Do Explainer Videos Work?

Short answer: yes.

But only if they’re done well—if they follow a structure that actually speaks to your audience, solves a real problem, and gives them a clear next step.

What is an explainer video?

At its core, an explainer video is a short, focused piece of content that introduces your business, product, or service. It’s often the first impression someone gets of what you do—and it needs to be memorable, useful, and easy to understand.

Think of it as your go-to answer for “So, what exactly do you do?”

Explainer videos aren’t about cramming in every detail. They’re about clarity. They help people get it—quickly.

The formula that works

We’ve made a lot of these over the years, and the ones that really land tend to follow a simple structure:

Start with a real problem

What’s the issue your customer is facing? Start there—not with features or logos.

Magnify the problem

Why does this problem matter? Make people feel the frustration or urgency.

Show you understand

Build trust by reflecting their reality. “We see this all the time…” or “You’re not alone.”

Introduce your solution

This is where your product or service comes in—as the natural fix to the issue.

Add social proof

Testimonials, stats, real-world results—something that proves it works.

Give a clear call to action

Tell them exactly what to do next—whether it’s booking a call, clicking a link, or signing up.

It’s not about clever scripts or flashy graphics—it’s about walking someone through a problem and showing how you help solve it.

Where should your explainer video live?

Wherever it’s going to be seen by your clients. That could be:

• Your website (especially your homepage or services pages)

• Social media (in different formats for different platforms)

• YouTube

• Email signatures

• Sales decks or pitches

The key is making sure the video is in the right format and aspect ratio for where it’s being shown. A horizontal video might work well on your site, but for Instagram Stories or LinkedIn, you’ll want a square or vertical version.

Why calls to action matter

This might be the most important part. You’ve got someone’s attention—don’t waste it.

Be really clear on what you want them to do next. If it’s:

• Visit your website

• Book a discovery call

• Download a free guide

• Buy the product

Say it clearly. Add it to the end of the video. And if you’re tracking performance, that’s the moment that tells you whether your video is working.

Can explainer videos include animation?

Yes. And sometimes they should.

But animation isn’t the goal—it’s just one tool in the kit. We use whatever is best for the story. That might be animation, live-action, voiceover, interviews, screen recordings, or a mix of all of them.

It comes down to what your audience needs to see to understand what you do and trust that it works.

How to get started

If you’re thinking about creating an explainer video—or just wondering if it’s the right tool for what you’re trying to do—I’m happy to talk it through with you.

No pressure. Just a conversation.