Video is the most effective content format most businesses have access to, and explainer videos are the sharpest instance of it. They entertain while doing real work: taking something complicated and making it obvious.
They also earn their cost in measurable ways — conversion rate, search performance, and sales cycle length all move. Here’s the commercial case, and how to pick the right format.
Six Reasons to Invest
1. It’s the Easiest Way to Promote Your Brand
An explainer video can be built entirely around your product and your positioning. Nothing is borrowed or generic — the story, the visual style, and the tone are all yours.
That matters because most people would rather watch than read. A video gets your company understood by an audience that would never finish the equivalent page of copy.
2. Search Engines Reward It
Video ranks. Search algorithms favour pages that satisfy the person searching, and a short, informative video is a strong satisfaction signal.
Around 90% of buyers say video helps them make purchasing decisions. Adding one to a key page lifts both traffic and engagement, which feeds back into ranking.
3. It’s More Affordable Than It Looks
Animated and whiteboard explainers cost substantially less than live action. A shoot means a studio, a crew, talent, and post-production; animation means none of those.
It’s also produced remotely end to end, and changes mid-production are far cheaper. Revising an animated scene is an afternoon; reshooting a filmed one means booking everything again.
4. It’s Easy to Share
A good explainer travels. Viewers who find it useful pass it on, and every share puts your product in front of an audience you didn’t pay to reach.
That’s the compounding part of the investment: the video keeps working after the campaign budget has been spent.
5. It Lifts Conversion
94% of marketers say video helps customers understand their product. That understanding is what converts.
Nobody comparing options wants to read long product descriptions. They want to know what you do, whether it solves their problem, and why you over the alternative. An explainer answers all three in under two minutes.
6. The ROI Holds Up
88% of marketers report being satisfied with the return on their video marketing.
That’s not surprising given the rest of the list: lower production cost than live action, better search performance, higher conversion, and an asset that keeps distributing itself.
Which Format Suits Your Business?
The right style depends on what you’re explaining and to whom.
Screencast Videos
Minimal production, maximum clarity. A screen recording showing your product being used is the most direct way to answer “how does this actually work” — ideal for prospects doing pre-purchase research.
Character Animation
Storytelling, with the customer’s problem at the centre and your company as what resolves it.
These videos make an organisation feel accessible and trustworthy. Casting matters: the characters shape how the brand reads, so they need to reflect the audience you’re actually selling to.
Whiteboard Animation
Watching an explanation being drawn holds attention better than being handed a finished graphic. It’s particularly good at making complicated technical subjects approachable — which is why software and IT companies keep using it.
Motion Graphics
Clean, precise, and professional. The default choice in financial services and anywhere the brand needs to signal rigour. Adding 2D animation to a motion graphics base gives it warmth without losing the polish.
Conclusion
An explainer video makes your product easier to understand, your site easier to find, and your pipeline easier to fill. It costs less than live action and returns more than most content you could commission instead.
For a business competing on a crowded category page, that combination is hard to beat.
Weighing up whether it’s worth it for your product? Tell us what you sell and we’ll be straight about the case.