Product explainer videos have become a go-to marketing tool for brands looking to simplify their messaging, boost conversions, and engage viewers. Whether it’s for a mobile app, a software tool, a physical product, or a service, explainer videos cut through the noise and get straight to the point. But not all explainer videos are created equal. Some rely on storytelling, others on humor, animation, or even live-action. In this article, we’ll take a look at different types of product explainer video examples, what makes them effective, and how you can apply these lessons to your own marketing efforts.
What Makes a Great Product Explainer Video?
Before diving into the examples, it helps to understand what separates a strong explainer video from one that just misses the mark. Here’s what the best ones tend to have in common:
- Clear and concise messaging
The video should make it easy to understand what the product does and why it matters. No fluff, no jargon. - Audience focus
Great explainer videos speak directly to the viewer’s needs, pain points, or goals. - Strong visual storytelling
Whether it’s animated or live-action, the visuals should enhance the message, not distract from it. - Call to action
What should viewers do next? A strong CTA—whether it’s “sign up,” “try it free,” or “watch more”—drives conversions. - Engaging pacing and tone
It should grab attention quickly and keep things moving at a comfortable pace. Humor or emotion can help, but only if it fits your brand.
Types of Product Explainer Video Examples
There are several styles to choose from when creating explainer videos. Let’s walk through a few standout categories with real-world examples to bring them to life.
Animated Explainer Videos
These are arguably the most common style of product explainer videos. They’re cost-effective, flexible, and ideal for simplifying complex ideas.
- Dropbox
One of the earliest and most iconic examples. Before Dropbox became a household name, they released a simple animated video showing how it worked. It helped them grow from 0 to millions of users by visually explaining cloud storage in a way anyone could understand. - Slack
Slack’s animated explainer focused on how teams can reduce email clutter and improve collaboration. It wasn’t flashy, but it was highly relatable. The animation was smooth and playful, matching the brand’s tone perfectly. - Crazy Egg
This explainer used animation to showcase how their heatmap tool helps websites improve conversions. By visually demonstrating how people navigate a webpage, they made a technical product accessible and easy to grasp.
Why it works:
- You can create imaginative visuals that would be hard or expensive to capture in real life
- It’s easier to update and localize
- Great for tech, SaaS, or B2B products
Live-Action Explainer Videos
Live-action explainer videos often feature real people, which helps build trust and emotional connection with the viewer.
- Dollar Shave Club
This one broke the internet. With humor, attitude, and a low-budget vibe, their video explained their subscription service while also making viewers laugh. It was unconventional, direct, and highly shareable. - Poo~Pourri
Another humorous example that walks a fine line, but does it brilliantly. It explains the product (a bathroom spray) with over-the-top British elegance and comedic flair, making a taboo subject surprisingly marketable. - HelloFresh
These videos often show a busy parent or professional opening a box, cooking a meal, and enjoying the final product. It’s all about relatability and showing the product in action.
Why it works:
- Feels more personal and authentic
- Great for consumer products
- Humor and storytelling shine in live-action
Screencast and Product Demos
If your product is a digital tool or software, showing the actual interface helps build user confidence.
- Trello
Their explainer video walks viewers through how to create boards, lists, and cards. It’s visually clean and focuses on functionality. Users feel like they’re already using the product. - Grammarly
This type of explainer shows the software correcting sentences in real time. It’s simple, direct, and focuses on the benefits. Viewers quickly understand what they’ll get out of it. - Canva
Canva’s demo-style videos showcase drag-and-drop features and templates. These videos are often short but effective, guiding users from problem to solution.
Why it works:
- Users get a real look at what they’re signing up for
- Perfect for onboarding, tutorials, and software tools
- Builds familiarity and reduces friction
Product Explainer Video Formats and Where They Shine
Here’s a quick breakdown comparing different explainer video styles:
| Video Style | Best For | Strengths | Weaknesses |
| Animated | SaaS, B2B, education tools | Easy to simplify complex topics | Can feel impersonal |
| Live-Action | Consumer goods, services, DTC brands | Builds emotional connection | More expensive and harder to edit |
| Screencast/Demo | Apps, software, digital tools | Shows real product use | Less entertaining if overused |
| Whiteboard Animation | Educational, internal training videos | Cost-effective and familiar style | Can be outdated if poorly done |
| Hybrid (Mixed Media) | Broad applications | Creative flexibility | Requires more planning |
Tips for Making Your Own Explainer Video Stand Out
- Know your audience
Write a script that speaks directly to their challenges. Avoid buzzwords or internal language. - Keep it short
Most effective explainer videos are under 2 minutes. Get to the point fast. - Invest in audio quality
Voiceovers and music should sound professional, even on a small budget. - Use branding consistently
Fonts, colors, tone—all of these should reflect your brand identity. - Don’t forget the CTA
Every video should clearly tell the viewer what to do next.
FAQs About Product Explainer Videos
What’s the ideal length for a product explainer video?
Most high-performing explainer videos run between 60 to 120 seconds. It’s enough time to cover the problem, introduce the product, and offer a solution without losing the viewer’s attention.
How much does it cost to make an explainer video?
Costs can range from a few hundred dollars (DIY) to tens of thousands for high-end studio work. Animated videos tend to be more affordable than live-action.
Can I make an explainer video myself?
Yes. Tools like Canva, Powtoon, Vyond, and even your smartphone can help create simple but effective videos. Just focus on script clarity and pacing.
Where should I post my explainer video?
Your homepage is a great start. Also consider YouTube, landing pages, email campaigns, and social media. Tailor the video format and size to each platform.
What’s the difference between a product demo and an explainer video?
Explainer videos introduce the product and its benefits in a concise and engaging way. Product demos dive deeper into functionality and often show the software or product being used in detail.
Conclusion
Product explainer videos can be one of the most powerful tools in your marketing toolkit. Whether you go with animation, live-action, or screencasts, the goal is the same: clearly communicate your value to the people who need it most. The best examples aren’t just about explaining a product—they’re about connecting with the viewer. When done right, they can boost conversions, reduce bounce rates, and create brand loyalty that sticks.
If you’re planning to create your own, study what works, keep your message simple, and always focus on the end user. An explainer video might just be the thing that turns a casual visitor into a lifelong customer.