An explainer video animation is a short video that uses animation, narration, graphics, and storytelling to explain a product, service, process, or idea in a simple way.
Instead of asking customers to read long paragraphs or understand complicated features on their own, an explainer video shows them how something works.
For example, a software company may offer a platform with multiple features, integrations, and technical processes. Rather than explaining everything through text, an animated video can show the customer’s problem, introduce the solution, and demonstrate how the product makes things easier.
But does every brand need an explainer video?
No. Explainer videos are most useful when a product, service, or idea is difficult to understand quickly.
What Is an Explainer Video Animation?
An animated explainer video combines illustrations, characters, icons, motion graphics, text, voice-over, music, and sound effects to communicate a specific message.
A typical explainer video follows a simple structure:
Problem → Solution → How It Works → Benefits → Call to Action
The purpose isn’t simply to create attractive animation. The purpose is to help viewers understand something quickly.
For example, imagine a project management platform. Instead of saying:
“Our platform integrates multiple workflows into one centralized workspace.”
The animation could show a team switching between spreadsheets, emails, and different tools. The screen becomes cluttered and time is lost. Then the company’s platform brings everything into one dashboard.
The audience can see the problem and solution, rather than just reading about them.
Why Do Businesses Use Explainer Videos?
- They Simplify Complex Ideas
Some products are difficult to explain with text alone.
Animation can visually demonstrate:
- Software workflows
- Technical processes
- Abstract concepts
- Customer journeys
- Product features
- Data and systems
This is particularly useful for SaaS, technology, finance, healthcare, education, and professional services.
- They Make Products Easier to Understand
Customers don’t always want to understand every technical detail. They usually want to know:
What does this do for me?
An explainer video can translate complicated features into practical benefits.
For example, instead of explaining how an automation system uses APIs and integrations, the video can simply show an order entering one system and automatically updating several others.
- They Create a Consistent Brand Message
Your sales team, website, social media, and marketing campaigns may all explain your product differently.
A well-produced explainer provides a consistent explanation that can be reused across different channels.
Explainer Video vs. Product Demo vs. Brand Video
These videos may look similar, but they serve different purposes.
| Video Type | Main Purpose | Example |
| Explainer Video | Explain the product or idea | How an automation platform solves a business problem |
| Product Demo | Show the product in action | How to create an automated workflow |
| Brand Video | Communicate identity and values | Why a company was founded |
| Tutorial Video | Teach a specific task | How to set up an account |
Explainer Video vs. Product Demo
An explainer video answers:
“What is this, why do I need it, and how does it help?”
A product demo answers:
“How does the actual product work?”
For example, a SaaS company could use an animated explainer on its homepage and a screen-recorded product demo on its product page.
They complement each other rather than necessarily replacing one another.
2D vs. 3D Explainer Video Animation
Choosing an animation style depends on what you need to communicate.
| Feature | 2D Animation | 3D Animation |
| Style | Flat and illustrated | Three-dimensional |
| Best For | Software, services, concepts | Physical products and engineering |
| Visual Detail | Moderate to high | High |
| Production Complexity | Generally simpler | Generally more complex |
| Realistic Product Views | Limited | Strong |
Example
A cybersecurity company could use 2D animation to show how a security threat enters a network and how its software responds.
An engineering company might use 3D animation to show the internal parts of a machine and how they move.
The best style is the one that makes the subject easier to understand.
Real-Life Example: A SaaS Explainer Video
Imagine a fictional company called FlowDesk that provides workflow automation software.
Its technology includes integrations, triggers, APIs, databases, and automated tasks.
Explaining all of this on a website could overwhelm a new visitor.
Instead, the explainer video could show:
Before FlowDesk
An employee receives an order and manually:
- Copies customer information.
- Updates a spreadsheet.
- Sends an email.
- Creates an invoice.
- Updates another system.
The process takes time and involves repetitive work.
After FlowDesk
The customer places an order, and the platform automatically:
- Captures the information.
- Updates the customer record.
- Sends the email.
- Creates the invoice.
- Updates connected systems.
The viewer doesn’t need to understand every technical component.
They understand the problem, solution, and outcome.
That’s where explainer animation can be particularly effective.
Does Your Brand Need an Explainer Video?
An explainer video may be worth considering if:
- Your product is difficult to explain in a few sentences.
- Your service involves multiple steps.
- Customers frequently ask the same questions.
- Your website contains lengthy explanations.
- Your audience is unfamiliar with your product category.
- You sell software, technology, or professional services.
- Your product involves an abstract or technical concept.
- Your sales team repeatedly explains the same process.
However, an explainer video isn’t automatically the right choice.
If you sell a simple physical product that customers can understand immediately from photographs, a product demonstration video may provide more useful information.
The key question is:
Can showing the concept help your audience understand it faster than text alone?
If yes, animation may be a strong option.
How to Create an Effective Explainer Video
A successful explainer video starts with the message, not the animation.
- Define the Goal
Decide what the viewer should understand or do after watching.
- Know Your Audience
Use language and examples your target customer understands.
- Write a Simple Script
Focus on the customer’s problem, your solution, and the main benefits.
- Create a Storyboard
Match every important part of the script with a visual.
- Choose the Animation Style
Select 2D, 3D, motion graphics, character animation, or another style based on the message.
- Add Voice and Sound
Voice-over, music, and sound effects can support the story without distracting from it.
- End With a Clear CTA
Tell viewers what to do next, such as book a demo, start a trial, contact your team, or learn more.
Common Explainer Video Mistakes
Even a visually impressive video can fail if the message isn’t clear.
Avoid:
- Explaining too many features in one video
- Using excessive technical jargon
- Focusing on animation instead of the audience’s problem
- Making the video too promotional
- Forgetting the call to action
- Creating a video without a clear purpose
A simple rule is:
One video should communicate one primary idea.
Final Thoughts
Explainer video animation is a practical way to turn complicated products, services, and processes into easy-to-understand visual stories.
It can be especially useful for brands that sell software, technology, professional services, educational products, or complex solutions.
But an explainer video isn’t something every business needs.
Before investing in one, ask:
“What does my audience struggle to understand, and would showing it make the explanation clearer?”
If the answer is yes, an explainer video can become a useful asset for your website, sales process, marketing campaigns, product education, or customer onboarding.
The goal isn’t simply to make a beautiful animation.
The goal is to make your message easier to understand.
