Explainer Videos: When to Use Them and How to Produce Them

What is an explainer video?

An explainer video is a short video (typically 60-120 seconds) that explains a product, service, process, or concept in a clear, visual way. Most are animated, but some use live-action, screen recording, or a mix. The goal is to take something complex and make it understandable in under 2 minutes.

They're popular because they work. Prospects who watch an explainer video are more likely to understand your product and take the next step. That's why you see them on SaaS homepages, product pages, landing pages, and in sales decks.

When should you use an explainer video?

When the product is hard to visualize

Software platforms, financial products, technical services - things you can't point a camera at. Animation lets you show abstract concepts, data flows, and user journeys that would be impossible to film. This is the classic explainer video use case.

When you need to simplify a complex process

Insurance claims processes, supply chain logistics, regulatory compliance workflows. If your customer or employee needs to understand a multi-step process, an animated walkthrough is clearer than a written guide or a flowchart.

When you want to control the message exactly

With live-action, you work with what happens on the day. With animation, every frame is intentional. If the message needs to be precise - for investor presentations, regulatory explanations, or product positioning - animation gives you full control.

When live-action isn't practical

Your product hasn't been built yet. The subject is sensitive and you can't film real people. The scenario involves risk or danger. The concept is abstract. All good reasons to use animation instead of trying to force a live-action approach.

When should you NOT use an explainer video?

Not everything needs animation. If authenticity and human connection matter - customer testimonials, leadership updates, recruitment content - live-action video is more effective. A CEO talking to camera builds more trust than an animated avatar of a CEO.

Explainer videos also aren't a substitute for a clear product. If your team can't explain what the product does in one sentence, an animated video won't fix that. The script is the hardest part of an explainer video, and a confused script produces a confused video regardless of how good the animation is.

What types of explainer videos exist?

2D animated explainers

The most common format. Flat illustrations, characters, and icons animated to tell a story. Production is relatively fast and affordable compared to 3D. Works well for SaaS products, fintech, healthcare, and education.

Motion graphics

Text, shapes, charts, and data visualizations animated with kinetic typography and transitions. No characters or storylines - just visual information design. Best for data-heavy topics, financial reports, and technical explanations.

3D animation

Photorealistic or stylized 3D renders. Higher production cost but more visual impact. Works well for physical products, architectural visualization, and technical engineering content. Here is an example:

Whiteboard animation

A hand draws illustrations on a whiteboard as a voiceover narrates. This was popular around 2015-2018 and has become somewhat dated, but still works for educational content where the "being drawn" visual metaphor adds value.

Screen recording with animation overlay

A hybrid format that combines real product screenshots or recordings with animated annotations, callouts, and transitions. Good for software walkthroughs that need more visual explanation than a raw screen recording provides.

How much do explainer videos cost?

The range is wide and depends on style, length, and production model.

Freelance animator: $1,000-$5,000 for a 60-second 2D explainer. Quality and turnaround vary significantly. You manage the project yourself.

Specialist agency (like Wyzowl): $5,000-$20,000 per video. Wyzowl and similar agencies do strong work in this space - they handle scripting, storyboarding, animation, and voiceover as a full-service package. The trade-off is cost and timeline (4-8 weeks typical).

Subscription platform: with Shootsta's animation production, you get animated explainers as part of a broader video subscription. This works well for companies that need explainers alongside live-action content, training videos, and social clips - you produce everything under one plan.

How do you write an explainer video script?

The script is 80% of the work. A well-scripted explainer with mediocre animation outperforms a poorly-scripted explainer with premium animation every time.

Follow this structure:

Hook (5-10 seconds): State the problem your audience faces. Make them nod.

Problem (15-20 seconds): Expand on the pain. What happens if this problem goes unsolved?

Solution (30-40 seconds): Introduce your product and show how it solves the problem. Be specific - show the actual workflow or process, not vague benefits.

Proof (10-15 seconds): A stat, a customer result, or a trust signal that validates the solution.

CTA (5 seconds): One clear next step. Book a demo. Start a trial. Visit the website.

Total: 60-90 seconds. At 150 words per minute (natural speaking pace), that's 150-225 words. Most explainer video scripts are too long. Cut until it hurts, then cut more.

How do you get started?

If you need a single explainer video for a product launch, a specialist agency or freelancer is a reasonable choice. If you need explainers as part of an ongoing video program that also includes marketing content, training videos, and testimonials, a subscription model is more cost-effective.

Explore animated video production with Shootsta, or read the enterprise video playbook to see how explainers fit into a broader content program. Take the video quiz to find out if an explainer video is the right format for your situation.