An explainer video is a video that explains a product or service. Sounds pretty straight forward, so there can’t be more than one type, right? Wrong. Explainer videos come in many forms, and choosing which form is right for your particular goals is just as important as any other marketing decision you make.

Like most marketing decisions, the answer depends on three key factors: your brand personality, your marketing goals, and your target audience. The style you choose should be consistent with your brand personality – if you’re a funny, lighthearted, and approachable brand, your video should be the same. If you’re a serious, sophisticated brand, your video should reflect that. It should also support your marketing goals and should be relevant and relatable for your target audience, making them feel as if you’re speaking their language.

Now let’s take a look at the four main types.

#1 – Screencast

A screencast video is a digital recording that captures the actions taking place on a computer screen. This type of video is often accompanied by a voiceover narration, providing an explanation of what’s happening on screen. Screencasts are a great way to demonstrate your user interface to prospective clients.

Good for: Creating “how-to” videos and tutorials. Demonstrating your user interface.

#2 – Cartoon Style

Cartoon style videos are one of the most popular formats for explainer videos because everyone loves cartoons. Seriously though, this style can help humanize your brand and introduce a level of emotion and personality that you won’t get with some of the other formats. These videos typically tell a story from the perspective of a main character who represents either (a) your brand persona, or (b) your target audience. Either way, you’re putting a face to your brand, which is friendly, approachable, and memorable.

Good for: Telling stories and creating a friendly, approachable personality for your product or service.

#3 – Whiteboard Animation

In whiteboard animation, content is created before your very eyes. Traditionally these videos were made by an artist who literally drew on a whiteboard, while their every stroke was recorded on film. Today, whiteboard animation videos are fully digital but they remain an effective tool for marketing communication.

Good for: Explaining complex information in a simple way.

#4 – Motion Graphics

Motion graphics combines pictures, typography, illustration, logos, shapes, sound, and video to tell your story. It’s an elegant approach that can render complex concepts simpler to understand. It generally has a more serious tone than cartoon style or whiteboard animation, and is great for companies that need to maintain a professional appearance.

Good for: Maintaining a sophisticated presence and explaining abstract concepts.

Need help getting started? Raw Shorts offers quick and easy software to create your own explainer videos in a variety of styles. Get started today at

Author Antonio Otalvaro

Hi! I'm Antonio and I'm here to post some really cool stuff for you. If you have any ideas or any requests you can find me Twitter: @otalvaro

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