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xplainer videos have become one of the most effective ways for businesses to communicate clearly in a world overflowing with information. Whether it’s explaining a product, walking someone through a process, or breaking down something semi-technical, explainer videos help audiences understand faster, remember more, and feel more confident taking the next step.
From government websites to startups, explainer videos are everywhere, and for good reason. They turn complex ideas into clear, digestible stories that feel approachable rather than overwhelming.
What Is an Explainer Video?
At its core, an explainer video is a short, purpose-driven video designed to explain what something is, how it works, and why it matters. Unlike ads that focus on persuasion, explainer videos focus on clarity. They meet viewers where they are and guide them through information in a way that feels human and intuitive.
They’re especially powerful when a business needs to explain:
- A process or system
- A product or service offering
- Instructions or next steps
- Information that might otherwise feel confusing or intimidating
Why Explainer Videos Work So Well
People don’t read the way they used to. Long blocks of text often get skimmed or skipped entirely, especially online. Explainer videos combine visuals, motion, voice and pacing to make information easier to absorb.
They are particularly effective when:
- Information is semi-technical but still customer-facing
- Users need reassurance or guidance before acting
- Trust and clarity matter just as much as conversion
This is why explainer videos are widely used across industries such as finance, healthcare, education, technology and government services.
Common Types of Explainer Videos
Not all explainer videos serve the same purpose. Choosing the right type depends on what you need to explain and who you’re explaining it to.
Product Explainer Videos
Product explainer videos focus on what a product does and how it solves a problem. They’re commonly used on websites, landing pages, and product launch campaigns.
These videos are ideal when:
- The product has multiple features
- The value isn’t immediately obvious
- You want to show the product in context
Rather than listing features, a good product explainer shows how the product fits into someone’s life or workflow.
Example: Dyson – Product Overview
Dyson regularly uses short explainer-style videos to demonstrate how their physical products work, focusing on airflow, design, and use.
Why it works:
- Clear visuals showing the product in action
- Minimal jargon
- Focus on how and why, not just specs
Service Explainer Videos
Service-based businesses often rely on explainer videos to clarify what they actually do. This is especially useful when services are intangible or customised.
A service explainer can:
- Outline the process
- Set expectations
- Answer common client questions before they’re asked
This builds trust early and helps potential clients self-qualify before getting in touch.
Example: Slack – What Is Slack?
Slack explains its service offering clearly by showing how teams communicate, collaborate, and stay organised in one place. The video focuses on everyday work scenarios, making the platform feel useful and intuitive rather than technical.
Why it works:
- Shows the service in real-world use, not abstract features
- Speaks to teams and businesses of all sizes, not just tech specialists
- Sets clear expectations about how the service fits into daily workflows
Process and How-To Explainer Videos
These videos explain how to do something or how a system works. They are commonly used for onboarding, instructions, updates, or ongoing support.
Process explainer videos are particularly useful when:
- Users need step-by-step guidance
- Mistakes are costly or frustrating
- Information needs to be revisited over time
Australian Taxation Office – New to Tax and Super
This is a strong real-world example of explaining a process that many people find stressful or confusing.
Why it works:
- Step-by-step guidance
- Calm, reassuring tone
- Designed for people with no prior knowledge
- These topics can feel daunting, but video makes them far more accessible
Educational Explainer Videos
Educational explainers focus on teaching rather than selling. They are often used by organisations, institutions, and brands that want to position themselves as trusted experts.
These videos might explain:
- Industry concepts
- Common misconceptions
- Background information that supports better decisions
They’re a strong choice for long-term brand building and content marketing.
Example: TED-Ed – Educational Explainer Animations
TED-Ed is a classic example of explainer videos used purely for education and understanding.
Why it works:
- Focuses on concepts, not selling
- Uses storytelling and visuals to aid memory
- Makes complex ideas feel engaging and human
Training and Internal Explainer Videos
Not all explainer videos are customer-facing. Many businesses use them internally for training, onboarding, or process documentation.
Internal explainer videos help:
- Standardise knowledge
- Reduce repetitive explanations
- Support teams across locations or time zones
They also save time in the long run by making information easy to revisit.
Example: Google Workspace – Getting Started Training Videos
Google uses short explainer-style videos to train users on how to use tools like Gmail, Drive, and Docs. These videos are designed to onboard users efficiently and reduce the need for written manuals or live training.
Why it works:
- Focuses on how to use tools step by step
- Clear, neutral tone designed for repeated viewing
- Explains processes visually rather than relying on text
If a business needs to explain something clearly, an explainer video is usually a smart place to start.
Who Uses Explainer Videos?
Explainer videos are used by a wide range of organisations, including:
- Service-based businesses
- Product and tech companies
- Financial and legal organisations
- Educational institutions
- Government departments
- Non-profits and community organisations
If a business needs to explain something clearly, an explainer video is usually a smart place to start.
When Should You Consider an Explainer Video?
If you find yourself repeatedly explaining the same thing to clients, customers, or your own team, that’s often the clearest sign an explainer video could help.
They’re especially valuable when:
- Your offering is misunderstood
- People feel hesitant or unsure
- Written explanations aren’t landing
A well-crafted explainer video doesn’t just inform. It reassures, guides, and creates a better experience for everyone involved.
Final Thoughts
Explainer videos are one of the most versatile tools a business can use to communicate with clarity and confidence. When done well, they simplify complex ideas and make information feel genuinely approachable.
If you’re considering an explainer video for your business, Visual Targets can help you find the right format, style and level of detail to suit your audience and your goals. Get in touch with us to start turning complexity into clarity.
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