Short answer
An explainer video is a short video, usually 30 to 120 seconds, that explains what a product or idea is, what problem it solves and how it works. Most are animated and follow a simple structure: problem, solution, how it works and a call to action. In Wyzowl's 2026 survey, 96% of people said they have watched an explainer video to learn more about a product or service.
What is an explainer video?
An explainer video is a short video that explains a product, service or idea in a way a new viewer can understand quickly. It answers three questions in order: what problem does this solve, what is the solution, and how does it work. Most explainer videos are between 30 and 120 seconds long, most are animated, and nearly all end with one clear next step, such as starting a trial or booking a demo.
Explainers are one of the most common business video formats. In Wyzowl's 2026 survey of marketers, explainer videos were the second most created video type (68% of video marketers had made one), just behind social media videos at 69% (Wyzowl, 2026).
Why businesses use explainer videos
The core job of an explainer is to replace a wall of text with a story people can follow. That matters most in the first seconds of a visit: web usability research from Nielsen Norman Group found that users often leave web pages in 10 to 20 seconds, and that a page has to communicate its value proposition within about 10 seconds to hold attention (Nielsen Norman Group).
Viewers also say they want this format. According to Wyzowl's 2026 report (Wyzowl, 2026):
- 96% of people have watched an explainer video to learn more about a product or service.
- 63% of people say that, when learning about a product or service, they would most like to watch a short video.
- 85% of people have been convinced to buy a product or service by watching a video.
And marketers report results. In the same survey, 93% of video marketers said video has helped increase user understanding of their product or service, 85% said it helped them generate leads and 82% said it kept visitors on their website longer (Wyzowl, 2026). These are self-reported survey figures, not controlled experiments, so treat them as a signal of how widely video is used rather than a guaranteed outcome for your page.
Where explainer videos work best
| Placement | What the video does | Typical length |
|---|---|---|
| Homepage or landing page | Explains the offer above the fold, before visitors decide to leave | 60 seconds |
| Paid social and video ads | Hooks a cold audience with one problem and one promise | 15 to 30 seconds |
| Sales emails and outreach | Warms up prospects before the first call | 60 seconds |
| Investor pitches and demo days | Frames the problem and solution before you speak | 30 to 60 seconds |
| Onboarding and help centers | Shows new users how to get started | 60 to 90 seconds |
| Product launches | Introduces a new feature or product in one story | 30 to 60 seconds |
Types of explainer videos
At Clickcode Media we make 2D explainer videos only. Within 2D animation, these are the main styles and when each one fits:
- 2D cartoon and character animation: friendly characters and scenes that tell a story. Good for SaaS, apps and consumer products that need warmth.
- Motion graphics: shapes, icons, text and data in motion. Good for B2B, enterprise tech and abstract products.
- Whiteboard animation: a hand draws the story as it is told. Good for step-by-step processes, training and education.
- Infographic explainers: charts, numbers and icons that make data easy to digest. Good for fintech, health and research-heavy products.
- Kinetic typography: bold words in motion, synced to voice or music. Good for ads and social feeds watched on mute.
- Animated UI walkthroughs: your interface redrawn and animated step by step. This is where an explainer starts to overlap with aproduct demo video.
You can see these styles side by side on our explainer videos page and in our portfolio.
What makes a good explainer video
- One audience, one message. The video speaks to a specific viewer and leaves them with one idea they can repeat.
- It starts with the problem. Viewers stay when they recognize their own situation in the first few seconds.
- A tight script. Conversational English runs at about 150 words per minute (National Center for Voice and Speech), so a 60-second explainer has room for roughly 150 words. Every word has to earn its place.
- Benefits, not a feature list. Two or three outcomes the viewer cares about beat ten features.
- Visuals that carry meaning. The animation shows what the words describe, so the viewer can follow with the sound off or on.
- A clear call to action. The video ends by telling the viewer exactly what to do next.
For the writing side, see our guide on how to write an explainer video script, and for length, 30 vs 60 vs 90-second explainer videos.
How an explainer video is made
Most studios follow the same core stages: brief, script, storyboard and style frames, voice-over, animation, then revisions and delivery. At Clickcode Media every video includes 2 script revision rounds and 2 video revision rounds, and you approve the script before animation starts. Delivery takes 7 to 10 business days for a 30-second video, 11 to 15 for 60 seconds and 13 to 17 for 90 seconds. For the full walkthrough, read how to make an explainer video or see how our process works.
How much does an explainer video cost?
There is no official price list, and quotes range from DIY tools to large agencies. What moves the price is length, style, complexity and turnaround. Our prices are fixed and listed publicly: $199 USD for 30 seconds, $349 USD for 60 seconds, $499 USD for 90 seconds, $649 USD for 2 minutes and $899 USD for 3 minutes, with an AI voice-over included. For a full breakdown of the market, read how much an explainer video costs in 2026 or see our pricing page.
Explainer video FAQs
What is an explainer video in simple terms?
An explainer video is a short video, usually 30 to 120 seconds long, that explains what a product or idea is, what problem it solves and why it matters. Most are animated and follow a simple story: problem, solution, how it works and a call to action.
What is the difference between an explainer video and a promo video?
A promo video builds excitement or awareness, often with music and brand visuals and little detail. An explainer video teaches: it walks a new viewer through the problem, the solution and how the product works, so they understand it well enough to take the next step.
How long should an explainer video be?
Most explainers are 30 to 90 seconds. Use 30 seconds for ads and social, 60 seconds for homepages and landing pages, and 90 seconds or more for walkthroughs of complex products. In Wyzowl's 2026 survey, 71% of respondents said videos between 30 seconds and 2 minutes are the most effective.
Are explainer videos still effective in 2026?
The survey data says yes. In Wyzowl's 2026 report, 96% of people said they have watched an explainer video to learn more about a product or service, and 93% of video marketers said video has helped increase user understanding of their product or service.
How much does an explainer video cost?
Prices vary widely by length, style and who makes it. At Clickcode Media, a complete 2D explainer costs $199 USD for 30 seconds, $349 USD for 60 seconds and $499 USD for 90 seconds, including script, AI voice-over, animation, music, 2 script revision rounds and 2 video revision rounds.
What are the main types of explainer videos?
The most common styles are 2D cartoon or character animation, motion graphics, whiteboard animation, infographic explainers, kinetic typography and animated product or UI walkthroughs. The right style depends on your audience, your product and where the video will play.
Sources
- Wyzowl, Video Marketing Statistics 2026:https://wyzowl.com/video-marketing-statistics/
- Nielsen Norman Group, How Long Do Users Stay on Web Pages? (Jakob Nielsen, 2011):https://www.nngroup.com/articles/how-long-do-users-stay-on-web-pages/
- National Center for Voice and Speech, Voice Qualities:https://ncvs.org/tutorials/voice-qualities/