Animation Video Agency

Explainer videos often carry a bit of baggage in the marketing world—but not because they’re inherently bad. The problem lies in the term itself. “Explainer video” has become a catch-all for “animated videos,” creating confusion and blurring the purpose these videos are meant to serve.

Let’s clear that up: explainer videos and animated videos are not the same thing.

An explainer video is just one objective an animated video can fulfill. Each type of video serves a distinct purpose:

1. Explainer Video
   • Objective: Simplify and explain a concept, product, or service.
   • Example: A video breaking down how your software streamlines complex processes.
2. Sales Video
   • Objective: Persuade viewers to take action, like signing up or making a purchase.
   • Example: A promo video highlighting benefits and driving conversions.
3. Announcement Video
   • Objective: Share updates like a product launch or new feature.
   • Example: A visually engaging video introducing your app’s latest upgrade.
4. And so on…

Each type of video plays a unique role in the customer journey and requires tailored distribution strategies to maximize impact.

The Common Pitfall

The real issue arises when businesses create one type of video—often a sales or promo video—but distribute it as an explainer. This mismatch leads to poor results because the video doesn’t align with the viewer’s expectations or needs at that point in their journey.

Why does this happen?
It’s understandable. Businesses want to explain their product or service but can’t resist sneaking in the sales pitch. It comes from a good place—they’re excited about their offering.

But here’s the key:

If a user is already on your site and chooses to watch your video, they’re at least somewhat interested.

Don’t oversell. Instead, focus on delivering the information they came for.

An explainer video is about clarity and education—not persuasion. Let your product speak for itself, and when paired with the right call-to-action elsewhere on the page, you’ll see better results.

By staying true to the video’s purpose and respecting where the user is in their journey, you’ll build trust and achieve the outcomes you’re aiming for.

Animated video isn’t a standalone asset

In fact, no b2b marketing asset stands alone.

Every piece of content should work together to form a cohesive web of touchpoints, creating opportunities for potential customers to engage and guiding them, step by step, toward making a purchase.

As for animated videos, there’s no universal rule for where they belong in your ideal customer journey. Their placement depends entirely on the objectives of the video and your business goals.

When planning how an animated video fits into the journey, I focus on:

• Identifying knowledge gaps: What critical information might the viewer be missing?
• Considering previous touchpoints: What interactions have they already had with your brand?
• Understanding their mindset: What do they want to learn or achieve at this stage?
• Shaping outcomes: What key takeaways or actions do you want to inspire?

By addressing these questions, you can ensure the video aligns with your broader strategy, delivering value and creating meaningful connections—not standing in isolation.