Too long.
Too confusing.
Just plain boring.
Explainer videos are everywhere, but not all of them hit the mark. Like the ones that confuse instead of clarify, where the message gets lost in bad animation, or worse—where there’s no clear point at all.
But instead of defining what explainer videos shouldn’t be, let’s focus on what they should be. Whether you’re thinking of creating live-action or animated explainer videos for your brand, there are universal qualities that separate the skippable from the outstanding.
In this article, we’ll break down the key qualities of great explainer videos that simplify complex ideas, engage your audience, and drive real results for your video marketing strategy.
The Key Qualities of a Good Explainer Videos
Clear and Simple Messaging
A good explainer video takes a complex idea and distills it into a key message that’s easy to understand. Viewers should be able to grasp your key points in a matter of seconds. Simplicity is key. It’s not about cramming in every detail; it’s about highlighting the most important aspects in a way that resonates with your audience.
Visual Storytelling
The central ingredient that makes a good explainer video? A good story. Your video shouldn’t just rattle off key features or talk about how great you are. It’s got to show how your product or service solves a problem. When done right, storytelling connects emotionally with the viewer, making your product more relatable and memorable. At Epipheo, we believe in visual storytelling that leads to those “aha” moments—where your audience truly understands the value of what you offer.
Engaging Visuals and Animation
Great visuals do more than just look pretty—they reinforce the message. High-quality animated explainer videos allow you to visualize complex concepts more effectively while holding the viewer’s attention. Whether you’re using 2D animation, 3D animation, whiteboard animation, or live-action with animated elements, your visuals should enhance the story, not distract from it.
Short and Concise
Less is more. The best explainer videos get to the point quickly and stay under 2 minutes. This keeps viewers engaged without overwhelming them. On social media platforms especially, viewers want bite-sized videos. A concise video forces you to focus on the core message, ensuring that every second counts.
Strong Call-to-Action (CTA)
A great explainer video leaves viewers knowing exactly what to do next. Whether it’s signing up, learning more, or making a purchase, a clear and compelling CTA is crucial. Without it, even the best video risks leaving viewers hanging.
Types of Explainer Videos
Choosing the right style for your explainer video is key for your video marketing. Different animation styles suit different goals, audiences, and products. Let’s explore the most common types and how each can make an impact.
Live Action Explainer Videos
Live-action videos feature real people and settings, making them ideal for creating a human connection. This style works particularly well when you want to showcase a product or service in a real-world environment or build trust by featuring actual people—such as company founders, employees, or customers.
A live-action explainer video can work well for products that are physical or tangible, like clothing, food, or home goods. It’s also a great fit for services that involve face-to-face interaction, such as consulting or healthcare. The personal, relatable nature of live-action video helps audiences see themselves using your product, which can be incredibly persuasive.
2D Animation
2D is a popular style for businesses creating an animated explainer video–and for good reason. It’s highly versatile, cost-effective, and approachable. In 2D animation, flat characters, objects, and graphics move in two dimensions, creating a clean and simple visual style that works for nearly any product or service.
2D animation is particularly effective for explaining complex concepts or abstract ideas. Whether you’re showcasing a new software product or a service that’s hard to visualize, 2D animation breaks it down into digestible, easy-to-follow visuals. Plus, this style allows for a lot of creative freedom—whether it’s playful, professional, or somewhere in between.
3D Animation
3D animation brings a sense of realism and depth to explainer videos. Unlike 2D, which operates in a flat plane, 3D animation gives a lifelike quality to objects, environments, and characters. This makes it a great choice for industries that need to showcase detailed products—such as tech, engineering, or automotive—where depth and perspective are important.
The ability to rotate and visualize complex products from all angles makes 3D animated videos powerful tools for explaining intricate designs or technical functions. It’s more visually dynamic than 2D and can captivate viewers with rich, immersive visuals. However, 3D animation can be more resource-intensive in terms of time and budget.
Whiteboard Explainer Videos
Whiteboard animation mimics the style of someone drawing on a whiteboard while explaining a concept. As the narration unfolds, hand-drawn images appear in real time, illustrating key points and making the message easy to follow. This style is often used for educational or instructional purposes and is great for explaining step-by-step processes.
A whiteboard video feels familiar—like being in a classroom—and it breaks down even the most technical subjects into bite-sized, understandable pieces. It’s particularly well-suited for brands that want a no-frills, straightforward way to communicate.
Elements of a Great Explainer Video
Target Audience Focus
Creating explainer videos that deliver results starts with knowing your audience. Your video should address your viewers’ pain points and show how your product or service can solve them. Knowing your audience inside and out allows you to speak directly to their concerns and provide solutions that resonate.
High-Quality Script
When you make an explainer video, start by focusing on the best script possible. A well-crafted script balances being informative with staying engaging. It needs to be conversational, clear, and to the point. Without a strong script, even the best animation won’t save the video.
Professional Voiceover
The voiceover can make or break an explainer video. A professional voiceover artist adds credibility and helps build trust with the viewer. The tone should match your brand—whether that’s friendly, professional, or somewhere in between—and it should guide the viewer through the story seamlessly.
Sound Design and Music
Good sound design and music add an emotional layer to your video. Music can set the tone and create atmosphere, while sound effects highlight key moments, reinforcing your message and keeping viewers engaged. It’s subtle, but it’s one of those things that makes the video feel complete.
Best Practices for Producing Great Explainer Videos
Know Your Audience
Top-tier video content understands its audience and what they care about. Your explainer video should speak directly to their needs, focusing on the problems they face and how your product provides a solution. Tailoring your message ensures that it will resonate with the right people.
Collaborate with Experts
While making your own explainer video is an option, partnering with a professional video production team—like Epipheo—brings you the highest quality and a reliable roadmap from the storyboard to distribution. The pros bring the experience needed to the explainer video production process to make your it stand out and deliver results for your marketing strategy. Most explainer videos can go from okay to great with an outside perspective to your message and a professional touch.
Focus on Problem-Solving
At the core of every great explainer video is problem-solving. Your audience wants to know how your product can make their life easier or better. By focusing on how you solve their problems, you’ll create a video that’s not just informative, but compelling.
Wrapping Up: The Key to a Great Explainer Video
Great explainer videos have the power to simplify complex ideas, engage your target audience, and drive real results. They focus on clear messaging, tell a compelling story, and use high-quality visuals to make the content engaging. When paired with a strong CTA and a deep understanding of the audience, an explainer video can significantly boost conversion rates and brand trust.At Epipheo, we’ve got loads of examples of effective explainer videos that deliver clarity, tell your story, and inspire action. Ready to take your marketing to the next level with a great explainer video? Let’s chat about how we can bring your vision to life.
