What an explainer does
An explainer gives the audience a simple model of a product, process or idea. It connects a problem with a mechanism and outcome, so the viewer can decide whether the solution is relevant.
Where explainers create value
Use them on a product page, before a demo, in paid campaigns, at events and inside sales presentations. Modular versions can address different industries or buyer roles without rebuilding the entire film.
Choose the format
Animation is strong for software, systems, data and ideas that cannot be filmed. Live action creates human context and trust. A hybrid combines real situations with interface and motion graphics.
Write the story
Define one audience, one problem and one desired next step. Show the situation before explaining the mechanism. Translate features into change and use visuals to carry information instead of repeating every word.
- Problem the audience recognises
- Value in business or user terms
- Simple mechanism
- Evidence or demonstration
- Clear next step
Avoid the common mistakes
Do not begin with company history, cover every feature, use unexplained jargon or treat animation as decoration. Test the script with someone outside the product team before production.