Explainer Video Types And When To Use Each

Creating an explainer video can seem overwhelming, especially considering the different styles. Each type conveys information differently, and selecting the best option for your goals is crucial, as it can affect your video’s effectiveness and how well it resonates with your target audience. If you're wondering how to make an explainer video, this blog will provide valuable insights to guide you through the process. This blog will walk you through popular explainer video types to help you pick the one that best suits your project.
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Moonb’s explainer video production services can help you achieve your goals faster by handling the entire process so you get the best video possible without the hassle.

What is an Explainer Video?

An explainer video is a short-form video that compellingly and efficiently describes a business’s product, service, or overall mission. The average explainer video lasts 60 to 90 seconds and uses engaging visuals and a catchy voiceover to tell a story. 

Landing Pages and Driving Engagement

Most businesses host explainer videos on their landing pages or feature them on the homepage of their website. Some even use these videos to advertise their product or service on Facebook or other social media websites. It’s short, snappy, engaging, and can transform how people connect with a product or service. 

That’s the power of explainer videos and why they are one of the most effective forms of video marketing content. It’s a success that’s based on real-world results. 

Explainer Videos on Conversions

A 2020 study into the effectiveness of marketing video strategies found that 84% of consumers said an explainer video convinced them to buy a product or service. Embedding a compelling explainer video into a company website has boosted conversion rates by up to 80%. 

This helps explain why explainer videos are now the most popular form of marketing video, the number one choice for nearly three-quarters (73%) of marketers.

Related Reading

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• Video Production Checklist

21 Explainer Video Types And When To Use Each

1. 2D Motion Graphics

2D Motion Graphics is a versatile style that uses animation to bring flat, two-dimensional images to life. It communicates ideas through:

• Smooth transitions
• Dynamic text
• Engaging visual effects

This style often integrates brand elements, such as logos or color schemes, to maintain consistency. Because it can simplify complex concepts visually, it’s a popular choice for professional and educational content. 

This style is particularly effective for illustrating abstract ideas, like how a cloud service works, or presenting numerical data in an engaging, digestible format. The clean and modern aesthetic appeals to a wide audience, making it a reliable “all-around” option for explainer videos.

When to Use

• App Demonstrations: Perfect for showcasing app interfaces and user flows.
• Tech Animations: Explains complex software or digital tools in an approachable way.
• Financial Graphics: Breaks down numbers, charts, and financial services to make them more engaging.
• Corporate Branding: Elevates corporate explainer videos with a polished, professional feel.

2. 2D Character Animation

2D Character Animation uses animated characters to tell a story or demonstrate scenarios. These characters can represent your customers, team, or even abstract concepts brought to life. The strength of this style lies in its ability to connect emotionally with audiences, as relatable characters and storytelling can evoke empathy and understanding. 

This format's flexibility allows for a wide range of visual narratives, from quirky and playful to professional and severe. It’s often used to highlight customer pain points, showcase product benefits, or build brand relatability.

When to Use

• Customer Journey Stories: Depict relatable problems and how your product solves them.
• B2C Marketing: Creates an emotional connection with consumers.
• Startups: Cost-effective and impactful, making it ideal for small businesses looking to create a strong impression.
• Explaining Abstract Concepts: Humanizes complex ideas through relatable characters.

3. 2D Animation With 3D Elements

This hybrid style blends the affordability and simplicity of 2D animation with the depth and realism of 3D animation. It uses 3D elements sparingly, often to enhance specific video parts, like:

• Product mockups
• Data visualizations

These elements can rotate, zoom, or shift perspective, creating a sense of depth without the need for fully rendered 3D scenes. This style balances high-end visuals and manageable costs, making it ideal for businesses that want to stand out without committing to the time and expense of full 3D animation.

When to Use

• Product Showcases: Highlight features or functionality with 3D mockups.
• Balancing Budget and Depth: Adds a modern touch without overextending resources.
• Tech Products: Ideal for interactively showing hardware or digital tools.

4. 2.5D Animation

2.5D Animation gives a three-dimensional look by layering flat images and adding depth through:

• Shading
• Perspective
• Movement

It’s less resource-intensive than 3D animation but more dynamic than traditional 2D. This style creates an immersive experience without the cost and complexity of full 3D animation. 

The illusion of depth can make scenes feel more engaging and lifelike, which helps keep audiences captivated. It’s an ideal option for brands that want their videos to feel polished and sophisticated without exceeding their production budget.

When to Use

• Brand Storytelling: Adds visual interest to narratives or company introductions.
• Interactive Concepts: Helps audiences better understand layered or tiered systems.
• Modern Aesthetic: Gives a sleek, up-to-date appearance to your videos.

5. Whiteboard Animation Videos

Whiteboard animation simulates hand-drawn illustrations on a white background. It’s a straightforward style that became popular for its ability to simplify explanations and engage viewers with a storytelling approach. Nevertheless, whiteboard videos often feel outdated with the rise of more advanced animation tools. 

While it remains an option for businesses on a budget, this style needs to have the customization and brand alignment offered by other animation types. It’s best suited for educational or internal content rather than customer-facing materials.

When to Use

• Training and Internal Videos: Simple, no-frills explanations for employees.
• Educational Content: Explains academic or technical concepts clearly.
• Budget Constraints: Use only if other styles are financially prohibitive.

6. 3D Animation

3D Animation creates hyper-realistic, fully three-dimensional visuals, allowing objects and environments to be presented from any angle. This style offers unmatched visual depth and realism, making it ideal for showcasing products that require intricate detail or environments that need immersive representation. 

Still, 3D animation is resource-intensive, requiring powerful computers and specialized skills, which makes it significantly more expensive and time-consuming than other styles. While the results can be stunning, the investment is only worthwhile for specific use cases.

When to Use

• Product Demonstrations: Ideal for mechanical products, medical devices, or gadgets benefitting from detailed visualization.
• High-End Branding: Luxury products or premium services can leverage the polished look of 3D.
• Complex Visual Needs: Use for projects that require intricate, realistic animations.

7. Live-Action

Live-action explainer videos involve real people and settings, creating an immediate connection with viewers. They’re ideal for:

• Demonstrating physical products
• Showcasing services
• Delivering personal messages

Live-action videos range from casual setups, like a founder speaking directly to the audience, to high-budget productions with:

• Professional actors
• Sets
• Crews

While they offer authenticity and relatability, costs can rise quickly if additional elements, such as multiple locations or elaborate production values, are required.

When to Use

• Product Demos: Show your product in real-world use cases.
• Service-Based Businesses: Highlight your team or customer interactions.
• Personal Branding: Let the founder or team connect directly with the audience.
• Budget-Friendly Productions: Works well with basic setups for smaller projects.

8. Live-Action With Track Elements

This style combines live-action footage with animated elements like 2D motion graphics. These animations are layered over the live video to highlight key details or add a creative flair. For instance, you might see:

• Animated trails following a moving person
• Text bubbles popping up on a screen
• Statistics dynamically appearing on a live-action chart

This hybrid approach allows you to retain the authenticity of live-action videos while adding eye-catching effects that emphasize critical information or brand elements. It’s ideal for keeping audiences engaged while presenting real-world scenarios.

When to Use

• Brand Videos: Adds sophistication and highlights key features of your product or service.
• Corporate Presentations: Makes data or processes more visually appealing.
• Customer Testimonials: Enhances storytelling with visual emphasis on key points.

9. Stop Motion

Stop motion animation is created by capturing individual frames of a physical object (e.g., clay models, paper cutouts) and manipulating the object incrementally between each frame. The result is a unique, handcrafted feel that stands out due to its artistic charm and nostalgic appeal. 

While eye-catching, this method requires specialized equipment and meticulous planning, and it can be expensive due to its time-intensive production. Its playful and creative look makes it memorable, often leaving a lasting impression.

When to Use

• Artistic Campaigns: When a brand wants to showcase creativity or a handcrafted vibe.
• Niche Markets: For products or services targeting an artistic or vintage-loving audience.
• High-Impact Marketing: Ideal for campaigns where uniqueness is a priority.

10. Screencast Video

Screencast videos involve recording a computer screen to show software or digital tools in action. This style is simple yet effective for demonstrating step-by-step instructions, product features, or workflows. 

Screencast videos often include voiceovers to explain the actions being performed, enhancing clarity. Their low production cost and practicality make them a go-to choice for software companies or educational content creators.

When to Use

• Software Demos: Perfect for showing features or guiding users through interfaces.
• Tutorials: Ideal for step-by-step instructions or training material.
• Product Overviews: Provides potential customers with an in-depth look before purchase.

11. Typography Animation

Typography animation, or kinetic typography, brings the text to life with:

• Dynamic motion
• Color changes
• Synchronized effects

This style can carry an entire narrative solely through animated words, often paired with a voiceover or music to amplify impact. It’s particularly effective when the message is content-heavy or text-driven and benefits from emphasizing keywords or phrases in a visually compelling way.

When to Use

• Awareness Campaigns: Drives home key messages or taglines.
• Educational Content: Makes text-heavy material engaging.
• Budget-Friendly Options: A great choice for impactful videos with lower production costs.

12. Cutout Animation

Cutout animation involves animating objects or characters that look like they’ve been cut out of paper or other materials. This low-tech, simplistic style removes visual distractions and draws attention to the message. 

The technique provides a quirky and informal aesthetic, often associated with DIY or approachable branding. While less common today, cutout animation has a unique charm that works well for specific audiences and themes.

When to Use

• Simplified Storytelling: Keeps visuals straightforward to emphasize the message.
• Quirky Branding: Appeals to audiences seeking something informal or playful.
• Cost-Effective Marketing: A good option for tight budgets without compromising creativity.

13. Isometric Animation

Isometric animation provides a pseudo-3D effect by adding depth and dimension to otherwise flat, two-dimensional graphics. 

Unlike full 3D, it uses flat illustrations arranged to create a sense of height, width, and perspective, making visuals more engaging while minimizing costs. This style is well-suited for explainer videos where clarity and aesthetics are equally important, such as product overviews or system visualizations.

When to Use

• Tech Explainers: Showcases systems, processes, or networks in an appealing way.
• Corporate Videos: Offers a polished and professional look.
• Balanced Budget Options: Combines depth with affordability.

14. Parallax With Images

Parallax animation creates depth and movement by layering static images and moving them at different speeds. This effect gives the illusion of a 3D environment using primarily 2D assets, making it visually engaging and cost-effective compared to full 3D animation. 

Parallax animation works well for storytelling or bringing photos to life, maintaining viewer interest with dynamic transitions and depth effects.

When to Use

• Engaging Narratives: Ideal for visually captivating storytelling.
• Budget-Friendly Sophistication: Offers a premium look without the high costs of 3D.
• Dynamic Presentations: Enhances static visuals with depth and movement.

15. Hybrid Animation

Hybrid animation blends multiple animation styles—such as 2D, 3D, and stop-motion—into one video. This approach allows brands to use the best features of each style to create a visually stunning and dynamic explainer video. For example, you might use 2D character animation for storytelling and 3D elements to showcase a product’s features.

When to Use

• Complex Concepts: Great for explaining multifaceted ideas that require varied visualizations.
• High-Impact Campaigns: Perfect for making your video stand out in a competitive market.
• Premium Branding: Ideal for brands that want to demonstrate creativity and innovation.

16. Animated Infographics

Animated infographics focus on bringing data and statistics to life through motion and design. Rather than presenting static charts or graphs, this style uses dynamic animations to engage viewers and make the information more digestible.

When to Use

• Data-Driven Campaigns: Perfect for industries like finance, healthcare, or education where numbers need to shine.
• Annual Reports: Makes complex information visually appealing and easier to understand.
• B2B Presentations: Ideal for engaging stakeholders with impactful data visualization.

17. VR/360-Degree Explainer Videos

VR (Virtual Reality) or 360-degree explainer videos immerse the audience in a fully interactive environment. Viewers can explore the space using VR headsets or dragging the screen on mobile devices or computers. This cutting-edge approach elevates engagement by offering a hands-on experience.

When to Use

• Real Estate Tours: Enables potential buyers to explore properties remotely.
• Event Previews: Gives viewers a sneak peek into venues, layouts, or event experiences.
• Immersive Product Demos: Perfect for showcasing physical spaces or products interactively.

18. Chalkboard Animation

Like whiteboard animation, chalkboard animation mimics the look and feel of content drawn on a chalkboard. The visual style conveys a:

• Sense of education
• Nostalgia
• Approachability

It’s a great fit for brands that want to maintain a vintage or instructional aesthetic.

When to Use

• Educational Videos: Perfect for teaching or explaining lessons.
• Nonprofit Campaigns: Conveys messages with a warm and familiar tone.
• Low-Budget Projects: Offers simplicity without compromising engagement.

19. Handcraft/DIY-Style Animation

Handcraft or DIY-style animation involves elements that look hand-drawn or manually constructed. This approach emphasizes authenticity, making viewers feel personally connected to the brand. Materials like paper, fabric, or wood can be simulated or filmed for a creative, rustic vibe.

When to Use

• Lifestyle Brands: Appeals to audiences valuing artisanal, handmade, or eco-friendly products.
• Community-Focused Campaigns: Conveys intimacy and grassroots appeal.
• Brand Stories: Builds a relatable and heartfelt connection.

20. Minimalist Animation

Minimalist animation strips visuals down to their essentials, focusing on clean lines, simple graphics, and a restrained color palette. This style emphasizes clarity and elegance, ensuring the message takes center stage.

When to Use

• Luxury Branding: Reflects sophistication and exclusivity.
• Corporate Training Videos: Keeps content professional and distraction-free.
• Technical Explainers: Ideal for emphasizing precision and functionality.

21. Explainer Videos With Stock Footage

This style is becoming more and more popular. Companies don’t want to spend the money on custom live video — but you can get just about any stock footage clip you like starting at about $70. Imagine how much you’d spend taking an entire cast and crew to the Sahara, the Amazon, or Dubai. 

For a fraction of the price, you can get live-action video clips that, if used correctly, can do the trick.

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How To Make an Explainer Video in 5 Easy Steps

1. Define Your Video’s Purpose

Start by asking yourself: What do I want this video to achieve? Your video’s purpose will dictate its tone, length, and content, whether:

• Boosting conversions on a landing page
• Training employees
• Grabbing attention on social media

A sales video, for example, might emphasize benefits and calls to action, while an internal training video focuses on clarity and education. Get specific about your audience and goal; it’s the foundation for everything else.

2. Write Your Video Script

A strong script is the backbone of your explainer video. Without it, even the most polished visuals will fall flat. Tailor your script based on the purpose of your video.

For Selling Products or Services

• Overview: Briefly introduce the product. 
• Problem: Present a relatable pain point.
• Solution: Show how your product solves the problem.
• Call to Action: Encourage viewers to act. 
• Credibility Boosters: Add trust-building elements like reviews or achievements. 

For Explaining Processes

• Overview: State what you’ll teach.
• Problem: Explain the challenge or need for the process. Solution: Detail the steps.
• Credibility Boosters: Share the process's results or benefits.
• Call to Action: Direct viewers to the next steps. Keep the script clear, concise, and engaging. Your goal is to hold attention while delivering key points.

3. Record or Shoot Your Explainer Video

Your production method depends on your video type and resources. If you’re outsourcing, focus on clearly communicating your script and vision. 

For DIY Production

• Storyboard: Plan visuals for each scene to align with your script. 
• Record Voice-Over: Use professional audio equipment or software for crisp narration.
• Visual Assets: Gather graphics, animations, or screen recordings that support your message. 
• Edit the Video: Combine your narration and visuals using video editing software. 
• Add Music and Effects: Choose a background track and subtle sound effects to keep the video engaging.
• Tools like Adobe Premiere Pro, Canva, or Animaker can help streamline these steps, especially if you have limited experience.

4. Review, Edit, and Finalize

Once your draft is complete, refine it. Collaborate with your team or stakeholders for content, visuals, and pacing feedback. Use project management tools like ClickUp to:

• Assign tasks
• Track edits
• Centralize comments

A smooth editing workflow will ensure that deadlines are met, revisions are incorporated seamlessly, and your final video maintains high quality. Before exporting the finished product, look for clarity, consistency, and professionalism in every frame.

5. Distribute Your Explainer Video

Once your video is ready, distribute it effectively based on its purpose:

• Public-Facing Videos: Share on platforms like YouTube, Instagram, LinkedIn, or your website. Optimize titles, tags, and descriptions for search visibility.
• Internal Videos: Upload to your company’s training library or intranet for easy access. Monitor performance to gauge success—track engagement metrics like views, watch time, and conversions for marketing videos. For internal videos, gather feedback to ensure the video effectively communicates its message. 

Following these steps, you’ll create a compelling explainer video that aligns with your goals and resonates with your audience!

Which Explainer Video Type Should You Choose For Your Business?

Choosing the right style for an explainer video starts with understanding your audience and the message you want to convey. Who is your target audience? If they’re tech-savvy or enjoy sleek, modern visuals, 2D motion graphics are a fantastic choice. They’re perfect for breaking down complex ideas like SaaS features or abstract processes. 

The Right Format for Your Explainer Video

For businesses selling physical products, though, nothing beats the authenticity of a live-action explainer video. It shows real people using your product, building trust and relatability. Go for infographic explainer videos to present lots of data or statistics engagingly. 

They make numbers easier to digest through appealing visuals. Meanwhile, screencast explainer videos work wonders for software demos or tutorials, giving your audience a clear, step-by-step view of your product.

Consider Budget and Production Complexity

Your budget plays a significant role, too. Explainer video types vary in production costs and complexity, so it’s best to pick one that suits your resources. Here’s a breakdown of popular styles and their affordability:

• 2D Motion Graphics: Affordable and versatile, great for most brands. 
• Live-Action Videos: Can be more expensive due to filming and editing costs but are worth it for certain industries. 
• 2.5D Animation: Offers a middle ground, adding depth to flat animations without the hefty price of 3D. 
• Parallax Animation: This gives images a dynamic, animated feel and can elevate a video’s look without breaking the bank. 
• Traditional Video: A classic choice that’s simple to produce but may feel less modern for some audiences.

How Much Complexity Do You Need?

How complex is your message? If it’s straightforward, such as introducing a new product feature, a screencast or traditional explainer video might suffice. But if your content involves intricate concepts, like explaining blockchain or AI, a more sophisticated style, like 2D motion graphics or even 2.5D animation, ensures clarity and engagement.

Test and Iterate

What will resonate? Start with a simple, affordable style and gauge your audience's response. Analytics and feedback will help you refine future videos and, if needed, scale up to more advanced formats. 

The type of explainer video you choose should align with your brand’s identity and the message you want to communicate. Make your decision based on what will best capture your audience's attention and deliver your story.

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When it comes to creating an explainer video, you have options. Different explainer video types use various techniques to present information. Each type has a distinct style and can effectively tell your story. What matters most is picking the one that aligns with your goals and appeals to your audience. Let's explore the different types of explainer videos to help you choose the best fit for your project.  

Narrative Explainer Videos

Narrative explainer videos tell a story. They introduce a relatable character who faces a challenge or goal. As the story unfolds, the audience learns about your brand, product, or service and how it can help the character succeed—this type of video appeals to human emotions, allowing viewers to connect with the story. 

As a result, narrative explainer videos can help your audience feel more comfortable about your business and what you offer.  

Demo Videos

A product demo video explains how a product, service, or app works. This is a great option if you’re looking to boost your understanding of your offer. For instance, imagine you’ve just launched a new software tool. 

Rather than creating an explainer video to outline the benefits of your new tool, a demo video would show viewers exactly how the tool functions to help them achieve their goals. These videos can also help reduce customer support inquiries by providing a clear visual of how to use your offer.   

Process Explainer Videos

Process videos focus on how something works or the steps involved in a specific process. These videos are beneficial for educating your audience on complex subjects or detailing how to use your product. 

For example, if you create and sell software, a process video could help outline the steps involved in using your tool or even implementing your software within an organization.  

Tutorial or How-To Videos

How-to videos and tutorials are similar to process explainer videos. Nonetheless, they usually focus more on helping viewers accomplish a specific task or goal. For example, if you were to create a tutorial for your new software tool, this video would help your audience complete a particular function within the software, such as generating a report. 

While both process videos and tutorials can help educate viewers on your product, tutorials often need to be more formal and have a clear goal.  

List Videos

List videos aren’t exclusive to explaining business concepts or products. They’re also popular in educational settings. List explainer videos break down information into digestible lists, making them easy to follow. They introduce a topic, then go through items on the list individually, explaining each point as you go along. 

This type of video can help viewers understand complex subjects by organizing information into a logical structure.

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