Explainer videos: what they are and when to use them.

What are explainer videos?

Explainer videos are short, engaging videos designed to clearly communicate a product, service, or concept in a simple and easy-to-understand way. They typically combine visuals, narration, and storytelling to break down information that might otherwise feel complex or overwhelming.

The core purpose of explainer videos is to simplify ideas. Whether it’s for a fintech app, saas platform, or educational concept, these videos turn complicated information into digestible visuals that audiences can quickly grasp.

Elements of an explainer video.

• Clear script: A simple, focused script that explains one core idea in a logical flow (problem → solution → outcome).
• Visual storytelling: Engaging visuals that support the message and make complex ideas easier to understand.
• Voiceover or text overlays: Narration and on-screen text that guide viewers and reinforce key points, especially for silent viewing.
• Call-to-action (CTA): A clear instruction at the end that tells viewers what to do next, such as signing up for a free trial, visiting a website, or downloading an app.

When should you use explainer videos?

• Launching a new product or service: use explainer videos to quickly show what your product is and why it matters. They help communicate your value in seconds, which is crucial for new launches.
• Improving landing page conversions: adding a video above the fold helps visitors instantly understand your offering, increasing engagement and conversions.
• Educating customers: use them for tutorials, onboarding, or step-by-step guides to help users learn your product faster and with less friction.
• Running digital marketing campaigns: explainer videos work well in ads on platforms like youtube, instagram, and linkedin, where quick, clear messaging is key.
• Targeting regional audiences: create versions in different indian languages to reach wider audiences and improve understanding across regions.

How to make explainer videos (step-by-step guide).

Creating effective explainer videos doesn’t have to be complicated. With a clear process and the right tools, you can go from idea to a polished video quickly, even without advanced editing skills.

• Start with a clear goal.

  Begin by defining what you want your explainer video to achieve. Think about your target audience and focus on communicating one clear message. Trying to accomplish too many things in one video often leads to confusion and lower engagement.

• Write a simple, engaging script.

  A strong script is the backbone of any effective explainer video. Follow a proven structure: introduce the problem, present your solution, explain how it works, and end with a clear call-to-action. Keep the tone conversational and easy to understand.

• Choose a format and style.

  Select a format that aligns with your message and audience. Whether an animation, live-action, or screen recordings, the style should reflect your brand while remaining easy to follow.

• Use templates to speed up production.

  If you want a faster and more cost-effective approach, templates are a great starting point. Tools like adobe express offer ready-made explainer video templates that you can easily customise with your own text, visuals, and branding. This approach is especially useful for small businesses, marketers, or beginners who want professional-looking results without a steep learning curve.

• Create and edit your video.

  Once your concept is ready, bring it to life through editing. Advanced tools like adobe premiere allow you to refine your video with smooth transitions, sound design, and precise timing. If your explainer requires animation or motion graphics, adobe after effects is ideal for adding visual depth and polish. Keep the visuals clean and ensure everything aligns with your script.

• Generate assets with AI.

  AI can significantly speed up the creative process. With tools like adobe firefly, you can generate custom images, backgrounds, text effects, music, and voiceovers in minutes. Ai-generated assets can also help you quickly prototype ideas and storyboards.

• Optimise for platforms.

  Different platforms require different formats, so tailor your video accordingly. Use landscape formats for youtube and vertical formats for instagram reels or youtube shorts. Since many users in india consume content on mobile devices, adding captions can improve accessibility and engagement.

Best practices for creating explainer videos.

• Keep it under 90 seconds: short videos perform better because viewers stay engaged and are more likely to watch till the end.
• Focus on one clear message: stick to a single idea or problem to avoid confusion and make your communication sharper.
• Use simple, conversational language: write scripts like you speak. Avoid jargon so your message is easy for all audiences to understand.
• Add subtitles for multilingual accessibility: subtitles help reach wider audiences and ensure your video works even without sound.
• Optimise for mobile viewing: A majority of users watch videos on phones, so use clear visuals, large text, and vertical-friendly formats when needed.