Explainer Videos: Still A Powerhouse For Marketing

by Frank Rodriguez | Mar 27, 2017

Pencil drawing paper airplane on sketchpad

Explainer Videos Boost Visibility and Conversions

As more people turn to video for their information, the explainer video has secured its place among essential marketing tools. The rise of video content is evident in the number of businesses incorporating it into their digital marketing strategies. Video content has grown in popularity. According to Wyzowl’s State of Video Marketing 2023, in 2016, just 61% of organizations included video in their marketing plan. That number has now risen to 91%. This is the highest point ever recorded since Wyzowl began keeping track of this data in 2016.

The best explainer videos have set new standards in marketing effectiveness, showcasing how high-quality scripts, engaging pacing, and clear messaging can significantly boost conversion rates for startups and businesses.

As a result, don’t ignore this powerful statistic: marketing across industries is more competitive than ever, and explainer videos have had a wonderful impact on business visibility and engagement.

Most businesses use explainer videos in their marketing strategy, and plan to increase their use even more.

Marketing Explainer Videos

What is an Explainer Video?

Explainer videos, simply put, are animated videos that communicate a company’s message in a short, concise way – with personality. Explainers can convey your message through creative storytelling, facilitating the use of visual metaphors to represent ideas that give the viewer a unique perspective on a story, product, or service. And the best part? Explainer videos can even put a smile on your client’s face. Now, that’s powerful marketing.

A well-crafted explainer video script is essential for capturing the viewer’s attention and ensuring your message is clear and engaging. That's part of the reason visitors spend 88% more time on landing pages that include video
Source: Forbes / Insivia

A good explainer video relies on a clear and concise video script that communicates your product’s value and motivates viewers to take action. To make an explainer video, the process typically starts with developing a strong video script, followed by storyboarding, animation, and editing. For inspiration, you can look at explainer video examples to see the variety of approaches and styles that effectively engage audiences. The value proposition is that you can deliver complex messages that can be clearly understood by a broad audience.

Types of Explainer Videos

Explainer videos come in a whole range of styles, each designed to connect with audiences in different ways and suit various business needs. The most popular types include live-action explainer videos, animated explainer videos, whiteboard explainer videos, and screencast explainer videos.

Live-action explainer videos feature real people and real settings, making them perfect for brands that want to add a personal touch or showcase physical products. These videos are excellent for building trust and putting a face to your business. There's a giant surge now in user-generated content. Here's a little secret: it might look like it's homegrown, but a lot of these are highly produced and not necessarily done by your neighbor Sarah.

Animated explainer videos are a favorite for businesses looking to engage audiences with vibrant visuals and creative storytelling. Whether you want to explain a new app or break down a service, animated explainer videos can bring any idea to life, making even the most complex processes easy to understand and fun to watch.

Whiteboard explainer videos use hand-drawn animations and voiceover to guide viewers through a concept or process. They’re engaging, easy to follow, and great for breaking down complex ideas in a simple, memorable way. While still in use today, newer animation styles offer more dynamic visuals and storytelling potential—making them a stronger choice for brands looking to elevate engagement.

Screencast explainer videos are all about showing your product in action. By recording your screen and adding clear narration, you can give audiences an inside look at your software or platform, making it easy for them to see the benefits firsthand. You can also reinforce some of the core ideas with unique 2D animations to make the content more engaging.

No matter which style you choose, explainer videos are a powerful way to explain, engage, and connect with your audience—helping your business stand out in an over-crowded market.

Benefits of Explainer Videos

Explainer videos are marketing power tools. They take complex ideas and transform them into clear, memorable stories that grab attention—and keep it. Whether you're introducing a product, simplifying a service, or educating your audience, explainer videos do it faster, better, and more effectively than text ever could.

But clarity is just the beginning. A great explainer video builds trust, humanizes your message, and makes your brand instantly more relatable. Think of it as your digital handshake—warm, confident, and persuasive.

They also deliver serious ROI. Video content improves engagement metrics across the board—boosting conversions, lowering bounce rates, and increasing time on site. Google loves it too: you’re 50× more likely to rank on the first page of search results when your website includes video. That’s because video content is faster to consume and more likely to be shared.

Let’s look at some recent stats:

82% of consumers say video has convinced them to make a purchase
Source: Wyzowl, State of Video Marketing 2024
Including video in emails can increase click-through rates by 200–300%
Source: WebFX / Campaign Monitor
Video content is shared 12× more than text and images combined
Source: Wordstream / WebFX
Organic search traffic can increase by up to 157% for pages with video
Source: Brightcove / HubSpot
74% of marketers say video delivers better ROI than static images
Source: Animoto / HubSpot

In short, explainer videos are more than just fun—they’re strategic assets that drive results across your entire marketing funnel.

Ideas Limited Only by Animated Imagination

Unlike traditional video shoots, explainer videos don’t need a location, a crew, or even the laws of physics. That’s the magic of animation—if you can think it, we can show it.

Want to visualize your SaaS platform syncing with a dozen APIs in real time? Easy. Need to shrink your viewer down and walk them through your product interface from the inside out? Done. Motion graphics make abstract concepts tangible, and they do it without the logistics, time, or cost of a live shoot.

Even better, explainer videos give you creative freedom to tell stories that resonate. You can use visual metaphors, stylized animation, and bold transitions to capture attention and hold it. Combined with a tight script, expressive voiceover, and smart design, animation becomes a tool for turning ideas into “aha!” moments.

In other words: you don’t just get to explain—you get to inspire, entertain, and educate all at once. That’s why the best explainer videos aren’t just informative. They’re unforgettable.

Explainer videos are ideal because the brain processes video 60,000x faster than text.

Explainer Videos = Emotional Connection

According to the article “Video vs Text: The Brain Perspective” by Psychology Today contributor Dr. Liraz Margalit, videos are processed by the brain 60,000 times faster than text. That’s a huge gap in processing speed. It’s the difference between riding your bike 20 miles and driving your car the same distance.

Given that the human brain can exert a lot less energy watching a video than reading an article, it’s safe to assume that people are going to choose video. By delivering an immersive experience to your customer, they can focus on the benefits of your product. Conversely, introducing a new product or idea through text can sometimes be confusing. This is especially true of new technology or highly technical products.

Dr. Margalit goes on to explain how video is better at producing emotion than words. In marketing terms, this makes video the golden goose. Pushing buttons is the fastest way to get people’s attention. If those buttons are happiness, curiosity, joy, excitement, and laughter, then you just hit the communication jackpot by presenting your message in an engaging manner.

Entertain, Explain, and Enchant: The Magic of Motion Graphics

Here’s where the real fun begins. With motion graphics, there are no limits—your explainer video can go anywhere, show anything, and be anyone. Want a tap-dancing unicorn to sell your gourmet jelly beans? Done.

Need something a little more… SaaS-y? Think of your explainer video as an onboarding wizard with charisma. It’s your product’s first handshake—animated, articulate, and effortlessly cool. It understands your user’s pain points, delivers clarity in under 90 seconds, and builds trust while making your advanced SaaS tech feel simple, human, and surprisingly approachable.

Motion graphics make the invisible visible—think data syncing, dashboards lighting up, or complex workflows made crystal clear. It’s the perfect medium to break down abstract ideas while keeping your viewer glued to the screen.

And let’s be honest: no matter who you’re talking to—doctors, CTOs, or startup founders—everyone prefers to be entertained. A punchy animated video almost always beats a talking-head elevator pitch droning over stock B-roll. (Still not sure what B-roll is? Here’s a cheeky explainer that makes the case perfectly.)

The difference comes down to execution. A great animated explainer doesn’t just tell your story—it brings it to life. At Mighty Fine Production Company, that starts with a thoughtful creative brief, a killer script, and custom visuals tailored to your brand.

Because when your video respects your audience’s time and keeps them entertained? That’s when the magic happens.

Too Good to Be True—Not All Animation Studios are the Same

Explainer videos are everywhere—and so are the companies that make them. These days, just search “explainer video company” and you’ll be flooded with studios offering plug-and-play solutions at too-good-to-be-true prices. But here’s the truth: not all explainer videos are created equal. And if you want one that actually works—the kind that simplifies the complex, boosts engagement, and drives conversions—you’ll need more than a cheap animation and a stock voiceover.

So what makes a great explainer video... well, great? Let’s break it down.

First, a high-quality animation studio will actually take your brand seriously. That means building your video around your existing identity—not shoehorning you into a cookie-cutter template. Great motion designers can visualize just about anything—from abstract ideas to real-world scenarios—using custom illustrations or stylized graphics that reflect your brand personality. Some projects might call for fully hand-drawn assets; others may use modified third-party graphics as a budget-friendly option with the right design polish.

And don’t overlook sound. A solid sound designer will craft a custom score or curate music that sets the right tone—because even the best visuals fall flat without the right audio support.

In the end, a professional explainer video should sound like you, look like you, and feel like a natural extension of your brand. Anything less risks making your business look generic—or worse, amateur. When you partner with a team that understands your goals and guides you through a seamless process, the result is more than just a video—it’s a strategic storytelling asset that pulls its weight across your entire marketing ecosystem.

How Long Should an Explainer Video Be

So, how do explainer videos work their magic? It comes down to the perfect mix of visuals, voice, and messaging. When done right, they take complex ideas and distill them into something clear, engaging, and easy to remember.

The sweet spot for explainer videos is typically 60 to 90 seconds. If you’re producing a video for advertising, keep it under two minutes, max. Attention spans are short, and clarity is king. The goal is to grab attention, deliver value, and leave your audience with a crystal-clear takeaway.

Of course, long-form video still has its place. It all depends on context. Short explainers are excellent for sparking interest, while longer videos can dive deeper when your audience is ready for more. Think of short videos as the handshake, and long-form as the conversation that follows.

Unlike tutorials, which walk viewers through a process step by step, explainer videos are built to deliver a single, focused message—and fast. They’re designed to captivate, not lecture.

There’s also flexibility in how they’re made. Explainer videos can take many forms: animation, motion graphics, live action, or a hybrid of styles. A live-action explainer, for example, uses real people to humanize your message and make your brand more relatable. Whatever the format, the goal stays the same—communicate clearly, connect emotionally, and keep things moving.

90 Second Explainer Videos – Keep it Short and Sweet

In most cases, you’ve got less than two minutes to make your pitch—so nailing your key selling points is non-negotiable. Most explainer videos land in the 60–90 second range. It’s the sweet spot: long enough to introduce your product, short enough to keep attention and make a strong first impression. From our experience, the shorter the better.

Because explainer videos are so focused, the production process is streamlined—meaning faster turnaround times and fewer headaches. In addition, smaller budgets. We typically charge $7000 to $10,000 a minute for an animated custom explainer.

Our copywriters specialize in clarifying your message, showcasing your core services, and highlighting your unique value—without losing your viewer’s interest. Whether you’re hands-on or happy to let us take the reins, we have the tools and experience to guide the process and get it done right.

Mighty Fine Pro Tips on Explainer Video Structure

Crafting an Engaging Script

Start strong by addressing your audience’s pain points.
Clearly explain how your product or service solves their problem.
Use simple, brand-aligned language with a confident tone.
Keep it concise—focus on what matters most.
End with a clear, compelling call to action.

Simplifying Complex Concepts with Video

Use visual metaphors to say more with less—a single image can communicate 20 ideas.
Think of whiteboard or motion graphics like an IKEA manual… but actually helpful.
Sync visuals, narration, and sound for seamless timing and flow.
Ideal for tech, workflows, and abstract ideas—there’s no better way to explain.
Don’t cram everything into one video. Create a series for snackable, easy-to-digest content.

Adding Music to Enhance Your Video

Music sets the mood and instantly adds emotional weight.
Match the tone—don’t let upbeat music fight with serious visuals (or vice versa).
Add subtle sound effects to create impact—like a quiet stream with just the right ripple.
Keep narration and audio in harmony—if they’re clashing, no one wins.
And remember: even the best movie would fall flat without a soundtrack.

6 Places to Market Your Explainer Video

Investing in a solid explainer is one of the best marketing tools you can invest in. Not only will it help sell your product on your homepage, but you can leverage that explainer beyond the boundaries of your website and landing pages.

The 5 Places to market your Explainer Video

Sales Emails Skip the wall of text. Drop your explainer video into an email with a snappy subject line and let the animation do the talking. Studies show emails with video can boost click-through rates by up to 300% (Campaign Monitor). Animated videos tend to outperform talking-head clips by grabbing attention faster and delivering your pitch in a more engaging format.
Social media video dominates on every platform. According to HubSpot (2024), social media video gets 1200% more shares than text and image posts combined. Instagram Reels see 50%+ higher engagement than standard posts (Meta), and X (formerly Twitter) reports 2.5x more replies on tweets with video. Animated explainer videos are tailor-made for scroll-stopping social content—boosting reach, engagement, and brand recall.
YouTube With over 2.7 billion users, YouTube is the world’s second-largest search engine. Uploading your explainer video here expands your discoverability, taps into search traffic, and gives you an evergreen asset that works long after campaigns end. Optimize titles, tags, and descriptions to get the most out of it.
Blogs Give your blog content an upgrade by embedding a relevant explainer video. Video increases time on page by up to 88% (Wistia), keeps readers engaged, and helps communicate your message faster and more effectively. It’s a simple way to amplify your content while driving clicks to deeper pages on your site.
Website Homepage First impressions matter. A homepage video instantly shows your visitors who you are and what you do—without making them scroll or read. Websites with video see 34% lower bounce rates and significantly higher conversion rates (Insivia). A short, high-impact explainer is one of the best tools for engaging visitors from the jump.
Video Ads Video ads don’t just get noticed—they guide decisions. According to Google, 70% of shoppers say online video has helped them discover a new brand or product. Explainer videos work especially well in paid ads because they build awareness, answer questions, and build buyer confidence—all in one smooth, scroll-stopping package.

A well-made explainer video is more than a one-and-done asset—it’s a workhorse that delivers value across your entire marketing ecosystem. Yes, it may take a bigger budget up front, but that investment stretches far. One great video can be used in social campaigns, embedded on your website, dropped into sales decks, included in onboarding, or used as a training tool. That’s mileage.

You’re not just making a video—you’re building a content engine. Repurpose the footage into shorter clips for social, turn the script into a blog post, strip the audio for a podcast, or use key frames as infographics. The more you repurpose, the more reach you get without reinventing the wheel.

Bottom line: a strong explainer video pays for itself by working overtime across channels, saving time, boosting consistency, and driving results long after it's launched.

Measuring Success

Measuring the success of your explainer video is crucial to understanding its impact. Keep an eye on metrics like views, engagement, and conversion rates to gauge how well your video is performing. Additionally, track website traffic, lead generation, and sales to get a comprehensive view of its effectiveness.

By analyzing these metrics, you can refine your video marketing strategy and create even more effective explainer videos in the future. Remember, the goal is to continuously improve and adapt, ensuring your explainer videos deliver the best possible results for your business.

mighty fine production company excels in explainer video

Ready to Get Started?

Mighty Fine Production Company streamlines the process of creating an explainer video, even though it’s not an easy task. After we identify your unique selling points, we’ll translate them into an exciting script. Through motion graphics, professional voiceover talent, and gorgeous sound design, we’ll tell your story. Use explainer videos to share your brand story and build a deeper connection with your audience. If you’re ready to take your company to the next level of digital marketing, set up a informative consultation today.