What is an Explainer Video?

What is an Explainer Video

With so much competition for business online these days, it’s important to stand apart from the crowd. But how do you do that exactly? One way is with the use of explainer videos. Let us explain…no pun intended.


An explainer video, as its name implies, is a video that is used to introduce a new product or company, and it should address some basic concerns of viewers or offer a solution to a problem. It should explain what problem the product is trying to solve, how it will solve it, and what benefit it would be to the viewer. Explainer videos can either be used after a product has been launched, or before the official launch to build up hype for a new product. Either way, they are an effective way to generate interest for a brand and a product, and allow you to make a pitch in a very short 1-2 minute window.


Explainer videos are a great method to use to gain attention among either current or potential customers. They are the living embodiment of the idea, “a picture is worth a thousand words.” It is estimated that the average viewer attention span is around 8 seconds. Yikes! This is all of the time you may have to capture the initial interest of a passerby who may never be back to your site. So what are you going to say in these 8 seconds?


Using an explainer video will get to the point faster, thereby capturing the attention of your potential customer in a short period of time. Also, because explainer videos are usually done with animations or other digital techniques, they will interest your viewers on a higher level than the average text or written information.

Also, text is inherently ambivalent. Meaning, that it’s open to interpretation. If you have ever done a corporate video about your company, you know the importance of clarity in your message, so that things are not misunderstood. Using an explainer video will reduce the chances that your message is misunderstood, since it is done with video that is straightforward in its approach.


Let’s face it: the bottom line is really what it’s all about. You want to increase your conversions. This increases your return on investment as well (ROI) and makes your efforts worthwhile. Doing an explainer video increases both. It is estimated that an explainer video can increase your conversion rates by around 15-50%. A company called Shoeline.com stated that their conversion rate increased over 40% when they started showcasing their products using videos instead of pictures only.


In addition to the benefits of conversion rates online, many businesses have also experienced an increase in real-world store sales as well due to explainer video use. According to Google, 79% of smart phone owners do online research prior to purchasing the phone. Best Buy has found a way to take advantage of this by putting instructional videos about their products on their website about in-store products. This way, they may go online to get the information but they buy in the store, which helps both online and off-line business.

Explainer videos are one of the best ways to get your message to the masses and explain your product, service, or company in a way that resonates with viewers. This turns into customers and even brand evangelists if done skillfully and that’s good business!

If you would like help producing your video, our production team would love to help. Just reach out to us at: ripmediagroup.com We love producing motion graphic animation, live action video, whiteboard animation/speed drawing animation, and helping people like you reach your goals.