20 Best Explainer Video Examples (And Why They Work)

The best way to understand what makes a great explainer video is to study the ones that actually work — and understand exactly why they work. Here are 20 standout examples, from legendary startup videos to modern brand masterpieces.

What Makes an Explainer Video Great?

Before the examples, here are the six elements every great explainer video shares:

1. Problem-first narrative: Opens by agitating a pain the viewer recognizes
2. Clear hero positioning: The product is the solution, not the star
3. Single clear CTA: One action at the end, no choices
4. 60–90 second runtime: Enough to explain, short enough to watch
5. Professional voiceover: Friendly, authoritative, appropriate pace
6. Brand-consistent visuals: Not clip-art or generic stock animation

The 20 Best Explainer Videos

1. Dropbox (2009) — The OG

The original Dropbox explainer is perhaps the most famous in internet history. A simple whiteboard animation that helped Dropbox grow from 5,000 to 75,000 beta signups overnight. What makes it work: it explains a genuinely confusing concept (cloud sync) using an analogy everyone understands. The simplicity IS the quality.

2. Slack — "So Yeah, We Tried Slack"

Slack's 2014 explainer uses real-world workplace scenarios to show exactly how the product fits into your life. It's conversational, funny, and packed with specific use cases. The genius: instead of explaining features, it shows transformation.

3. Dollar Shave Club — "Our Blades Are F***ing Great"

Technically a brand video, but it follows the explainer format perfectly. Problem (overpriced razors) → solution (subscription) → proof → CTA. Cost $4,500 to make. Generated 12,000 orders in the first 48 hours. One of the best ROI stories in video marketing history.

4. Airbnb — "Belong Anywhere"

Airbnb's explainer reframes the entire value proposition — not "cheaper hotels" but "belonging anywhere." The emotional storytelling makes the product feel transformative, not transactional. Lesson: sell the feeling, not the feature.

5. Spotify — Discovery Features

Spotify's feature explainers use character animation to make abstract concepts (music discovery, algorithms, playlists) feel personal and tactile. The visual metaphors do the heavy lifting — almost no text needed.

6. HubSpot — Inbound Marketing

HubSpot popularized the "explainer as education" format — long-form animated videos that teach concepts while positioning HubSpot as the solution. Their inbound marketing explainer has millions of views and serves as a top-of-funnel content asset years after creation.

7. Asana — "Work Differently"

Asana's explainer is a masterclass in showing, not telling. Instead of listing features, it shows a chaotic work environment transforming into organized flow. The music, pacing, and visual metaphors all work together seamlessly.

8. Zendesk — "Relationships Are Complicated"

A deliberately ironic explainer that acknowledges the pain of customer service software while making the brand feel human and self-aware. Uniquely memorable because it breaks the conventions of the format.

9. Google — Search Features

Google's feature explainers consistently top the "best explainer" lists. Simple animation, clear demos, and an approachable tone that makes technical features feel accessible to everyone.

10. Mailchimp — Onboarding Videos

Mailchimp's animation style is so distinctive it became a brand asset. The quirky characters and hand-drawn aesthetic make even email marketing feel fun. Lesson: animation style can become a competitive differentiator.

11. Grammarly — "Write the Future"

Grammarly's explainers show the product solving real, specific writing problems — not abstract "better writing." The scenarios are recognizable (emails, essays, cover letters) and the outcomes are clear. High-converting because the CTA is specific and low-friction.

12. Notion — Feature Walkthroughs

Notion's video style evolved as the product did — from straightforward screen demos to cinematic brand films. Their best explainers combine product demos with lifestyle storytelling, positioning Notion as a life-organizing tool, not just a notes app.

13. Stripe — Developer Onboarding

Stripe's technical explainers are models of how to communicate with a developer audience — precise, fast-paced, and respectful of the viewer's intelligence. No fluff, just clarity.

14. Headspace — "Get Some Headspace"

Headspace's original explainer uses minimalist character animation to make meditation feel approachable rather than esoteric. The pacing matches the product — slow, calm, deliberate. Perfect brand-content alignment.

15. Intercom — Customer Messaging

Intercom's explainers pack a lot of information into 90 seconds without feeling rushed. Clear chapter structure, consistent visual style, and a script that respects the viewer's time. A great model for B2B SaaS.

16. Loom — "Record Your Screen"

Loom's explainer cleverly uses screen recording footage within the animation — showing the actual product in use, not a mockup. Authentic product demos inside polished animation builds credibility.

17. Canva — "Design Anything"

Canva's explainers target non-designers specifically — showing people with no design skills creating beautiful things. The emotional promise ("you can do this") is delivered visually and convincingly.

18. Figma — "Design Together"

Figma's explainers focus on the collaboration angle — what sets it apart from Adobe. The real-time co-editing demo is impossible to explain in text, but animation makes it instantly clear.

19. Squarespace — "Make It"

Squarespace's minimalist aesthetic extends into their videos. Clean animation, aspirational scenarios, and a clear message: anyone can have a beautiful website. Consistent brand voice across every touchpoint.

20. Wistia — "Soapbox"

Wistia's explainers about their own video tools are meta and brilliant — they demonstrate quality by being high quality. Lesson: your explainer video IS a product demo of your attention to quality.

Key Takeaways

Looking across these 20 examples, patterns emerge:

• The best videos lead with the problem, not the product
• Specific scenarios outperform generic use cases every time
• Animation style becomes a brand asset when applied consistently
• 60–90 seconds is the sweet spot — with very few exceptions
• A single, clear CTA at the end outperforms multiple options

Want to create an explainer video in the same spirit as these examples? Learn about our explainer video service, or book a free call to talk through your project.