An explainer video is a short video, usually 60 to 90 seconds, that shows what your product or service does, who it is for and why it matters. Explainers work because they turn a complex idea into a simple story people can understand in one watch. This guide covers the main types, a script formula that works, the production process and how to get the most from your video.
Why Businesses Use Explainer Videos
- Clarity: software, services and new products are easier to understand when shown, not described.
- Attention: video holds visitors on a page longer than text alone.
- Sales support: sales teams send one link instead of explaining the same thing on every call.
- Reusability: one explainer becomes ads, social cut-downs, onboarding and presentation content.
Types of Explainer Videos
| Type | What it looks like | Best for |
|---|---|---|
| 2D character animation | Illustrated characters acting out a story | Consumer apps, services, storytelling |
| Motion graphics | Animated text, icons, shapes and UI screens | SaaS, data, B2B features |
| 3D animation | Realistic models, close-ups and exploded views | Physical products, devices, engineering |
| Whiteboard | Hand-drawn illustrations appearing on a white background | Training, education, processes |
| Screencast | Recorded product screens with callouts | Software tutorials and onboarding |
| Live action with graphics | Real footage combined with animated text | Founders, teams, local services |
The Explainer Script Formula
Most successful explainers follow the same five-part structure:
- Problem (0–15s): show the frustration your audience feels.
- Solution (15–30s): introduce your product as the answer.
- How it works (30–60s): three simple steps or benefits, no more.
- Proof (60–75s): a result, a number or a customer.
- Call to action (75–90s): one clear next step.
A good rule of thumb is about 140–160 spoken words per minute of video. If your script is longer, cut features, not clarity.
Script Writing Tips
- Write for one viewer, in plain spoken language.
- Focus on benefits ("finish payroll in ten minutes"), not features ("automated payroll module").
- Use one main character or scenario the audience recognises.
- Read it aloud and time it before animation starts.
The Production Process
- Brief: audience, goal, key message and where the video will be used.
- Script: written and approved first; everything else depends on it.
- Storyboard: a sketch for each scene showing what appears on screen.
- Style frames: final-look designs of key scenes.
- Voice-over: recorded by a professional voice artist.
- Animation: scenes animated and synced to the voice.
- Sound design: music and effects added.
- Delivery: exports for website, YouTube and social formats.
How Long Should an Explainer Be?
For a homepage or landing page, 60–90 seconds is ideal. For ads, cut 15–30 second versions. For onboarding or training, longer step-by-step videos work, split into short chapters.
Where to Use Your Explainer
- Above the fold on your homepage or product page
- Landing pages for paid campaigns
- YouTube, with a keyword-rich title and description
- Instagram, TikTok and LinkedIn as vertical or square cut-downs
- Sales emails, proposals and pitch decks
- Trade show screens and events
Mistakes to Avoid
- Trying to explain every feature
- Starting with your company history instead of the customer's problem
- No captions; many people watch with sound off
- Changing the script after animation has started
- No clear call to action at the end
Explainer Videos by TechSmiths
TechSmiths produces 2D, motion graphics and 3D animation for brands in the US, UK and Pakistan, including scripts, voice-over and social cut-downs. For live-action ads, see our DVC and TVC production.
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Plan My VideoFrequently Asked Questions
What is an explainer video?
An explainer video is a short video, usually 60–90 seconds, that shows what a product or service does, who it is for and why it matters.
What are the main types of explainer videos?
2D character animation, motion graphics, 3D animation, whiteboard animation, screencasts and live action combined with graphics.
How long should an explainer video be?
60–90 seconds for websites and landing pages, with 15–30 second cut-downs for ads and social media.
How do I write an explainer video script?
Follow the problem, solution, how it works, proof and call-to-action structure, at about 140–160 words per minute of video.
Where should I use my explainer video?
On your homepage and landing pages, YouTube, social media, sales emails, proposals and presentations.
