What Is an Explainer Video? Definition, Types & Examples (2026)
By the Maybe Labs teamAn explainer video is a short video — usually 60 to 90 seconds — that makes a product, service, or idea instantly understandable. It names the problem, shows the solution, and demonstrates how it works, so a viewer goes from confused to convinced before they scroll away. It's one of the highest-ROI assets in SaaS and startup marketing, and the format most teams reach for first on a landing page, in onboarding, or at launch.
Explainer video, defined
The job of an explainer is clarity, not hype. Where a promo video sells desire and a demo video proves functionality, an explainer teaches — in motion. Most explainers use motion graphics: animated type, UI, icons, and designed scenes that walk through an idea step by step. That makes them cheaper and faster to produce than live-action film, and easier to update when the product changes.
Types of explainer videos
| Type | Best for | Typical length |
|---|---|---|
| Motion-graphics explainer | SaaS, apps, abstract products | 60–90 sec |
| Live-action explainer | Physical products, founder-led brands | 60–120 sec |
| Screen-recording explainer | Simple tools, quick tutorials | 30–90 sec |
| Whiteboard / scribe | Education, complex processes | 90–180 sec |
| Hybrid (UI + presenter) | Enterprise demos, sales | 90–120 sec |
For software teams, motion graphics wins most of the time — you're selling an interface and an outcome, not a warehouse. See motion graphics vs live action for the tradeoffs, and the B2B explainer guide if you're selling to teams.
What a great explainer video includes
- A problem the viewer recognizes in the first 5 seconds.
- One clear solution — your product — not a feature laundry list.
- A simple 'how it works' in three beats: input → process → outcome.
- On-screen text that carries the story on mute.
- A single call to action: sign up, book a demo, or try free.
The step-by-step production guide is in how to make an explainer video; the script skeleton is in the product video script template.
How much explainer videos cost
A custom agency explainer runs $3,000–$15,000+ and takes weeks. Freelance motion designers charge $500–$3,000 per minute. AI motion-graphics tools can produce an on-brand explainer from a written brief in minutes — often free during beta. Full breakdown: explainer video cost and product launch video cost.
Explainer video FAQ
What is an explainer video?
A short video (usually 60–90 seconds) that explains what a product or idea is, what problem it solves, and how it works — so viewers understand it quickly.
How long should an explainer video be?
60–90 seconds for most SaaS and startup explainers. Landing-page explainers can go to 2 minutes; social cuts should stay under 30 seconds.
What is the best type of explainer video for SaaS?
Motion-graphics explainers — animated type, UI, and designed scenes — because they show software clearly without filming, actors, or locations.
Can AI make an explainer video?
Yes. AI motion-graphics platforms generate designed, on-brand explainers from a prompt or product description, then export every aspect ratio you need.
An explainer video is the fastest way to turn 'I don't get it' into 'I need this.' Describe your product, and Maybe Labs generates a designed explainer in your brand — or start from a SaaS explainer template.
Make your next launch in motion
Maybe Labs turns prompts into product launch and update videos: story, assets, and final cut, start to end.
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