An explainer video is a short, engaging video (usually 1-3 minutes in length) that explains a concept, product, or service in a simple and memorable way.
Explainer videos are often used in marketing to quickly get across the value of a product or to introduce complex ideas in a digestible format. The best explainer videos cut through the noise and make complicated topics easy to understand, using visual storytelling to hold viewers’ attention.
At Sketch Group, we specialise in creating explainer videos that simplify the complex and help our clients communicate effectively. From corporate services to public awareness campaigns, we have experience in using visual storytelling to achieve a range of outcomes.
There are many types of explainer videos, including animation (motion graphics), live-action, and whiteboard style sketch videos. Regardless of the style, all successful videos share some common traits…
The Best Explainer Videos: What Makes Them Stand Out
The best explainer videos are not only visually appealing but also concise and to the point. They have a few essential qualities that set them apart:
- Clarity: The message is simple, avoiding jargon or technical language that might confuse the audience.
- Engaging storytelling: The video tells a story that resonates with the viewer, often using relatable characters or scenarios.
- Strong call-to-action: After explaining the product or service, the best videos encourage viewers to take the next step, whether it’s signing up for a service, making a purchase, or learning more.
- High-quality visuals and sound: Quality matters. Crisp visuals, smooth animations, and professional voiceovers all contribute to the video’s overall effectiveness.
- Brevity: The best explainer videos are short and sweet. They get straight to the point, respecting the viewer’s time and attention.
Let’s look at some explainer video examples to see how this works in practice.
Best Explainer Videos: Examples
1. Tradeflex: Showcasing Quality and Organisation
One of our favorite product explainer video projects was for Tradeflex, a facilities management company specialising in cleaning and organising office spaces. The challenge was to convey how their systems and commitment to customer satisfaction ensure consistent and reliable service. We used a clear, structured narrative combined with visuals of clean, organised office environments to emphasise their reliability and attention to detail. The animation guided viewers through Tradeflex’s process, illustrating how their systems work together seamlessly to deliver exceptional results.
This explainer video shines because it highlights the benefits of Tradeflex’s services in a straightforward, visually engaging way, making it easy for potential clients to understand why Tradeflex stands out from the competition.
2. Berry Street: Humanising a Sensitive Program for Parents
Berry Street, a leading child and family services organisation, needed a video to explain a program aimed at parents of teenagers. The program helps families work through differences using counselling and support, which is a sensitive and often emotionally charged topic. Our goal was to humanise the message and make it approachable.
The video used warm, hand-drawn illustrations to depict relatable family scenarios, emphasising empathy and understanding. The narrative was carefully crafted to reassure parents that the program is supportive and non-judgmental. This explainer video is a great example of how animation can bring compassion and relatability to difficult conversations, making the content more accessible for viewers.
3. The Big Issue: Changing Perceptions with Visual Storytelling
For The Big Issue, a popular street magazine that helps people facing homelessness or hardship, we created an explainer video to address a common misconception: that buying the magazine is purely an act of charity. In reality, it’s much more than that. The video explains that sellers of The Big Issue are running small businesses, earning money and gaining a sense of accomplishment through their work. The circular nature of this ecosystem helps the audience see the difference they are making with their purchase.
The illustrations we created to depict the sellers’ stories and experiences, combined with a voiceover from an actual vendor, made the message memorable, while the narrative highlighted the magazine’s impact on the sellers’ lives. This explainer video stands out because it transforms perceptions, showing the true value and dignity behind each sale.
Tips for Creating an Effective Product Explainer Video
Now that we’ve seen some explainer video examples from our clients, let’s talk about what makes a product explainer video truly effective:
- Know your audience: Before you even begin writing a script or storyboarding, it’s crucial to understand who your audience is. What do they care about? What problems are they trying to solve? What assumptions do they have? What emotions are you trying to provoke in them? Do the research necessary to understand the audience’s world, then tailor your video to meet their needs.
- Start with a strong script: The foundation of every great explainer video is the script. Ensure it’s concise, clear, and compelling. Focus on the problem your product solves and why it matters to your audience.
- Use professional voiceover: A great voiceover can make or break an explainer video. Invest in a professional voice artist who can deliver your message in a tone that resonates with your audience.
- Keep visuals simple but engaging: While flashy animations can be tempting, sometimes less is more. Ensure your visuals complement the narrative rather than overshadowing it. The visuals should enhance understanding, not distract.
- Highlight the benefits, not just the features: It’s easy to get caught up in showcasing every feature of your product or service. Instead, focus on the benefits and how your product improves the customer’s life or solves a problem.
- End with a clear call-to-action: Whether you want your audience to sign up, make a purchase, or contact you, a strong call-to-action is essential. Don’t leave viewers guessing what to do next.Keep it Simple and Focused: Your explainer video should have a single, clear message. Avoid trying to cover too much ground in one video. Instead, focus on the core idea you want to communicate and structure your narrative around that.
Common Pitfalls to Avoid in Explainer Video Creation
While explainer videos can be a powerful asset, they can easily go wrong if not executed well. Here are some common mistakes to avoid:
- Overloading with information: Avoid cramming too much information into your video. Focus on one clear message and keep it brief.
- Lack of storytelling: A great explainer video isn’t just about listing features. It should tell a story that engages the audience, and speaks to their heart, as well as their head.
- Ignoring mobile viewers: Many people watch videos on their phones. Ensure your explainer video is optimised for mobile viewing.
- Poor audio quality: No matter how great the illustrations in your explainer video are, bad audio can ruin the entire experience. Always use a professional voice artist (or at least record in a professional studio).
Final Thoughts
Explainer videos are a powerful way to communicate complex ideas quickly and effectively. At Sketch Group, we love helping our clients bring their messages to life with videos that are engaging, informative, and beautifully crafted. Whether it’s showcasing the quality of a service, humanising a program, or changing perceptions, explainer videos can have a significant impact when done right.
If you’re thinking about creating your own product explainer video, keep these tips in mind, and don’t be afraid to simplify, clarify, and tell a story that matters. And remember: The best explainer videos don’t just inform; they connect, inspire, and leave a lasting impression.