How to Create Effective Explainer Videos (+ Examples)

By Kyle Odefey

What are explainer videos?

Explainer videos are short-form videos that explain a product or service to potential customers.

An explainer video can sometimes be called a how-to video, but their meanings differ slightly based on context:

• Explainer videos are typically promotional and explain the big picture of a product or service.
• How-to videos are more educational and get into the details of completing a task.

Think of your explainer video as a quick overview of the product you're trying to sell.

Types of explainer videos

Explainer videos can follow a variety of visual styles, but they are all essentially made up of one or more of the following 3 types:

• Animated explainer video: These use 2D, 3D, motion graphics, or whiteboard animations to explain the product.
• Live-action explainer video: These show an actor or a talking head explaining the product in a professionally filmed video.
• Screencast explainer video: These show a recording of a screen while someone demonstrates a digital product.

Example 1: Ramp

Ramp combines screen recordings and motion graphics to make a really effective explainer video for a new product. I love the music choice too. Notice how there is no narration.

Example 2: Navan

This is a really nice mix of a talking head with narration, screen recording footage showing the Navan platform, and motion graphics.

Example 3: Slack

Slack uses some beautiful animations in this explainer video. The entire video is animation-driven with narration and music on top.

How to make an explainer video

Step 1: Do your research

To create an effective explainer video, it's also important to think about its purpose or goal. Here are some questions to help you define this:

• What's the key message, feeling, or knowledge you want your audience to walk away with?
• Will your video content focus on selling, educating, or inspiring?
• What action do you want viewers to take after watching your video?

Step 2: Choose a video style

The style you choose will usually depend on:

• Your budget
• Your timeline
• Your target audience
• Your brand style
• Your preferred marketing channels

Step 3: Decide which software to use

If you're going to make your own explainer video, you need the right tools to do it.

Step 4: Write the script

An engaging script is just as important as the video visuals. Your video has to tell a compelling story to get the results you want from your audience.

Step 5: Gather assets

You will need a different set of assets depending on your chosen explainer video type. Screen recordings, recorded demonstrations of your products, animated shorts, images, stock footage, logos, and music should all be sourced at this stage.

Step 6: Create your explainer video

This is the time to put your planning into practice by creating your video with the tool of your choice.

Step 7: Edit your explainer video

This is the part where you make your idea truly come to life.

Step 8: Promote your explainer video

Now, it's time to show your audience the fruit of your labor. You can add the video to your website's landing page, in a blog post explaining the product, in your newsletter, or on social media.

What makes a good explainer video?

1. Expose a problem at the start of your video

2. A clear and concise script

3. Focus on benefits instead of features

4. Keep it short

5. Avoid over-editing

How to hire an agency for your explainer video

How Much Does an Explainer Video Cost?

The cost of an explainer video ranges from $500 to $2,000+ per minute, depending on voiceover quality, animation or live-action or stock footage, storyboard and script development, and post-production.

Kyle Odefey is a London-based filmmaker and Video Producer at Synthesia.