A Product Explainer is a clear, structured walkthrough of what your product or service does — mapped directly to your buyer's specific questions, objections, and decision criteria.
Not a feature list. Not a capabilities overview. A structured narrative that moves a qualified prospect from 'I know who you are' to 'I understand exactly what you do and how it helps me' — without requiring a live sales conversation to get there.
Most Product Explainer videos run 90 seconds to 3 minutes. Complex B2B products sometimes warrant longer formats. Every one is scripted around the buyer's specific questions at the consideration stage — not around what the product team finds most interesting.
Why most product explainers underperform: They explain features instead of solving the buyer's problem. They are produced as internal product team content — accurate and comprehensive — without being scripted around the specific objections a sales rep hears on every call.
VID Product Explainers are built from objection mapping — which means the script addresses the actual questions buyers ask before agreeing to a demo, not the questions your product team would like them to ask.
This format is one of the three foundational assets produced during every VID Install.
Product Explainer Video Production — The Asset That Answers Every Question Before the Demo
The single most expensive thing a B2B sales team does is explain the same thing repeatedly. Every discovery call that begins with 'so what exactly does your product do?' is a call that should have started at a higher level — but could not, because the explainer video that would have elevated it did not exist.
A well-produced product explainer video removes that cost. It answers the first ten minutes of questions every prospect asks, across every discovery call, at every hour of the day, without requiring a sales rep to be present. The discovery call that follows is not a product education session — it is a qualification conversation.
The difference between an explainer that converts and one that does not is the scripting approach. Most explainer videos are written from the product's perspective — comprehensive, feature-complete, and completely unrelated to the specific questions a buyer in the consideration stage is actually asking. VID scripts explainer videos from the buyer's perspective — starting with the problem they are trying to solve and building to your solution as the answer.
The VID explainer scripting framework:
- Open on the specific problem your ICP is living with — not your product's name or your company's history
- Name the cost of the current situation — what is getting worse, what is being lost, what is not working
- Introduce your solution as the structural fix — not a feature list, but a mechanism that addresses the root cause
- Walk through how it works — showing, not just telling, with screen capture or animation as appropriate
- Close with the transformation — the specific, measurable change the buyer experiences after implementation
Format options:
- Live-action: On-camera spokesperson walking through the product. Best for trust-sensitive categories (FinTech, Healthcare, Professional Services) where human presence builds credibility.
- Animation: Motion graphics or 2D animation illustrating the product mechanism. Best for abstract software, platform infrastructure, or any product where the value is in the process rather than the interface.
- Hybrid: Live-action spokesperson with animated product demonstration. Best for SaaS products where both the team and the platform need to be visible.
What is an explainer video?
An explainer video is a short video that introduces your product, service, or brand by clearly explaining its value proposition. It typically uses animations, motion graphics, or live-action footage to simplify complex concepts and make them more engaging.
Why should I use an explainer video for my brand?
Explainer videos are an excellent tool for increasing engagement and driving conversions. They make complex ideas easy to understand and provide an entertaining way to communicate your brand’s message. These videos are highly shareable, and studies show they increase user retention and sales.
How long should an explainer video be?
Most explainer videos are between 60 to 90 seconds long. This is long enough to communicate your core message without losing the viewer's attention. However, the length can vary depending on your needs and the platform you're using.
What type of animation do you use for explainer videos?
We specialize in 2D animations, motion graphics, and whiteboard animation, but can also create a hybrid of styles depending on your brand’s needs. Our goal is to create a visually appealing video that aligns with your brand identity and effectively conveys your message.
How do I get started with my explainer video?
Getting started is easy! Simply contact us to schedule a consultation. We'll work with you to define your goals, audience, and key messaging, and then develop a creative brief and script for your video. Once everything is approved, we begin the animation and production process.
.png)
