Explainer Videos: Presenting Complex Offerings Simply

A good explainer video makes clear in 90 seconds what pages of text cannot. How explainer videos are made and when they pay off.

When an explainer video pays off

The more explanation an offering needs, the harder it is for text alone: software, services with several steps, technical products, or new procedures for customers and employees. An explainer video reduces the topic to its core and shows in moving images what a paragraph of body text can only describe laboriously. It is especially worthwhile wherever the same question comes up again and again – in sales, in support, or during onboarding.

How an explainer video is made

• Concept: Who is supposed to watch the video, and what should that person have understood afterwards? One core message, not five.
• Script: The narration is trimmed for length and clarity – 90 seconds equals roughly 200 to 220 spoken words.
• Storyboard: A visual idea is developed for every sentence so that image and sound tell the story together rather than side by side.
• Production: animation, voice-over by a professional speaker, and fine-tuning – including subtitles for playback without sound.

Which format fits?

• Animation: flexible and timeless – ideal for abstract topics and processes.
• Screencast: screen recording with commentary – perfect for software and online portals.
• Live action: creates closeness and trust, for example when people and places play a role.

Practical tips from our projects

• Keep the video under two minutes – the website is there for the details.
• The first ten seconds are decisive: open with the viewer’s problem, not with your company name.
• Plan where the video will be used right from the start: homepage, service pages, social media, trade fairs, and employee onboarding.

Wondering whether an explainer video fits your offering? We are happy to advise you in a no-obligation initial consultation.

Related: Explainer videos by Reuther Media and webinars.