Types of Explainer Video Formats and How to Choose the Right One
The purpose of an explainer video is to communicate an idea, product or service quickly and clearly. But there are several ways to do this. Choosing the right type of explainer video depends on what you’re explaining and who will be watching it.
Here are four of the main types of explainer videos and when each works best.
1. Animated explainer videos
An animated explainer video uses moving characters, shapes, icons and text, usually accompanied by a voiceover. It can be created in 2D, 3D or a combination of both.
Why it works:
- It can bring ideas to life that are difficult to film, such as software demonstrations, data visualisations and tutorials.
- You have complete control over the look and feel, making it easy to align with your brand.
- It works across a wide range of audiences and industries.
Best for: Technology and software companies, finance, healthcare and any business that needs to explain something complex.
2. Live action explainer videos
A live action explainer video uses real people, locations and products to communicate a message. This might involve a presenter explaining a product or service, or members of your team sharing their knowledge and experience.
Why it works:
- Real people help build trust and credibility.
- It allows viewers to see your product, team or workplace as they really are.
- It creates a more personal connection, which can make a difference when people are deciding who to work with.
Best for: Service businesses, products that people want to see in action, company stories and customer testimonials.
3. Whiteboard explainer videos
Whiteboard explainer videos are one of the oldest explainer video production formats. They typically show a hand drawing illustrations on a white background while a voiceover explains the story or message.
Why it works:
- It’s an effective way to break down a topic and explain it step by step.
- The clean, simple style keeps the focus on the message.
- It works particularly well for education and training.
Best for: Teaching, training, process explanations and anything that benefits from being explained visually in stages.
4. Screencast explainer videos
A screencast explainer video records what happens on a computer screen or mobile device, with a voiceover explaining each step. It’s one of the simplest and most effective ways to demonstrate how software, an app or an online tool works.
Why it works:
- Viewers can see exactly how something works.
- It’s practical, clear and straight to the point.
- It’s ideal for how-to videos, tutorials and onboarding.
Best for: Software, apps, online tools and customer support content.
How to choose the right type of explainer video
Choosing the right explainer video format comes down to three main questions.
What am I explaining?
Think about the content you’re trying to communicate. Abstract ideas and complex concepts often suit animation, while physical products and people are better suited to live action. Software demonstrations are generally best shown through screencast videos.
Who is watching?
Your target audience plays an important role in choosing the right explainer video format. If your customers need to build trust in your product or service, they may respond better to seeing real people on screen. Learners, on the other hand, may prefer a simple whiteboard style that breaks information down into easy-to-follow steps.
Where will it be shown?
Consider where your video will be used. A video on your homepage may need a more polished, branded approach, while a tutorial in your help centre can be much simpler and more instructional.
You can also combine different styles to explain a product or service more effectively. A common approach is to use live action for the introduction, then bring in animation to explain the more complex parts of the product or service.