Explainer videos have been around since the early days of YouTube, but in 2026 they're more relevant — and more varied — than ever. If you're thinking about creating one for your business, this guide will give you everything you need to make an informed decision.
What Is an Explainer Video?
An explainer video is a short video — typically 60 to 120 seconds — that explains what your product or service does, who it's for, and why it matters. The best ones follow a simple narrative arc: problem → solution → call to action.
They're used everywhere: website homepages, landing pages, email campaigns, paid ads, pitch decks, trade show booths, and social media. A single well-produced video can serve all of these simultaneously.
The Main Formats
In 2026, explainer videos come in several distinct flavours:
- 2D character animation: The classic format. Custom characters illustrate your story. Great for brand personality and emotional connection. Works across all industries.
- Motion graphics: Text, shapes, icons, and data brought to life. Ideal for abstract or data-heavy concepts — fintech, SaaS, analytics.
- Whiteboard animation: A drawn-on-whiteboard aesthetic. Approachable and educational. Popular in healthcare and e-learning.
- AI-generated video: Using AI tools to create scenes, characters, and animations at lower cost and faster timelines. A newer option with specific use cases.
- Screen recording + voiceover: Works well for software demos but lacks the storytelling depth of full animation.
See our full breakdown of services and formats to understand which approach fits your goals.
How Long Should Your Explainer Video Be?
The sweet spot is 60 to 90 seconds for most explainer videos. Here's why:
- Under 60 seconds: Can work for very simple products, but often feels rushed
- 60–90 seconds: Enough time to tell a complete story without losing attention
- 90–120 seconds: Fine for complex products with multiple features
- Over 2 minutes: Completion rates drop sharply unless the content is exceptional
At 150 words per minute (standard voiceover pace), a 90-second video has about 225 words of script. That's enough to explain most products clearly — the constraint forces clarity.
What Makes a Great Explainer Video?
After 11 years and 500+ productions, we've identified five elements that separate good videos from great ones:
- A script that leads with the problem. Don't open with your company name. Open with the pain point your audience faces. Hook them immediately.
- One clear message. The video should communicate one core idea, not five features. Complexity kills comprehension.
- A voice that matches the brand. The voiceover sets the emotional tone. Warm and friendly for consumer brands; authoritative and clear for enterprise.
- Visuals that add meaning. Don't illustrate the words — illustrate the concept behind the words. Show the idea, not the text.
- A strong call to action. End with exactly one next step. "Visit our website" is too vague. "Start your free trial" or "Book a demo" works.
What Does an Explainer Video Cost in 2026?
Costs vary widely depending on quality, length, and format:
- AI-assisted video: From €490 — fast and cost-effective for tight budgets
- 2D animation (standard): From €1,490 — full custom production
- Premium productions: €3,000+ for complex, multi-scene projects
See our full pricing page for current rates and what's included.
How to Distribute Your Explainer Video
Creating the video is only half the battle. Where you put it matters enormously:
- Homepage: Above the fold, replacing or supplementing hero text
- Landing pages: Video on landing pages can increase conversion rates by 80%
- YouTube: Long-term organic traffic from search
- LinkedIn: Exceptional B2B reach, especially for organic posts
- Paid ads: Short clips (15–30 sec) cut from the full video
- Email sequences: Video thumbnails in cold emails dramatically increase reply rates
Getting Started
The best time to create your explainer video was six months ago. The second best time is now. If you're ready to move forward, get in touch or book a free call and let's talk about your project.
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