Explainer Videos: Your Secret Weapon for Complicated Products
Explaining a complex product can often feel like a daunting task. Technical jargon, intricate features, and unique selling points can overwhelm potential customers if not presented clearly. But there’s a secret weapon savvy marketers and businesses are using to simplify this process and drive results: explainer videos. Whether you’re introducing an innovative software tool, scientific equipment, or an advanced piece of tech, a well-crafted explainer video can make even the most complicated product feel approachable. This post will show you why explainer videos are so effective and how to make one that turns complexity into clarity.
Why Explainer Videos Are Perfect for Complex Products
1. They Make Concepts Easy to Understand
A picture is worth a thousand words, but a video? It’s priceless when it comes to explaining intricate ideas quickly and effectively. Explainer videos combine visuals and concise narration to break down complexity into digestible, relatable elements.
For example, showing a software interface in action in a few seconds communicates what could take paragraphs to describe in text. This provides users with instant understanding and reduces the learning curve.
2. They Showcase Benefits, Not Just Features
A common pitfall when marketing complex products is drowning audiences in technical details. Customers care most about how a product can solve their problems or improve their lives. Explainer videos allow you to focus on benefits, presenting features in a way that highlights their value.
Take Tesla’s autopilot feature. Instead of detailing algorithms and engineering specifics, their explainer content focuses on the experience of stress-free commutes and enhanced safety. This storytelling approach helps prospects connect emotionally and envision the solution in their lives.
3. They Enhance Retention and Engagement
No one enjoys wading through endless documentation. Studies show that people retain 95% of a message when it’s delivered via video, compared to only 10% when reading text. Explainer videos engage multiple senses by combining sight, sound, and movement, which makes messages more memorable.
Capturing audience attention is just the beginning. Explainer videos are designed to hold it long enough to educate viewers, which is essential when products need more context to be fully appreciated.
4. They Build Trust
Complex products often come with an inherent barrier of skepticism. “Do I really need this? Will it work?” Explainer videos allow you to address these objections head-on. Seeing your product in action builds credibility and trust by showing—not just telling—that it works.
Including customer testimonials or case studies within your video further reinforces confidence, especially for B2B products or high-ticket items.
How to Create an Effective Explainer Video
Creating an explainer video involves more than just putting visuals and voiceovers together. To maximize its potential, your video should follow a thoughtful structure and strategy.
1. Define Your Goal
What do you want your explainer video to achieve? Are you introducing a product, educating your audience, or driving conversions? Pinpointing your objective will guide the video’s focus and ensure your message aligns with your goals.
For example, if your goal is to drive sign-ups for a trial, the video should emphasize ease of use and how the product solves specific challenges. If your goal is brand awareness, prioritize storytelling and emotional resonance.
2. Know Your Audience
Understanding who you’re speaking to is fundamental for crafting an effective explainer video. Is your audience tech-savvy or new to your industry? Are they decision-makers, end-users, or part of a larger team?
Tailor your language, tone, and visuals to match what resonates most with your target demographic. For instance, a product targeted at engineers might leverage diagrams and industry-specific terminology, while a consumer-focused product should simplify jargon and use relatable scenarios.
3. Keep It Short and Concise
The best explainer videos are short and to the point. Aim for a length of 60–90 seconds. This is usually enough time to introduce your product, explain key features, and deliver a compelling call to action.
Consider Dropbox’s famous explainer video, which lasts just a minute but managed to revolutionize how the world perceived cloud storage. By sticking to the essentials, your audience stays focused and engaged.
4. Focus on Storytelling
Humans are hardwired for storytelling. Instead of simply demoing your product, craft a narrative that showcases how it solves a specific problem. Introduce a relatable pain point, show the solution in action, and conclude with a clear benefit.
For example, if you’re marketing a data analytics platform, your story might follow a business manager struggling to consolidate reports until your software brings clarity.
5. Use Compelling Visuals
Visuals are at the heart of explainer videos. From animation to live-action, the style you choose should reflect your brand and product. For technical products, whiteboard animation or infographic-style videos are excellent for simplifying details.
Ensure your visuals complement your message rather than overpowering it. Effective design directs attention where you want it and clarifies ideas instead of cluttering them.
6. End with a Strong Call to Action
Every explainer video needs a clear and actionable conclusion. What’s the next step you want viewers to take? Whether it’s visiting your website, starting a free trial, or contacting your team, your call to action should be unmissable and enticing.
Phrases like “Experience it for yourself” or “Transform how you work today” add urgency and excitement to your ask.
Examples of Successful Explainer Videos
To illustrate the impact of explainer videos, here are a few standout examples from real-world brands:
- Slack
Slack’s animated explainer video combines humor and simplicity to explain how their productivity tool transforms workplace communication. Within seconds, it’s clear who it’s for and the value it offers.
- Dollar Shave Club
Dollar Shave Club’s viral explainer video blends wit and relatability to present their subscription model in an engaging and approachable way. Their use of humor effectively targets a specific audience while showcasing product benefits.
- HubSpot
HubSpot uses explainer videos to demonstrate their marketing automation software, focusing on how it simplifies processes and drives growth for businesses. The targeted narrative directly speaks to the challenges faced by modern marketers.
Watching these videos can inspire businesses who are just starting to explore this format for themselves.
Why Your Business Needs Explainer Videos
With increasing competition across industries, finding innovative ways to communicate value is crucial. Explainer videos are more than a marketing tool; they’re a bridge between your potential customers and the solutions your product provides.
By demystifying complicated concepts, building trust, and engaging audiences, explainer videos can turn initial interest into lasting loyalty.
If your product is hard to explain or misunderstood, this is your opportunity to simplify and shine. Start exploring explainer videos as a core part of your marketing strategy today, and watch how they transform not just how your product is perceived—but how it sells.