Explainer videos are information videos that companies use to educate customers on products and services. The best business explainer videos are short, memorable, and use storytelling in clever ways. Learn more about the different types of explainer videos.
In this article, we’ll cover:
License these images via Mix and Match Studio, Croisy, and Rafid.
What Is an Explainer Video?
Explainer videos are short-form videos whose primary purpose is to clearly explain a company’s product or service in an efficient way. They are used to make complex concepts easier to understand and more memorable, and are a great tool for establishing credibility with customers.
Marketing and sales departments rely on them to help sell products or services to potential clients. Explainer videos can also be used by news organizations to help readers better understand complex current events.
Like other forms of video content, the best company explainer videos involve pre-production, scripting, storyboarding, and post-production.
Need a little help getting started? Shutterstock Studios is home to amazing production and marketing specialists who nail video production to its core.
Types of Explainer Videos with Examples
2D Animated
2D animated explainer videos are also called traditional animation and they are a popular format for explainer videos. These videos feature characters and backgrounds that exist on two planes.
This style of explainer video is popular with businesses because characters are easy to replicate for future campaigns, it’s easy to make last minute changes, and they are very cost effective.
Shutterstock Studios worked with AWS to create a 2D animated explainer video to demonstrate how Capital One and AWS tap into the power of the Cloud.
3D Animated
3D animation is a bit more expensive and time consuming, making it a less popular choice for business explainer videos. However, they will give your explainer video a unique look that can help it stand out online.
A 3D animated explainer video can be a good choice for product explainer videos that are showing off pieces of technical equipment. 3D animation is often found in explainers for camera equipment or medical devices.
Stop Motion Animation
Stop motion animation is created by taking a series of still images and playing them very quickly to create the illusion of movement.
The results are beautiful, but the animation process is time consuming–so it’s less likely to be used for business explainer videos.
However, it can be a great option for a social explainer video because of its unique look.
Motion Graphic
Similar to 2D animation, motion graphics are a really popular choice for explainer videos because they can be made so quickly. They are a great choice for animating a company’s logo and is commonly used to create app demos and corporate explainer videos.
This style of explainer video can often be made in a few days and can be created by a single person using a program like Adobe After Effects.
Kinetic Typography
Kinetic typography is another inexpensive style that can be created quickly by a small team. It’s similar to motion graphics and typically uses the same programs, but the animated text is what’s driving the story in the explainer video.
Scripting and having clear writing is very important if you are using this style for your product explainer video.
Live-Action
Live-action explainer videos are one of the earliest types of product explainer videos. In this style, a person is speaking directly to the consumer and demonstrating what a product or service can do for them.
An example of this style can be found on the Home Shopping Network because it’s a format that showcases products in a real-life setting.
It’s also a popular choice for social explainer videos and can be found all over Instagram and TikTok. They tend to be more casual and personable, and are inexpensive to create.
High-quality stock footage clips can be purchased through companies like Shutterstock to create explainer videos that look a bit more like a commercial.
Using stock footage in a business explainer video is a great choice if you are looking to keep costs down.
Screencast
Screencasting is a great choice for explainer videos that need to demonstrate the functionality of an app, a computer program, or an online process. These are extremely quick to make using a screencasting program.
This style can also be used in conjunction with live-action or stock footage explainer videos.
How to Make an Explainer Video
Although explainer videos generally take less time to create than commercials, there is still a production process that should be followed to keep things running smoothly.
Shutterstock Studios has a great team of marketing professionals that can help your company create an explainer video that will stand out and effectively communicate your business’ services to your clients.
Here are some tips on how to navigate the creative process of making an explainer video.
Write a Script
The best company explainer videos start with an excellent script. In this stage of pre-production, you will figure out exactly what your video is going to be explaining.
We recommend keeping the writing conversational and uncomplicated. Short sentences that communicate a single idea are best.
Figure Out Production
Once you’ve written your script, you should decide what style you want the explainer video in. The production process of a motion-graphic or animated video explainer is extremely different from one that’s using live-action footage or screencasts.
With animated video explainers, you will need to create storyboards to visualize what the final product will look like.
A live-action video explainer might involve finding a studio space to shoot, hiring a videographer and sound person, and casting talent to show off the product.
Record Voice Over
Almost every style of video explainer includes some element of voice-over work. Voice overs need to have clear audio to make them effective in video explainers.
Of course, recording voice overs in a professional studio is ideal—but if you don’t have access to a studio, a Zoom recorder and a small, quiet space will do the trick.
Don’t be afraid to rewrite elements of the script if you find yourself stumbling over words as you record the voice over.
Add Music and Sound Effects
Adding music and sound effects are helpful for setting the tone for your explainer video. The music should match the vibe of your audience—many explainer videos feature something that’s upbeat and driving, but sometimes there is a place for something moodier.
Sound effects are a great addition for any animated explainer video.
Upload on Your Platform of Choice
Explainer videos can be uploaded to sites like YouTube or Vimeo so that they can be easily shared on social media and embedded on your company’s website.
You can also upload it directly to social media sites if you are going to be using the explainer video as part of a social media ad campaign. Many brands upload explainer videos to a number of platforms.
Characteristics of a Good Business Explainer Video
The best company explainer videos share a handful of characteristics to keep customers engaged. Here’s some of the most important ones to keep in mind.
30–90 Seconds Long
Explainer videos should be short and memorable. If your video is over 90 seconds, you need to find a way to tighten your script.
Get Straight to the Point
A great explainer video follows the format of a classic news story. Introduce the most important info right away, so customers know what is about to be covered and keep watching.
Avoid Jargon
Keep the language in your script simple. The best explainer videos are memorable because of tight writing. Explain concepts in a way that anyone can understand.
Speak in Second-Person
Using the “you” pronoun is ideal for explainer videos, making it clear that your company is speaking directly to the customer. Second-person perspective also makes for a more conversational vibe.
Have a Casual, Conversational Tone
Having a casual, conversational tone in your explainer video will help keep the writing simple and avoid jargon. This also makes for a more memorable video experience.
Simplify
Keep it simple, to keep it clear. Don’t be afraid to edit your script and redo voice-over bits if you’ve overcomplicated something.
Use Storytelling
Great business explainer videos still use storytelling to get messages to the customers. Good storytelling is memorable and can make a complex concept simpler to understand.
Need a few examples to get inspired? Check out these video productions in action:
License this cover image via Addictive Creative and Giftography.
Recently viewed
${excerpt}