What it is
An explainer video answers one question: what is this and why should I care? It is built for people who are new to the subject, so it avoids jargon and shows the idea before it names it.
Types of explainer video
The type depends on what is being explained.
| Type | What it shows | Good for |
|---|---|---|
| Animated | Drawn or generated scenes and characters | Ideas and services that have no physical form |
| Screen recording | The product interface in use | Software and apps |
| Live action or realistic | People and products in real settings | Products and services with a physical side |
| Whiteboard | Hand-drawn sketches | Simple processes and training |
How long it should be
Aim for the shortest film that makes the point. One to two minutes is common for a first explanation, and a short cut for social channels is often under thirty seconds.
How to make one
Write down the one thing the viewer must understand. Script it in problem, solution, how it works and next step. Plan the shots, then produce and check them. Our guide on how to write a video script has the method and a template.
When another film is better
If you want people to feel something about the brand, a brand film does that better. If you want people to learn how to use a product over time, a training film fits. An explainer is for the first understanding.
