7 types of explainer videos that work great for businesses

So you’ve got a killer product. Maybe it’s the perfect pair of ergonomic office slippers, or a high-tech coffee grinder with 12 grind modes. Maybe it’s a minimalist jewelry line that catches the light just right, or a bold perfume that smells like confidence in a bottle. Maybe you’re selling a service that saves small businesses time and stress. Whatever it is, you know it’s great. But does your audience?

That’s where explainer videos come in. Think of them as your digital hype squad. They break down your offer, highlight your unique twist, and get people nodding along like, “Yep, that’s exactly what I need.” In the world of business video marketing, a good explainer video grabs attention, delivers clarity, and drives real conversions. Let’s look at the types of business explainer videos that can do just that, especially for e-commerce brands looking to stand out in a noisy digital crowd.

A powerful explainer video isn’t just “nice to have.” It’s one of the most effective tools in your digital arsenal. Especially if you’re in e-commerce, where you don’t have a salesperson on the floor, your video is your pitch.

For example, a 30-second animated explainer video for a water bottle brand can show the leak-proof seal in action, highlight how it keeps water cold for 24 hours, and drop in some quick facts about the eco-friendly materials. Just like that, a browser becomes a buyer. Shopify brands using product explainer videos on landing pages have seen conversion rates jump by as much as 80%. That’s not a typo. If your product has features, benefits, or even a fun origin story, an explainer video gives it all the spotlight it deserves.

Explainer videos also help reduce product returns. When shoppers understand what they’re buying — how it looks, feels, and functions — they’re less likely to click that “return” button. It’s a win-win: happier customers and a healthier bottom line.

2D animated explainer videos are the bread and butter of business video marketing. They’re fun, colorful, and extremely versatile — whether you’re selling yoga mats or onboarding software.

They work especially well for abstract ideas. Let’s say you run an e-commerce platform that helps indie beauty brands manage shipping logistics. A 2D animation can bring to life a little character who struggles with orders… until your platform swoops in like a shipping superhero. Boom — you just made a potentially dry service memorable.

This type of business explainer video is also cost-effective. Compared to 3D animation or live shoots, 2D motion graphics are faster to produce and budget-friendly for startups or solo entrepreneurs. Plus, they’re scalable — you can use the same assets for social reels, YouTube ads, or your homepage.

Don’t underestimate the charm factor. A quirky voiceover paired with sleek 2D visuals makes your message instantly more engaging. It’s not about being flashy — it’s about being clear, likable, and sticky in your audience’s mind.

Sometimes, your audience just needs to see a real human using your product. That’s where live action explainer videos shine. Think of unboxings, how-to guides, or “day in the life” stories featuring your product in use.

For example, a skincare brand can film a real customer applying their serum and talking about their results. Or a meal-prep delivery service can show how easy it is to whip up dinner with their kits. In both cases, live action adds trust and relatability, especially if you keep it authentic and not overly polished.

These videos build connection fast. People trust faces. A well-cast actor or a happy customer testimonial in video form can do more than a dozen five-star reviews.

Live action explainer videos also work great when your product’s texture, size, or movement matters. Think apparel, furniture, or gadgets — showing is selling. Just make sure your lighting, script, and editing don’t feel like an ad. Keep it conversational, like a friend letting you in on their favorite find.

Got a complex product? Need to walk someone through a multi-step process? Whiteboard animation is your best friend. It’s clean, linear, and naturally encourages viewers to follow along.

Let’s say you’re selling a subscription to a new productivity app. A whiteboard-style video can sketch out the daily chaos of missed deadlines, then map out exactly how your tool brings clarity and flow.

Or let’s say you’re launching a customizable jewelry line. A whiteboard animation can walk viewers through the journey: from selecting a birthstone and metal type to seeing their piece crafted and shipped. It turns a complex, multi-step buying experience into something visual, smooth, and satisfying — like watching their dream accessory come to life.

What makes this explainer video type so effective is its psychological pull. Watching things get drawn out — line by line — taps into a sense of curiosity and progress. You’re literally watching clarity unfold.

This format is also timeless. It feels professional without being stiff, and it’s low on visual clutter, which helps your message shine. If you’re aiming to position your brand as an educator or thought leader, this is a smart move. It builds authority without overwhelming your audience.

Infographic explainer videos are all about turning data into “aha!” moments. Perfect for showing off statistics, results, or product benefits in a dynamic, eye-catching way.

Let’s say your e-commerce brand sells blue light glasses. An infographic video could show how 70% of people experience eye strain, and how your glasses reduce headaches by 40%, backed by customer surveys or lab tests. Animated charts, moving icons, and bold numbers do the heavy lifting.

This type of video is ideal for B2B products, tech, or wellness brands — basically, anything with numbers worth bragging about. Just don’t dump a bunch of figures on screen. Focus on the meaning behind the numbers and keep things moving.

Infographic explainer videos also perform well on LinkedIn and in investor pitches. They say, “We know our stuff,” without making your viewers feel like they’re reading a report. Add music, a friendly voiceover, and some brand colors, and it becomes an asset you can use across your funnel.

If your product has physical features that need to be shown off from every angle, say hello to 3D animated explainer videos. They’re stunning, detailed, and perfect for showcasing innovation.

Imagine you’re launching a new smart thermostat. Anyone considering buying this will want to understand how it works first. A 3D animation can zoom into the circuitry, show how it connects to your home system, and even simulate the touchscreen interface in action. It’s like a product demo… without needing to film a single frame.

3D animation is especially popular in tech, automotive, and industrial sectors. It helps people understand how something works before they buy, which is gold in high-ticket sales.

Yes, it’s a bigger investment. But the visual polish and professionalism can elevate your brand perception instantly. It says, “We’ve arrived.” And when done well, it sticks with your audience in a way few formats can.

Stop motion explainer videos are a little offbeat… and that’s exactly why they work. They use real-world objects and a frame-by-frame animation style to create a handmade, tactile feel.

This works beautifully for artisanal, eco-conscious, or indie brands. Imagine a coffee brand using stop motion to show beans turning into a morning ritual. Or a handmade soap business illustrating how each bar is cut, stamped, and wrapped. It’s cute, clever, and memorable.

What’s special about stop motion is the effort it conveys. Even if your video is only 15 seconds long, people can sense that it took time and care to make. That aligns well with brands that are all about detail and craft.

It’s also great for social media. These videos pop in feeds and are often shared just because they’re delightful to look at. If your goal is brand awareness and charm, stop motion is worth trying, even in bite-sized formats.

This is the old-school animation style we know from Saturday morning cartoons: frame-by-frame, hand-drawn (or digitally painted to mimic that feel). It’s a gorgeous format for telling emotional or nostalgic stories.

Let’s say you have a brand that started from humble beginnings, like a father-daughter duo building custom bicycles. A traditional animated explainer video can tell that origin story with warmth, pacing, and personality.

Or maybe you’re a boutique watch brand reviving vintage craftsmanship. Traditional animation can show the ticking heart of your timepieces, the history behind your designs, and the passion passed down through generations — all in a way that feels timeless, elegant, and rich with story.

This type of explainer video is perfect for campaigns focused on brand, not just product. It connects with viewers on an emotional level and helps build loyalty over time.

While not as common in e-commerce product pages, traditional animation can be powerful in founder’s story videos, seasonal campaigns, or brand re-launches. If your identity is rooted in values, culture, or history, this format brings it all to life.

There’s no shortage of explainer videos out there. But the ones that work — the ones that boost conversions, spark brand loyalty, and make customers say, “That’s so me!” — all share a few key ingredients. No matter which format you choose, here’s how to turn a good explainer video into an effective one.

Start with the pain, not the product

People don’t wake up thinking about your product. They wake up thinking about their problems. That’s why every strong explainer video starts with a pain point your audience already feels.

If you sell handmade watches, show a customer frustrated by mass-produced options that don’t last. If you’re offering custom perfume, open with someone overwhelmed by generic scents that don’t reflect who they are. You want your viewer to nod and think, “Yep, that’s me.”

Once they’re emotionally on board, then — and only then — you introduce your product as the solution. Keep the transition smooth. Think of it as storytelling, not selling.

Use humor — but keep it smart

Nothing humanizes a brand faster than a little wit. Humor works especially well in 2D animated explainer videos or casual live action formats. A funny narrator, clever metaphor, or unexpected visual punchline can turn a scroll-past moment into a replay.

Selling beard oil? Use a talking beard as the narrator. Marketing a jewelry-cleaning kit? Let a ring monologue about its “glory days” before your product gives it a makeover.

Just remember: humor needs to match your audience’s tone. If your brand is chic and elegant, aim for charm and subtle irony rather than slapstick. The best jokes serve the message — they don’t distract from it.

Keep it short, but packed with value

In explainer video land, less really is more… but only if you’re strategic. The sweet spot for most formats is under 90 seconds. For social platforms like Instagram or TikTok, 15–30 seconds may be ideal.

But short doesn’t mean shallow. A 60-second video for a luxury bracelet can still show craftsmanship, benefits, and brand personality — if you keep the script laser-focused. Use strong pacing, tight editing, and visuals that support your message, not compete with it.

If you must go longer (like in traditional animation or storytelling campaigns), build in mini “hooks” every 15 seconds to re-engage the viewer. Keep momentum alive from start to finish.

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Choose voiceover and music with care

You could have the best visuals in the world, but if your voiceover is stiff or your music is generic, your audience will check out.

Pick a voice that fits your brand. Warm and friendly for skincare, confident and cool for high-end tech, and soothing and refined for niche perfumes. The tone matters just as much as the words.

Music should complement, not overpower. Think of it as emotional seasoning rather than the main dish. A minimal lo-fi beat, soft piano, or upbeat ukulele can add polish without distraction.

Pro tip: always test your video muted, too. If your visuals alone can’t carry the message, it’s time to zhuzh your storyboard.

Focus on one goal at a time

One explainer video = one message. That message might be “Buy this necklace,” or “Understand how our subscription works.” But if you try to cram in your entire brand story, product line, and origin story all at once, you’ll end up losing people.

Decide on the video’s job, then write and design everything around that purpose. Use a clear call to action (CTA) at the end: “Shop now,” “Learn more,” “Try it free.” Don’t be vague. Tell your viewer exactly what to do next.

If you have multiple messages to share, create a video series. A trio of short, focused videos is way more powerful than one cluttered mega-explainer.

Explainer videos are equally trendy and strategic. With the right format, they can boost conversions, reduce returns, and make your brand instantly more memorable. Whether you’re leaning toward a sleek 3D animated video or a cozy stop motion clip, the key is clarity + personality. That combo sells.

And here’s the best part: explainer video types aren’t one-size-fits-all. You can start with 2D animation to introduce your brand, then move into live action for product launches, or infographic videos for big milestones. Mix and match based on your campaign goals. Your story deserves to be seen — now go give it some movement.