

What is an explainer video? Learn how these types of videos work and how they can help your brand grow.

In digital marketing, emphasis is often placed on getting attention. Get attention, the thinking goes, and people will flock to your site. All you need to do is stand out in that crowded field. Cue sound effects of coins chinking and cash registers opening.

The problem with this notion is that it misses out a key part of marketing: explanation.

You can make eye-catching content 'til the cows come home. But if people don't know what you're selling and why, you're unlikely to see the kind of growth you want.

There are many ways to explain your services. Email marketing, say, or podcast appearances. But for our money, one of the most efficient and versatile ways is through explainer videos.

Video has two main advantages. One, it's the medium of our age, with consumers around the world watching "an average of 19 hours of online video content per week in 2022". And secondly, it's a great way to get your message across fast.

Still not convinced? Read on to learn how explainer videos can build your brand online.

What is an explainer video?

An explainer video is a video that explains a product, service or business mission. It's usually short-form. Anything longer than, say, three minutes is veering into vlog or video essay territory.

Explainer videos can be embedded on landing pages, social media or in email marketing. They can be animated or live-action. And they can be used to explain a whole host of concepts.

Perhaps your business is delivering a solution underpinned by complex science. An explainer video can break down this concept or illustrate a process in seconds.

Perhaps you're doing a crowdfunder for your business. Speaking directly to camera helps you tell your story and grab people by the wallets.

Perhaps your business offers different package options. These can be made clear in an animation far more quickly than in text.

Perhaps you want to show your product in action. What better way than with moving images?

Finally, you might want to tell the world what the mission behind your business is. Do you want to revolutionise the world of hamster wheels? An explainer video will get the message across in seconds.

What makes a good explainer video?

Albert Einstein once said that if you can't explain something to a six-year-old, you don't understand it yourself. This applies to your brand just as much as it applies to the theory of relativity.

A good explainer video helps you clarify what you're selling and why. It cuts the chaff and gets to the heart of the matter.

Good explainer videos feature a strong call to action. People are more likely to get to the end of a short-form explainer video than to the end of a video essay. For this reason, you want to give them the option of navigating to your landing page at the end of your explainer vid.

Good explainer videos focus on problem-solving, whether that's a problem you're trying to solve or a difficulty customers have in understanding you. Like the best of the internet, it gives people the answers they're looking for (and gives you a sales opportunity).

Good explainer videos reflect your brand identity. Are you earnest or impish? Silly or sincere? With an explainer video, people will get the gist in no time at all.

Finally, a good explainer video is high-quality. Presentation is everything. Video, audio, text and branding all need to be on point. This is where a digital marketing agency can help you realise your explanatory vision.

6 reasons why you should use explainer videos

1. They cut the fat

Ever looked at your marketing copy and thought, "blah blah blah"? Explainer videos get around this problem by getting your point across succinctly.

2. They grab attention

It's the challenge all small businesses face. How do you make your presence felt in an overcrowded field? Explainer videos cut through the noise and get people engaged with your products or services.

Or rather, they do this if your videos are done well. Many small businesses lack the time, money and resources to produce high-quality explainer videos. If this sounds like you, we can help.

3. They make the complex simple

The writer Jonathan Swift used to read parts of his work to his intelligent but uneducated ostler (the man who handled his horses). Swift took his ostler's opinions seriously. In the same way, you should direct all your marketing to the intelligent but uneducated consumer.

That means breaking down complex concepts into their simple building blocks. Can you explain your business's mission or key processes in under three minutes? No? You've got a problem on your hands. Explainer videos help you simplify your messaging and speak to more potential customers.

4. They're versatile

In digital marketing, we talk about the importance of repurposing content. To take one example, you could repurpose a blog post as a podcast. Explainer videos can be repurposable in this way – but more importantly, they can be used on a wide range of platforms and websites.

Your explainer video can be on your landing page, your YouTube channel, your LinkedIn profile and more. In other words, it delivers good bang for your buck. And couldn't we all do with a bit of that?

5. They tell a story

People love stories. But all too often, brands sidestep stories in favour of sloganeering.

There's nothing wrong with slogans, of course. But they work best when complemented by compelling storytelling, be it the story of how your brand came to be or how it can help customers.

6. They build credibility

These days, customers are savvy. They need to be convinced that you're offering a transparent and valuable service. What's more, Google needs to know this, too.

So, if you want to build your authority in the eyes of search engines and consumers, explainer videos are the way to go. By spotlighting your expertise, you increase your chances of getting more clicks and traffic. So, what are you waiting for?

Looking for a digital marketing agency to help produce a high-quality animated promotional video? Our digital heroes are at your service. Watch our video samples or get in touch today to book a free discovery call.