The most effective types of Explainer Videos

Published: November 13, 2020

Updated: October 1, 2026

Reading time: 7 min

Why Are Explainer Videos So Effective?

Some products, services and ideas are easy to explain. Others aren’t.

You can write a detailed description, fill a presentation with information or ask someone to read through a long webpage. But sometimes, the simplest way to make something clear is to show it.

That’s where explainer videos come in.

An effective explainer video takes a product, service, process or idea and turns it into a clear, engaging story. Using animation, live action, screen recordings or a combination of techniques, it can help your audience understand what you offer without overwhelming them with information.

Explainer videos can be used across websites, social media, sales presentations, product demonstrations and internal communications. The right format depends on what you’re explaining, who you’re talking to and what you want the audience to do next.

So, what are the different types of explainer videos, and which approach is right for your message? Let’s take a look.

What Are the Most Effective Types of Explainer Videos?

There is no single format that works for every explainer video. The best approach depends on your message, audience and what you need the viewer to understand. From animated stories and live-action demonstrations to screen recordings and kinetic typography, each format has its own strengths. Here are some of the most effective types of explainer videos and where they work best.

Animated Explainer Videos

Animated explainer videos use illustrations, characters, graphics and movement to make a product, service or idea easier to understand. They are particularly useful for explaining abstract or complex subjects that are difficult to show through live action.

Animation also gives you the freedom to create visual situations, characters and environments that would be difficult or expensive to film. It can work particularly well for technology, software, financial services and other businesses with complex messages.

Live-Action Explainer Videos

Live-action explainer videos use real people, products and locations to communicate a message. They can be a strong choice when demonstrating how something works or when building trust through genuine people and real-world situations.

For example, a business could use a presenter to explain a service, demonstrate a product or guide viewers through a process. The human element can also make the message feel more personal and relatable.

Live-Action and Animation Explainer Videos

Why choose between real footage and animation when you can combine both? Live-action and animation can work together to show real people or products while adding graphics, illustrations or visual effects that make key information easier to understand.

This approach is particularly useful when some parts of your message need to be shown realistically, while others are better explained visually. Animated graphics can highlight features, illustrate data or show concepts that cannot easily be filmed.

Kinetic Typography Explainer Videos

Kinetic typography uses animated text, movement and sound to communicate a message in a visually engaging way. It can be particularly effective when your explanation relies on key statements, statistics, quotes or short pieces of information.

Rather than simply displaying words on screen, movement and timing can help emphasise the most important parts of your message and keep viewers engaged.

Screencast Explainer Videos

Screencast explainer videos record a computer screen, app or digital platform to show viewers exactly how something works. They are particularly useful for software, websites, online tools and other digital products.

A voiceover can guide viewers through the interface while graphics, highlights and animations draw attention to important features. This makes screencasts a practical way to demonstrate a digital product without relying on lengthy written instructions.

Whiteboard Explainer Videos

Whiteboard explainer videos use hand-drawn illustrations and simple animation to build an explanation step by step. As each visual appears, the viewer can follow the story as it develops.

This straightforward style can work well for educational content, processes and subjects that need to be broken down into easy-to-follow stages. It can also give a business a more informal and approachable way to explain a complex idea.

Explainer Video Examples

The best way to understand what makes an explainer video effective is to see how different approaches work in practice. From animated videos that simplify technical services to screencasts that demonstrate digital platforms, the format can be adapted to suit very different messages.

Here are some examples that show how explainer videos can make products, services and ideas easier to understand.

Pugh & Sanders: Explaining a Complex Service Through Animation

Pugh & Sanders work closely with national railway agencies, so they needed a way to communicate a complex offering without overwhelming their audience. We created a bespoke animated explainer that combined 3D animation with voiceover to make the subject more accessible.

Why it works:
Animation gave us the freedom to visualise concepts that would have been difficult to communicate through live action alone. Instead of relying on technical language, the video uses clear visuals and storytelling to guide viewers through the offering.

Monkey vs Owl: Using a Screencast to Explain a Service

Not every explainer needs a complex animation. For Monkey vs Owl, we created an animated screencast explainer that showed customers how to follow the required process step by step.

Why it works:
The viewer can see the process rather than simply being told how it works. Screen recording keeps the explanation practical, while added visual effects help draw attention to the most important information.

Workchain: Making a Service Easier to Understand

Workchain needed a simple way to explain its services to both landlords and tenants. We created concise 2D animated videos that break the service down into an easy-to-follow visual story.

Why it works:
The animation keeps the explanation simple while making the service more approachable. Instead of asking viewers to work through a lengthy description, the videos show how the service works and what it offers.

Where Can You Use Explainer Videos?

Explainer videos can be used throughout the customer journey, from introducing your business to supporting sales and training.

Websites and landing pages: Explain your product, service or proposition quickly without relying on large amounts of text.
Product and service marketing: Show how something works and focus on the problem it solves, rather than simply listing features.
Social media: Shorter explainers can communicate one clear idea quickly through animation, screen recordings or visual storytelling.
Sales presentations: Give sales teams a consistent way to explain a product, service or process before or during a conversation.
Internal communications and training: Explain processes, systems and initiatives in a format employees can revisit when needed.

How Long Should an Explainer Video Be?

There is no ideal length for every explainer video. It depends on the complexity of the subject, the audience and where the video will be used.

A short social media explainer may only need 30–60 seconds, while a more detailed product, service or training video may need several minutes. The key is to keep the message focused and remove anything that doesn’t help the viewer understand it.

What Makes an Effective Explainer Video?

The visual style is only part of what makes an explainer video effective. The message, script and storytelling all need to work together.

– One clear message: Decide what you want the viewer to understand before writing the script.
– Know your audience: Match the language and level of detail to what your viewers already know.
– Purposeful visuals: Use animation, graphics, demonstrations or screen recordings to support the message.
– A clear structure: Introduce the problem, explain the solution and show why it matters.
– A clear next step: Tell viewers what they should do after watching.

The right format depends on your message. Screencasts work well for software, animation can simplify abstract or technical concepts, while live action can be effective for products, processes and people-focused stories. You can also combine approaches when your message needs both real-world footage and visual explanation. For a deeper look at choosing an explainer style, see our guide to [Choosing the Right Explainer Video Style for Your Brand].

Ready to Explain Your Idea Through Video?

At Impress Video, we create engaging explainer videos that make products, services and complex ideas easier to understand. From developing the concept and script to filming, animation and post-production, we can help you choose the right approach for your audience and goals.

Get in touch with Impress Video to discuss your next explainer video.