What Is An Explainer Video?

If you’re wondering, what is an explainer video, you’re in the right place! Video IGniter’s guide to explainer videos will teach you:

✅ What is an explainer video

✅ How are explainer videos different from other kinds of videos

✅ How to make an explainer video

✅ What does it cost to make an explainer video

✅ and more!

Examples of Explainer Videos You Can Get From Video Igniter

Video Igniter can create any kind of 2D or 3D animated explainer video for you. Check out the example videos below.

To start your project contact us, schedule a call with our production team or request access to our new pricing page.

Are you looking for an example of a different style of animation? Send us a message to let us know what kind of animation example you want to see and we will follow up with relevant production samples.

 

Explainer Video Definition

Explainer videos are educational videos that break down a topic into small understandable components in order to help the viewer understand new information. They can be animated, live-action, illustrated on whiteboards or a combination of all these.  Explainer videos make it easier for people to understand new information because they combine custom visuals with a voiceover to explain big and complex topics. These videos are designed to be easy to digest and help the viewer retain the information longer; they can be short (a minute or less) or 5-10+ minutes long.

For the purpose of this article, we will mostly be focusing on animated explainer videos – although much of this information also applies to explainer videos made with live-action video and stock footage.

What’s the difference between a commercial and an explainer?

Commercials are advertisements purely to get people’s attention and to get them to buy stuff. Explainer videos break down a concept, new idea, product, service or business into smaller parts to make it easier to understand. A growing number of businesses create explainer videos that serve as educational advertisements for their company.

How can an explainer video help your business?

 

Makes it easy for people to understand what you do

Explainer video simplify what your business does. It breaks down the core benefits you can deliver to your clients. The use of custom designed visuals and a narrative voice improves people’s ability to understand and visualize what you do (compared to just reading about it on your website or in a white paper).

Makes it easy to share what your business does

Having your entire business presentation packaged up into a short video file makes it much easier to send your pitch to anyone that’s interested in your business.

 

Explainer videos hold people’s attention

Animated explainer videos are designed with eye-catching visuals that focus the viewer’s attention on the most important details that are needed to understand the content of the video. Reading PDFs, white papers and watching talking head CEO videos are boring. People enjoy watching (animated) explainer videos because it gives them something delightful to focus on while information is being processed by the brain.

Explainer videos increase conversion rates

Explainer videos that are designed to speak to a specific target audience’s needs can be used to improve the conversion rate on landing pages on your website. That means you could be generating more leads, more user sign ups, more app downloads or closing more sales just by putting educational video content on your sales pages.

Explainer videos help people remember information longer

The combination of complimentary visuals and a voiceover not only make it easier for people to understand new information, it also creates new visual metaphors that make it easier to remember the new information.

Explainer videos can increase your SEO

There are two ways an explainer video can help your company’s SEO.

1). When people go to your site and watch your video, they stay on your site longer which improves your search rankings in google’s algorithm.

2). With proper implementation, you can get your explainer video to show up in Google Search results. This dramatically increases the odds of someone clicking on your video and going to your website because your information is much more visible and people are more likely to click on a video result than they are to an advertisement or someone else’s website.

 

What are the segments of an explainer video?

The components of an explainer video are:

– Introduction of the status quo.

– Introduce the main talking point.

– Explain or break down multiple facts/ pieces of information that support your main talking point.

– Summarize what you discussed and inspire the viewer to take action or keep a key takeaway in mind.

The best way to introduce an explainer video is with a compelling fact that captures the viewer’s attention in the first 3-5 seconds. Hooking the viewer with a unique perspective, suggestion or question can be enough to get them to keep watching long enough for you to propose the big unique idea you’re explaining.

Here’s how we recommend structuring your content for an explainer video:

Introduction/Hook (Tell them what you’re going to tell them):

	~# of Seconds	Approximate Word Count
30 Second Video	5	13
60 Second Video	10	25
90 Second Video	15	37

Main Topic (Tell them what the solution is):

	~# of Seconds	Approximate Word Count
30 Second Video	5	13
60 Second Video	10	25
90 Second Video	15	37

Supporting Facts (Tell them how the solution will help):

	~# of Seconds	Approximate Word Count
30 Second Video	10	25
60 Second Video	30	75
90 Second Video	45	112

Summarizing Conclusion (Tell them what you told them & how to get your solution):

	~# of Seconds	Approximate Word Count
30 second video	10	25
60 second video	10	25
90 second video	15	37

 

How to make an explainer video:

1). Script

Once you’re ready to start making your video, the script is step #1. It’s like the skeleton for your whole video project. It determines the length of your video and informs what visual content needs to be created to compliment it. For an explainer video, we recommend introducing your topic with a captivating hook and then presenting supporting facts that educate the viewer about the different components of the main topic. At the end, it’s best to summarize what you discussed for the viewer.

In other words:

1. Tell them what you’re going to tell them.
2. Tell them.
3. Tell them what you told them.

Want to save $ on your production budget? Write your script instead of hiring us to create it for you. Check out our companion guide: “How to write a script for an animated explainer video.”

2). Storyboard

Next, your script needs to get turned into a storyboard. A storyboard is like the blueprint for a video project. It explains to the producers what content needs to be created, how it should look, and how it connects to the script.  You can create the storyboard yourself to save money on your production budget or you can hire your animation service provider to create it for you.

Free Download: Video Igniter’s storyboard template and storyboard creation guide teach you how to create your own storyboard. Even if you have no artistic ability, you can still create a storyboard that will save you hundreds or thousands of dollars on your explainer video production budget.

3). Pick An Animation Service

If you haven’t done so already, you’ll need to pick someone to produce your explainer video for you. You could hire a freelance video animator, an animation studio, find a producer on a video production marketplace, or check out Video Igniter Animation. Regardless of who you choose to produce your explainer video, they all should be able to help you develop your script and storyboard if you don’t feel confident creating it on your own.

Deep Dive: What’s the difference between working with a freelance animator, an animation studio and Video Igniter?

4). Concept Art

After your storyboard is approved, your design team will take a key scene from your animation and produce the art using different visual styles. Share your feedback with the illustrator to refine your preferred style.

 

5). VoiceOver

While not a requirement, almost all explainer videos make use of a narrative voiceover to explain what is going on. Make sure you audition your voiceover talent to hear how they sound reading your script before you pay them to produce the full voiceover. You want to make sure that their voice enhances the presentation and will bring viewers in rather than being offputting or inappropriate for the subject matter. When you share your script with the VO talent, include notes (in parenthesis like this) that lets them know where to change their inflection, how to enunciate certain words, or how to modify the pace at which they are speaking.

You can get good voiceovers from Fiverr, VoiceBunny and Voices123. If those are out of your budget, check out Episode 3 of The Video Igniter Show to learn how you can record your own professional sounding voiceover for free – without having to buy any expensive equipment.

6). Soundtrack

Soundtracks are a great way to enhance the experience of consuming your explainer video. They can set a mood that helps keep the viewer focused.

While your voiceover is being produced, check out sites like AudioJungle and PremiumBeat for high quality tracks you can license for your explainer. Looking for a lower cost option? Check out Incompetech for free soundtracks. Facebook also provides a library of free music that can be used in your Facebook/Instagram videos and ads.

Check out this video if you want to learn how to select the perfect soundtrack for your animated video!

7). Illustrations

After your concept art is approved, the art team gets to work creating all of the custom illustrations for your explainer video. It takes one artist about one week to create the art for one minute of video. The art team will present the art to you for review. You get to provide your feedback and request revisions. When you’re 100% satisfied with the art, animation can begin.

8). Animation

Finally, this is when the magic happens. Be patient. Good animation takes time. Simple 2D animations take about 1 week to animate 1 minute of video (per animator). 3D animations and complex 2D animations require more attention to detail.

How long does it take to make an explainer?

Animated explainer videos take 2-5 weeks to produce a 60 second, 2D animation. Live action explainer videos or explainer videos created with stock footage can be produced in 1-4 weeks depending on the length, level of detail, and whether or not the script has been locked in before production begins.

What does it cost to make an explainer?

Now that you know what’s an explainer video… you might be considering getting one for your business or non-profit. Production prices range widely but expect to spend between $500-$5000 per 60 seconds of animation for a 2D animated explainer video. Click here to get a quote for your explainer video project.

Benefits of Using Explainer Videos in Marketing

Integrating explainer videos into marketing strategies offers numerous advantages:

Improved Engagement & Retention: Videos are inherently engaging, capturing attention more effectively than text. They combine auditory and visual stimuli, enhancing message retention.​

Simplifies Complex Ideas: Explainer videos break down intricate concepts into digestible content, making it easier for audiences to understand and relate to the message.

Boosts Conversion Rates: By clearly articulating the value proposition, explainer videos can persuade viewers, leading to higher conversion rates.​

Enhances SEO & Website Dwell Time: Websites featuring videos are more likely to rank higher in search engine results. Videos also increase dwell time, signaling content relevance to search engines.​

Great for Social Media & Sharing: Engaging videos are highly shareable, extending reach and visibility across social platforms.

Builds Brand Awareness & Trust: Consistent and professional videos reinforce brand identity and establish credibility with the audience.​

Cost-Effective Marketing Tool: With advancements in technology, producing high-quality explainer videos has become more affordable, offering a significant return on investment.

Common Mistakes to Avoid in Explainer Video Production

Creating an effective explainer video involves more than just good visuals—it requires strategic planning, strong messaging, and attention to detail throughout the production process. Unfortunately, many businesses fall into common traps that reduce the impact of their videos or hurt viewer engagement. Avoiding these pitfalls can save time, money, and frustration, while helping you produce a video that actually drives results.

Overcomplicating the Message

One of the most common issues in explainer video production is trying to explain too much at once. Explainer videos are meant to simplify, not overload. When the script includes too many ideas or technical jargon, it becomes difficult for viewers to stay focused or remember the key takeaway. The best explainer videos stick to one core message and communicate it as clearly and concisely as possible.

Free Download: Download Video Igniter’s Free Script Writing Template

Poor Quality Script or Voiceover

The script and voiceover are the backbone of your explainer video. A weak script—one that lacks structure, clarity, or emotional appeal—can confuse viewers or make your brand seem unprofessional. Similarly, using an unpolished voiceover can distract from the message or reduce credibility. A professionally written script paired with a confident, well-paced voiceover helps ensure your message is understood and trusted.

Low-Quality Animation or Design

Even with a solid script, low production quality can undermine your video. Outdated visuals, clunky transitions, or inconsistent branding create a negative impression and make your video look cheap. Investing in high-quality animation and clean, modern design pays off in the form of better engagement, higher perceived value, and a stronger brand image.

Ignoring the Target Audience

If your explainer video doesn’t speak to your audience’s needs, pain points, or interests, it won’t resonate. One-size-fits-all messaging rarely works. It’s critical to research your audience and tailor the language, tone, and visuals specifically to them. A video made for software developers should look and sound very different from one targeting busy parents or small business owners.

No Clear CTA (Call-to-Action)

After engaging your viewers, you need to tell them what to do next—whether it’s signing up for a demo, visiting your website, or making a purchase. A common mistake is ending the video without a strong call-to-action or placing it too early or vaguely. A clear, compelling CTA at the end of your explainer video ensures your viewers take the desired action.

Video is Too Long or Too Short

Timing is everything in explainer video production. Videos that drag on too long risk losing viewer attention, while videos that are too short may feel rushed and lack clarity. The sweet spot is typically between 60–90 seconds, which provides enough time to explain the core message without overwhelming your audience. However, the ideal length may vary based on your content and platform.

Rushing the Production Process

Trying to shortcut the production timeline often leads to avoidable errors—like script issues, poor sound design, or missed brand alignment. Great explainer videos require time to plan, write, animate, and review properly. Rushing through these steps can compromise the quality and effectiveness of your final product. Allow room for creative development and revisions so your video can shine.

How to Avoid These Mistakes

Start with a clear creative brief and a solid understanding of your audience. Work with experienced professionals who can guide you through creating the script, storyboard, voiceover, design,  and animation. Use a structured production process with checkpoints for review and feedback. And above all, stay focused on your core message and what your audience needs to hear to take action.

Integrating Explainer Videos into Your Marketing Strategy

Explainer videos aren’t just eye-catching content—they’re powerful marketing tools that can be used strategically across your entire digital ecosystem. When integrated thoughtfully, these videos can boost engagement, increase conversions, and support every stage of your customer journey. Below are some of the most effective ways to incorporate explainer videos into your marketing strategy.

Use on Homepage or Landing Pages

Your homepage or product landing page is often the first impression a visitor has of your brand. Adding an explainer video here can quickly communicate what you do, how you solve a problem, and why visitors should stick around. Studies show that landing pages with videos tend to convert better because they simplify information and build trust faster than text alone.

Incorporate into Email Campaigns

Email marketing remains a high-ROI channel, and including explainer videos in your campaigns can dramatically improve open and click-through rates. Whether you’re nurturing leads, launching a new product, or onboarding new customers, videos help communicate your message more clearly and keep recipients engaged. Even using the word “video” in a subject line has been shown to increase open rates.

Leverage on Social Media Channels

Social platforms are ideal for sharing short, punchy explainer videos. They’re great for grabbing attention while scrolling, and they help distill complex messages into bite-sized content viewers can easily digest. Whether you’re posting organically or running paid campaigns, explainer videos can increase visibility, shares, and engagement on platforms like Facebook, Instagram, LinkedIn, and TikTok.

Use in Paid Advertising Funnels

Explainer videos can be extremely effective in paid advertising funnels, especially at the top and middle of the funnel. They’re ideal for introducing your brand to new audiences and helping potential customers understand your value proposition. Pairing an explainer video with retargeting ads or email follow-ups can help move prospects closer to conversion by reinforcing your message in a visually memorable way.

Add to Blog Posts and Educational Content

Enhancing your written content with explainer videos is a great way to improve engagement and time on page. Embedding a relevant video in your blog posts not only enriches the reader experience but also helps with SEO by increasing dwell time. Videos also cater to visual learners and those who prefer to watch rather than read, making your content more accessible and effective.

Sales Enablement and Internal Use

Explainer videos aren’t just for external marketing. They’re powerful tools for your sales and support teams as well. A short video can help sales reps explain a complex product more clearly during pitches or follow-ups. Internally, explainer videos are also useful for onboarding employees, training staff, and aligning team members on new processes or updates.

Measuring Effectiveness

To make the most of your explainer video strategy, you need to track performance. Key metrics to monitor include video views, click-through rates, conversion rates, and average watch time. Tools like Google Analytics, YouTube Analytics, and video hosting platforms with heatmaps and engagement data can provide valuable insights into how your video is performing and where it can be improved.

Conclusion: Strategic Video Integration Tips

To get the best ROI from your explainer videos, don’t treat them as standalone assets. Integrate them intentionally across multiple touchpoints in your marketing funnel, aligning each video with your audience’s needs at that stage of the journey. Whether you’re educating, converting, or nurturing leads, a well-placed explainer video can drive results and strengthen your entire marketing strategy.

Building a Video Marketing Funnel with Explainer Videos

A well-structured video marketing funnel helps guide your audience from first discovering your brand to becoming loyal customers—and explainer videos are one of the most powerful tools for moving people through that journey. These videos clarify complex ideas, build trust, and make your message more memorable. When placed strategically throughout your funnel, explainer videos can boost engagement, improve conversions, and create a more cohesive customer experience.

Why Funnels Need Explainer Videos

Funnels work best when you deliver the right content at the right time. Explainer videos are flexible assets that can be adapted to every stage of the funnel—helping potential customers understand what you do, how you solve their problem, and why they should choose you over the competition. Whether you’re targeting cold leads or nurturing warm prospects, explainer videos can shorten the sales cycle by simplifying information and making emotional connections.

Top of Funnel: Brand Awareness Explainers

At the top of the funnel (TOFU), your goal is to attract attention and introduce your brand to new audiences. This is where short, high-level explainer videos shine. These videos should answer the big questions: What is your brand? What do you offer? Why should people care? Keep the messaging light, engaging, and problem-focused. You’re not trying to sell yet—just spark curiosity and build awareness through social media, YouTube ads, and homepage placements.

Middle of Funnel: Problem/Solution Explainers

Once your audience is aware of your brand, they move into the middle of the funnel (MOFU), where they’re actively researching solutions to their problem. This is the perfect time to use explainer videos that go a little deeper—focusing on how your product or service specifically solves their issue. These videos can showcase features, benefits, use cases, and differentiators. Use them in email sequences, product pages, and case studies to build trust and guide decision-making.

Bottom of Funnel: Product Demos & Testimonials

At the bottom of the funnel (BOFU), your audience is close to making a purchase decision. This is where more detailed explainer content—like product demos, walkthroughs, or customer testimonial videos—can help seal the deal. These videos should address common objections, highlight results, and reinforce credibility. The goal is to remove any final friction and make the buyer feel confident that they’re choosing the right solution.

Post-Sale: Onboarding and Training Videos

The funnel doesn’t end after a sale. Post-purchase explainer videos are essential for customer success and retention. Use onboarding videos to help new users get started quickly, and training videos to guide them through more advanced features. When customers feel supported, they’re more likely to become long-term users, refer others, and leave positive reviews. These videos can also reduce support requests by proactively answering common questions.

Tips for Mapping Content to Funnel Stages

When building a funnel-driven video strategy, start by identifying the buyer journey and pinpointing what questions or hesitations arise at each stage. Create explainer videos that directly address those points. Use shorter, high-level videos for top-of-funnel awareness and save longer, more detailed videos for bottom-of-funnel conversion. Always keep the viewer’s mindset in focus—what do they need to know right now to move forward?

Using Analytics to Refine the Funnel

Analytics are key to optimizing your video funnel over time. Track metrics like view count, watch time, click-through rate, and conversion rate at each funnel stage. Look for drop-off points or stages where leads aren’t progressing. Use that data to adjust your video content, placement, or messaging. A well-optimized funnel evolves with your audience and continues to deliver better results with every iteration.

Final Thoughts: Funnel-Driven Video Strategy

Explainer videos are more than just great storytelling tools—they’re strategic assets that can drive real growth when used across your marketing funnel. By mapping the right videos to each stage, you can attract new leads, educate prospects, convert customers, and build long-term loyalty. A thoughtful, data-driven video funnel doesn’t just inform—it guides, nurtures, and converts.

Measuring the Success of Explainer Videos

Creating a great explainer video is just the beginning. To truly maximize its impact, you need to measure how well it’s performing. Tracking key metrics gives you insight into what’s working, what needs improvement, and how your video contributes to your overall marketing goals. Without data, you’re just guessing. But with the right performance indicators, you can fine-tune your strategy and make smarter decisions for future video content.

Why Tracking Video Success Matters

Explainer videos are an investment—of time, money, and creative energy. Measuring success ensures you’re getting a return on that investment. By analyzing performance data, you can determine if your video is effectively communicating your message, engaging your target audience, and driving the actions you want, whether that’s increased sign-ups, sales, or simply brand awareness.

Key Performance Indicators (KPIs)

Several key metrics can help you evaluate the success of your explainer video, depending on its goals and where it’s being used. Whether you’re tracking engagement on a landing page, conversions in a paid campaign, or viewership on social media, these KPIs provide a clear snapshot of performance.

View Count

While it’s one of the most basic metrics, view count gives you an idea of how many people have seen your video. It’s a good top-of-funnel indicator, especially when paired with other metrics, but it doesn’t tell the whole story—especially if viewers aren’t sticking around or taking action.

Watch Time

Watch time tells you how long people are staying engaged with your video. If viewers are dropping off in the first few seconds, your hook might not be strong enough. If they watch all the way through, it’s a sign that your script, pacing, and visuals are working effectively. High watch time is also a positive ranking factor on platforms like YouTube.

Click-Through Rate (CTR)

If your explainer video includes a clickable call-to-action—whether it’s to visit a website, sign up for a demo, or download a guide—CTR measures how many people are taking that next step. A low CTR might indicate that your CTA needs to be clearer or better aligned with the viewer’s needs.

Conversion Rate

Ultimately, one of the most important metrics is how many viewers convert after watching your video. This could mean completing a purchase, filling out a form, or scheduling a call. Tracking conversions helps tie your video directly to revenue or lead generation, making it easier to justify ROI and scale your video strategy.

Engagement Rate

Engagement rate refers to how viewers are interacting with your video—are they liking, sharing, commenting, or reacting? This metric is especially important on social media, where algorithm visibility is heavily influenced by user engagement. High engagement typically means your video is resonating emotionally or offering strong value.

Bounce Rate (on Landing Pages)

If your explainer video is featured on a landing page, you’ll want to keep an eye on bounce rate. A lower bounce rate often means visitors are staying to learn more, possibly influenced by the video content. Conversely, a high bounce rate could signal that the video isn’t answering their questions or is turning people away.

Tools for Video Analytics

There are plenty of tools available to help track and analyze video performance. YouTube Analytics provides detailed insights on audience retention, watch time, CTR, and traffic sources. Wistia and Vimeo offer heatmaps and advanced viewer tracking. Google Analytics can be used to assess video impact on web traffic, bounce rate, and conversion goals—especially when videos are embedded on your site or in landing pages.

Interpreting Data to Improve Future Videos

Tracking metrics is only useful if you act on them. If your video’s watch time is low, consider revisiting your script or hook. If conversions are underwhelming, experiment with a different CTA or landing page layout. Use the data to guide A/B testing, refine your messaging, and develop videos that speak more directly to your audience’s needs.

Final Thoughts on Measuring ROI

Measuring the success of your explainer video helps you prove its value and optimize future campaigns. By tracking the right KPIs and using those insights to continuously improve, you’ll create explainer videos that not only look great—but also deliver real business results. Don’t just create content—create content that performs.

Explainer Video Production Resources

These popular articles, guides and resources are recommended for people interested in creating an animated explainer video:

What goes into the cost of an explainer video?

Which explainer video services does Video Igniter provide?

How long does it take to make an animated explainer video?

How to make a 3D explainer video.

Examples of explainer video scripts and the videos they turned into.

Hire Video Igniter to Create Your Explainer Video

World class design talent at prices small businesses can afford.

We can make any kind of 2D or 3D animation you can imagine including animated explainer videos.

Check out our animated video portfolio to see our latest and greatest creations.

+20 reasons people love working with us.

Do you want to create an animated cryptocurrency video or an animated blockchain explainer video that explains how your technology works? We can help with that too.

Demo Reel:

 

Success Stories & Testimonials

“I run a video production company and outsource animation. The team at Video Igniter did a great job in taking the concept I very crudely drew out and made it into a beautiful animation. The review process was easy and their turnaround time was very quick. I’d def recommend them if you’re looking for an animation project.”

Pat Henderson – Founder, Path8 Productions

“Video Igniter came to us with a number of creative and engaging ideas and were able to create an exciting, impactful video in a short period of time. And the best part was that it cost much less than other options of similar quality. The video they made is a great marketing tool for us.”

Alex Raymond – Founder, Kapta Systems

“I found exactly what I needed: custom animated production with lots of options, fair price and fast communication. I loved working with the Video Igniter Team. Million thanks.”

Antonina Rome, MD – Bioresona

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What is Video Igniter Animation?

Video Igniter is an animated video production service. We can help you make any kind of 3D or 2D animated video you can imagine. Check out our explainer video to learn more: