What is an Explainer Video

You’ve probably seen one without even realising it. You land on a website, press play and within a minute you understand exactly what the company does, who it helps and why it matters. That is the power of an explainer video.

Explainer videos have become one of the most effective tools in digital marketing because they do something simple but incredibly valuable. They make complicated things easy to understand. In this blog, we will look at what an explainer video is, why businesses use them, the different types and how to know if one is right for you.

What is an Explainer Video?

An explainer video is a short, focused video designed to clearly explain a product, service or concept. Most are between 60 and 90 seconds long and are structured around a simple narrative. They introduce a problem, present a solution and highlight the benefits in a way that feels natural rather than overly sales driven.

The aim is clarity. A strong explainer video strips away jargon and unnecessary detail, replacing it with straightforward messaging and engaging visuals. Whether animated or live action, the goal remains the same to help the audience understand quickly and confidently.

For businesses with technical services, software platforms or innovative products, explainer video production can be the difference between confusion and conversion.

Why are Explainer Videos so Effective?

Explainer videos work because they combine visuals, sound and storytelling. When people both see and hear information, they are more likely to retain it. That is especially important online, where attention is limited and competition for engagement is high.

They are particularly effective because they:

• Simplify complex ideas in seconds
• Build trust through clear communication
• Increase time spent on websites
• Support higher conversion rates on landing pages
• Perform well across social media and paid campaigns

A well produced animated explainer video does more than explain what you do. It positions your brand as clear, confident and professional. When your message is easy to understand, people are far more likely to trust it, remember it and take action.

Types of Explainer Videos

Not all explainer videos look or feel the same. The right format depends on your audience, your message and how you want your brand to be perceived.

Animated Explainer Videos

Animated explainers are one of the most popular formats, particularly for technology, finance and professional services. Animation allows you to visualise processes that can’t easily be filmed, such as software dashboards, data flows or abstract systems. Motion graphics are often used in corporate settings to present statistics, innovation or operational workflows in a way that feels dynamic and modern.

Live Action Explainer Videos

Live action explainers are ideal for service-based businesses that benefit from showing real people, locations or customer interactions. They can add warmth and authenticity, particularly when brand trust and personality are central to the message. This format works well for consultancies, agencies and customer facing organisations.

Whiteboard and Illustrated Styles

Whiteboard and illustrated styles focus heavily on storytelling. They are often used in educational, healthcare or training environments where clarity and step by step explanation are key. The visual simplicity keeps attention on the message while still making the content engaging.

If you’re unsure which format would work best for your objectives, it helps to consider how animation can support your wider marketing strategy. Our guide on our top uses for animation explores where it can deliver the greatest impact across campaigns.

Where are Explainer Videos Used?

Explainer videos are incredibly versatile. On a homepage, they quickly introduce your brand. In product marketing, they clarify features and benefits before a sales conversation even starts. Internally, they support onboarding, training and stakeholder alignment.

In our case study with Lewden, we helped showcase their new range of industrial plugs and sockets. Using 2D animation and bold visual design, we highlighted key features such as durability and ease of use in a clear and engaging way. The video became a key digital asset, boosting visibility and supporting a successful product launch.

Similarly, in our project focused on driving engagement and innovation with dynamic animation, we partnered with Loadhog to promote their Pallet Lid. The animation demonstrated how the product improves supply chain efficiency while reducing plastic waste, making complex processes easy to understand. It strengthened customer engagement and supported sales conversations across multiple platforms.

What Makes a Great Explainer Video?

A great explainer video starts with a strong script and everything else builds from there. The message must be clear, structured and focused on the audience’s needs. It is not about listing every feature, it is about highlighting what matters most.

From there, the storyboard shapes how the story unfolds visually. Design, animation style, pacing and voiceover all work together to create a cohesive experience. If you’re interested in how ideas move from concept to finished video, our guide to breaking down the explainer animation process walks through each stage in detail.

How Long Should an Explainer Video be?

In most cases, 60 to 90 seconds is the ideal length. That is usually enough time to introduce the problem, present your solution and communicate the core benefits without losing momentum. For more complex services, particularly in technical industries, a slightly longer format can work but only if the pacing remains tight and purposeful.

The key is discipline. An explainer video isn’t meant to cover everything, it should create clarity and spark interest. The aim is to encourage the viewer to take the next step, whether that is exploring your website, booking a call or requesting more information.

Does your Business Need an Explainer Video?

If your product or service requires explanation, then the answer is often yes. This is especially true for:

• Innovative or technical solutions
• New product or service launches
• Businesses entering competitive markets
• Brands repositioning or simplifying their messaging

When potential customers struggle to understand what you offer, they are far less likely to convert. An explainer video removes that friction. It answers key questions upfront, builds confidence and supports your wider marketing efforts. For many businesses, it becomes a central asset across website, sales and social media channels.

In summary, an explainer video is a short, focused video designed to simplify your message and communicate value clearly. Whether animated or live action, it helps audiences understand what you do, why it matters and how it benefits them, all within a concise and engaging format.

If you’re thinking about creating an explainer video for your business, our team at Northern Media brings together strategy, storytelling and design to create work that genuinely delivers results. If you’d like to chat through your ideas, contact us today and we’ll be happy to talk through what could work best for you.