Video use case · A practical guide
Explainer Video
An explainer video introduces a product, service or idea in clear language. It helps a viewer understand the problem, how the proposed solution works and what to do next.
Watch a video example
An example of introducing a service through a clear animated explanation.
Start with the viewer’s question
A useful explainer answers a specific uncertainty. What does this service do? How does the process work? Why would it matter to me? Avoid beginning with a long company history when the audience first needs to understand the offer.
Build a simple structure
Introduce the situation, show the key steps or mechanism, explain the relevant benefit and finish with one next action. Use a realistic example to make an abstract point concrete. Remove details that belong in a separate demonstration or technical guide.
Choose the right visual approach
2D animation can show an invisible process or an imagined scenario. Motion graphics can organise steps and information. Live action can demonstrate a physical product or introduce a real expert. The visual choice should follow the explanation rather than force the message into a fashionable style.
Make it usable beyond the first viewing
Provide captions and supporting text, and place the video beside relevant page content. A clear title helps people decide whether to watch. If the product changes frequently, plan the structure so outdated details can be identified and reviewed.
Common questions
How long should an explainer be?
Long enough to answer the main question clearly. Decide the content first, then remove repetition. A complex topic may need several focused videos.
Is an explainer the same as a demo?
A demo shows a product or task in action. An explainer gives the wider understanding of what it is and why it matters. They can work together.