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Explainer videos often carry a bit of baggage in the marketing world—but not because they’re inherently bad. The problem lies in the term itself. “Explainer video” has become a catch-all for “animated videos,” creating confusion and blurring the purpose these videos are meant to serve.
Let’s clear that up: explainer videos and animated videos are not the same thing.
An explainer video is just one objective an animated video can fulfill. Each type of video serves a distinct purpose:
- Explainer Video
- Objective: Simplify and explain a concept, product, or service.
- Example: A video breaking down how your software streamlines complex processes.
- Sales Video
- Objective: Persuade viewers to take action, like signing up or making a purchase.
- Example: A promo video highlighting benefits and driving conversions.
- Announcement Video
- Objective: Share updates like a product launch or new feature.
- Example: A visually engaging video introducing your app’s latest upgrade.
- And so on…
Each type of video plays a unique role in the customer journey and requires tailored distribution strategies to maximize impact.
The Common Pitfall
The real issue arises when businesses create one type of video—often a sales or promo video—but distribute it as an explainer. This mismatch leads to poor results because the video doesn’t align with the viewer’s expectations or needs at that point in their journey.
Why does this happen?
It’s understandable. Businesses want to explain their product or service but can’t resist sneaking in the sales pitch. It comes from a good place—they’re excited about their offering.
But here’s the key:
If a user is already on your site and chooses to watch your video, they’re at least somewhat interested.
Don’t oversell. Instead, focus on delivering the information they came for.
An explainer video is about clarity and education—not persuasion. Let your product speak for itself, and when paired with the right call-to-action elsewhere on the page, you’ll see better results.
By staying true to the video’s purpose and respecting where the user is in their journey, you’ll build trust and achieve the outcomes you’re aiming for.