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What is an explainer video? An explainer video is a short video, usually 60 to 120 seconds, that clarifies a product, service, process, or idea. It often uses animation, live action, screencast, whiteboard, or mixed media to help viewers understand a message quickly.
Complex offers lose buyers when the message takes too long to land. For B2B teams, explainer videos can support buyer education, demand generation, product clarity, and sales conversations.
Buyer expectations make that clarity more important. Forrester’s 2025 B2B marketing and sales predictions indicated that more than half of large B2B purchases of $1 million or more would be processed through digital self-serve channels in 2025.
At the same time, Gartner’s 2025 Sales Survey found that 61% of B2B buyers prefer an overall rep-free buying experience. For B2B teams, clearer digital education now carries more weight before a sales conversation starts.
This article covers the definition, types, benefits, limits, similar formats, and when to use an explainer.
What Is an Explainer Video?
An explainer video is a short video that simplifies a product, service, process, or idea. The core job is to reduce confusion quickly. A strong explainer helps the viewer understand what the offer does, why it matters, and what to do next.
The definition of an explainer video gets blurred because teams use the term loosely. Some call any short video an explainer. But a true explainer has a clear teaching job.
It’s different from a generic brand video, promotional video, or detailed product demo.
A strong explainer usually focuses on:
- One Audience: The message is written for a specific buyer or viewer.
- One Problem: The video starts from a need the audience recognizes.
- One Clear Idea: The explainer doesn’t try to carry the entire pitch deck.
- One Next Step: The viewer knows what to understand, consider, or do after watching.
The explainer video script carries most of that weight. Visuals help, but they cannot fix a vague message.
If you want a deeper breakdown, our guide on what makes a good explainer video covers structure, clarity, and planning.
Why Do Explainer Videos Matter?
Explainer videos matter because B2B buyers often need context before they talk to sales. A product, platform, service, or category may be valuable but hard to understand quickly. An explainer gives buyers a simpler path into the idea.
The benefits of explainer videos usually show up in four places:
- Faster Buyer Understanding: Viewers can grasp the message without having to dig through long pages.
- Better Message Consistency: Sales, marketing, and web teams can use the same core explanation.
- Stronger Website Support: An explainer can help visitors understand value before they leave.
- Clearer Campaign Communication: Paid, email, and sales assets can point back to one central idea.
Explainers are useful when your team needs to teach before asking for action.
They can also help buyers self-educate across different channels. A broader video marketing strategy guide can help connect explainers to campaigns, sales use, and content planning.
The business value comes from clarity. A good explainer helps the right buyer understand the right thing faster.
How Does an Explainer Video Work?
An explainer video guides the viewer through a simple communication arc. It doesn’t need to cover every detail. It needs to create enough understanding for the next step.
Most strong explainers use four basic pieces:
- Problem: Show the pain, confusion, risk, or missed opportunity.
- Solution: Introduce the product, service, process, or idea clearly.
- Relevance: Explain why the viewer should care now.
- Next Step: Give the viewer one action or takeaway.
The script, visuals, pacing, and voiceover should all support the same message.
For example, a SaaS explainer might open with a messy workflow. Then it shows how the platform connects steps, reduces confusion, and helps teams act faster.
A financial services explainer might start with a planning challenge. Then it explains the concept in plain language before pointing the viewer to a deeper resource.
If you are learning how to create an explainer video, start with the message first. The format should follow the explanation, not the other way around.
What Types of Explainer Videos Are Most Common?
Explainer video types should be chosen by use case, not style preference.
Animation, live action, screencast, whiteboard, and mixed media each solve different communication problems.
The right choice depends on what you need your audience to take away.
| Explainer Video Type | Best Use Case | Main Strength | Main Watchout |
| Animated Explainer Video | Abstract products, services, systems, or workflows | Simplifies complex ideas visually | Can feel generic without strong messaging |
| Live Action Explainer Video | Trust-led messages, experts, customer context, or human stories | Adds credibility and human presence | Harder to update after filming |
| Whiteboard Explainer Video | Step-by-step logic, training, or frameworks | Keeps attention on the explanation | Can feel dated if overused |
| Screencast Explainer Video | Software walkthroughs, onboarding, or product education | Shows the actual user experience | Can age quickly when UI changes |
| Mixed Media Explainer Video | Complex stories need people, product visuals, and graphics | Combines clarity with credibility | Requires tighter creative direction |
An animated explainer video often works well for abstract ideas, systems, and workflows.
A live-action explainer video can be more effective when the message requires credibility, expert perspective, or customer context.
Screencast formats are useful for product education, especially in software. For more software-specific examples, see our saas explainer video examples.
Mixed media can work when the idea needs both people and visuals.
The right format should make the message easier to understand, not more complicated.
What Are the Benefits and Limits of Explainer Videos?
Explainer videos work best when the audience needs a fast, clear explanation.
They are less useful when the message is too broad or the viewer needs detailed step-by-step guidance. The format is strong, but it’s not universal.
Use this decision framework before making a choice.
- Use an explainer when the audience needs a fast, clear explanation before taking the next step.
- Use an explainer when your product, service, or category is difficult to understand quickly.
- Use an explainer when sales, marketing, and web teams need a consistent core message.
- Avoid an explainer when the viewer needs a detailed product walkthrough instead.
- Avoid an explainer when the message has too many goals for one short video.
- Avoid an explainer when a testimonial, demo, tutorial, or ad would fit the job better.
Explainer video length also affects performance. Many explainers work best around 60 to 120 seconds. That range gives the message enough room without inviting too much detail.
Longer explainers can work when the topic requires more context. But a longer video needs a stronger structure.
Planning and investment also matter. If your team is budgeting for this format, our explainer video cost guide explains what can affect scope, pricing, and deliverables.
An explainer should simplify the viewer’s decision. If it creates more questions than answers, the brief needs work.
What Is the Difference Between an Explainer Video and Similar Formats?
Explainer videos often overlap with demos, tutorials, promos, and brand videos.
The difference comes down to the job each format performs. Choosing the wrong format can make the final asset feel unfocused.
- Explainer Video vs Demo Video: An explainer teaches value and context. A demo shows product use.
- Explainer Video vs Tutorial: An explainer gives the big idea. A tutorial teaches step-by-step execution.
- Explainer Video vs Promotional Video: An explainer clarifies. A promo drives attention toward a campaign, offer, or launch.
- Explainer Video vs Brand Video: An explainer focuses on understanding. A brand video focuses on identity and perception.
The distinction between explainer and demo videos is especially important for B2B teams.
A buyer who doesn’t understand the value may need an explainer first. A buyer evaluating product fit may need a demo.
Both can be useful. They shouldn’t carry the same job. Here’s a quick comparison table.
| Format | Primary Job | Best Use Case | Consideration |
| Explainer Video | Teaches value and context | Helping buyers understand a product, service, process, or idea quickly | Can become too broad if it tries to cover every detail |
| Demo Video | Shows product use | Helping buyers evaluate how a product works in practice | May feel too detailed for early-stage buyers |
| Tutorial Video | Teaches step-by-step execution | Helping users complete a specific task or workflow | Can feel too tactical for broader buyer education |
| Promotional Video | Drives campaign attention | Supporting a launch, offer, event, or timely campaign | May not provide enough explanation for complex products |
| Brand Video | Builds identity and perception | Introducing who the company is and what it stands for | May not answer practical buyer questions |
If your team is still comparing formats, our guide to the top video content types can help clarify the broader options.
How LocalEyes Thinks About Explainer Videos
LocalEyes treats explainer videos as business communication tools. The right explainer starts with the audience, the message, the channel, and the next step. Then, the format follows.
That might mean animation, live action, screencast, whiteboard, or mixed media. The choice depends on what the viewer needs to understand and how your team plans to use the asset.
We help B2B teams create explainers that support clearer buyer understanding, stronger briefs, better format fit, and multi-use assets for sales and marketing.
If your team needs help turning a complex idea into a clear video, explore our explainer video production services.
Founder at LocalEyes Video Production | Inc. 5000 CEO | Emmy Award Winning Producer
