What Is an Explainer Video? Definition, Types and B2B Use Cases

Updated April 2026 · 6 min read
Video production team working on an animated explainer video
Definition

Explainer Video

An explainer video is a short-form video, typically 60 to 90 seconds, that communicates what a product or service does, who it is for, and why it matters. Explainer videos use animation, live action, or a combination of both to make complex ideas immediately clear to a target audience.

For B2B companies, explainer videos close the gap between a complex product and a buyer who does not yet understand the problem it solves. A well-built explainer video works at every stage of the funnel: on the homepage, in email sequences, in sales decks, and in paid ad campaigns.

At a Glance
  • Also Known As
    Animated explainer, product video, overview video
  • Typical Duration
    60 to 90 seconds
  • Production Time
    4 to 6 weeks
  • Cost Range
    $3,500 to $15,000 per video
  • Best For
    SaaS onboarding, product launches, investor pitches, homepage
  • Common Styles
    2D animation, 3D animation, motion graphics, whiteboard
VALUE

Why B2B companies invest in explainer videos

B2B buyers consume three to five pieces of video content before requesting a demo, according to Vidyard. The explainer video is almost always the first of those pieces. It frames the problem, establishes credibility, and gives the buyer a reason to continue evaluating. For SaaS companies and enterprise tech vendors with complex products, this is not a marketing luxury; it is the entry point to every sales conversation.

73%
of B2B buyers say video positively impacts their purchase decision (Statista, 2024). For high-consideration products, the explainer video is often the asset that moves a cold prospect into an active evaluation. (Statista)

Companies that invest in professional explainer video production consistently report three categories of measurable outcome:

  • Shorter sales cycles: When prospects arrive at a demo call having already watched an explainer video, the introductory portion of the call is shorter. The conversation shifts from “what does this do?” to “how does it work for us?”
  • Reduced support tickets: For SaaS platforms, an onboarding explainer video reduces first-week support ticket volume by helping new users understand core workflows before they encounter friction.
  • Homepage conversion lift: Pages with an embedded explainer video consistently outperform text-only pages on time-on-site, scroll depth, and demo request conversion rate.
Key Takeaway

The explainer video is not a nice-to-have. It is the first sales tool a prospect encounters and often the last barrier between curiosity and a demo request.

Video Styles

Six types of explainer videos for B2B

The right format depends on your product, audience, and where in the funnel the video will do its work. Each style has a distinct production cost range, visual character, and optimal use case.

  • 2D Animated

    The most common format for SaaS and tech, using characters and illustrated environments to simplify abstract concepts. 2D animation delivers high visual clarity at a production cost accessible to early-stage companies.

  • 3D Animated

    Photorealistic animation for industrial products, hardware, and physical devices where visual accuracy drives credibility. 3D animation is the preferred format for mechanical engineering, medical devices, and enterprise infrastructure products.

  • Motion Graphics

    Icon-driven, data-forward animation ideal for financial services, analytics platforms, and compliance-heavy products. Motion graphics communicate precision and authority without requiring character illustration.

  • Whiteboard

    Hand-drawn style that builds trust through simplicity, used most often in education, healthcare, and consulting. The visual progression of the drawing holds attention and works well for explaining multi-step processes.

  • Live Action

    Real people and environments for service brands and culture-driven storytelling where human connection is the message. Live action works best when the brand story depends on authenticity, team credibility, or real customer outcomes.

  • Screencast

    Screen recording with voiceover, perfect for SaaS product walkthroughs and onboarding sequences. Screencasts are the fastest format to produce and the most literal way to show exactly how a product interface works.

Planning an explainer video for your product?

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Comparison

Explainer video vs product demo video

The distinction between these two video types is where many B2B marketing teams make allocation errors. Both are essential; neither replaces the other. Understanding where each format belongs in the buyer journey prevents producing the wrong asset for the wrong moment.

  • An explainer video builds awareness: it answers “what is this and why does it matter?” for a prospect who has not yet evaluated solutions.
  • A product demo video assumes intent: it shows features and workflows to a buyer who already understands the problem and is comparing options.

For most B2B companies, the explainer video belongs on the homepage, in cold outreach, and in paid ad campaigns. The demo video belongs in the middle of the funnel: in proposal documents, trial onboarding sequences, and post-demo follow-up emails. Producing both and deploying them at the correct funnel stage delivers a compounding content return that neither asset achieves alone.

For a complete overview of how animation formats differ across the buyer journey, read our complete guide to explainer videos.

The Bottom Line

An explainer video is the most versatile video asset a B2B company can produce. It compresses your value proposition into under 90 seconds, works across every channel, and converts passive browsers into active leads. For SaaS companies, it is the single video that pays back its production cost fastest.

FAQ

Frequently asked questions about explainer videos

Clear answers to the most common questions from SaaS founders, marketing leads, and product teams evaluating explainer video production for the first time.

How long should a B2B explainer video be?

Most B2B explainer videos run 60 to 90 seconds. At that length, the video holds attention long enough to deliver the core message – problem, solution, proof, and call to action – without losing a viewer who is still evaluating options. Videos under 60 seconds sacrifice context; videos over two minutes typically see significant drop-off for cold audiences. For internal onboarding or investor pitches, two to three minutes is acceptable.

What does an explainer video cost?

A professionally produced B2B explainer video costs between $3,500 and $15,000 depending on animation style, duration, and revision rounds. 2D animation sits at the lower end of the range; 3D animation for hardware or industrial products runs higher. MyPromoVideos produces explainer videos starting at $3,500 for a 60-second 2D animated video with up to three revision rounds and a professional voiceover.

How long does it take to produce an explainer video?

A standard B2B explainer video takes four to six weeks from brief to delivery. The timeline breaks down roughly as: one week for scripting, one week for storyboard approval, two to three weeks for animation, and one week for audio and final revisions. Rushing the script phase is the most common cause of extended revision cycles and delayed delivery.

What is the difference between an explainer video and a brand film?

An explainer video focuses on communicating what a product does and why it solves a specific problem. It is functional and conversion-focused. A brand film tells the story of a company’s values, culture, or mission without necessarily selling a specific feature. Explainer videos are used at the top and middle of the funnel; brand films are used for culture, investor relations, and recruitment.

Do explainer videos improve SEO?

Yes. Pages with video are 53 times more likely to appear on the first page of Google search results, according to Forrester. Explainer videos increase time-on-page, reduce bounce rate, and generate backlinks from platforms that embed the video. For maximum SEO benefit, host the video on YouTube or Vimeo and embed it on your key landing pages with a proper transcript and schema markup.

VIDEO PRODUCTION

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