A short video, typically animated or screen-recorded, designed to clearly and concisely explain what a product does, how it works, or what problem it solves.
Why it matters
Explainer videos are often more effective than written copy at communicating how a product actually works, especially for products with some inherent complexity, because they can show a process unfolding rather than describing it in the abstract.
In a sentence
"The 60-second explainer video on the homepage does more to communicate what the product actually does than three paragraphs of copy ever did."
Related terms
- Often confused with: Product demo (an explainer video is typically shorter, often more stylized or animated, and aimed at a broad audience unfamiliar with the product; a product demo is usually a more detailed, often screen-recorded walkthrough of actual product functionality, aimed at someone further along in evaluating a purchase).