An explainer video is exactly what it says on the tin.

It’s a video that helps explain a complex or lengthy proposition in a simple and concise way.

Explainer videos are particularly useful for businesses launching a new product or service that needs more than a one-line introduction. But that’s just the beginning. Explainer videos might be used to describe how the business itself works. Or to help reduce the number of customer support enquiries a business gets by responding to some frequently asked questions. They can also explain company values and internal processes to new employees.

Put simply, an explainer video can help every business present a clearer message to its audience. It can take a supposedly dry piece of information and transform it into an engaging piece of content. Content that might assist an audience in the decision making process, build their understanding of a subject, or create an emotional connection.

Animation and motion graphics are an essential ingredient for a truly effective explainer video. They can illustrate tricky concepts in a clear way, make a topic feel more human, and depict environments that just can’t be created in the real world. They’re also more shareable and lead to greater levels of engagement. Want some proof? A Mist Media report found that the average internet user spends 88% more time on a website with video than one without. And according to comScore, website visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors.

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