What are Explainer Videos? A Comprehensive Guide for Professional Services Marketers

by | Dec 21, 2023 | Production Tips | 0 comments

Increasingly, customers want their information fast and visually engaging. One type of content that has caught on with businesses of all sizes is explainer videos.

These marketing tools are gaining popularity among professional services firms, such as accounting, legal, and consulting firms, as they seek to differentiate themselves with creative and compelling content. But what exactly are explainer videos, and why are they so important today?

In this article, we will provide an overview of explainer videos, discuss their role in marketing strategy, compare animated and live-action explainer videos, showcase successful case studies, outline the basic steps in creating explainer videos, and examine emerging trends in video production.

Overview of Explainer Videos: Key Characteristics

Explainer videos are short, animated or live-action videos that explain a product, service, or concept in a simple and compelling way. They are usually one to two minutes long and designed to capture the viewer’s attention quickly.

The key features of a great explainer video include quality visuals, clear storytelling, instrumental or voiceover audio, and a call to action that prompts the viewer to respond.

These videos aim to simplify complex topics to maximise retention and engagement, making them an effective tool for marketing communication.

Importance in Marketing Strategy

Explainer videos have become a popular marketing tool for businesses because they allow organisations to make a lasting impression. These videos help businesses reach a wider audience, grab the viewer’s attention, and increase brand recognition.

They can also help drive website traffic, boost social media engagement, and increase conversions.

Additionally, it’s worth noting that explainer videos are popular among younger generations, making them an ideal marketing tool for businesses looking to target Millennials and Generation Z.

Animated vs. Live-Action Videos: Benefits and Contexts

Animated and live-action videos each have their own unique benefits and contexts.

Animated videos work well for abstract concepts, technical jargon, and visualising data. They are also a popular choice for humorous content and can appeal to a broader audience.

On the other hand, live-action videos are better for promoting physical products such as cars, houses, or food. They are great for showcasing existing products in action and providing product demonstrations.

Explainer Videos: Successful Stories

Numerous explainer videos have been successful in capturing audience attention and achieving marketing goals.

For example, Crazy Egg, a website optimisation tool, increased their conversion rate by 64% after adding a video explainer to their homepage.

Similarly, Dropbox, an online file-sharing platform, saw a rise in their conversion rate when they used an explainer video to communicate their product features.

These success stories illustrate why investing in explainer videos is a reasonable strategy for growing businesses.

Basic Steps in Creating an Explainer Video

Creating an explainer video involves several steps.

The first step is to define the core message of the video and establish the target audience.

Next, the video’s storyboard and script should be created. At this stage, it’s vital to keep the story simple, engaging, and relevant to the viewer’s needs. And, don’t forget to include a clear call to action!

Once the script is written, animation or live-action filming can begin.

After the video is filmed or animated, voiceover recording and background music are added.

Finally, a call-to-action that prompts the viewer to respond must be included.

Tailoring Explainer Videos to Professional Services Audiences

Professional services firms, like law firms, accounting, and consulting firms, have different requirements for their explainer videos. However, all of these professions should aim for content that is informative, concise, and straightforward.

Language and visuals should be simple and understandable, without using too many technical terms. The main topic should be communicated in a way that resonates with the intended audience.

Creating an explainer video that is tailored to these-related services, helps sway customers to choose a firm over the competition.

Emerging Trends in Explainer Videos

Interactive elements, such as quizzes, surveys and product tours, are now available in explainer videos.

This technology is expected to grow in the coming years. Interactive videos increase retention and engagement, allowing viewers to interact with content in a personalised and exciting way.

Moreover, with advances in technology such as virtual and augmented reality (VR and AR), it is expected that video production will take on a more immersive experience.

Explainer Videos: Measuring Success

Businesses need to be able to evaluate the return on investment (ROI) of their explainer videos. Key performance indicators such as the number of video views, engagement time, retention rate, and conversion rate are important to consider when assessing effectiveness.

Tools such as Google Analytics or mouse tracking data can be used to assess video performance.

It’s essential to analyse what worked and what didn’t, take note of feedback, and make changes so the next video is better.


Explainer videos can be an excellent addition to a professional services marketing strategy. They are an effective communication tool to explain complex topics, promote products and services, and increase brand recognition.

It’s essential to follow the basic steps in creating them, tailor your content to specific services audiences, use the right metrics to measure their effectiveness, and keep up with emerging trends in their production. By doing so, professional services firms can get ahead of the competition and establish themselves as thought leaders in their field.

If you’d like help to position yourself as a thought leader in your profession, book a video strategy call or get in touch on 01225 970242.