We’re all citizens of the information age. But it’s time to accept that we’re fully in a new chapter of this story, where video has surpassed text as the preferred medium for information and reigns supreme.
And marketing is no different. With every company and brand embracing video marketing today, if you’re not fluent in video, you’re working at a major disadvantage.
In this blog, we’ll run through eleven common kinds of explainer videos out there, what they do and what makes them work so well– complete with some great examples of each. We’ll analyze and deconstruct each of them to figure out why they work and what we can all learn from them.
And hopefully, by the end of this list, you’ll be armed with the knowledge you need to connect with your audience in a whole new way, driving conversions and amplifying your brand and message!
So let’s get started.
When we’re talking about the major types of explainer videos that your business should be aware of, it is important to add a bit more context to it.
You see, explainer videos can be categorized in many different ways.
But the most common categorization comes in the form of animation style and use case.
So in this section, we are going to cover the major types of explainer videos based on the above two categories.
Starting with:
Let’s get something quite clear from the get-go: Video, especially animated video, is an artform. And just like any artform, there are a myriad of styles and types, each with their own unique strengths.
Here’s six of the most common types.
Image Credit: Explainerd (Source)
What They Are: These are the bread and butter of animated explainer videos. They use flat, colorful graphics to convey information quickly and effectively.
Why They Work: They’re simple, clean, and versatile. Perfect for explaining data-heavy topics or complex processes in a visually engaging way.
When to Use Them: They can be used just about anywhere, but their strength lies in explaining complex, often abstract topics clearly and simply. This is because animation allows for visualization of things that would be otherwise hard to depict, using clever graphic metaphors and symbols to bring difficult topics to life.
Example: FTC Ransomware
Here’s an example of a relatively complex topic being broken down into simple, easy to understand terms.
This infographic animation by the FTC was designed to help teach small business owners about ransomware. The challenge was that small business owners are simply too busy to take a crash course in cybersecurity.
And furthermore, most small business owners simply believe it can’t happen to them, that hacking and ransomware are things that happen to huge corporations, not small mom-and-pop businesses.
So this video sets out to get the viewer’s attention quickly, and explain the points within just a minute and a half.
Image Credits: Freepik (Source)
What They Are: These videos use character animation to tell a story. Whether it’s a hero solving a problem or a relatable character navigating your product, they connect emotionally with viewers.
Why They Work: People love stories. And when you add a fun character to the mix, the connection becomes even stronger.
When to Use Them: Great for showcasing customer success stories, onboarding videos, or simplifying technical concepts for a broader audience. The use of a “character” is highly effective in humanizing and grounding the ideas presented, whether through a friendly host or an audience surrogate playing the role of the viewer in the story.
Example: Raptor Plumbing
This is what most people today think of when they hear the word “animation:” the televised cartoons from their childhood.
However, since the 1950s, cartoons were big business and the time and expense was justified.
The Walt Disney Company pioneered the artform and brought it firmly into mainstream cinema, winning awards previously earned by big-budget live-action Hollywood movies.
Note that the iconic 2D animation can also be recreated using software as well, but the look and feel remains the same as the old classic cartoons.
For our client Raptor Plumbing, the challenge was that plumbing services in general are not something the typical client thinks about often– until they suddenly need one. So we opted to use humor and cartoon graphics to lighten the mood and grab attention.
Image Credits: Freepik (Source)
What They Are: These videos bring your product or service to life with detailed 3D animation. They’re visually stunning and offer a realistic view of your offerings.
Why They Work: The depth and realism of 3D animation make it ideal for industries like tech, healthcare, and manufacturing.
When to Use Them: When you need to showcase the intricate details of a product or demonstrate something that’s hard to visualize in 2D. Think medical devices or complex machinery.
Example: Breg
Thanks to improvements in technology, software and ever-faster computers, 3D has become mainstream and accessible, becoming the default format today.
It’s got a wide range of uses and applications apart from entertainment. It’s used in advertising, video games, and much more– too many to list, in fact.
In the world of business, it’s especially useful in the medical industry, architecture, engineering, and for training employees to use specialized equipment in many technical fields.
It’s especially effective in any scenario where you need to realistically depict real-world objects from multiple points of view.
For example, 3D is all but mandatory for architectural walk-throughs of buildings and structures that have not been built yet.
Check out our blog post if you're unclear about the difference between 2D and 3D animation.
Image Credits: FEVR Animation Studio (Source)
What They Are: Mixed media Animation, like the name suggests, uses multiple formats such as live-action, animation, and motion graphics, to create a dynamic video.
Why They Work: They offer creative flexibility, allowing you to mix elements that best suit your message.
When to Use Them: Great for grabbing attention in marketing campaigns or explaining complex ideas in a fresh, engaging way.
Example: Vanderbilt University
Just because mixed media combines all sorts of styles and types of animation together, doesn’t mean it has to be a cluttered mess.
In this video we created for Vanderbilt University, there’s a lot going on visually. But it’s not confusing or chaotic.
Rather, it enhances the story and explanation, making it more interesting and easy for even a novice to understand.
The graphic elements are not random, but carefully selected and animated to underscore each beat of the story and amplify the script.
Mixed media animation is especially suited to information-dense topics, like politics and science, and is the popular choice for videos explaining current events and news stories.
Image Source: “The Making of a Whiteboard Video” by YourekaScience (Source)
What They Are: Animated Whiteboard videos are pretty straightforward: they simulate hand-drawn visuals on a whiteboard, paired with a narrative voiceover.
Why They Work: Their simplicity and charm make them incredibly effective for breaking down complex topics.
When to Use Them: Perfect for training, education, or explaining technical processes to non-experts– especially for those on a budget.
Example: CooperVision
CooperVision is a leading healthcare brand in contact lenses and eyecare solutions.
Nobody likes having dry and irritated eyes. And in our modern world of constant screens, pollution, and dust everywhere, it’s becoming an increasingly common problem.
CooperVision wanted to explain to their audience why their product is the ideal solution.
But also wanted a more deep dive into how eyes stay lubricated and healthy in the first place, before explaining how their products can solve common issues.
So they came to us for a whiteboard explainer video, the ideal format for this kind of explanation.
The advantages to this kind of video are two-fold: first, it’s educational and informative, even if it’s a topic that most people aren’t too deeply interested in.
But second, by sharing their knowledge with the public, CooperVision establishes itself as an authoritative expert in the field that cares passionately about eyecare and health.
This forges a strong sense of trust and authenticity with the viewer, which has a powerful and lasting impact.
Image Credits: Darvideo Animation Studio (Source)
What They Are: Infographic animation transform static data and charts into dynamic, visually engaging animations. They simplify complex statistics, processes, or facts, making them digestible for your audience.
Why They Work: People love visuals, and infographics make data more engaging. When animated, they’re even more captivating, ensuring that your audience not only understands the information but remembers it.
When to Use Them: Ideal for presenting research findings, case studies, or financial data. For instance, an infographic video showcasing your company’s yearly growth or a comparison of industry trends is perfect for B2B audiences.
Example: Bitcoin IRA
Cryptocurrency is famously one of those areas where a complex, highly technical system overlaps with the common consumer.
And it’s hard to build trust when you can’t even get your potential customers to understand what it is you’re selling them.
That’s why so many crypto entrepreneurs use animated video to help simplify their offering, while also packing an emotional punch that builds that all-important trust. And the infographic animation style is especially great at this.
And the best part? Animated storytelling makes all this information fun and dynamic, with smooth transitions and lively visuals that felt like an exciting ride.
Just as there are many styles of explainer videos, there are also many different uses for them, and they’re crafted accordingly.
Some questions we ask ourselves and our clients before creating a video include:
Let’s take a look at five common use case scenarios:
Image Credits: Freepik (Source)
What They Are: Animated educational videos are designed to inform and educate your audience. They break down topics into digestible pieces, often using visuals to reinforce learning.
Why They Work: Educational content builds trust and positions your brand as an expert. It also encourages engagement by delivering real value.
When to Use Them: Perfect for thought leadership campaigns, webinars, and training programs.
Example: UICC
The crux of educational videos are that they help companies teach complex concepts to their viewers in a fun and engaging way.
They use illustrative visuals and often clear voice-over narration to achieve this, making the learning process more intuitive.
For example, this mixed media animated explainer video we created for UICC, or the Union of International Cancer Control, explains the problem of antibiotic resistance.
It’s a significant issue that cannot be simply summed up in a single sentence.
But if you go deeper into explaining the problem in-depth, it can be quickly overwhelming, confusing and/or boring to a general audience with an attention span measured in single-digit seconds.
That’s where the artistry of mixed media animation comes in. With busy, detailed graphics and a charming look and feel, the visuals grab attention and interest while the script delivers its payload of information.
It’s not simply a matter of using video as filler for a voiceover. Rather, the visuals and the script work hand-in-hand to clarify, amplify, and enhance the message, keeping things interesting from start to finish.
Image Credit: Krisha Studio (Source)
What They Are: Animated brand videos tell your story—who you are, what you stand for, and why your audience should care.
Why They Work: They’re emotionally driven, making them great for connecting with your audience on a personal level.
When to Use Them: Use these when launching a new campaign or rebranding. They’re also great for pitching your brand to investors.
Example: IBM
Everyone’s talking about AI this and that. But what can it actually do for a business?
Most of us probably know that it can automate dense, repetitive tasks and save a lot of time.
But as this video for IBM explains, it’s about much more than that.
It can bring order to chaos, streamline complex processes, and unlock possibilities we haven’t even considered yet.
In other words, it’s one of those “the whole is greater than the sum of its parts” kind of thing.
And the gorgeous 3D animation really brings these abstract concepts to life in a way few other formats really could, using clever metaphors and stunning graphics to help illustrate these ideas.
Image Credits: “16 Different Styles of Animated Explainer Video for Your Marketing Strategy” by BreadnBeyond (Source)
What They Are: Product explainer videos, commonly known as product demo videos, showcase how your product works in real-life scenarios, walking viewers through features and benefits.
Why They Work: A great product demo can bridge the gap between interest and purchase. It’s like having a personal salesperson on-demand.
When to Use Them: Perfect for eCommerce, SaaS, or tech products.
Example: Canvas by Slack
Product demo videos show your product or service in action, highlighting its features and benefits without overwhelming viewers.
The main aim of these videos is to engage and persuade prospective clients.
By doing so, they foster customer satisfaction and, as a result, drive more sales.
Typically, they are 60-90 seconds long; but for more complicated products, they can go up to 2 minutes.
This animated video from Slack is a great example of such a video. It is introducing Slack’s new addition—Slack Canvas.
Image Credits: Innovative Advertising (Source)
What They Are: Like the name suggests, social media videos are short, snappy explainer videos tailored for platforms like Instagram, TikTok, LinkedIn, and Facebook. They’re designed to grab attention quickly and convey your message within seconds.
Why They Work: Social media thrives on engagement, and videos are the most shareable form of content. These videos are optimized for mobile viewing and encourage interactions like shares, likes, and comments.
When to Use Them: Perfect for promotional campaigns, quick product teasers, or raising awareness for a new initiative. For instance, a short animated video announcing a product launch on Instagram can create buzz and drive traffic to your website.
Example: FH Cann & Associates
If you’re in the debt collection industry, you know that it has a somewhat poor reputation with the general public.
So how do you change this perception and make your audience trust you?
FH Cann & Associates came to us with the same question. They’re an industry-leading collection agency with two decades of experience and an A+ BBB rating.
What they needed was a video that would explain what made them a pioneering industry leader, and what sets them apart from their competitors.
With this information, they wanted their audience to know, understand, and trust them.
However, we went a step further than that. We worked closely with them and carefully crafted a story that brought out a more human, personable element of their success story.
While the video explains the wide scope of their innovation and history, it also subtly builds a sense of legitimacy and integrity in their culture.
Image Credits: Freepik (Source)
What They Are: Animated Training videos teach employees or customers how to perform a task, use a product, or follow a process.
Why They Work: They’re practical and easy to revisit, making learning more efficient.
When to Use Them: For onboarding, product tutorials, or skills training sessions.
Example: Zendesk
Imagine a thorough training course that you could save in a bottle and simply reuse with each batch of new employees.
And they could attend it whenever they like, pause and resume at their convenience, and it could work equally well with one new employee or a few dozen.
Well, that’s what training videos do! They’re a boon for onboarding and getting newbies up to speed on how to work on your shop floor.
Take this example by Zendesk, explaining step-by-step how to perform a common task on their software. With clear, clean screenshots and basic animation, anyone can be fully versed in just two minutes. And being video, it can be re-watched at any time at the employee’s convenience.
This is just one of the many things animated explainer videos can do!
A: How long your video should be depends on your goals and audience. For ads or social media, aim for 30–60 seconds. For tutorials or training, 2–3 minutes works best. Learn more in our guide on short-form vs. long-form explainer videos.
A: Costs vary depending on factors like style, complexity, and length. A typical range is $5,000–$20,000 for high-quality explainer videos. For more information, check out our detailed breakdown of explainer video costs, or get in touch with us today to get a free estimate!
A: Creating an explainer video involves several steps, including planning, scripting, storyboarding, designing, animating, and editing. Each step ensures that the final product is engaging, visually appealing, and aligned with your goals. For a detailed walkthrough, check out our guide on how to make an explainer video.
A: Explainer videos simplify complex topics, boost engagement, and help convert viewers into customers. They can improve brand visibility, enhance learning experiences, and drive traffic to your website. Read more about the benefits of explainer videos.
A: Yes! Tools like Vyond, Animaker, Powtoon, and Biteable are popular for creating explainer videos. These platforms offer templates and easy-to-use interfaces, making them suitable for beginners and professionals alike. By the way, we did a whole deep dive blog post into thirty great apps and tools for video creation that you should check out. However, for a polished, custom-made video, partnering with a professional explainer video production company is the way to go.
Explainer videos are incredibly versatile, offering a format for every type of business need.
Whether you’re simplifying complex ideas, showcasing your brand, or engaging employees, there’s an explainer video style that fits the bill.
Ready to create a video that captures attention and drives results? With the right strategy and the perfect video type, you can transform your marketing campaigns and make your message stick.