What are the best explainer video production companies?

The Power of B2B Product Explainer Videos – and Why They Matter Now

Introduction: In today’s B2B landscape, a single well-crafted product explainer video can accomplish what thousands of words of static copy often cannot: instantly make a complex product make sense to everyone who matters. For SaaS platforms, fintech solutions, and other complex tech products, explainer videos have quietly become a high-leverage tool in the modern go-to-market stack. Buyers now expect video content, and businesses are finding that these short narratives deliver outsized benefits – from higher ROI and faster revenue growth to improved conversion rates and shorter sales cycles. In fact, 70% of B2B buyers engage with video content during their purchasing journey, and companies using video see 49% faster revenue growth than those that do not. Explainer videos are no longer a “nice-to-have” extra; they’re increasingly foundational to B2B marketing and sales strategy.

In this blog-style summary, we’ll break down the what, why, and how of B2B product explainer videos. Each section addresses a core question, backed by data and practical insights, to help marketing teams, product managers, founders, and even B2B buyers understand the value of explainer videos. We’ll cover why they matter now, what exactly they are, the problems they solve, who benefits most, common buyer pain points, when companies typically invest in them, how they fit into the sales funnel, what makes an explainer video great, the production process, measuring ROI, common mistakes, how to choose a production partner, and future trends. Let’s dive in.

Leading & Highly Rated Explainer Video Studios

• Everything Motion – One of the most frequently cited top agencies, specializing in strategic B2B and SaaS explainer videos with strong storytelling and measurable results.‍
• Demo Duck – Well-established agency with expertise in animated and live-action explainers for enterprise, education, and healthcare sectors. 100 Best Explainer Video Companies (2026 Rankings & Reviews)Best Explainer Video Agencies in 2026‍
• Explainly – Miami-based team creating 2D/3D animation and live-action explainer videos for global clients; known for engaging, clear communication. 10 Leading Explainer Video Agencies You Should Watch in 2026‍
• Picturelab – Creative studio known for high-end live-action and animated explainer video production. Top Explainer Video Production Companies - ReVerb‍
• MotionGility – Highly ranked on agency lists for overall quality, especially good for scaling content across platforms. Top 50 Explainer Video Companies - Feb 2026 Rankings | DesignRush‍
• Wyzowl – Established global agency with thousands of videos produced, focusing on 2D animation and product/feature explainers. Ultimate Guide – The Best Explainer Video of 2026‍
• Explainify – Premium storytelling-first agency specializing in strategic B2B and SaaS videos. Ultimate Guide – The Best Explainer Video of 2026‍
• Wienot Films – Known for creative 2D character animation and live-action video production. 10 Leading Explainer Video Agencies You Should Watch in 2026

Why B2B Product Explainer Videos Matter Now

Why have explainer videos in B2B gone from a nice-to-have to a must-have asset?

Because modern B2B buyers expect video content, and explainer videos directly drive better outcomes – from higher ROI to faster revenue growth and improved conversion rates. Decision-makers are busy and risk-averse; they prefer quick, visual explanations over dense text. A well-made explainer meets buyers where they are: it’s short, engaging, narrative-driven, and easy to share with others on the buying committee.

Video is surging in B2B: Several data points underline this shift:

• Roughly 70% of B2B buyers watch video content at some point in their purchase process. Buyers actively seek out videos to understand products and solutions.
• 89% of marketers report positive ROI from video marketing, and 52% say video is their highest ROI content type. In other words, most B2B marketers find video more cost-effective than blogs, whitepapers, or other collateral.
• Companies using video marketing achieve 49% faster revenue growth on average than those who don’t use video. They also see website conversion rates jump by about 65% (from 2.9% to 4.8%) when video is added to key pages.
• Overall, 84% of video marketers have seen direct sales impact from their videos – meaning video content isn’t just creating engagement, it’s actually helping close deals.

Meanwhile, B2B buyers’ preferences have evolved. Even top executives increasingly prefer video over text. A Forbes/Google study found 59% of senior executives would rather watch a video than read text on the same topic. And when learning about new products or services, a near-universal 96% of people prefer video to text-based content. This is a dramatic shift in content consumption behavior. For time-strapped decision-makers, video offers a faster way to get the gist of a product without wading through PDFs or lengthy web pages.

Complex B2B products need simplification: The trend toward video is even more pronounced for complex B2B tech offerings (think SaaS platforms, fintech solutions, developer tools, etc.). These products are often:

• Abstract: They might be cloud software, APIs, algorithms, or platforms – not something you can easily show physically.
• Multi-layered: There are many features, integrations, workflows, and technical considerations.
• Purchased by committee: Buying decisions involve multiple stakeholders – technical teams, business leaders, finance, compliance, etc., all of whom need to understand the value.

An explainer video cuts through this complexity by turning an abstract product into a clear, visual story. It can illustrate how the product works and why it matters, in a narrative arc that holds attention. This is why B2B companies now use explainers not just in marketing, but in sales enablement, user onboarding, investor pitches, and even internal training.

Key takeaway: Video has graduated from optional to essential in B2B marketing. Especially for complex products, a strong explainer video is now part of the core infrastructure of go-to-market efforts. It helps busy, skeptical buyers quickly grasp “what’s in it for us,” which in turn accelerates trust and buying decisions.

What Exactly Is a B2B Product Explainer Video?

How do we define a B2B product explainer video, and how is it different from any generic marketing video or a branding film?

A B2B product explainer is a short, focused video that clarifies a specific product’s value proposition for a business audience. It uses a simple narrative and compelling visuals to educate the viewer, answer their core questions, and de-risk the decision to engage or buy. In essence, it’s a “visual sales pitch” that makes an intangible or complex offering feel tangible and relevant.

Key characteristics of B2B explainer videos:

• Short and focused: Typically around 60–120 seconds (1–2 minutes) is ideal. Enterprise or very complex solutions might stretch up to 3 minutes, but brevity is usually valued. The idea is to deliver the essence quickly.
• Educational narrative: An explainer “simplifies complex information” for a business audience and often “elucidates intricate concepts” in plain language. It’s not about entertainment or hype; it’s about teaching the viewer what the product is, how it works, and why it matters. Storytelling techniques (a beginning, middle, end; problem-solution framing) keep it engaging.
• Product-centric content: The video is explicitly about the product or solution. It addresses real buyer pain points, shows what the product does, and how it solves the problem. Unlike a generic brand video, it’s not just about company mission or ethos – it’s about the product’s value.
• Visual-first presentation: Explainers lean heavily on animation, motion graphics, on-screen text, UI screen recordings, or even live-action demonstrations. Whatever the medium, the goal is to make the abstract concrete. If it’s software, that might mean showing the UI or a visualization of data flows; if it’s a service or process, it might mean using illustrative graphics or metaphors. The visuals carry much of the explanation, with voiceover or text to support – as opposed to text doing all the work.

Think of a great B2B explainer video as a visual sales narrative. It’s structured like a persuasive argument but delivered in a dynamic format. It helps the buyer see and feel how the solution fits their world, which builds understanding and belief much faster than a brochure would.

Common formats of explainer videos:

• 2D Motion Graphics: Probably the most popular style for SaaS and fintech explainers. Uses flat illustrations and icons animated in a sequence. Great for abstract concepts (e.g., “the cloud,” data moving through a pipeline, workflow diagrams).
• Screen Recording + Motion Overlay: Shows the actual product interface (screen capture of the software) and overlays highlights, callouts, or animated elements to draw attention to key features. This format grounds the video in the real product experience.
• 3D Animation or Product Visualization: Often used for hardware or physical products. A 3D render can show the product from all angles, or visualize an architectural diagram in 3D. In software, sometimes 3D is used for dramatic effect or to represent data structures.
• Live-Action + Graphics: Involves real footage – perhaps people speaking, employees or actors demonstrating something – combined with graphics or text. This can add a human touch or showcase company culture alongside the product pitch (commonly seen in high-level enterprise solution videos or consulting services).
• Hybrid Formats: Many videos mix elements of the above – e.g., starting with an animated scenario, then cutting to a UI demo, then maybe a quick customer testimonial clip, all within one cohesive narrative.

Key takeaway: A B2B product explainer video is not just any marketing video. It’s a purpose-built tool to make a complex product instantly understandable and appealing to various stakeholders. It combines storytelling with visualization to ensure that, after 90 seconds, the viewer clearly gets the what, how, and why of your product.

The Core Problems Explainer Videos Solve

What specific pain points or challenges for B2B companies do explainer videos address?

Explainer videos directly tackle three chronic challenges in B2B go-to-market efforts: complexity, attention, and consensus. In other words, they make it easier to explain complex products, they capture and keep busy buyers’ attention, and they help ensure all stakeholders share a common understanding of the solution.

Let’s break down each problem and how a product explainer helps solve it:

1. Turning Complexity into Clarity
Most B2B products are inherently complicated. They might involve multi-step workflows, technical integrations, regulatory compliance issues, or different use cases for different personas. Explaining all that quickly is hard when you’re limited to text or static slides. An explainer video excels at simplifying complexity by presenting information in a bite-sized, visual sequence instead of dense paragraphs or 50-slide decks.

• Rather than listing a bunch of features, an explainer will typically show a mini story or example: “Here’s the problem you face… here’s why it’s a challenge… here’s our insight or unique approach… and here’s how our product solves it, step by step.” This narrative approach answers the key questions in buyers’ minds: What does this product actually do? How does it fit into what we already have? What pain or inefficiency will it remove?
• By visualizing things like data flows, integrations, or before-and-after scenarios, the video can make abstract concepts more concrete. Viewers don’t have to imagine how it works – they can literally see a representation of it.

Ultimately, a good explainer distills a complex offering down to its essence in an easily digestible way. This clarity is invaluable in initial pitches or website visits, where you have maybe a minute or two to convince a prospect not to hit the back button.

2. Winning the Battle for Attention
Grabbing and keeping attention is tough – and not just in B2C. B2B buyers and executives are inundated with emails, whitepapers, and websites, and their attention spans are stretched. Video has a powerful advantage here: it’s inherently more engaging than text.

• Studies show that 59% of senior executives prefer to watch a video over reading text if both are available. This suggests that even in the C-suite, people lean towards the more engaging format. Additionally, 96% of B2B buyers (practically all of them) say they prefer video to learn about new products or services. The message for marketers: if you offer a video and it addresses their needs, they’re very likely to watch it.
• On a practical level, having a homepage explainer video or a product video prominently on your site can significantly increase the time visitors spend on the page and their likelihood to click through for more. One industry analysis found that websites see conversion rates improve from 2.9% to 4.8% on average after adding video – a 65% lift in conversions.
• People also retain information from video better than text, because it engages multiple senses (visual + audio) and often uses storytelling. This means your key points are more likely to stick with the viewer after that one quick exposure.

In short, an explainer video is a hook that can capture attention quickly and deliver a memorable message even to distracted or skeptical audiences.

3. Building Internal Consensus
In B2B sales, it’s rare that one person unilaterally decides on a purchase. More often, multiple stakeholders – with different concerns – need to buy in. One of the toughest challenges is getting everyone on the same page about a new product. Explainer videos help build consensus by serving as a “portable pitch” that your internal champion can share with others.

Imagine a product champion at a target company who really likes your solution. They still have to convince their CTO, or their finance team, or their CEO. Instead of them trying to paraphrase your value proposition (and possibly getting it wrong), they can forward the explainer video and say, “This 90-second video explains it better than I can.” Now every stakeholder who watches gets a consistent, high-quality explanation that addresses both technical and business points. This can significantly smooth out the internal discussion on the buyer’s side.

Explainers also tend to use language and visuals that bridge gaps between audiences. For example, they might show how the product benefits both a technical user (by integrating easily, having an API, etc.) and a business user (by providing analytics or ROI). By speaking to multiple perspectives in one narrative, a single video can align a diverse group around the product’s value.

Key takeaway: A great explainer video is a strategic answer to three big hurdles: it clarifies complexity, captures attention, and creates consensus. It’s not just a piece of “content fluff” – it’s a functional asset that helps move B2B deals forward in a very real way.

Who Benefits Most: Typical Customers and Use Cases

What kinds of companies get the most value from B2B product explainer videos, and how exactly do they use them?

Short answer: Any company with a non-trivial, somewhat complex product and a multi-step buying process can benefit from an explainer video. However, the highest leverage is often seen in sectors like SaaS (software-as-a-service), fintech, deep tech (infrastructure or developer tools), and even professional services. These are industries where products are complex or abstract, and sales cycles involve educating the buyer. Such companies deploy explainer videos for various use cases – from marketing on their homepage to enabling sales teams and onboarding new users.

Let’s look at a few archetypal examples:

1. SaaS and Software Companies
Use cases:

• Homepage or landing page hero video: The classic “What is this platform and why should you care?” explainer that lives on the website front and center. Its job is to quickly tell a first-time visitor what the software does and hook them to learn more.
• Feature-specific videos: Larger SaaS products might have a suite of specific explainer videos for major features or new add-ons. For instance, a project management tool might have one explainer for its core platform, and separate short videos for a new AI reporting feature or for an integration module.
• Onboarding and training videos: After a sale, SaaS companies often use short explainer-style videos to help new users get started or to demonstrate best practices. These can reduce support tickets and speed up time-to-value for customers.
• Release or roadmap videos: When rolling out a big update or communicating a product roadmap to customers, a short video can summarize “what’s new” in a more engaging way than release notes.

Benefits: For SaaS companies, explainers can shorten sales cycles by pre-educating prospects (so sales reps don’t have to start from scratch on every call). They also often reduce support burden – if users grasp the workflow from a video, they’re less likely to call support confused. Overall, they set a consistent narrative for what the product is all about, which helps both marketing and sales stay aligned.

2. Fintech Firms
Fintech products (payments platforms, lending solutions, crypto technologies, etc.) often deal with complex and sensitive topics like compliance, security, or intricate financial workflows.

Use cases:

• Trust and security explainers: A video might focus on how the company ensures security (e.g., explaining encryption or regulatory compliance in simple terms) to build credibility with risk-averse financial institutions or consumers.
• Process explainers: Many fintech solutions involve multiple parties and steps (for example, how a payment gets processed through various banks, or how an underwriting algorithm works). Animation can visualize the flow of money or data in a way that demystifies an opaque process.
• Multi-stakeholder value: Fintech products often need to appeal to different groups (e.g., a payments solution might need to show benefits to merchants, banks, and end-users). Explainer videos can weave together a story that touches on each stakeholder’s perspective within one coherent narrative.

Benefits: In fintech, trust is paramount. A polished explainer video can instill confidence by showing that the company knows its stuff and can communicate clearly. It can also break down walls of confusion around how the service works, which is critical when you’re asking someone to adopt a new financial technology.

3. Infrastructure, DevTools, and APIs
This category includes cloud infrastructure providers, API-based services, developer platforms, and other technical tools. The audience here often includes developers or IT architects as well as product managers or business leaders.

Use cases:

• Developer-oriented explainers: Showing how the API or tool works in practice – for example, visually walking through an integration scenario or what the developer experience looks like (maybe showing code snippets animated on screen).
• High-level architecture videos: For a more executive audience, an explainer might illustrate the architecture of the solution (like how data flows from point A to B to C in a system, and how it integrates with existing tech stack).
• Technical value to business impact: These videos might start technical (“here’s how we containerize your apps seamlessly across cloud environments”) but bridge to business outcomes (“this means more uptime, faster deployments, and lower cost, which ultimately improves your bottom line”). In doing so, they speak to both engineers and executives.

Benefits: Explainer videos for dev tools help translate the technical jargon into visual understanding. They can persuade a technical buyer by showing credibility and feasibility, while simultaneously helping a non-technical stakeholder see the bigger-picture value. This dual appeal can be key in getting consensus in technical product sales.

4. Professional Services and Consulting
Even companies that sell services (not just tangible products) use explainer videos. While it might not be a “product demo,” a services firm can have a video to explain their methodology or unique process. For example, a consulting firm offering “Revenue Operations as a Service” might create an explainer video to define what that means and why it’s valuable, essentially creating a category in the viewer’s mind.

Use cases:

• Methodology overview: Explaining the firm’s approach or framework (e.g., “At XYZ Consulting, we follow a 3-phase process… here’s how it works and why it’s effective.”).
• New service lines or packages: If a firm rolls out a new offering, a video can help introduce it to the market in a concise way.
• Thought leadership and category creation: In emerging areas, an “explainer” might actually be explaining the problem space or category, implicitly leading the viewer to why the firm’s services are needed. (For instance, “What is Zero Trust Security? Why does it matter? Here’s how our company helps you implement it.”)

Benefits: For services, the challenge is often that you don’t have a product UI to show. So the explainer might rely more on metaphor and narrative. The benefit is making an intangible service feel more concrete and differentiated. It also signals professionalism – a well-produced video can elevate the brand perception (important for winning trust in consulting or agency pitches).

Key takeaway: If your product or service is complex, intangible, or involves multiple stakeholders, a product explainer video is likely one of the highest ROI assets you can create. It acts as a universally understandable elevator pitch that can be used in marketing, sales, customer success, and beyond, whenever you need to make the case quickly and convincingly.

Common Buyer Pain Points (and How Explainers Address Them)

Core question: When a potential client is searching for “product explainer video for [my SaaS product]”, what pain points are they experiencing? In other words, what problems do buyers of explainer video services typically have that they expect the video to solve?

Short answer: Buyers seeking explainer videos are usually juggling a mix of messaging and go-to-market pains, often expressed as:

1. “Our product is hard to explain.”
2. “Our sales team is spending too much time educating leads on basics.”
3. “Key stakeholders don’t ‘get it’ from our current website or deck.”
4. “Our content/brand doesn’t look as polished or trustworthy as it should.”

Let’s unpack each pain and how a good explainer video provides a solution:

Pain 1: Translating Complexity into a Crisp Story

• Symptoms: The company’s sales deck has ballooned to 30+ slides trying to cover every feature. The website copy is either too jargon-filled and technical, or it swings to the opposite extreme and becomes vague marketing-speak (e.g., “a data-driven platform for digital transformation” – which could mean almost anything). Despite all this content, prospects keep asking, “So... what exactly do you do?” Clearly, the message isn’t landing in a simple, memorable way.
• Explainer solution: The process of making an explainer forces you to nail a single, sharp narrative. You have to condense the story into ~90 seconds, which imposes discipline: you focus on the most important problem, the tension or stakes, the unique solution, and the outcome. A good explainer uses metaphor and visuals to make the abstract idea concrete (for instance, depicting a “platform” as a control room, or illustrating “data silos” with actual silo icons breaking down). It also anchors the story in buyer outcomes – efficiency gained, revenue increased, risk reduced, etc., rather than just features. By the end of the video, the viewer should finally grasp the big picture of what you offer and why it matters. This clarity is immensely valuable for both marketing and sales efforts.

Pain 2: Reducing Repetitive Education in Sales

• Symptoms: Sales Development Reps (SDRs) and Account Executives find that early-stage calls are consumed by basic product education. They spend the first call or two just explaining what the product does, leaving little time to delve into the prospect’s specific needs. As a result, many leads are unqualified or not properly aligned when they enter the sales funnel. Sales enablement teams struggle to make sure every rep tells a consistent story, but slides get modified, messages get lost in translation, and it’s not scalable.
• Explainer solution: An explainer video serves as a pre-sales primer. Reps can send it to prospects before a meeting (“Please take 2 minutes to watch this video, it’ll give you a good overview before our call”). This means prospects show up to the call with a baseline understanding – the rep can then spend the time on deeper questions, customization, and specific concerns, rather than doing the same product 101 pitch over and over. Moreover, the video standardizes the narrative. Every prospect hears the same core story, ensuring consistent messaging. Internally, it aligns marketing, sales, and product teams on how to talk about the product. The result: the sales team can engage in more high-value conversations, and they can do so sooner in the cycle, because the basics are already covered by the video.

Pain 3: Getting Multi-Level Stakeholders on the Same Page

• Symptoms: Perhaps one person in the target company (say, the Director of Operations) is excited about the product, but when they relay it to their CTO or CFO, it falls flat. The deal stalls because other stakeholders don’t understand or aren’t convinced of the value. You might hear feedback like, “We liked it, but others in the team didn’t see why we should prioritize this,” or “We’re interested, but our CFO doesn’t get the ROI yet.” Essentially, your internal champion is struggling to explain it internally.
• Explainer solution: The explainer video becomes a forwardable asset that your champion can send to colleagues: “Watch this, it explains what I’ve been talking about.” A well-crafted explainer is careful to use language and examples that resonate with both technical and non-technical viewers, and with both end-users and executives. For example, it might mention integration ease (to satisfy IT) and cost savings (to satisfy finance). By visualizing things like ROI (perhaps showing a quick before-and-after metric or a mini-case study) and risk reduction, it speaks to executive concerns in a succinct way. In short, the video helps the champion sell internally, making it easier to build consensus and justify the decision among all involved parties.

Pain 4: Brand Perception and Trust

• Symptoms: The company’s existing marketing materials might look outdated or low-budget – perhaps an old explainer video from 5 years ago with cheesy animation, or slides that look inconsistent. In contrast, competitors have shiny videos for their launches, giving the impression of being more modern or innovative. Additionally, if the company is pitching to enterprise clients or investors, they feel pressure to present a polished image. They worry that their current content makes them look small or amateur, potentially undermining trust. You might hear, “Our product is great, but our marketing doesn’t look as credible as it should,” or “Prospects aren’t wowed by what they see on our site.”
• Explainer solution: A new, high-quality explainer video can serve as a flagship marketing asset that elevates the brand’s visual and narrative quality. With professional visuals, clear messaging, and perhaps even well-designed sound and music, the video signals maturity and credibility. It shows that the company is investing in communicating well. Ensuring the video aligns with the brand style (colors, fonts, tone) and matches the quality of the website and sales deck will provide a cohesive, professional impression. This not only helps with customers, but also with investors or partners – the explainer becomes the go-to piece in pitches, email introductions, on LinkedIn, etc., to make that strong first impression. Essentially, it helps the company punch above its weight in terms of perceived professionalism.

Key takeaway: When companies seek out explainer videos, they’re not just looking to “make a cool video” – they’re trying to solve very specific communication pains. As a service provider or internal team creating the video, you’re not just delivering an animated clip; you’re delivering a clear, persuasive narrative asset that directly relieves those pains: making the product easier to understand, saving sales teams time, bringing stakeholders into alignment, and showcasing the brand in the best possible light.

When Companies Decide to Invest in an Explainer Video

At what points in a company’s journey does the conversation “we really need an explainer video” typically arise?

Short answer: There are common inflection points or events that trigger the need for an explainer video. These include major product launches or updates, fundraising and big announcements, entering new markets or rebranding, website overhauls, and preparing for important conferences or events. In each of these scenarios, having a crisp product story becomes mission-critical, and an explainer video often becomes the centerpiece of that effort.

Let’s examine typical triggers in more detail:

Trigger 1: Product Launches or Major Feature Releases
When a company is about to launch a new product, a significant new feature, or a Version 2.0 overhaul, there’s an acute need to clearly articulate what’s new and why it matters – both externally and internally.

• Externally, you need to explain the new product to prospects and customers (through marketing channels, PR, etc.). Internally, the sales team and customer success team need to get aligned on the story as well.
• An explainer video at launch acts as the anchor for the launch campaign. It often sits on the new product’s landing page or the homepage hero section. It can be shared in announcement emails, social media, press releases, and sales outreach. Because video is engaging, it draws attention to the launch in a way a text announcement might not.
• Often, teams will repurpose bits of the video in other collateral too (GIFs or screenshots from it in slide decks, short clips for social, etc.). So it becomes a multi-use asset.
• The explainer ensures that everyone – from a website visitor to a salesperson doing a demo – is singing from the same hymn sheet about what the new product or feature is all about.

In essence, for a big launch, an explainer video is almost expected now as part of the toolkit. It provides a quick way for all audiences to get up to speed on the new thing.

Trigger 2: Fundraising Announcements and Investor Storytelling
When a startup or tech company raises a significant round of funding (say a Series A/B/C or beyond), they often want to amplify that news. Along with the funding announcement, they might want to (re)introduce what the company does on a broader stage. This is both a PR play and an internal/external morale boost.

• A combined “funding + product story” video can be very effective. It typically would mention the company’s mission or market problem, show the product, and maybe hint at the vision for growth – aligning with why investors put money in. This video can be shared with press, used in recruiting (attracting talent by showing a compelling story), and of course used in sales and marketing to signal momentum.
• It helps to signal maturity: a polished video released around a funding announcement tells the market “we’re growing, we’re serious, and here’s exactly what we do and why it’s a big deal.” It aligns new investors, potential hires, and customers around a unified narrative.

Trigger 3: New Market Entry or Repositioning
If a company is expanding to a new geography (e.g., entering the US market for the first time) or targeting a new segment (like moving from SMB to enterprise clients), the messaging often needs to be adjusted. This is a point where companies revisit their storytelling.

• For a new geography, you might need localized content. Maybe that means creating a version of the explainer in another language or at least making one that doesn’t rely on idioms or references that only work in your home country. The style might also differ (some cultures respond to different tones or levels of formality).
• For a new segment or repositioning, say your product was known as a tool for startups but you’re now pitching enterprises, you might need a more sophisticated, trust-building tone in the video. The content might emphasize scalability, security, and ROI more than before.
• Explainer videos created for these purposes ensure you have a tailored story for that new audience. It’s often something companies invest in when the sales team in the new market is small – the video has to do a lot of the heavy lifting to explain the product until the team scales up.

Trigger 4: Website Redesign or Rebranding
When a company undergoes a major website overhaul or a rebrand, it’s common to refresh or create an explainer video as part of that process. The homepage, especially, is often designed with a prominent video section in mind.

• A homepage hero video is a very popular element in contemporary B2B site design. It immediately gives visitors an overview without forcing them to scroll and read. If you’re redesigning your site, chances are you’ll consider having a new video there.
• Additionally, as the brand identity (logos, colors, style) changes, older videos might become outdated or inconsistent. A new video ensures that the visual style and tone match the new brand.
• The video in a redesign often sets the tone for the rest of the site’s visuals and even the style of illustrations used throughout. It can act as a centerpiece that other elements riff off.

Trigger 5: Conferences and Event Marketing
Companies often realize they need a slick video when a major industry conference, trade show, or speaking opportunity is on the horizon.

• If you have a booth at an expo, having a looping, eye-catching video running on a screen can draw people in. These are typically without sound or with captions (since it’s a noisy floor), but they repurpose the explainer visuals or key points in a repeating format.
• If an executive is giving a keynote or speaking at an event, an explainer video can be used as an intro to their talk or played in lieu of a live demo (especially if live demo risk is high).
• Even virtual events or webinars benefit from a tight explainer video to kick things off.
• Often, companies say, “We need something high-quality for [Big Industry Event next month].” That initial need produces an explainer video that, after the event, ends up being used in all sorts of other ways across the funnel.

Many times, buyers come with one of these triggers as the immediate reason (“We have a product launch in 6 weeks, we need a video ASAP”). But it’s worth noting: once they have the explainer, they usually find many uses for it beyond the initial event. It becomes evergreen content in their marketing and sales arsenal.

Key takeaway: Explainer video projects are often driven by specific, time-bound events like launches, fundraises, big sales meetings, or website updates. As a creator or team, you should be prepared for tight deadlines and multiple stakeholders at these moments, because the video is launch-critical. For the company, it means the explainer isn’t just being made in a vacuum – it’s part of a larger strategic move or milestone.

How Buyers Talk About Explainer Videos (Intent Signals)

Core question: What phrases or search terms do potential clients use when they’re actively looking for a B2B explainer video solution? In other words, how do we identify strong buyer intent in this space?

Short answer: Buyers who are already convinced they need a video will often use language that combines their product or pain point with terms like “explainer video” or “video production.” They might search for things like “SaaS product explainer video”, “animated video to improve sales conversion”, or “B2B video production agency.” They often mention the context – such as “homepage hero video” or “fundraise launch video” – which shows they know what they want the video for. These are strong signals of a solution-aware and likely budget-allocated buyer, not just a casual inquiry.

Examples of buyer search language and what it reveals:

• “How do we explain our product more effectively?” – This might be a broader search, but it signals the pain (“hard to explain our product”). The savvy buyer might already suspect video is the answer, but they’re looking for content on techniques or best practices.
• “Product explainer video for SaaS” – This is very direct. The buyer likely works at a SaaS company and is looking for either examples of explainer videos in SaaS or an agency that specializes in them.
• “Animated video to improve sales conversion” – Here the buyer is hinting at the desired outcome (improve conversion) and medium (animated video). They may be looking for case studies or agencies with that focus.
• “B2B video production agencies” – A buyer searching this is probably in the consideration phase of vendor selection. They know they want an external team to produce it.
• “Fundraise launch video with graphics” – This suggests the company just raised money or is about to announce a funding round, and they want a video as part of that announcement (as discussed in triggers above).
• “Homepage hero video creation agency” – Very specific: they’re redesigning their homepage and want an agency to make the hero section video.

When we as marketers or content creators see these phrases (whether through SEO research or when talking to inbound leads), we learn a few things:

1. The buyer already believes in video as a solution. We don’t need to convince them to use video, we need to convince them we can deliver the video that solves their problem. They are beyond the awareness stage and well into consideration.
2. They tie video to a specific goal or problem. (E.g., sales conversion, explaining a SaaS product, a launch event). This means we should tailor our conversation and content around how videos achieve that goal. If our own marketing or sales pitch can directly speak to “improve conversion” or “make your SaaS product easy to understand,” we’ll resonate more.
3. They might be comparing providers. Terms like “video production agency” indicate they may have a budget and are shopping around. Social proof, portfolio pieces, and differentiation will matter a lot in winning them over.

Implications for marketing to these buyers: If you’re an agency or team offering explainer video production, you should use the same language in your content to connect with these searches. That means having landing pages or blog posts that literally use phrases like “explainer video for SaaS” or “using video to boost B2B sales conversions” etc. When potential buyers find content that mirrors their query, it immediately signals “these folks understand my problem.” This blog itself (in the real scenario) is an example – it uses the term “B2B product explainer video production” and addresses pains directly.

In sales outreach or conversations, mirror their language: if they say “our homepage needs a hero explainer,” you can respond with examples of hero explainers you’ve done, and mention how it improved homepage engagement.

Key takeaway: Pay close attention to the exact words buyers use when seeking explainer videos. Those words are gold. They reveal the buyer’s pain and intent in plain terms. By reflecting that language in your own marketing and sales messaging, you demonstrate empathy and expertise, increasing the chances that they’ll trust you with their explainer project.

Where Explainer Videos Fit in the B2B Funnel

Core question: Are explainer videos only useful at the top of the funnel (TOFU) as an awareness tool, or can they be leveraged throughout the entire B2B buyer journey?

Short answer: While explainer videos are incredibly effective at the top-of-funnel (awareness stage) – often as the first touch that grabs a prospect’s interest – savvy B2B teams are repurposing and customizing video content for every stage of the funnel: Awareness, Consideration, Decision, and even Post-Sale. The key is to tailor the video (or create variations of it) to align with the viewer’s information needs and mindset at each stage.

Let’s break down how explainer videos (or their spin-offs) can be used across the funnel:

1. Awareness Stage (Top of Funnel – TOFU)
Goal: Catch the eye of prospects and help them quickly understand the category you operate in and what unique value your solution brings.

Typical uses:

• Homepage hero video: This is often the classic explainer’s home. A new visitor who knows nothing about your product should be able to watch and walk away with a clear idea of the problem you solve and why it matters.
• Social media and ads: Shortened versions or teasers of the explainer can run as LinkedIn video ads, Twitter videos, or YouTube pre-roll ads to drive awareness. At this stage, the video’s job is to pique interest enough that the viewer clicks through or remembers your brand.
• Launch PR: If it’s a new product launch, the explainer might be embedded in press releases, featured on Product Hunt, shared on tech blogs, etc., as a way for people to quickly grok the new thing.

Content emphasis: In awareness, the explainer focuses on framing the problem and solution at a high level. It should establish relevance (“Ah, this is talking about a problem I have”) and differentiation (“Interesting, they approach it differently”). Emotional resonance can be useful here – tapping into the frustration of the current problem or the excitement of a new opportunity. It shouldn’t overwhelm with detail; instead, it should create curiosity and understanding, leaving the viewer wanting to learn a bit more or take the next step.

2. Consideration Stage (Middle of Funnel – MOFU)
Goal: Reinforce why your solution is the best choice and start addressing deeper questions prospects have as they evaluate options.

Uses:

• Feature-specific explainers: Instead of a general overview, you might have short videos (30-60 seconds each) that drill into certain features or use cases. For example, if your main explainer touched on 3 key capabilities, you might have a separate video for each capability that prospects can watch as needed. These could live on specific product pages or in a resource center.
• Industry or persona tailored videos: If your product serves multiple industries (say healthcare vs. retail) or roles (marketer vs. IT), you might create variants of your explainer that speak directly to those contexts. E.g., a version of the video that uses examples and language for healthcare use cases, another for retail – making it more relatable to each audience.
• In-depth landing pages or nurture emails: As prospects engage with your content (download a whitepaper, etc.), you can send them follow-up emails with a video that dives a bit deeper: “Since you showed interest in X, here’s a 2-minute video showing how our solution tackles X in detail.”

Content tweaks: In consideration stage content, you can include more explicit proof points and begin to answer common objections. For example, if many prospects wonder “Will this integrate with our existing CRM?”, a mid-funnel video might explicitly show a quick integration example or mention “integrates seamlessly with CRM systems like ____.” You can also sprinkle in metrics or mini case-studies (“Customers using our platform saw a 30% reduction in [something]”). The tone is still marketing-friendly, but edging towards informative. The videos might be slightly longer or more detailed than the TOFU ones, but still digestible.

3. Decision Stage (Bottom of Funnel – BOFU)
Goal: Address any final objections, prove ROI, and give that last push to convince all stakeholders to say yes.

Uses:

• Customized videos for key accounts: For high-value deals, some teams even create personalized or semi-custom explainer videos. For instance, they might tweak the video to insert the target client’s name or industry, or address a particular concern that came up during sales conversations. This can be done with modular video content or using tools for personalization. It’s not common for every deal, but for major opportunities it can wow the client that you made a video “just for them.”
• “Pre-meeting primer” videos: A sales rep might send a video to all meeting invitees ahead of a final demo or proposal meeting. It ensures that late-joining decision-makers (like a CFO who suddenly is involved) can get up to speed on the basic value prop before the call.
• Proposal or RFP embeds: Including a video in a proposal document or in response to an RFP (request for proposal) can differentiate your submission. For example, a short 1-minute recap video in a proposal can refresh the evaluator on your key value points (and break the monotony of reading pages of text).

Content tweaks: At the decision stage, specificity and credibility are key. This is where you bring out the big guns of social proof: e.g., “Here’s a 10-second clip of our customer (similar to you) saying how great the product is,” or “Here’s a quick montage of logos or testimonials.” If there are any technical/implementation doubts, address them: maybe a snippet showing the onboarding process or a note about support. The call-to-action in these videos might be very direct (“Schedule your custom demo now” or “Contact us to get a detailed ROI assessment”), aligning with the fact that the viewer is close to making a decision.

4. Post-Sale and Expansion
Yes, the funnel doesn’t end at the sale! Explainer videos and their derivatives can play a big role in adoption and expansion (which feeds back into revenue growth and retention).

Uses:

• Onboarding tutorials: You can transform your explainer narrative into a slightly more instructional format to welcome new users. “Now that you’ve bought X, let’s quickly show you how to get started.” This could be a series of short explainer-like videos walking through initial setup, key features to try first, etc. These live in your product’s onboarding flow or help center.
• Feature adoption and upsell: For existing customers, when you launch new features, you can use mini-explainers to introduce those. This helps drive usage of new features (increasing the stickiness of your product) and can also open the door for upselling if the new feature is part of a higher tier plan.
• Customer education content: B2B companies increasingly have customer academies or resource hubs. Explainer videos are excellent additions there to ensure your users fully understand all the value they can get (reducing churn).
• Renewal and expansion pitches: Account managers can use a video to re-iterate the value delivered when time comes for renewal (“Over the past year, we’ve helped you achieve X – here’s a quick reminder of the journey and what’s next”). Or if you’re trying to cross-sell another product module, an explainer for that module can be targeted to existing customers who already trust your brand.

Essentially, a good explainer story can be modularized and repurposed. You might have one “master” explainer and then various offshoots or edited versions suited for different contexts and stages. By planning it this way, you get much more mileage from the investment.

Key takeaway: Don’t view your product explainer video as a one-off asset that only sits on the homepage. Think of it as a multi-purpose narrative that can be adapted for every stage of the buyer journey – from attracting new prospects all the way to educating and upselling customers. This not only maximizes the ROI of producing the video, but also ensures a cohesive story throughout the customer’s experience with your brand.

What Makes a Great B2B Explainer Video? (6 Key Elements)

Core question: We know not all explainer videos are created equal. So what separates an average explainer that might just be “meh” from a great explainer video that actually moves the needle on pipeline and revenue?

Short answer: Great B2B explainer videos blend a sharp strategy with precise execution across six dimensions: Positioning, Story structure, Visual language, Voice & tone, Proof & credibility, and Call-to-action (CTA) & placement. In other words, before anyone animates anything, the video needs a clear strategic foundation (who it’s for, what message will win them over, why now). Then it needs to tell a story with a beginning-middle-end. It must show (not just tell) the solution through visuals. It should speak in a tone that resonates with the target audience. It should build trust by incorporating evidence. And finally, it must prompt the viewer towards a next step and be deployed in the right context.

Let’s break down these six elements of greatness:

1. Positioning: Who, What, Why Now?
A strong explainer is crystal clear about who it’s speaking to, what problem is being solved, and why it matters now (urgency). If you can’t answer these succinctly, the video can easily become a generic fluff piece.

• Who is this for? The video should make the target audience feel “this is talking about my world.” For example, if it’s a tool for CFOs, the opening scenario might be about financial reporting challenges. If it’s for developers, maybe it starts with a nod to a common coding headache. Even if your product serves multiple personas, you might pick the primary one for the main video, or frame it broadly enough to include each. But don’t make it for “everyone,” or it will resonate with no one.
• What specific problem is being solved? Early in the video (within the first 20 seconds or so), a great explainer articulates the pain point or challenge. E.g., “Enterprise sales teams struggle to get all stakeholders on the same page, leading to stalled deals.” It should be concrete enough that the target viewer says, “Yes, I face that.”
• Why is this problem urgent or costly? This is about raising the stakes. Why can’t the viewer just keep doing what they’ve been doing? Perhaps the video illustrates the consequences of not addressing the problem – lost revenue, wasted time, security risks, competitive disadvantage, etc. This creates a natural motivation to pay attention to the solution.
• What makes the solution meaningfully different? By the end, the viewer should sense what’s unique about your approach or product. It could be a specific technology, a philosophy, an insight, or even a customer experience element. If your video could equally apply to a competitor by swapping logos, then the positioning wasn’t tight enough.

In summary, positioning in an explainer means it has a clear target and message. Without that, even fancy visuals won’t save it from feeling generic. A well-positioned video feels like a tailored message, not a one-size-fits-all corporate spiel.

2. Story Structure: A Clear Narrative Arc
People are wired for stories, even in business. A great explainer follows a narrative flow rather than a random collection of points. A tried-and-true structure for B2B explainers often looks like:

• Context / Problem: Start by showing the viewer’s current reality and pain. E.g., “In today’s fast-paced market, product teams are drowning in feedback and data, but still flying blind on what to build.” This sets the stage and hooks those who relate.
• Consequences: Highlight the stakes – what happens if this problem isn’t solved? Maybe “missed opportunities, wasted development cycles, and lost market share” in this example.
• Insight: Introduce a reframing or an “aha.” This could be implicitly the unique perspective your company has. E.g., “What if all that feedback could be centralized and turned into clear priorities automatically?” It’s the turning point in the story that paves the way for the solution.
• Solution (What & How): Now bring in your product as the hero that naturally addresses the problem under that new insight. Show the what it is and a bit of how it works, at a high level. In our example, maybe “Meet ProductPulse: an AI-driven product decision platform. It gathers input from every source – support tickets, analytics, sales calls – and maps it on one dashboard. So you know exactly what features to prioritize and why.”
• How it works (the demonstration): This might be a quick walkthrough of key features or a visual depiction of the workflow, just enough to make it tangible. “In seconds, see top requested features, drag and drop to roadmap, and push updates to your dev team’s Jira. All in one interface.”
• Proof / Outcomes: After claiming what you do, you need to reinforce it with some credibility. Maybe flash 2-3 customer logos or a quick quote like “Teams using ProductPulse cut wasted development by 40%.” This is not a deep case study (no time for that), but a snippet of social proof.
• Next Step / CTA: End with a clear idea of what the viewer should do or feel. Often it’s a tagline + call to action. For example: “Build what matters – and skip what doesn’t. Try ProductPulse free for 14 days.” Or “Ready to eliminate the guesswork? Schedule a demo today.”

Following a structure like this ensures the video feels like a cohesive story – problem to resolution – which is satisfying and convincing to watch. It matches how B2B buyers think: they identify a problem, consider solutions, weigh the risks, and then decide on a next step.

3. Visual Language: Show, Don’t Just Tell
One of the biggest advantages of video is you can literally show things happening instead of just talking about them. A great explainer leverages this fully. The visuals aren’t just there to look pretty; they carry meaning and help the viewer “see” the solution.

• Use diagrammatic or metaphorical visuals for abstract concepts. For example, if your software “connects teams,” maybe you show a visual of siloed circles that then get linked by lines. If you talk about “streamlining workflow,” maybe animate a cluttered flowchart turning into a neat linear flow.
• Show the UI or product when possible, but do it smartly. Instead of a static screenshot, highlight the part of the interface that matters as you talk about it. Zoom in to a specific chart as you mention analytics, or animate an alert notification if you’re saying “you’ll never miss an urgent task.” This way the viewer actually experiences a bit of the product’s look and feel.
• For process explanations, consider step-by-step visuals. If your product has a 3-step use case (e.g., 1. Upload data, 2. Apply algorithm, 3. Get report), then visually depict those steps one after another with icons or simple animations.
• Keep visuals focused and uncluttered: one idea per shot. The viewer should never be confused about where to look or what’s happening. If you’re illustrating a data flow, and at that moment the voiceover says “securely sends to your cloud,” maybe show just that arrow moving to a cloud icon with a lock symbol – don’t also show five other things simultaneously.
• Brand and design consistency: Great explainers usually adopt a visual style that matches the company’s branding (colors, illustration style, etc.) and is appealing to their target audience. A playful startup might use cute, rounded illustrations and a vibrant palette; an enterprise security firm might use a sleeker, technical style with blues and greys. The visuals should reinforce the brand identity and the tone of the message.

The ultimate compliment to an explainer’s visual language is when a viewer says, “Oh, I finally see how this works!” or “Now I get how it all fits together.” That means the visuals did their job in making the complex simple.

4. Voice and Tone: Businesslike, but Human
The narration and overall tone of the video script are crucial. In B2B, you typically want a professional tone but also approachable and human. Walking that line is key – too stiff and you bore people; too casual or jokey and you might lose credibility.

• Language: Use everyday language as much as possible, not heavy jargon. Where you must include a technical term (because the audience is technical, for instance), make sure it’s contextualized. For example, instead of saying “Our ML-driven adaptive QoS mechanism optimizes WAN throughput,” you might say “We use machine learning to adapt network settings on the fly, so your data moves faster even in congested conditions.” The latter is longer but way more digestible.
• Voiceover talent: If you use a voiceover, pick a voice that matches your audience and brand. A friendly, energetic tone might work for a startup targeting SMB customers. A calm, confident (but still warm) voice might suit an enterprise-targeted video. Also consider accent if your market is localized (an American accent vs British vs Australian, etc., can make a subtle difference in relatability depending on your audience).
• Pacing: Great explainers give the viewer enough time to absorb each point. That means the voiceover isn’t racing through the script. It pauses at natural breaks. The edit might leave a beat of silence when transitioning from problem to solution, for effect. The overall pacing should feel neither rushed nor sluggish – it should feel like a compelling story being told by a knowledgeable person who doesn’t waste your time.
• Tone matching the audience: If the video is for developers, you might allow a bit more technical detail and a slightly more straightforward tone. If it’s for a C-suite, maybe it’s more high-level and outcomes-focused. If it’s for general business users, you might include a light metaphor or two to keep it relatable. The tone can also suggest whether your brand is more on the fun/innovative side or the solid/reliable side. Both are fine, but it should be intentional.

A good test: have someone from your target audience listen to the script or voiceover. Do they feel spoken to or spoken down to? The latter is a risk if the tone is too condescending or too buzzword-laden. Aim for clarity with a dose of empathy, as if you’re explaining something to a colleague.

5. Proof and Credibility: Build Trust
B2B buyers tend to be skeptical by nature – they’re making decisions that could be costly or career-impacting, so they look for evidence that a solution will do what it promises. A great explainer video finds ways to incorporate proof points right within the narrative, rather than dumping them all on a separate case study page.

• Customer logos: A quick flash of logos of well-known companies that are customers can speak volumes (“if BigNameCo trusts this, maybe it’s legit”). This can be done tastefully in a single scene or corner of the frame.
• Testimonials or quotes: Sometimes a short quote from a happy customer can be voiced over or shown in text for 3 seconds. E.g., “Since using X, we’ve cut our onboarding time by 40%,” – Jane Doe, COO of Acme Corp. That one metric + name + company tag builds trust.
• Statistics: If you have an impressive stat, like “89% of our clients see ROI in under 6 months,” you can weave that in. Or broader industry stats highlighting the problem’s importance (“93% of consumers say video is helpful in purchasing decisions” if you were making a point about video’s impact, for instance).
• Certifications or standards: Depending on the product, showing things like a SOC 2 compliant badge, or mentioning “GDPR compliant” or “ISO certified” can remove fears around security and reliability. These can be shown visually (like an icon or badge graphic) when mentioned.
• Awards or media mentions: If relevant, a quick nod like “Named Gartner Cool Vendor 2025” or “Featured in TechCrunch” might bolster credibility.

The trick is to incorporate these without derailing the story. The best approach is to time a proof point right after a claim. For example: “X Software accelerates revenue growth – in fact, companies using X grew revenue 49% faster on average than those who didn’t.” This way, the proof is directly reinforcing a key message.

Remember, trust is the bridge between interest and action. A viewer might be interested by the problem/solution, but the proof is what pushes them from “sounds cool” to “this is real, I should consider it seriously.”

6. Call-to-Action and Placement: Driving the Next Step
Even the most amazing explainer won’t deliver ROI if it just lives in a corner and doesn’t prompt viewers to do something. Two factors here: what the video asks the viewer to do, and where/how the video is presented to actually get seen.

• Clear CTA in the video: Usually at the end, you want to include a call-to-action. It might be spoken by the voiceover, shown in text, or both. Common CTAs include “Visit our website to learn more,” “Start your free trial today,” “Book a demo to see it in action,” or “Contact our team for a custom quote.” The CTA should align with your funnel strategy – e.g., if you’re product-led maybe it’s “start a trial,” if high-touch sales maybe “request a demo.” On platforms like YouTube or when embedded, you might also have clickable buttons or links around the video. But in the video content itself, it’s good to state the next step explicitly – people often need that nudge.
• Video placement: A great video poorly placed is like a great billboard in the middle of a desert – no one sees it. So think about all the places your target audience can encounter the video. Obvious one is your homepage, above the fold. Also consider your pricing page (users often go there looking for quick understanding – a video can help convince them of value before price), your product pages, and your email campaigns (like including a thumbnail link in a welcome email or newsletter). Sales reps should have easy access to it to send to prospects. Social channels and YouTube/Vimeo (with proper SEO) can also extend reach.
• Supporting copy and context: When embedding the video on a page, give it a proper introduction or at least a caption. E.g., “Watch how [Product] works in 90 seconds.” This sets expectation. Also, ensure the rest of the content around the video aligns – for instance, if the video CTA says “Get a demo,” have a visible demo request form or button near it.
• Measure and iterate: Part of placement is also tracking performance – play rates, drop-off points, click-through after viewing, etc. If the video isn’t being watched or isn’t driving action, maybe the CTA needs tweaking or the placement is wrong. A great explainer should be a living part of your funnel, not an isolated asset.

In summary, a great explainer video isn’t just judged by how cool it looks, but by what it accomplishes. If it nails positioning, tells a compelling story, shows the product clearly, speaks in the right tone, proves its claims, and guides the viewer on what to do next – and if it’s put where it needs to be – then it’s set up to actually influence pipeline and revenue, not just collect creative awards.

Key takeaway: The quality of a B2B explainer video comes from a blend of factors. Strategy (positioning and narrative) is the foundation; without that, even high-end animation will fail to persuade. But with a sharp message in place, great visuals, the right tone, evidence to back it up, and smart deployment, an explainer video becomes a powerful sales tool. It essentially serves as a tight product pitch available on-demand, 24/7, doing the work of explaining and convincing at scale.

The Explainer Video Production Process (From Brief to Launch)

Core question: What does the process of creating a professional B2B explainer video typically look like, and where do projects usually succeed or fail within that process?

Short answer: A solid explainer video production follows a structured, strategy-first workflow. The main phases are: 1) Discovery & strategy, 2) Narrative & scripting, 3) Storyboarding, 4) Design (style frames & assets), 5) Animation & voiceover, 6) Sound design & final editing, 7) Distribution & optimization. Projects tend to succeed when enough time and thought are invested up front in strategy and script, and when there’s clear communication throughout. They often fail or go off-track if teams rush the brief/script, skip feedback cycles, or treat the video as an isolated task rather than aligning it with broader goals.

Let’s walk through each stage:

1. Discovery and Strategy
This is the foundational phase where you gather information and set the direction. Skipping or skimping on this is a recipe for a misaligned video.

• Inputs gathered: Who is the target audience (ICP – ideal customer profile, and buyer personas)? What’s the product positioning (how do we currently describe it, what’s the value prop)? What specific use case or funnel stage is this video for (homepage vs. sales tool vs. conference)? What are the key launch dates or deadlines we must hit (e.g., in time for a trade show)? Also, what are the brand guidelines we should adhere to?
• Discussion: Often the video producer/agency will hold a kickoff meeting with stakeholders (marketing lead, product manager, sales rep, etc.) to hear perspectives on what the video should achieve and what success looks like.
• Outputs: From this, a good team will produce a creative brief or strategy document. This typically includes:
  • The objectives of the video (e.g., increase conversion on homepage, drive more demo requests, etc.).
  • The core message or one-sentence “promise” of the video (e.g., “Our video will show how [Product] saves data teams hours by automating their pipeline workflows.”).
  • Decisions on format, length, and style upfront. For example, decide now if it’s going to be a 2D animated video ~90 seconds long with voiceover, as opposed to live-action or a wordless animation, etc. Also confirm any must-use branding elements.
  • A rough timeline and key milestones (script by X date, first animation draft by Y date, final delivery by Z date). This is crucial if there’s a hard deadline event.

Why this stage matters: It aligns everyone before time and money get spent on production. Many failures (like stakeholder disagreements or “this isn’t what we wanted” reactions) stem from not clarifying things here. When done right, discovery ensures the team is solving the right problem with the video and knows the constraints and direction.

2. Narrative and Scripting
This is arguably the most important phase. The script (and storyboard, next) is where the video is truly made – everything after is execution. A famous saying in video production: “If it’s not working on the page, it won’t work on the screen.”

• Script writing: Typically, a writer (or a strategist) will craft a script that’s around 120-180 words per minute of video, so for 90 seconds we talk ~180 words, for 2 minutes ~240 words, etc. Scripts are often written as a two-column document: Voiceover/dialogue on one side, and a description of visuals on the other (though detailed visuals come in storyboard phase). Even if no voiceover (say just text and visuals), they script out the text.
• Script content: The script should lead with the buyer’s perspective (“You” language, or describing the buyer’s problem first) rather than leading with “We at CompanyX do blah.” It should use the narrative structure we outlined earlier – context, problem, solution, etc., with a logical flow. Every sentence should be necessary due to tight length constraints. It’s often helpful to read it aloud to check flow and timing.
• Feedback and iteration: The initial script draft should be reviewed by key stakeholders (marketing, product, sometimes a friendly sales or customer success person who knows how customers talk). This review is critical to catch any messaging issues or jargon problems. It’s easier to tweak words now than to change animation later. There might be 2-3 rounds of script revisions. It’s important to limit too many cooks here; designate one or two final decision-makers to avoid endless loops.
• Sign-off: Ideally, everyone agrees “this script nails what we want to say” before moving on. Locking the script is important because changing it later can cause domino effects in storyboard and animation (costly and time-consuming).

Why this stage matters: The script is the blueprint for everything. A common mistake is underestimating how much time to spend here. If the narrative is off or the wording confusing, even top-tier visuals won’t save the video. Conversely, a clear, clever script will shine through and carry slightly-below-average visuals if needed. It’s the message, essentially.

3. Storyboarding
Now we translate the script into a visual plan, frame by frame (or scene by scene). This is where the abstract ideas get sketches and composition.

• Storyboard frames: A storyboard is like a comic strip of the video. Each important scene or shot is drawn (could be hand-sketched or using simple graphics) with a caption of what’s happening. It’s not final art, just an outline. For example, Frame 1 might show an office worker frustrated at a desk (to represent the problem), Frame 2 shows some chaotic dashboard (data overload), Frame 3 introduces a shining app icon of the product, etc.
• Alignment with script: Each part of the script is mapped to one or more storyboard frames. This ensures that for every sentence of the voiceover, there’s a planned visual. If any script line is hard to storyboard, it might mean it’s too abstract or wordy – sometimes this process leads to another script tweak.
• Camera & transitions: The storyboard also notes how it moves – e.g., “Pan right to reveal the entire dashboard,” or “Cut to close-up of feature X.” It might mention transitions like “fade to black” or “slide in from left.” This helps imagine the flow.
• Client/team review: Reviewing storyboards is crucial because it’s the last point before heavy production. Stakeholders should look at whether the visuals indeed support the message and if anything critical is missing or might be confusing. It’s cheaper to adjust a storyboard (draw a new frame) than to redo animation later.
• Animatic (optional): Sometimes teams create an animatic – a very rough timed video using the storyboard images, maybe with a scratch (temporary) voiceover or just timing cues. This gives a sense of pacing. Not all projects do this, but for complex sequences it can help preview the timing.

Why this stage matters: Storyboarding is the safety net that catches visual/messaging issues before they become expensive mistakes. It ensures everyone has a clear picture (literally) of what will be made. It’s much easier for a non-creative stakeholder to comment on a storyboard (“I don’t understand what that icon represents”) than to imagine the video from just a script.

4. Design and Style Frames
This is where the visual style gets locked in. Up until now, the storyboard drawings might be stick figures or rough sketches. Now, designers will create actual graphics that will appear in the video, aligning with branding and the agreed style.

• Style frames: Often the design team will produce a few key frames of the video in full detail – maybe one from the beginning, middle, end – to show what the final look will look like (colors, characters, typography, etc.). For example, a style frame might show the main character in the exact illustration style with the background, or a sample data dashboard in the proper color scheme and level of detail.
• Asset creation: Once the style is approved, they design all the assets needed: characters, icons, UI screenshots or mockups, background scenes, logos, text elements, etc. If using existing brand illustration libraries or icon sets, they pull those in. Consistency is key – things should feel part of the same visual world.
• Brand alignment: They apply the brand’s color palette, use approved fonts for any text in the video, and follow any brand guidelines for logo usage or so on. If the brand is minimalistic, the design might use more white space and clean lines; if the brand is edgy, maybe more bold graphics, etc.
• Client review: The stakeholders should at least review the style frames to say “Yes, we like this look.” If anything is off (say the character looks too cartoonish for the serious nature of our product, or the colors clash with our website), this is the time to change the art direction. Once confirmed, they might not review every single asset, but they trust the team to create the rest in that style (or they spot-check key ones).

Why this stage matters: Visual style greatly affects how the message is perceived. A mismatched style can undermine the message (imagine a goofy cartoon style for a cybersecurity product – might not instill confidence). This stage makes sure the video will be visually on-brand and appealing to the target audience. It’s also where you ensure visual quality – so your end product looks polished and not like a rushed PowerPoint animation.

5. Animation and Voiceover
Now the pieces come together in motion. This is usually the most time-consuming part for the production team but, if prior steps were done right, it’s straightforward in terms of direction.

• Voiceover recording: If a voiceover is used, you will cast a professional voice actor. Often you get to choose from a few auditions or samples (“do we want Voice A or Voice B?”). Once chosen, the final script is recorded, typically in a studio or high-quality setup, often with the producer listening in to direct style (“smile while reading this line”, “emphasize this word”). The recorded VO is then used as the backbone to time the animation.
• Animation: Animators will create the video using software (After Effects is common for 2D, others for 3D, etc.). They follow the storyboard, using the designed assets. They’ll synchronize the animation to the voiceover and background music (if any). This involves setting keyframes, transitions, adding effects (like camera zooms or highlighting elements), etc.
• Pacing and hierarchy: A good animator will ensure pacing aligns with comprehension. If a complex visual is shown, the voiceover might pause a second to let it sink in. They’ll also control visual hierarchy – e.g., using movement or brightness to draw the eye to the part being talked about.
• Interim reviews: Some teams show a halfway draft (like first 30 seconds animated) to make sure it’s on track, or they might go straight to a full first draft animation for review.
• Feedback and edits: At this stage, feedback typically includes things like “This part goes too fast, can we slow down the animation here?” or “Can we change the text on that screen to say X instead of Y, we updated our messaging?” Minor content tweaks are okay, but if major script changes come now, it’s painful. Visually, some adjustments (colors, speeds, transitions) are expected.
• Possibly a couple rounds happen here to fine-tune timing, ensure all branding is correct, etc.

Why this stage matters: Well, it’s when the actual video is made! Assuming the blueprint was good, this is about executing it smoothly. It’s also where the craft comes in – good animation can elevate a simple script; clunky animation can detract from a great script. Stakeholders might be seeing their story truly come alive for the first time here, so it’s exciting but also where any misalignments surface. Clear feedback and trust in the creative team are both important now.

6. Sound Design and Final Delivery
The polish phase: final touches that make a video feel complete and professional.

• Music: Most explainers have a background music track. It sets the mood and energy. The music is usually instrumental, unobtrusive but positive. It’s added and mixed under the voiceover. Choosing the right music (perhaps from stock libraries unless custom composed) is important – it should complement, not distract.
• Sound effects (SFX): Subtle SFX can enhance certain moments (a whoosh when something flies in, a click sound when showing a cursor clicking, an upbeat ding when a result is achieved, etc.). Overdoing it can be cheesy, but a little adds dynamism and emphasis.
• Mixing: The audio levels of voiceover, music, and SFX are mixed so that VO is clear and front, music is lower volume under it, SFX punctuate but don’t overpower. Make sure it sounds good both on high-quality speakers and basic laptop speakers (and even phone speakers if applicable).
• Captions/subtitles: Many teams also produce a version with burned-in captions or provide a subtitle file, since a lot of viewers watch without sound (especially on social platforms or if they’re in a corporate open office). Ensuring the text matches VO and is easily readable on screen is key.
• Final exports: Deliver the video in the needed formats – typically a high-resolution MP4 for web, maybe different aspect ratios if needed (e.g., a square or vertical cut for social media stories). Also, compress a web-optimized version for faster loading on your site.
• Handoff: The final video, along with any project files if agreed, is handed to the client/marketing team.

Why this stage matters: Music and sound give the video emotional resonance and professionalism. Ever watched an explainer with no music or poor audio? It feels flat or awkward. Good sound design can subtly guide how the viewer feels (tense, relieved, excited at the end, etc.). Plus, making sure the technical output is right avoids headaches when uploading to various platforms.

7. Distribution and Optimization
This is technically after the video is “produced,” but it’s critical to realizing the value of the video.

• Uploading and embedding: Put the video on your website (commonly via a platform like YouTube, Vimeo, or a marketing platform that allows capturing view stats). Make sure it’s prominently placed. If on YouTube, optimize the title, description, tags for SEO around your product and “explainer” keywords.
• Internal enablement: Ensure your sales team, success team, etc., all have the video link and understand when to use it. For instance, marketing might say “Hey Sales, here’s a new 90-sec explainer. Use it in your outreach and LinkedIn posts. Here’s a one-liner you can send with it.” The more it’s used, the more return.
• Campaign integration: Use the video in email campaigns, social posts, perhaps as an ad. If you have partners or affiliates, share it with them too.
• Track metrics: Use analytics – what’s the play rate on the homepage? Do people watch all the way or drop off at 50%? If drop-offs are high at a certain point, maybe the video loses them there (insight for future improvement). Check conversion metrics: did demo requests or sign-ups increase after adding the video? This data closes the loop to prove ROI.
• Optimization and A/B: Some companies even A/B test with/without video or test different thumbnail images to see what gets more clicks. Or if you have multiple versions (say a 60-second and a 90-second cut), test which performs better in converting viewers.
• Repurpose content: As noted before, take stills or short segments from the explainer to use in other content (gifs in blogs, snippets in ads, etc.). This extends the life of the content.

Why this stage matters: A fantastic video that no one sees, or that isn’t used effectively, is a lost opportunity. Distribution is where the rubber meets the road in terms of getting business value. It’s also where you learn and improve for next time (maybe the next explainer or other videos). Many folks treat the video as done when they get the file, but thinking like a marketer – the launch and promotion is just as important as the production.

Key takeaway: Treat explainer video production as a project with clear stages, stakeholder inputs, and strategic goals – not just a task to hand off to a creative team and hope for the best. By following a rigorous process from discovery through distribution, you increase the chances of getting a video that is not only creatively excellent but also on-point for your message and delivered on time for your needs. Typically, the most common failure points are in the early stages (poor brief, weak script) or communication breakdowns; focusing on those prevents costly fixes later. A well-run process means the final video will truly serve its purpose in the marketing and sales machine.

Measuring ROI and Performance of Explainer Videos

Core question: How can we justify the investment in an explainer video and demonstrate that it’s actually working? What metrics or evidence should we look at?

Short answer: You can prove the ROI of a B2B explainer video by looking at both macro metrics (like pipeline generated, conversion rate improvements, revenue growth) and micro metrics (like video engagement stats and lead behaviors). Essentially, tie the video to specific stages of your funnel and measure if things improved after adding the video. Industry benchmarks are on your side: the vast majority of marketers report positive ROI from video, and many see direct increases in sales attributable to video content. On a granular level, track view counts, completion rates, click-throughs, and anecdotal feedback from sales and customers – all these help build the case that the explainer is pulling its weight.

Let’s break it down:

Macro Outcomes (Down-Funnel Metrics):

These are the big impacts on your business that you ultimately care about:

• Lead Conversion Rates: If you add the explainer video to a landing page (say, your homepage or a product page), check what happens to the conversion rate on that page (conversion could be signing up for a trial, filling a contact form, etc.). There is evidence that websites see conversion lifts on key pages after introducing video – one study showed an increase from 2.9% to 4.8% on average, which is a 65% improvement in conversion rate. That’s significant. You can do an A/B test if you want to be sure: run half your traffic to a version of the page with video, half without, see the difference.
• Sales Cycle Length: For deals in your CRM, see if those who engaged with the video (you might track if a lead clicked the video link you sent, or if an account watched the video on the site) closed faster. If your sales team uses the video in outreach, do those prospects tend to move quicker from first call to proposal? It’s a bit qualitative but you can gather data by asking sales or looking at a few case studies.
• Win Rate / Deal Size: Similarly, check if opportunities where the video was viewed have a higher close rate or larger average deal size. The logic might be that those who are educated and sold internally via the video come in more primed and with higher confidence, possibly leading to better outcomes.
• Overall Revenue Growth: This is broad, but if video is a big part of your strategy, you might simply correlate periods of video usage with growth. There’s data like companies using video report 49% faster revenue growth than those that don’t. While that’s correlational, you could look at your own before/after adoption of video marketing.
• Marketing ROI: If you spent $X on the video, can you attribute more than $X in business from it? One approach is influenced pipeline: e.g., say in a quarter, 50 demo requests came from the homepage and the homepage had the video; if your average lead value is known, you could attribute some value to the video’s influence.
• Customer Onboarding/Support: If one goal was to reduce support tickets or onboarding time with new customers via an explainer, measure those. E.g., did the volume of basic “how do I get started” questions drop after adding the video to your welcome emails? Did time-to-first-key-action improve?

Micro Metrics (Engagement and Behavior):

These are leading indicators that the video is engaging people:

• View count and play rate: How many people are watching it, and of those who see the video on a page, what percentage click play? If play rate is low, maybe the thumbnail or placement isn’t enticing. If total view count is low but the page traffic is high, something’s off in placement.
• View-through rates (VTR): This is how far people watch on average. Common breakpoints are 25%, 50%, 75%, 100%. If a lot of viewers drop off at, say, 30 seconds (maybe 50% of the video), maybe that’s expected (short attention spans), or maybe your video loses steam at that point. However, if a high percentage complete the video, that’s a good sign of engagement (your content held their attention). Industry wide, completion rates for a 2-minute video won’t be 100% of course, but if you have, say, 60-70% watching all the way, that’s quite good.
• Clicks on CTA: If the video has an embedded CTA (like clickable link or if on YouTube maybe they click your site link in description), track that. For example, does putting “Book a demo” at the end actually get clicks? If not, maybe the CTA needs to be more compelling or the placement on page needs a real button below the video too.
• Engagement by channel: See differences between where the video is viewed. Views on your homepage might behave differently than views on LinkedIn or YouTube. On social, maybe they only watch 10 seconds unless hooked, whereas on your site someone might watch longer because they’re already interested. This can inform if you need shorter teaser edits for social.
• Sales usage: Track how often sales reps are sharing the video link in their communications. If you have a sales enablement system or even just anecdotal feedback, ask: are reps using the video in email cadences? Are they playing it during meetings? If reps start using it regularly, it’s a sign they find it valuable (salespeople won’t use stuff that doesn’t help them). You might even set a KPI like “each rep should send the video to at least X prospects per week” and then correlate that with email response rates.

Qualitative Feedback:

Not everything is numbers. Sometimes the proof of value comes in the form of comments and stories:

• Prospect comments: Perhaps in a sales call, a prospect says, “I watched your video, and it made things very clear. That’s why I booked this meeting.” Keep a log of such remarks. They are gold for both proving value and understanding what resonates.
• Sales team anecdotes: A sales rep might report, “Ever since I started sending out the explainer before my calls, I notice people come more prepared and we skip straight to deeper questions.” This kind of feedback indicates the video is doing the educational lifting.
• Internal alignment: Ask your team (product, marketing, new hires even) if the video helped them understand or pitch the product better. Often, an explainer video serves as a training tool internally too. If new employees say, “That video really helped me grasp our value prop on day 1,” that’s a nice side benefit.
• Investor or partner feedback: If you used the video in investor meetings or partner discussions, did they react positively? Sometimes an investor might say, “That video of yours really sold me on how the tech works.”

To systematically gather some of this, you could survey your sales team or customers about the content they find useful.

Building the ROI Case:

After a few months of using the video, compile a report or at least a one-pager:

• Include key stats: e.g., “Video has been viewed 5,000 times in the last quarter. Homepage conversion increased 1.5x since adding the video. 3 large deals referenced the video as helpful in decision. Support tickets on onboarding dropped 10%,” etc.
• If 89% of marketers say video gives positive ROI and you’re among them, state that.
• Calculate roughly: if the video led to X more conversions which led to Y more in pipeline or revenue, compare that to the cost of production to show a multiple.
• Also, emphasize intangible but important factors: consistency of message (everyone explains it the same way now), time saved (sales saved hours that would have been spent re-explaining basics), and competitive parity (we now have a slick asset just like top competitors do, so we don’t look behind).

Key takeaway: Measuring the ROI of an explainer video isn’t always as straightforward as, say, measuring an ad campaign, but by looking at a combination of improved funnel metrics and direct engagement data, you can usually demonstrate a strong positive impact. In practice, most B2B marketers see video as worth the investment – 89% report positive ROI and 84% attribute direct sales wins to video marketing – but having your own company’s data will make the case even more concrete. Always tie it back to the funnel: did it help attract, convince, convert, or retain customers better than before?

Common Mistakes That Undermine Explainer Videos

Core question: Where do explainer video projects typically go wrong, and what mistakes can cause an otherwise promising video to fail in delivering impact?

Short answer: The most common pitfalls are not usually technical failures or bad animation – they’re strategic and messaging mistakes. They include trying to cram too much into one video, taking an inside-out (company-centric) approach instead of a customer-centric one, drowning the viewer in jargon or feature lists, ignoring how the video will actually be used in context, and underinvesting in the early phases like scripting and research. By being aware of these traps, you can consciously avoid them and greatly increase the chances your video will succeed.

Let’s outline some of these mistakes and how to fix or avoid them:

Mistake 1: Trying to Say Everything in one video

• What happens: The team treats the explainer like it’s their one shot to tell the whole company/product story. The script becomes overstuffed with every feature, use case, and value prop they can think of – which leads to a long, unfocused video. Viewers get overwhelmed or tune out because there’s no clear single message.
• Consequences: An overloaded video leaves viewers with no clear takeaway (or they might only remember one thing and ignore the rest). It also often runs too long. Attention drop-off rises sharply with each extra minute if the content isn’t tightly relevant.
• Fix: Focus on one primary storyline. Identify the most important message or use case for this video and center on that. If you truly have multiple distinct stories to tell (e.g., different products or very different audiences), better to create multiple shorter videos (“capsules” or feature-specific explainers as mentioned earlier) rather than one mega-video. You can always make a series of videos – and in fact that’s better for modular use. As a test, ask: Can I summarize the point of this video in one sentence? If not, you likely have more than one video’s worth of content jammed in.

Mistake 2: Company-centric instead of Buyer-centric

• What happens: The video starts with “Our company was founded in 2019 with the mission to revolutionize X…” or “At [Company], we believe…” basically making it about the vendor, not the customer’s problem. It might spend too long bragging about tech or vision without linking to what the customer cares about.
• Consequences: B2B viewers, especially cold prospects, don’t care about you (yet). They care about their own challenges. A company-centric opening often fails to hook them. They might think, “Okay, you’re full of yourselves, but what’s in it for me?” and drop off.
• Fix: Make the buyer the hero from the outset. Start by acknowledging the problem or situation the viewer is in, before you ever introduce your company or product. Use “you” or describe their scenario in the first 15 seconds. Only once the problem context is clear do you introduce your solution (as a helpful tool or guide, not the hero itself). Keep the tone as “we understand your problem, and here’s a solution” rather than “we’re awesome, let us tell you about us.” Essentially, flip the perspective to customer-first. An acid test: count how many times the script says your company name or “we” vs. “you” or the customer’s role – it should heavily favor the latter in an explainer.

Mistake 3: Jargon and Feature Overload

• What happens: The script reads like it was copy-pasted from a technical spec sheet or an internal roadmap. It’s full of buzzwords or internal terminology that prospects may not know. For example: “Our platform delivers synergistic AI-driven optimizations for cloud-native infrastructure” – this kind of sentence makes a viewer’s eyes glaze over. Also, listing features (“It has A, B, C, D, E, F features…”) without context or benefit.
• Consequences: Jargon can confuse or alienate viewers. They either don’t understand, or worse, it sounds like empty marketing fluff and they tune it out. Listing too many features without a narrative doesn’t stick – people won’t remember any of them. The video fails to communicate value; it just sounds “techy” or “marketing-speak” without resonance.
• Fix: Use simple, clear language focused on benefits/outcomes. Pretend you’re explaining to a smart friend outside your industry – how would you make them understand? It’s okay to mention a technical term if it’s necessary, but immediately anchor it to a real concept. E.g., “We use machine learning (a type of AI) to automatically adjust your inventory levels, so you never run out of stock.” Also, rather than long feature lists, pick the top 2-3 features that support your narrative and highlight those. You can always say “and more” or have a supplementary list in text somewhere, but the video should deliver a cohesive benefit-driven story, not a laundry list.

Mistake 4: Treating the Video as an Isolated Asset

• What happens: The team finishes the video, uploads it to YouTube or their site, and considers the job done. They don’t integrate it into campaigns, sales flows, or draw attention to it. Or they embed it low on a page where few scroll, or hide it under a vague “Watch Video” link.
• Consequences: The video doesn’t get much traffic or use. It might as well not exist for many potential customers. It doesn’t influence pipeline because people aren’t encountering it at the right times. Essentially, ROI is lost because of poor distribution.
• Fix: Plan distribution from the start. Even in the concept phase, know: where will this live? How will people find it? Ensure it’s prominently placed where it matters (homepage, etc.). Announce it – e.g., a blog post or social posts saying “Check out our new explainer video.” Encourage (or even enable) your sales team to use it – e.g., by adding it to email templates or sequences. Include it in email newsletters, put it in your email signature (thumbnail with link), and so on. Also, accompany it with a clear CTA. For example, if on your homepage you embed it at the top, maybe right below it a big button “Request a Demo” to catch those who are sold by it. Think of the video as part of a campaign, not a one-off deliverable.

Mistake 5: Rushing Strategy and Script Development

• What happens: Eager to get moving, the team jumps into making the video (maybe due to a tight timeline) without spending enough time refining the script or aligning on the key messages. Or senior stakeholders don’t give feedback early on and then swoop in later with major changes. They might also focus more on visual preferences (“make it pop!”) early rather than on the message structure.
• Consequences: You end up with rework, timeline delays, or a subpar video. For instance, if the script wasn’t solid, during animation they might realize “this part isn’t clear” and have to redo content, which is costly. Or the final video looks nice but leaves people saying “I still don’t get it,” indicating a fundamental strategy miss that is now hard to fix without basically remaking the video.
• Fix: Invest time and stakeholder attention in the early phases (brief and script). Make sure all key voices are heard during the discovery and script review, to avoid surprise objections later. It’s much easier to tweak a storyboard or rewrite a line of script than to change an animated scene. As a rule, more effort should go into defining what to say than into polishing how it looks. Both matter, but one is foundational. If necessary, push back on unrealistic deadlines that don’t allow for proper development – a rushed bad video won’t help anyone. It’s better to launch a week later with a great video than to hit a date with something half-baked that might even confuse your audience.

By avoiding these common mistakes, you can dramatically improve both the quality and effectiveness of your explainer video without necessarily spending more. It’s about working smarter on the narrative and strategy, and then executing with the audience in mind throughout.

Key takeaway: Many explainer video failures can be traced back to too much content, wrong focus, unclear message, or poor follow-through. Keep it focused on the customer’s need, speak their language, don’t try to do everything in one go, and ensure you actually leverage the video once it’s made. Often, just being mindful of these pitfalls is enough to steer clear of them, because you’ll make decisions that keep the video lean, clear, and well-integrated into your marketing efforts.

How to Choose the Right Explainer Video Partner (What Buyers Look For)

Core question: From the perspective of a company looking to hire an agency or service to create a B2B explainer video, what factors do they care about when evaluating potential partners?

Short answer: Buyers evaluating explainer video partners typically look for four key things: 1) Domain expertise in B2B/tech (do you “get” their product and industry?), 2) Strategic capability (will you contribute ideas and push us to refine the message, or just animate whatever we say?), 3) A reliable process (clear timelines, good communication, proven ability to deliver), and 4) Portfolio & proof (work examples that match the style/quality they need, and testimonials or results to back it up). In essence, clients want a partner who not only can make a pretty video, but who understands their business context and will make the project smooth and successful.

Let’s break those down:

1. Domain Understanding (B2B/SaaS/Fintech Literacy)
A fintech startup might hesitate to hire an agency that mostly does cartoon explainer videos for consumer products, for instance. Buyers feel more at ease if the partner has demonstrated experience in their industry or type of product.

• Signals of domain expertise: Case studies or examples of past videos in similar industries (e.g., “look, they’ve done a video for a cybersecurity company, they’ll understand our jargon better”). Or the agency’s website explicitly calls out specializations like “We do SaaS product videos” or “Experience with enterprise tech.”
• During initial calls, they might gauge how quickly the vendor grasps their complex offering. If the agency can play back their understanding, ask intelligent questions, or even has worked with a competitor or analogous product, that builds confidence.
• Why it matters: If a team already speaks the language of B2B and the specific domain, the project will likely move faster (less time explaining basics to the agency), and the resulting video will be more accurate and credible. Shared context means fewer frustrating moments of “No, that’s not what we meant – our audience won’t get that.”

2. Strategic Thinking (Not Just Order Takers)
Many clients have been burned by vendors who just do exactly what is asked without adding any value – which can lead to mediocre output if the initial ask wasn’t well thought out. So they appreciate partners who act as collaborators or even consultants on the message.

• What to look for: In early conversations, a strategic partner will ask smart questions about your goals, target audience, differentiation, etc. They might gently challenge you: “Do we really need to include that point? Maybe the video would be stronger focusing on this angle.” That shows they’re thinking about impact, not just execution.
• They might provide a brief or discovery workshop as part of their process – indicating they’ll help refine the story. They possibly have a content strategist or scriptwriter who has impressive chops.
• They’ll talk about how the video fits in your funnel or how to maximize use, which signals they consider the bigger picture (i.e., they care if it actually works for you).
• Why it matters: A strategic partner ensures you get a video that solves the right problem and resonates with the audience. If the client is unsure of the best messaging, the agency can guide them. Order takers might produce a visually nice video that nonetheless doesn’t move the needle because it wasn’t framed right. Essentially, you want a partner who is invested in your success, not just in delivering a file.

3. Process and Reliability
B2B clients often have deadlines (product launch date, conference, board meeting) and internal stakeholders to manage. They value a partner who is organized, communicative, and dependable.

• Process indicators: The agency should be able to outline their production process clearly (as we did above in stages). They should give a timeline with milestones and revision rounds defined. For instance, “We’ll have a script draft by Week 2, you get two rounds of revisions on script, then storyboards by Week 3, etc., delivery by Week 6.” This shows professionalism and helps the client plan.
• Communication: Do they respond promptly to emails? Are they clear in what they need from you at each step? A reliable partner often assigns a project manager or main point of contact who keeps things on track.
• Managing revisions: Clients will look for whether the proposal includes a certain number of revisions or how scope changes are handled. Too few revisions might worry them (what if we don’t like the first version?). Too many open revisions might worry the vendor (could drag on forever). A balanced approach (like 2 rounds at script, 2 at animation) is common and clients accept that.
• Meeting deadlines: Testimonials or references might mention “they delivered on time” or “they navigated a crunch to meet our conference date.” That is gold. If you have a reputation for hitting deadlines, highlight it.
• Why it matters: Corporate clients need low-risk execution. They often have to report to their boss about progress. If an agency disappears for weeks or misses deadlines, it reflects poorly on the internal champion who chose them. A smooth process also reduces the time the client has to put in – they want to hand it over and trust it’ll come back great (with their input appropriately gathered). Reliability reduces stress and builds trust for future projects too.

4. Portfolio Quality and Relevance
At the end of the day, clients will judge by the work they can see. They’ll ask: do I like their past videos? Are those videos effective? And are there any that feel close to what I want?

• Visual and storytelling quality: The portfolio should show professional polish – smooth animation, clear audio, good pacing. If all the examples look low-budget or template-y, a client might think “ours will look the same.” On the flip side, if they see a variety of styles all done well, it shows versatility and quality.
• Relevance: If a client is a serious enterprise software firm, and the portfolio is mostly quirky cartoons for consumer apps, they might worry the agency can’t hit the tone they need. Ideally, they’ll see something analogous: e.g., an API product video, or a complex concept explained. If not exact industry, at least complexity level or target audience similarity.
• Results and testimonials: If the agency can share some results (like “Our video helped Client X increase Y metric”) or a testimonial like “We loved the outcome, got great feedback from customers,” it reassures the buyer. They might even reach out to references.
• Range vs. focus: Some buyers like agencies that have a consistent signature style (if that’s what they want too). Others prefer those who tailor style per project. So know your audience – but generally showing you can adapt is beneficial in B2B because each company’s brand is different.
• Budget alignment: Portfolio also gives clues of budget range – high-end 3D work might signal expensive; simpler animation might be more affordable. Clients will try to gauge if you’re in their budget ballpark by the fanciness of past work. It helps if you also are somewhat transparent or give a starting price range so you don’t waste each other’s time.

Why it matters: It’s proof of pudding. Everyone can say they do great videos, but showing ones that made an impact on companies similar to the buyer’s is the ultimate convincer. Also, buyers often have to convince others internally (“Here are 2-3 videos by this agency; see, they can handle our project well”). So a strong portfolio helps your champion make the case to hire you.

In sum, as a buyer you want a partner who “gets” your business, will make your life easier through strong collaboration and process, and can deliver a video that looks and feels top-notch and effective. If you find an agency or freelancer who ticks those boxes, you’ve likely found the right fit.

Key takeaway: Companies shopping for explainer video services evaluate partners not just on artistic talent, but on understanding of B2B content, ability to contribute strategically, project management skills, and a track record of success. For the service provider (agency or freelancer), demonstrating domain expertise, strategic acumen, a solid process, and an impressive portfolio with relevant examples will go a long way to winning the trust of potential clients. Essentially, clients want to hand over their complex story to safe hands that will shape it into a compelling video without a lot of drama or hand-holding.

Future Trends in B2B Explainer Videos

Core question: How is the B2B explainer video landscape evolving? What new trends or changes should companies be aware of to stay ahead of the curve?

Short answer: The world of B2B explainer videos is moving toward more personalization and interactivity, increasing use of AI tools in the production process, and the development of video content ecosystems instead of one-off videos. In practical terms, this means you might soon be creating multiple tailored versions of your explainer for different audiences, leveraging AI to speed up scripting or editing (while still relying on human creative direction), and integrating your explainer into a broader library of video assets that span the buyer journey. Companies that embrace these trends can deliver more engaging and relevant video experiences to prospects and customers, while potentially saving time and cost in production.

Let’s look at the trends one by one:

Trend 1: Personalized and Interactive Explainer Videos
One-size-fits-all is starting to give way to one-size-fits-one (or few). Instead of sending the exact same video to every viewer, more companies are experimenting with tailoring the content to the viewer’s context.

• Role or industry-based variants: For example, a SaaS company might create slightly different versions of their explainer for different verticals (healthcare, finance, retail) or for different job roles (a version that speaks more to CFO concerns vs. one for a technical manager). These aren’t totally new videos from scratch; they could be 80% the same, with 20% swapped scenes or voiceover that insert relevant context. The benefit is that a healthcare exec sees an example in a hospital context, making it instantly more relatable than a generic one.
• Interactive video experiences: Imagine an explainer that has decision points – e.g., at the start the viewer can click “I’m interested in the technical details” vs. “Show me business outcomes,” and the video branches accordingly. Tools for interactive video (where viewers choose paths or click on elements to learn more) are getting more user-friendly. Interactive explainers can be powerful in sales cycles: a prospect essentially self-navigates to the info they care about, increasing engagement.
• Dynamic personalization: Some platforms allow inserting viewer-specific details into videos automatically. For instance, the intro text might say “Hi Alice” if that’s the viewer’s name (from an email campaign link), or the content might pull in the viewer’s company name or logo into the video. This kind of token-based personalization has been used in sales outreach tools for video, making the recipient feel the video was made just for them. It grabs attention (who wouldn’t watch when they see their name on screen?).
• Why it’s happening: Buyers, especially in ABM (Account-Based Marketing) contexts, are getting tons of generic content. Personalized video stands out and can drive higher engagement because it feels more relevant. With more data available about prospects and more tools to automate variations, it’s becoming feasible at scale.
• What to anticipate: It may become expected that your sales team has a custom video pitch for big clients or that your marketing videos dynamically adapt on your website depending on visitor profile. Companies should consider building modular video content that can be easily tweaked for different segments, and exploring interactive video platforms.

Trend 2: AI-Assisted Production (Human-led Strategy with AI tools)
AI is touching every field, and video production is no exception. We’re seeing AI being used to accelerate or supplement parts of the explainer creation process:

• Script and copywriting: AI writing assistants (think GPT-based tools) can help generate initial script drafts or brainstorming ideas. For instance, you could prompt an AI with “Explain [product] in a friendly tone” and see how it articulates your value prop. It might not be client-ready copy, but it can give a starting point or alternative phrasing.
• Voiceover generation: AI text-to-speech has gotten incredibly lifelike. Now you can get a fairly natural-sounding AI voiceover in multiple languages or accents at a fraction of the cost and time of hiring voice actors – useful especially for quick iterations or localized versions. Some companies use AI voices for internal video drafts, and some even for final if quality is sufficient and budget is tight (though human VO is still generally higher quality and more emotive).
• Video editing and creation: Tools like Synthesia, for example, allow creation of talking-head style explainers with AI avatars speaking your script – which could be used for certain use cases (like personalized sales videos or training content). AI can assist with automating animations (e.g., generating scenes or transitions based on script cues), or suggesting imagery.
• Localization: Translating and re-voicing videos in multiple languages is a heavy task. AI translation plus AI voices can quickly produce versions in other languages, which you can then fine-tune with native speakers, drastically reducing localization time.
• However – human-led strategy remains crucial: The AI can speed up tasks, but deciding what the story is, what visuals make sense, what tone to strike – these are strategic/creative decisions where human insight into the audience is key. AI might help you write ten variations of a sentence, but only a human (who knows the buyer’s mindset) can pick which one truly resonates or is on brand. AI might assemble a scene, but a human director will sense if it’s giving the right impression or if something needs adjustment for clarity.
• In short: AI is becoming a co-pilot in production. The future likely has a lot of grunt work automated (like versioning, simple animations, etc.), allowing creative teams to focus more on the high-level messaging and truly custom elements. The result could be faster turnaround and possibly lower costs, or the ability to produce more content variants for the same cost.
• What to do: Keep an eye on AI tools that can fit into your workflow. Experiment with one or two in low-risk projects to see quality. But also, upskill your team’s strategic chops – the more low-level work AI can do, the more clients will value your strategic guidance.

Trend 3: Explainers as Part of a Video Content Ecosystem
Rather than making an explainer video once and considering video done, companies are moving towards creating a library of various video content that supports the buyer journey and customer experience at multiple touchpoints. The explainer becomes the hub of a wheel with many spokes.

• Multiple video assets: Leading companies might have:
  • A main 90-second explainer (overview).
  • A set of 4-5 feature deep-dive mini-explainers (30 sec each).
  • Customer testimonial videos or case study clips.
  • Webinar snippets or thought leadership videos.
  • On-demand demo videos or product walk-throughs.
  • Training videos for users.
    Essentially, a video for every stage (as we discussed in funnel usage).
• Consistent narrative & branding: These aren’t random one-offs; they usually share a visual identity and messaging framework. E.g., the style of animation or the characters might recur, giving a cohesive feel (like episodes of a series). Or the messaging in the feature videos ties back to the core value shown in the main explainer.
• Evergreen and updated content mix: Companies will treat video content like they treat blogs or documentation – something that needs regular updates and additions. The explainer might be refreshed every couple of years to reflect new positioning (just like websites are redesigned periodically). Feature videos get added as new features roll out. A YouTube channel is maintained with fresh content.
• Why this is happening: As mentioned, 87% of B2B marketers now use video and a majority plan to increase investment. It’s no longer a novelty; it’s a staple. To keep up with buyer expectations (who now often prefer video for content consumption), marketing teams are building capacity to produce video content at scale. Also, different platforms (LinkedIn, YouTube, email, in-app) call for different video approaches – one video can’t rule them all.
• The ecosystem approach acknowledges that complex B2B sales might require multiple pieces of content. One video might hook someone, but another might convince the technical evaluator, and yet another might onboard the end-users. Together, they accelerate and reinforce each other.
• What to anticipate: More companies will have an in-house video team or a dedicated agency retainer to produce ongoing video content. We’ll see more modular video series. Also, content strategies will include video as a core component, not an afterthought – e.g., when planning a new product launch campaign, from day one they’ll plan a suite of videos (teaser, explainer, tutorial) as part of it.
• VR/AR and new media? Not immediately mainstream for explainer, but as AR and interactive content grows, maybe in a few years a “product explainer” could be an AR experience where you place a virtual object on your desk and it explains itself. Or VR demos for complex machinery. These are early, but the general trend is immersive content – and video is the current practical form of that.

Key takeaway: The future of B2B explainer videos looks more dynamic, tech-assisted, and integrated. Businesses should prepare to tailor videos more precisely to audiences (personalization), use new tools to be more efficient (AI), and think in terms of ongoing video content strategy rather than one-off productions. Those who adapt will keep their message delivery fresh and compelling in a media environment where video is only getting more prevalent.

Pulling It All Together: Explainer Videos as a Strategic Asset

We’ve journeyed through why explainer videos matter, what they are, how to make them, and how to use them. The overarching theme is this: B2B product explainer videos sit at the intersection of product, marketing, and sales, and they solve a critical challenge of modern go-to-market strategy – clearly and persuasively communicating complex product value to busy, skeptical decision-makers.

For companies with intricate offerings (SaaS platforms, fintech services, deep tech solutions, etc.), a strong explainer video isn’t just a marketing gimmick; it’s often a foundational asset that delivers benefits across the board. To recap some of those benefits:

• Faster understanding = shorter sales cycles: When prospects “get it” quicker (sometimes in 90 seconds) thanks to the video, they move through the funnel faster. The early-stage educational hurdle is cleared, so later stages can focus on specifics and closing.
• Better engagement = higher conversion rates: Video captures attention and can emotionally resonate, leading more visitors to convert to leads. As we cited, adding an explainer can boost page conversion rates significantly. More engaged prospects also mean more receptive sales conversations.
• Consistent messaging = improved internal and external alignment: Everyone – from a new customer to a new sales hire – hears the same core story. This consistency builds a strong brand narrative and prevents the “five different versions of the pitch” problem. Internally, teams from marketing to engineering start to rally around the simplified story of the product shown in the explainer.
• Enhanced onboarding and user adoption: Post-sale, explainers and their spin-offs help ensure customers actually use the product effectively (reducing churn and support costs). It’s easier to show a user how to do something in a 1-minute clip than to have them read a manual.
• Multi-purpose content = great ROI: That one explainer can feed many channels – it can be the intro of your sales deck, a social media post, an email embed, a conference booth loop. It keeps giving value beyond just the website view count.

However, to truly maximize these benefits, companies should approach explainer videos not as an item to check off, but as a strategic initiative. That means asking key questions upfront, such as:

• What specific buyer pain are we addressing with this video? (And ensure the video actually addresses it clearly.)
• Where in our funnel will this video have the most impact, and what action do we want viewers to take after watching? (This guides the call-to-action and distribution plan.)
• How will we measure success? (Decide on metrics like increased demo requests, higher page conversion, etc., and set up tracking.)
• What other assets can we derive from this core video narrative? (Maybe plan from the start to also create three 30-second feature snippets, or a version without voiceover for certain ads, etc. – a “capsule” approach where the main video is the master and smaller ones are the derivatives.)

By adopting a capsule mindset as suggested – treating each section of your narrative as a reusable module – you create a “narrative asset bank.” Over time, you build a collection of video content that can be remixed and repurposed across channels, audiences, and stages. For instance, the story arc from your explainer can become a blog post series, a LinkedIn carousel, talking points for sales calls, etc. This reinforces your message consistently.

Finally, remember that an explainer video is a means to an end: effectively communicating value. When done well, it becomes the clearest, most compelling articulation of your product’s value proposition. In competitive markets, that clarity is a durable advantage. Companies often have similar features, but the one that can tell the best story wins mindshare and often market share.

So, whether you’re a marketing team pitching the idea internally, a product manager thinking of ways to boost adoption, a founder crafting investor presentations, or even a B2B buyer consuming these videos – it’s evident that the ability to simplify and convey understanding quickly is incredibly powerful. Explainer videos, at their best, do exactly that: they translate complexity into a story that humans can understand and care about.

In the age of information overload, providing clarity and confidence is a true service to your audience. That’s why B2B product explainers have moved from being a novelty to being a cornerstone of effective product marketing and sales enablement. If you haven’t yet built this capability, now is the time – because your buyers are not waiting around to read the fine print.