What Are Explainer Videos and Why They Matter
Explainer videos are short, focused videos that communicate what a brand does, how a product or service works, or why a viewer should take an action. They often combine visual storytelling with script, voice-over, and design to make a message clear, compelling, and memorable.
For a brand, these videos serve multiple strategic purposes: they increase clarity around offerings, support onboarding or user education, enhance engagement on websites or social channels, and build emotional or rational connection depending on style. When selecting the right format, it’s important to consider factors such as:
· The nature of your brand (B2B vs B2C)
· The complexity of what you offer
· Your budget and production resources
· Your target audience’s preferences and context
· The message you wish to convey (educational, promotional, instructional)
In this article we’ll examine primary explainer video formats, their defining characteristics, when they are effective and the trade-offs to anticipate.
Key Criteria to Choose the Right Format
Before diving into the specific types, here are some criteria to evaluate when you ask: Which explainer video format fits my brand?
Audience and Purpose
Who is the video for? What do you want them to understand or feel?
Message Complexity
Is your topic abstract (software, service) or physical/tangible (product, location)?
Brand Personality
Do you want to appear friendly and playful, formal and professional, hands-on and real?
Production Resources
What is your budget, timeline, and available design/production capability?
Distribution Channel
Will the video be shown on social media (short, bold), website landing page (medium length), internal training (longer format)?
Using these criteria will guide you when comparing formats like animation, live action, screencast and more. Now let’s explore each type in detail.
1. Animated Explainer Videos (2D, 3D, Motion Graphics)
Definition & Highlights
Animated explainer videos use graphic illustrations, characters, icons, or 3-D objects to tell a story or explain a concept. According to industry sources, one of the most common styles is “animated explainer video” which may contain characters (character animation), motion graphics or even animated text.
Sub-styles
· 2D Animation: Flat characters, scenes and backgrounds moving in a 2D plane.
· 3D Animation: Fully three-dimensional objects and environments. Ideal when you want depth and realism.
· Motion Graphics / Typography Animation: Focus on graphic elements, icons, text movement, charts rather than characters.
When This Format Works Best
· When your product/service is intangible (software, SaaS, service-oriented) and you need visuals to make the concept concrete.
· When you want strong brand styling and custom visuals that align with corporate identity.
· When you have the budget/time for full animation or you plan for multiple versions or future updates (animations can be easier to update than re-shoot live action).
Trade-Offs
· Animation can take longer and cost more (especially 3D).
· Some audiences may prefer the authenticity of real people/settings (live action) depending on context.
· Over-animation may distract if the message is simple and straightforward.
Brand Fit Considerations
For a brand seeking to explain a digital tool, SaaS platform, or abstract service, animation often offers clarity and flexibility. If your brand personality is creative or playful, this can reinforce it. If you’re a more traditional or human-centric brand, you’ll need to ensure the style conveys warmth and credibility, not cold graphic perfection.
2. Whiteboard & Hand-drawn Animation
Definition & Highlights
In a whiteboard animation, visuals appear as though being drawn by hand on a white background while a voice-over narrates. According to sources, viewers retained more information when viewing whiteboard explainer videos compared to simple talking-head format. Vidyard+1
When It Works
· For educational, training, or internal videos where you need to break down a concept step-by-step.
· For brands wanting a friendly, approachable style that emphasises teaching or explanation rather than promotion.
· Where budget is constrained but you still want animation rather than live action.
Trade-Offs
· The style can feel dated if over-used or poorly produced.
· Not always ideal for high-gloss branding or large-scale commercial use where you want premium visuals.
Brand Fit Considerations
If your brand is delivering instructional content (how to use your product, onboarding sequence) or has a niche/educational focus, whiteboard animation can strike the right tone of clarity and warmth. However, if you want high-end branding or to showcase product aesthetics, you might choose a higher-end animation or live-action format instead.
3. Live Action Explainer Videos
Definition & Highlights
Live action explainer videos are filmed using real people, physical sets or real-world environments (not just animation). They may also include animated overlays or motion graphic elements. Vidico
When It Works
· When the product or service has a strong human or physical component (retail, hospitality, healthcare, training, demo).
· When you want to build brand authenticity and human connection.
· When you have access to good production facilities, actors or real-life environments and you want to show real usage or context.
Trade-Offs
· Production may cost more (filming, sets, actors) and require more planning (locations, lighting, shoots).
· It can be harder to adjust later compared to animation (if product changes).
· Visual editing may still require animation elements to enhance, which adds complexity.
Brand Fit Considerations
If your brand emphasises people, real-world interaction or physical product usage, and you want viewers to connect emotionally or visually with actual users or environments, live-action is a strong choice. If your offering is abstract (software backend, service infrastructure) you might find live action less effective unless paired with graphics.
4. Screencast & Product Demo Videos
Definition & Highlights
Screencast explainer videos capture a recording of a computer screen (software interface, application workflow, website) often paired with narration and graphic highlights. They are frequently used for demos, onboarding or tutorials.
When It Works
· When you need to show a user how something works (dashboard, platform, app).
· When your audience is already interested (mid-funnel) and needs to see usability rather than just brand story.
· When budget is constrained and the visuals are primarily screen-based rather than production-heavy.
Trade-Offs
· The format may feel less glamorous or brand-driven than full animation or live action.
· Viewer engagement may drop if the interface is cluttered or the narration is weak—you must script and highlight carefully.
· It may not serve well for top-of-funnel brand awareness where broader storytelling is key.
Brand Fit Considerations
If your brand’s value lies in how the software or service works (e.g., SaaS UI, analytics dashboard), screencast videos are very effective. Use clean visuals, call-outs, and a well-paced narrative to keep viewer attention. For broader branding or emotional connection, pair with another format.
5. Infographic, Typography & Minimalist Animation
Definition & Highlights
These formats focus on simplified visuals, stylised text, charts, motion typography and minimal characters or scenes. Examples include infographic explainer videos (animated data visualisation) and kinetic typography (animated text).
When It Works
· When the message centres on data, statistics, research findings, or concise messaging rather than narrative characters.
· For short-form social videos or mobile-first audiences.
· When you need a stylistic, modern aesthetic rather than a full-story approach.
Trade-Offs
· Because they rely heavily on abstract visuals or text, they may lack the narrative depth of character-driven animation or live action.
· They may not suit brands that want to emphasise emotional story or product usage rather than facts.
Brand Fit Considerations
If your brand message is data-driven, succinct, or you’re targeting social media where attention spans are short, this format works well. Keep visuals bold, text dynamic, voice-over crisp. Ensure alignment with brand identity so minimalism still feels on-brand.
6. Hybrid & Interactive Explainer Videos
Definition & Highlights
Hybrid videos combine two or more of the above styles (for example, live-action plus motion graphics, or 2D animation with 3D elements). Interactive videos go further by embedding viewer choices, hotspots or branching paths.
When It Works
· When your brand wants a premium “wow” effect and has the budget/time for more complex production.
· When the content is multifaceted and requires multiple modes of explanation (human touch + data + UI demo).
· When you want viewer engagement beyond passive watching (interactive elements).
Trade-Offs
· Cost and complexity escalate.
· Production timeline is longer.
· Requires more careful planning of script, branching logic (if interactive) and production assets.
Brand Fit Considerations
If your brand is positioned as high-end, creative, or you have a flagship launch or flagship product that demands extra impact, hybrid or interactive may serve. For mid-or-lower budget or simpler messages, one of the above basic formats often suffices.
Best Practices for Quality and Performance
To align with SEO-friendly and helpful content practices:
· Keep it concise: Many effective explainer videos are under 2-3 minutes.
· Start with a hook: Grab attention in the first 10-15 seconds.
· Clarity over complexity: Even in animated formats, the logic should be easy to follow.
· Brand consistency: Use your brand’s visual style, tone and voice in the video.
· Placement matters: Use your video on landing pages, product pages, social channels where appropriate.
· Measure performance: Track user engagement, drop-off points, conversion lift.
· Accessibility: Provide captions, transcripts and ensure good audio quality.
· SEO for video pages: Use descriptive titles, meta description, schema markup, video transcripts and embed on pages that matter for your brand.
By following these, the video not only performs in terms of viewer engagement but also supports search discoverability and user experience.
