Explainer Video Explained

Online video marketing is a content marketing strategy that uses video to efficiently communicate your brand, product, or service to your audience.

When you have a product or service to promote, you can present it via standard communication methods, such as text on a sales page or you can take it a step further, by consolidating the information in an explainer video to increase the chances that what you recommend resonates with your audience and generate more conversions

Explainer videos are an extremely effective way to share useful information because people are more likely to pay maximum attention to videos rather than text.

What is an Explainer Video?

An explainer video is a short online marketing video used to explain the product or service of your business. It is usually a short video that tells the story of a company or demonstrates its products and services. Although it is possible to find several explainer videos created from digital drawings, or real action scenes, most explainer videos tend to be animated. Some sites claim to have conversion rates increase up to 154% after including an explainer video on their website.

Explainer video usually has a purpose; to show who you are and what you offer and effectively.

Types of Explainer Videos

The three most common types of explainer videos are:

  1. Animated Explainer Video

This is the most popular type of explainer video that is used for explaining technological services or products, such as software. Animated explainer videos allow more creativity and are easier to edit or update when you want to make changes.

[responsive_video type=’vimeo’]https://vimeo.com/273890132[/responsive_video]

  1. Live-action Explainer Video

This is a non-animated promotional video that explains your company’s product or service. Live explanation videos are usually the best for companies that sell a physical product or a person-oriented service such as a restaurant.

  1. Whiteboard Explainer Video

This is an explainer video in which the animation is drawn by hand. Whiteboard explainer video format has become popular because of its ease of use and low cost, making it one of the least expensive types of explainer videos to create.

[responsive_video type=’vimeo’]https://vimeo.com/128996739[/responsive_video]

Reasons Why Your Business Needs an Explainer Video

Google’s search ranking algorithm takes into account the amount of time visitors spend on your website, which is one of the reasons why online videos are experiencing explosive growth. Explainer videos have been gaining popularity over the years due to their ease of use and their proven effectiveness in growing a business. This makes explainer videos an excellent marketing tool.

Let’s look at four of the many reasons why your business needs an explainer video.

1) Increased Conversion Rate and Sales

The goal of a video marketing campaign is to push the customer to take actions such as buying a product or signing up for an email. Almost a third of your audience will click to watch the explainer video, and nearly half will continue to watch the video until the end. Studies show that 80% of people are more likely to buy a product after watching an explainer video!

2) Better Search Engine Ranking

The user engagement rate and time spent on your website is a sign for search engines that your site has good content. As people spend more time on your site, watching videos, search engines like Bing, Yahoo, or Google will consider your website. This will help position your site better and drive more organic traffic to your website.

3) Trust and Credibility

You have to work with your audience to win their trust. One way to win their trust and build credibility to your website is through killer explainer video. Your audience must have a feeling that you have made an effort to reach and explain things to them.

4) Increased Web Traffic

There is no doubt that many products have gained popularity with explainer videos, including some of the brands we know and cherish today. As people watch your video on YouTube, Instagram or any video social marketing channel, they will end up on your website if your video is intriguing.

Some famous examples of explainer videos that have gained popularity are:

  • Google Currents (over 1.2 million views in 7 months)
  • Old Spice (more than 40 million views)
  • Apple iOS 5 Apple (more than 3 million views)

Basic Elements of an Explainer Video


The key to a good explainer video is the script. This is the basis of all the success of a video. The script should give a quick overview of your product, address your target audience concerns, and proffer a solution.


The average attention span of a human being is 8 seconds. So in these 8 seconds, if the viewer does not feel obliged to watch your video to the end, his attention will be lost, which is why your video must be brief. So, how long should my explainer video be? The industry standard is 90 seconds or less, because the longer the video, the higher the bounce rate. Be concise and make it simple.

Call People to Action, Fast

A good explainer video has an explicit call to action at the end of the video. This can range from buying a product to switching to another web page of your website.

The best way to propose a solution for people is to first remind them of their problem. People are inspired to act by emotions. Include the weaknesses of potential customers in your explainer video so that they can identify them and then take action.

A Creative Solution

Videos offer a higher chance of creating a personal brand that does not exist with text because it is the closest connection your customers can have with you. They can see how you act; hear your voice, and can understand your emotions.

Explainer videos are essential for companies to communicate their brand images. Whether it’s a complex idea or a creative solution, the explainer videos leave a lasting impression on customers to learn more about your products and services.

If you are shy to stand in front of the camera, a voiceover animation could be a great option.

If you are ready to test the visibility waters, why not challenge yourself and try out Facebook Lives. Video marketing can jump you to the front of the ‘visibility’ line while building a trust factor. Not sure where to start? Check out this article or better yet, download the resource guide below to get started!

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About the Author Sandra Tournemille

Sandra Tournemille is a digital artist and animator with a Bachelors of Media Art (Animation) from the distinguished Emily Carr University in Vancouver, BC. After graduating, she spent the following 12 years developing her career in 3D Graphics within the video game industry. She worked for top-tier companies such as Electronic Arts and Ubisoft. In the spring of 2012, Sandra left the corporate video game industry to establish a unique digital media art studio, Image Propeller Studios, which became one of 9 portfolio companies to achieve tenancy in the Generator@One business incubation facility in St. Catharines, Ontario. Image Propeller Studios has worked with clients such as Live Nation Canada, Fiat Chrysler Automobiles, United Way and Autodesk.

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