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Imagine trying to persuade your prospective users about a new social platform that only allowed you to share your thoughts in less than 140 characters. Or explaining to your coworkers in 2013 why switching to Slack was better for communication than email. For these two companies, being able to explain their value was critical due to how different their product was from others in the marketplace. One way that they addressed this challenge was to use a visual narrative known as an explainer video.

As the name suggests, an explainer video is a short animation between 30-90 seconds that uses a combination of graphics, texts, and sounds to explain a concept. It can be executed in a variety of styles, as depicted in Twitter’s and Slack’s explainer animated videos. Yet, the best explainer videos always educate their audience and create curiosity to learn more. Specifically, as far as product marketing, explainer videos are best suited to reveal a new brand identity, showcase a new digital product, or highlight a new feature within an existing product.

Reveal a new brand identity 

Whether it’s an up-and-coming startup introducing itself to the market, or a well-established company making a shift in its identity, brand reveals are significant. It’s the culmination of different teams, ideas, and concepts coming together to create a unified identity. An explainer video can capture that process and excitement in a way that words alone can’t. You’re able to show your customers how you’ve matured to better serve them or the fresh approach you will take to solve your industry’s problem.


Below is a conceptual but beautifully animated video for the brand sensitive. This is an abstract video that showcases what the brand offers, shows some compelling visuals, and introduces the brand’s logo.  Below is also the logo animation of Logitech. Logitech’s video is clean simple and a bit more obvious. Each company has a unique taste, style, and aesthetic choice.


Highlight new features and integrations  

Even if your company is not launching a new product, there’s a chance that your app is constantly evolving to better serve your customers. As a result, an explainer video can introduce a new significant feature or a new product integration. Similar to product reveals this creates excitement and anticipation by helping customers visualize how this feature or integration can improve their existing workflow. We recently created a 30-seconds explainer video for a client to show how its product integrates with Zoom to help teams make better-licensing decisions. A video lets you share valuable information in a short amount of time.

While explainer videos can benefit your customers, they can also be helpful to teams internally. It’s a great way to celebrate the role of different teams that work on a product. It can also help teams realign internally when they see the product’s new direction. Last, explainer videos can be repurposed for social media and other internal marketing initiatives.

Explainer Animated videos are a way to give context to your audience by showing a brand and product in a new dimension. When leveraged properly, motion can bring to life your product marketing efforts. Whether it’s revealing a new brand, product, or an existing feature, explainer videos help you address your audience and connect with them.