An explainer video is one of the best sales tools every brand should have. It is a concentrate of what the brand offers, what the client will receive, and why they should choose you. At Rek House, we've successfully produced such videos for startups and global brands, and in this article, we share our experience.
In the following article you will learn:
🔹What and what is explainer video for?
🔹Why is it worth using explainer video?
🔹Where and how to use explainer video?
🔹What kind of explainer video to choose?
🔹How to create an effective explainer video?
🔹The most common errors when creating explainer video 6
🔹Examples of successful explainer video
🔹Summary
🔹 What is an explainer video, and why is it needed?
▪️A short definition of what an explainer video is.
An explainer video is a short film, typically 2–3 minutes long, designed to simply and clearly explain a product, service, or idea. Its purpose is to take the viewer from unfamiliarity with the brand to interest and a desire to learn more.
It can be compared to a well-shot "elevator pitch" – a short, engaging presentation answering key questions like:
What problem do you solve?
How do you solve it?
Why do you do it better than competitors?
What makes you credible?
What does the viewer gain by working with you?
What should the viewer do to learn more?
By combining visual elements – graphics, animations, and text – with narration and sound, an explainer video engages the audience more effectively. This universal format works in virtually every industry. At Rek House, we've created such videos for diverse clients, from military and startups to healthcare and CRM systems.
▪️Why is explainer video popular in marketing and business?
The growing popularity of explainer videos in marketing and business is no accident. Studies show that over 80% of companies experience higher conversion rates after incorporating such content into their campaigns. The effectiveness of explainer videos stems from their ability to communicate complex ideas in a simple and engaging manner in just a few minutes.
In my opinion, every brand should have an explainer video—not just because we produce them, but because I see the results they generate for our clients. It is an investment that pays off quickly and brings significant benefits.
🔹 Why use explainer videos?
▪️Clients like it because it requires no effort.
According to the principles of behavioral economics, the human brain is naturally lazy and avoids difficult cognitive tasks. This characteristic significantly affects purchasing decisions. The rule is simple: the less effort required from the buyer, the greater the chances of a sale.
This is why short explainer videos outperform articles, presentations, or websites. They are currently the most effective and easily digestible form of communication.
▪️Videos are remembered best.
Numerous studies show that the human brain retains far more information from video than from text. Videos engage both sight and hearing, making the message clearer and more memorable. Compared to text or presentations, explainer videos convey large amounts of information in a short time. Additionally, good storytelling combined with the right music and visuals ensures that the message stays with the client longer.
▪️An explainer saves time in sales and doesn’t get tired.
As a perfectly crafted version of a brand’s presentation, it saves significant time for the sales team. Instead of presenting the same pitch repeatedly, a salesperson can simply share a link to the explainer video, which performs the task for them.
Think of an explainer video as your best salesperson delivering their best pitch every time, regardless of the time of day or circumstances within the company. This reliability is something live presentations can’t always guarantee, especially after repeated delivery of the same script.
▪️Versatility.
Explainer videos can be adapted to different target groups, communication channels, and marketing goals. They can be placed on landing pages, used in email campaigns, showcased at trade shows and conferences, and shared on social media. Thanks to this versatility, an explainer video is a valuable tool for any marketing strategy.
🔹 Where and how to use explainer videos?
▪️Place it in a prominent position.
The main section of a landing page or the company’s YouTube channel is where the explainer video should appear first. But its possibilities don’t stop there.
▪️Use it for selling.
An explainer video acts as your business card and should be shown to every potential client who isn’t yet familiar with your brand. It works well in email campaigns, as an opening for meetings, or at trade shows. It’s not just a great marketing tool but also a powerful sales instrument.
▪️Use in private business meetings.
You can create explainer videos tailored for specific audiences, yielding excellent results. One of the first videos we made at Rek House was a presentation for potential investors of a company preparing for an IPO. Every meeting with investors started with this video, which was specifically tailored to their needs. As a result, the video, viewed by only a few dozen people, helped secure millions in funding—a perfect example of the impressive ROI a well-planned explainer video can bring.
▪️Consider modular personalizations for target groups.
Personalization is a powerful tool in sales. Consider creating a modular explainer video where the core remains the same, but the beginning and end are customized for different audiences. We successfully implemented this strategy for a client, tailoring the video to different audiences, each with a specific call to action. This approach is not complicated if planned well.
▪️Performance marketing
For every explainer video production, we recommend recording additional materials for performance marketing purposes—such as 6-second or 15-second clips. This ensures consistent messaging across ads on YouTube or social media, enhancing the campaign’s effectiveness.
🔹 Which type of explainer video should you choose?
There are many types of explainer videos: 2D or 3D animations, whiteboard animations, and more. However, one of the most effective types is a live-action video featuring actors.
Why? People connect with people. Faces attract attention, evoke emotions, and build trust. A study conducted by the Georgia Institute of Technology and Yahoo Labs analyzed over 1.1 million Instagram photos and found that posts featuring human faces received 38% more likes and 32% more comments than other content. Eliminating human elements from brand promotion can reduce audience engagement.
I write more about it here: https://www.rekhouse.pl/post/promuj-mark%C4%99-twarz%C4%85-to-nie-stracisz
Animations are excellent for explaining complex processes or technologies in an accessible way, especially when using visual metaphors. However, they should be treated as a supportive element rather than the sole focus.
🔹 How to create an effective explainer video?
▪️Step 1: Define your client, their problem and goal.
Before production begins, think about who your message is directed at and what that person wants to hear. Practically everyone wants to know how to solve their problems and achieve their desired life. To address this effectively, follow these steps:
List the problems and needs of your target audience. What issues do they face? What do they care about? What frustrates them?
Define and describe the solution. What do you offer? How will it improve their life?
Explain how the client’s life will change after choosing your brand. What will they gain? How will they feel?
Base all your further actions on the answers to these questions.
▪️Step 2: Write a script that engages and explains
Every explainer video production starts with a good script, which becomes the foundation of the film. Here are key tips:
Focus on the client and use benefit-driven language. Remember that the client, not your company, is the hero of the video. Focus on their needs, not your achievements. A good starting point is 80% about the client, 20% about yourself. Client-centricity is the foundation of a great script!
Keep it short and concise. An explainer video is not a full presentation of your company, services, or employees. It’s an introduction, a hook to further steps. Overloading viewers with excessive details reduces their retention. Clients can absorb a lot of content as long as it’s delivered step by step and guides them smoothly.
Use simple language and clear narration. Overly professional language can alienate rather than impress. A simple story highlighting key benefits will resonate better than a technical list.
Leverage storytelling. Compelling stories have repeatable patterns worth knowing and using. Keep your creativity in check, as explainer videos are long-term investments. They should be universal and appropriate for a wide audience with varying sensitivities and perceptions.
Test your script. Use what I call the "grandma test." Find someone unfamiliar with your brand and industry, read the script to them, and ask what’s unclear. Revise the script based on their feedback. If they understand it, your script is well-written.
Include a clear Call to Action (CTA). Answer these two questions: What do you want viewers to do after watching the video? What’s realistic for them to do? Effective CTAs might include inviting viewers to a website, providing contact details, or encouraging them to download materials.
▪️Visualize your text
Once you know what you want to convey, think about how to show it visually. Key tips include:
Use movement. Video is a medium created for dynamics. Actors and visual elements should be in motion, especially at the beginning, to attract the viewer's attention. Even simple actions like gestures, moving, or interacting with props can increase engagement.
Use elements of visual identification of the brand. Elements such as logo, colors, fonts or distinctive graphics should be consistent with the visual identity of your company. Thanks to this video, it not only stands out for its professionalism, but also strengthens the recognition of the brand and builds its credibility.
Prepare a reference video. Images speak more than a thousand words and are extremely helpful in communicating with the production team. If you have a clear vision, prepare video examples that illustrate what you want to achieve. For example, if you want to introduce dinosaurs into your video, different team members may have different interpretations - from realistic dinosaurs from "Jurassic Park" to stuffed animals or plastic models. Clear visual testimonials help you avoid misunderstandings and make it easier to realize your vision.
🔹 Common mistakes in creating explainer videos
I've written about many of these things before, but I think it's worth summarizing it again. The biggest problems with explainer video are:
Overcomplicated content. Explainer videos should be simple and clear. Excessive technical details or convoluted narratives discourage viewers.
Excessive length. The most effective explainer videos last 1.5–2 minutes. Longer videos risk losing viewer attention.
Lack of a Call to Action. Every explainer video should end with a clear CTA.
Low production quality. Poor audio or visuals can harm brand perception.
Ignoring the client’s perspective. Focus on client benefits, not just your company’s features.
🔹 Examples of successful explainer videos
International examples:
Dropbox. Their animated explainer video clarified the benefits of cloud storage in a simple and engaging way, helping them attract thousands of new customers and secure $48 million in funding.
Dollar Shave Club. A humorous and effective video explaining their subscription service went viral, significantly boosting customer numbers and leading to a $1 billion acquisition.
Rek House examples:
Staffly. A Polish recruitment platform’s video showcased their process clearly, attracting both employers and candidates.
Vox Interiors: An inspiring video combined visuals with a simple message, highlighting their furniture’s uniqueness and functionality.
🔹 Summary
Explainer videos are among the most effective marketing and sales tools, helping companies reach clients in a simple and friendly way. A well-designed video not only grabs attention but also builds trust, enhances brand recognition, and achieves business goals.
Work with Rek House for:
Videos that captivate. Our team has produced hundreds of videos for small businesses and giants like Adidas and Reebok, ensuring top-notch production quality.
Videos that sell. Combining filmmaking skills with marketing expertise, we ensure your videos meet marketing goals and drive sales.
Smooth collaboration. Our process is simple for everyone, even first-timers. We’re quick, responsible, and punctual.
Contact us at contact@rekhouse.pl to create a top-notch explainer video for your brand.
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