Explainer videos show what a product does, how a process works or why an idea matters, usually in a few minutes or less. They're common on SaaS homepages, landing pages, onboarding flows and pitch decks. The best ones feel simple, but that simplicity is designed. Editing decides whether viewers walk away understanding or confused.
Types of explainer
Animated
Illustrated or motion-graphic explainers. Great for abstract ideas and products without much to film. More time to produce, but flexible and easy to keep on-brand.
Live action
People on camera explaining, demonstrating or acting out a scenario. Builds trust and shows real use.
Screen-based
Product UI with voiceover and callouts. Common for software. See screen recording editing.
Hybrid
A presenter combined with graphics and screen footage. Often the most practical mix.
Start with the script
Explainers live or die on the script. Editing can't rescue a muddled message. A strong explainer script:
- Focuses on one core idea.
- Starts with the viewer's problem, not the company.
- Explains how the solution works in simple steps.
- Shows the benefit clearly.
- Ends with one call to action.
Read it aloud and time it. Shorter is usually better; many explainers run from about one to three minutes.
A classic structure
- Problem: what's frustrating the viewer.
- Solution: what your product or idea is.
- How it works: three or so simple steps.
- Benefit: what life looks like afterwards.
- Call to action: try it, book a demo, learn more.
Editing for understanding
One idea per scene
Don't stack concepts. Give each point its own visual moment.
Visual metaphors
Simple visuals that represent abstract ideas, like data flowing between icons, help viewers grasp concepts quickly.
Callouts and zooms
Direct attention to exactly what matters on screen.
On-screen text sparingly
Reinforce key words, but don't make viewers read paragraphs while listening.
Pacing
Fast enough to stay engaging, slow enough to absorb. Leave a beat after important points.
Voiceover
Voiceover carries most explainers. Use a clear, warm voice with natural pace, recorded in a quiet space or by a professional. Edit out breaths and mistakes, and keep levels consistent. Music should sit well under the voice.
Sound design
Subtle sound effects on animations, like a soft click or whoosh, make graphics feel tactile and help pacing. Keep them gentle and consistent.
Branding
Use your colours, fonts and illustration style throughout. A consistent look makes the explainer feel like part of your product, not a stock video. See creating a style guide.
Versions and placements
- Homepage: the full explainer, often with captions for autoplay.
- Social: short vertical cutdowns focused on one benefit.
- Ads: hook-first versions tested against each other.
- Sales: a version for demos and pitch decks.
- Localised: translated voiceover or captions for other markets.
Keeping explainers current
Products change. Build explainers in a way that's easy to update: modular scenes, editable graphics and UI captured separately. That way a new feature means replacing a scene, not remaking the video.
Common mistakes
- Trying to explain every feature.
- Starting with the company history.
- Jargon the audience doesn't use.
- Visuals that don't match the voiceover.
- No clear next step.
The short version
Nail a simple, problem-first script, give each idea its own visual, keep voiceover clear and pacing comfortable, stay on-brand, and cut versions for every placement.
Working with an editor or animator
To get a strong explainer efficiently, give your editor:
- A locked, timed script, ideally with the voiceover already recorded.
- Brand assets: logo, colours, fonts and any illustration style.
- Product screenshots or screen recordings with clean demo data.
- Two or three reference explainers you like, with notes on why.
- Where the video will live and which versions you need.
Ask for a storyboard or style frames before full animation. Approving the look early prevents costly rework later, because animation is expensive to change once built. See how to brief a video editor.
Testing your explainer
Before launch, show the video to a few people who match your audience and don't know the product. Ask them to explain back what it does. If they can't, the message needs work, usually in the script rather than the visuals. After launch, watch retention data: big drops show where viewers lose interest or get confused. Small changes, like tightening the opening or simplifying a step, often improve results noticeably.
Accessibility
Add accurate captions, keep on-screen text high-contrast and readable, and avoid relying only on colour to show meaning. These help everyone, including viewers watching without sound.
Explainers in onboarding
Explainers aren't only for winning new customers. Short explainers inside your product or onboarding emails can help new users understand key concepts faster, reducing support questions. These work best when they're very focused: one concept, under a minute, shown right when the user needs it. See onboarding tutorial videos.
Related guides
Part of our SaaS video editing series. See also product demo editing and onboarding tutorial videos. See our work or tell us about your product.