of people have watched an explainer video to learn about a product
increase in conversion rates on pages featuring explainer videos
is the ideal length for maximum viewer retention
What Is an Explainer Video?
So, what is an explainer video exactly? At its core, an explainer video is a short, engaging piece of video content – typically between 60 and 120 seconds – that clearly communicates a product, service, or concept using a combination of compelling visuals, professional narration, and carefully selected music. The primary goal of an explainer video is to distil complex information into a simple, digestible format that resonates with viewers and drives them to take action.
Understanding what is an explainer video is critical for modern marketers. These videos are most commonly found on landing pages, product pages, and social media channels. They have become one of the most powerful tools in a brand's digital arsenal because they combine the persuasive power of visual storytelling with the clarity of a well-structured sales pitch. Whether you are a SaaS start-up explaining a new platform or a financial services firm breaking down a complex product, the explainer video is the format that bridges the gap between confusion and conversion.
Why Explainer Videos Work So Well
Now that we have established what is an explainer video, let us explore why they are so devastatingly effective. The human brain processes visual information 60,000 times faster than text. When you pair motion with narration and music, you engage multiple sensory channels simultaneously, dramatically increasing the likelihood that your message will be understood and remembered.
From a commercial perspective, explainer videos directly impact the metrics that matter most. Businesses that invest in professional animated explainer video production consistently report higher engagement rates, longer time on page, and significantly improved conversion rates. According to research by Wyzowl, 96% of people have watched an explainer video to learn more about a product or service. That statistic alone demonstrates why understanding what is an explainer video is no longer optional for serious marketers.
Explainer videos also build trust rapidly. By showing rather than telling, you demonstrate expertise and transparency. A viewer who watches a well-crafted explainer video from your brand storytelling agency will feel significantly more confident about engaging with your brand than one who simply reads a wall of text.
Types of Explainer Videos
When exploring what is an explainer video, it is essential to understand that the format comes in several distinct styles. Choosing the right type depends on your brand personality, target audience, and the complexity of the message you need to convey.
| Type | Best For | Typical Cost | Production Time |
|---|---|---|---|
| 2D Animation | SaaS, tech, finance | £3,000 – £10,000 | 3 – 6 weeks |
| 3D Animation | Product showcases, engineering | £5,000 – £15,000 | 4 – 8 weeks |
| Motion Graphics | Data-driven, B2B | £2,500 – £8,000 | 2 – 5 weeks |
| Whiteboard | Education, training | £1,500 – £5,000 | 2 – 4 weeks |
| Live Action | Testimonials, personal brands | £4,000 – £20,000 | 3 – 6 weeks |
2D animated explainer videos are the most popular style and the bread and butter of any leading motion graphics design company. They use flat, illustrative characters and environments to walk the viewer through a narrative. This style is incredibly versatile and works brilliantly for 2D animation projects across virtually every industry.
3D animated explainer videos add depth and realism, making them ideal for physical product showcases or architectural visualisation. If you need to demonstrate how a product works from every angle, investing in professional 3D animation delivers an unmatched level of visual impact.
Motion graphics explainer videos lean heavily on typography, iconography, and data visualisation. They are perfect for B2B brands that need to communicate complex data points or statistics in an engaging, visually dynamic manner. You can explore our full range of motion graphics services to see how this approach can work for your brand.
The Explainer Video Production Process
A critical part of understanding what is an explainer video is knowing how they are made. The production process at a professional studio typically follows five key stages, each building upon the last to ensure the final product is strategically sound and visually compelling.
Discovery and Scripting
Every great explainer video begins with deep strategic research. The production team will analyse your target audience, core messaging, and competitive landscape to craft a script that is concise, persuasive, and perfectly timed to fit within the ideal 60 to 90 second window.
Storyboarding
The approved script is then translated into a visual storyboard, a scene-by-scene blueprint that maps out every transition, camera angle, and character action. This stage is where the visual identity of the explainer video truly takes shape.
Illustration and Design
The design team creates all the visual assets – characters, backgrounds, icons, and typography – ensuring they are perfectly aligned with your existing brand guidelines and visual identity.
Animation
This is where the magic happens. Skilled animators bring the static illustrations to life using professional software, adding fluid movement, dynamic transitions, and subtle details that elevate the explainer video from a simple slideshow into a truly immersive visual experience.
Sound Design and Delivery
Professional voiceover, music, and sound effects are layered over the animation to create a polished, broadcast-quality final product. The completed explainer video is then delivered in all required formats for web, social, and presentation use.
Explainer Video Example
To truly illustrate what is an explainer video in practice, here is a real example produced by our studio. This animated explainer video was created for a client to clearly communicate their value proposition in under 30 seconds. Notice how the combination of clean motion graphics, professional voiceover, and strategic pacing drives the viewer towards a clear call to action.
Explainer Video Cost Comparison
One of the most common questions brands ask when learning what is an explainer video is how much it will cost. The truth is that pricing varies enormously depending on quality, complexity, and the reputation of the studio you partner with. Below is a realistic breakdown of what you can expect to invest.
| Tier | Price Range | What You Get | Ideal For |
|---|---|---|---|
| Budget | £500 – £1,500 | Template animation, stock assets | Start-ups, internal comms |
| Mid-Range | £3,000 – £8,000 | Custom illustration, pro voiceover | SMEs, product launches |
| Premium | £8,000 – £15,000+ | Fully bespoke, cinematic quality | Enterprise, flagship campaigns |
Investing in a premium explainer video from a dedicated social media video production team is often the smartest long-term play. A single, well-crafted explainer video can be repurposed across your website, paid ads, email campaigns, trade shows, and short-form video marketing channels, delivering compounding ROI over months and years.
FAQs About Explainer Videos
What Is An Explainer Video?
An explainer video is a short, engaging piece of video content – typically between 60 and 120 seconds – that clearly communicates a product, service, or concept using a combination of visuals, narration, and music. They are designed to simplify complex ideas and drive viewers towards a specific call to action.
How Long Should An Explainer Video Be?
The ideal length for an explainer video is between 60 and 90 seconds. Research consistently shows that viewer retention drops significantly after the 2 minute mark, so keeping the content concise and strategically focused is essential for maximising engagement and conversion.
How Much Does An Explainer Video Cost?
Costs vary widely depending on quality and complexity. Template-based videos can start from around £500, while fully bespoke, studio-produced animated explainer videos typically range from £3,000 to £15,000 depending on the animation style, length, and level of customisation required.
Do Explainer Videos Actually Increase Conversions?
Absolutely. Multiple studies consistently demonstrate that landing pages featuring an explainer video can increase conversion rates by up to 80%. They simplify complex information, build trust rapidly, and give viewers the confidence to take the next step with your brand.
Where Should I Use An Explainer Video?
The most effective placements for an explainer video include your website homepage, product landing pages, social media channels, email marketing campaigns, and paid advertising. A well-produced explainer video is a versatile asset that can be repurposed across virtually every digital channel.