Explainer Videos: When to Use Them and How to Produce Them
Explainer videos turn complex ideas into clear, short content. Here is when they work, when they don't, and how to produce them without spending $20K on a single animation.
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.
