As a marketer, you’re always dealing with too much of everything. Too many competitors, too many ideas, and too many deadlines. What you don’t ever have enough of is time.
But you’re not alone. Your audience is also dealing with too much content, too much information, and too many options on their hands all while moving at warp speed.
It’s hard for marketers to stand out and the audience to make a decision when all the businesses are yelling, “Pick me! Pick me!”
A great explainer video can solve this conundrum for both the parties.
An explainer video is essentially a short video describing your product and how it can make your target audience’s life easier. But it is also your chance to outshine your competitors.
Within just a couple of minutes, explainer videos are supposed to highlight your business’ unique selling proposition, attract and delight the audience in a way a perfectly fitting shoe does.
They’re supposed to cause an Aha! moment and make your prospects ask for your hand in the proverbial marriage.
An explainer video that does the trick is quick to solve a problem, has an engaging script, a well-rounded theme that advocates your brand, fluid and professionally done animations, and presents a persuasive call to action.
It’s all about achieving a balance of all or most of the aforementioned characteristics.
If you’re having trouble starting your explainer video project, it’s always good to see how the best in the business do it.
You know when you’re hesitant to try something new or just feeling a little rusty? Sometimes, a little inspiration can lubricate your neurons and get the creativity engine going.
This is why we’ve handpicked some of the best explainer videos for you that have the ingredients to stand out and do the job effectively.
21 Best Explainer Videos and their Characteristics
1. Sensei
“Hey, what’s that line for?”
Right of the bat, this explainer video is able to establish intrigue. In a clever way, the script compels the audience to keep watching the video.
It then turns a mundane stat about how much time people spend waiting in lines to a solid basis for Sensei’s pitch.
If you present a relatable problem at the start of the video, the audience is more likely to keep watching for its solution.
After describing the problem, the video then proceeds to explain how Sensei can solve it and how it works.
See how it doesn’t go into the detail of how to use the app, rather it just points out what the app can do for you.
This is enough information for starters. If your audience finds that your product is something they resonate with, they can learn about the features on your website.
This is why the video ends with a catchy call to action, “So don’t put the future of your business on the line (pun obviously intended) and embrace the future”.
From animation to transitions, this explainer video does everything right graphically. Our favorite part is when the people in line are shown moving in-sync with the seconds of a clock.
Have you ever stopped and noticed the seconds on a clock go by? It’s an uncomfortable feeling and people usually try to avoid it.
Using it here urges people to look for a way to save time spent waiting in lines. It’s a great way to depict the initial premise of the video.
And yes, we did not miss the nod to the Back to the Future Trilogy with the shopping cart turning into the DeLorean time machine.
If you can add a reference like that in your script or illustrations, it gives you major relatability and creativity points and makes the audience love you more.
2. Clearly
Insert heart eyes emoji here because we’re in love. This video embodies all the characteristics of an awesome explainer video.
An intrigue-inducing script with a side of kick-ass motion graphics sucks you in from the moment you press play.
We can’t help but admire the use of simple and minimal graphic elements to convey a powerful and personified message.
Our favorite transition is the word Affordable turning into an eye chart and the Boss made of simple dots, dash and the letter “I”. Was this pun intended or coincidental? Our money is on the former.
The playful animation is enhanced by the unique voice-over style. The scriptwriter has also created a solid base for the animations to stand on with a quick, witty and pun-filled narrative.
3. Webflow: Welcome to the Age of No Code
Watching this animated explainer video is like witnessing a ballet performance. With soft and elegantly moving transitions, this video flows so effortlessly it’s unreal.
Just by using simple geometric elements, the creators are able to tell a powerful story. One which is consistent with every line of the script.
The music also has a futuristic tone to it and the transitions are accompanied by the swish and chiming sounds to create a richer audiovisual experience.
Coding in itself is a compilation of symbols and figures. So, by telling this story with symbolic elements the creators have achieved thematic soundness.
Moreover, the script dives straight into the problem and uses an impactful analogy to explain why it is a problem. Analogies are an effective way to simplify and explain complex concepts. And they save time!
The writer then builds intrigue by painting a picture of a world that does not have the said problem.
A look into the possibilities opens the audience’s mind to the solution. And in the end, Webflow explains how it meets the possibilities and welcomes the audience to the future.
An enchanting experience through and through!
Read more: How to Start a Career in Animation
4. Crohn’s & Colitis Foundation of America
Turning towards the internet to learn about a disease morphs into a nightmare when you’re bombarded with medical jargon and scary looking diagnoses.
The whole thing is unnerving at best if not sending you into a full-fledged panic attack.
This animated explainer video is designed to do the opposite. It educates and comforts the new patients with a humorous take on what it is like to live with an IBD and how to best deal with it.
Thoroughly engaging, the script answers all the frequently asked questions the newly diagnosed patients might have without overwhelming them.
The chat-like dialogue between the characters is not only reassuring but also makes the patients feel less alone in their disease. That’s exactly what the target audience is looking for!
Also, who says that educational explainer videos are supposed to be boring? The sassy and sarcastic little girl is kind of our spirit animal. Not to mention the well-meaning but hilariously shapeshifting Pete.
There aren’t a lot of explainer videos out there that depict the same characters in 2D and 3D animation. So, this video also checks the graphically unique box for us.
Read more: Tips for Character Designing for Explainer Videos
5. Cricket ID
Not all explainer videos are born the same. This app explainer video doesn’t waste any time on building up to the point or explaining a problem.
This is usually done when you’re sure that your target audience won’t have an issue deciphering the concept.
The video directly invites the audience to experience what it is like to have Cricket ID on their hands. Just under a minute, the narrator takes us through all the ways the app fits into a cricket lover’s life.
What makes this animated explainer video stand out is its use of line and flat illustrations. The classic hand-drawn effect is a great fit for a classic game like cricket.
Moreover, we love the use of accent colors that bring a splash of playfulness to the black and white illustrations.
As the animation world slants towards 3D animation, keeping things simple yet enjoyable merits a pat on the creators’ back.
6. Slack: Email vs Slack
We love this explainer video as much as we love Slack itself. It takes a creative genius to make inanimate objects tell a story. That too without any sort of personification in the form of facial expressions.
The fluidity of the animation accentuates the warm and friendly tone of the narrator and goes perfectly with Slack’s brand identity.
We also love that the elements in the video are taken from Slack’s logo and make for a fun-filled theme.
While oftentimes email makes employees hate their jobs, Slack with this engaging and easy-going rhetoric calls them to “choose a better way to work”.
It restores hope for the corporate employees that they can be happy at work again. Amen to that!
7. Men’s Health Magazine
What inspired the Men’s Health Magazine to create this masterpiece is still a mystery to us.
But we have to admit that it’s a lesson in the effective use of humor appeal to discuss uncomfortable topics.
It’s not just funny but informative as well. While keeping a virtual poker face, this animated explainer video breaks down what we assume is a frequently asked question.
We love the minimal illustrations and seamless transitions as well.
If only our high school biology class was this engaging, we’d all want to be doctors!
8. DIFT: Manifesto
Motion graphics. They’re all the rage right now and, by the looks of it, are here to stay.
This particular motion graphic is overflowing with techy feels. The futuristic sound bites are perfectly in-sync with the movement of the pixel elements.
Not to mention the voiceover which sounds like something straight out of a sci-fi movie. Even the font, Monospace, exudes digital modernity.
This explainer video creates an impact just by creating a powerful theme and the use of sheer animation chops and we’re here for it!
9. Brave: Browser Explainer
Line illustrations and accent colors form an impactful duo in this explainer video.
“Browsers of today are broken”. That’s a pretty strong line to start with, considering we spend most of our lives on them. This animated explainer reiterates the importance of a powerful script.
It then explains a problem that we can all relate to; annoying, disruptive pop ads that slow down our browsers.
Cue in Brave and its features to save the day!
By the time the video presents a call to action, we’re already convinced to sign-up for the product and tell all our friends about it.
10. SAP Innovations
The folks at Ordinary Folk have a knack for creating extraordinary stuff. The ballet performing bubbles are kind of their signature.
This animated explainer video follows the same theme and animation style as for Webflow, but it’s so mesmerizing that we just couldn’t help sharing.
Excuse us while we break the replay button.
11. Facebook: Community Standards
Everything may seem hunky-dory on social media but like in real life, there is always bad fish in the pond. Facebook too sometimes is used by bullies and harassers to cause other people pain.
This animated video is Facebook’s attempt to explain to its users how they’re trying to curb the problem.
We love how the creators gave life to the concept of bullying and hate speech with the use of symbols. It’s a simple yet persuasive way to make people realize that the problem is real and needs to be dealt with.
The soothing tone of voice of the narrator and the blend of warm hues add to the calming and reassuring effect the company is trying to achieve.
Diversity and inclusivity are vital boxes to check for a global service like Facebook, especially when talking about violence, hate speech, and bullying.
Notice how the illustrations encompass characters of different ages, races, and colors?
Fluid animation and transitions, a compelling message and delivery style make this one of our favorite animated explainer videos.
12. Uber: Business Travel
Uber brands itself as a service that simplifies life. That simplicity is also exhibited in this explainer video.
The video adopts a straightforward and easy to understand language and a considerate and inviting tone of voice.
This way, from problem statement to CTA, the narration sticks to Uber’s audience-first communication style.
Uber also defines its design system as Base. This is why we see simple flat illustrations at work here.
By adopting a binding theme of simplicity and staying true to its brand identity, Uber conveys its message with ease.
13. Thor Token
The symbolic 2D illustrations and seamless animation calibrated with a solid sound design make this video a winner for us.
The use of hauntingly futuristic music and sound bites makes for a richer audiovisual experience.
Among the host of symbolic elements, this video makes a strong statement by crossing out the Eye of Providence when the script goes, “By cutting out the big banks…”.
Okay Thor Token, we see you!
14. Google: G Suite
“If this was how it could be…”
In this explainer video, the script adopts the possibility-to-solution format but with a twist.
We are introduced to Google’s all in one G Suite in the form of a poem. We knew we could count on Google to do something unconventional!
We love the storyboard animation style. The black and white illustrations accentuated with the brand colors complement Google’s clean but fun brand identity.
With the head-bopping rock soundtrack and the narrator’s fluid recitation of the verses, the whole thing is nothing short of an impromptu jam session. Who doesn’t love that?
15. Tabu Equity Investments
We love how despite the intricate illustrations the video still has a very clean and minimal feel. The use of blue and green hues has a soothing and relaxing effect.
It’s a great choice considering the business is dealing with Marijuana.
The script follows the ‘once upon a time’ to ‘happily ever after’ trajectory and is accompanied by a cinematic soundtrack and narration.
The animations also flow effortlessly and make the viewer feel like they’re floating across the frames. Exactly the kind of emotion the audience should feel considering the nature of the business.
Overall, the creators are successful in conveying a complex business strategy in a simple and feel-good way.
16. Nest: Works with Nest
Yes, technology is great and all, but for some of us noobs, using new technology to our benefit becomes a bigger problem. It starts a binge of how-to videos and instruction manuals.
This is a great behavioral insight to build an explainer video on.
In this animated explainer, Nest discusses a relatable problem and uses it to position its service as a solution.
The narrator maintains a tone of voice that makes you feel like you’re talking to a friend who understands your problem. Not someone who patronizes you with techy jargon.
We like how with a blend of live objects and 2D animations the video features household brands like Philips, Yale, and Whirlpool to simplify the concept.
It also makes it easier for people to visualize how a service like Nest can fit into their daily lives.
Overall, a 10/10 from us!
17. Microsoft Office 365
This live explainer video sits at a sweet spot in the Venn Diagram where an explainer video and a brand commercial meet.
The clean and sophisticated design theme along with a futuristic soundtrack does justice to Office 365’s new simple yet powerful interface.
The video does not make use of a script; rather lets the sleek animation and typography do the talking. With the innovative use of live-action and 3D animation, the creators introduce us to the new Microsoft Office experience.
From the Outlook inbox to a Word document to a PowerPoint presentation and Excel sheet, we are taken through every step of the journey towards “Inspired New Workplaces”.
The visual demonstration of how the new cloud and online collaboration features make life easier for the users is a treat for the eyes.
This video is proof that with animation, there’s never a shortage of creativity and the options to go out of the box are unlimited.
18. Webflow: Ecommerce
Speaking of treating the eyes, here’s another work of art by Ordinary Folk. This animated explainer video produced for Webflow Ecommerce is as fun as online shopping is supposed to be.
With a palette of vibrant colors, rich animations, a kickass concept, and on-point execution, this video has all the marks of a top explainer video.
Another testament of a great animated explainer video is its shareability.
It shows that all the hard work you put into grabbing your audience’s attention has paid off and they’ve found you persuasive enough to recommend you to their peers.
This particular explainer video spoke for itself as it got a lot of attention on social sites.
19. MonkeyLearn
A delicious morsel of your favorite food. That’s what this animated explainer is to us.
From the juicy animation to the flavorful sound effects, the whole thing just melts in your mouth. This is another example of enriching your 2D illustrations with solid sound design.
Animated videos for services that are based on artificial intelligence are hard to visualize and execute. The scriptwriter has done a great job of keeping things simple yet effective.
Moreover, the upbeat eager-to-help tone of voice of the narrator also adds a cherry on top.
20. TOMS
While this branded animated video doesn’t fit the explainer video box perfectly. It does explain the core values and business model upon which the company is built.
The video features the owner’s Eureka moment and is designed to lead to the audience’s Aha moment.
Like flipping through the pages of a storybook we’re taken from the seminal moment to the various stages of growth through which the company became the epitome of philanthropy.
An emotionally moving story combined with eye-quenching animation and illustrations, this animated video is inspiration galore!
21. Love at First Swipe
Inspiration can come from the most unexpected places. That is why we’re sharing a rather unconventional animated video with you.
Cub Studio’s founder and animator Fraser Davidson has whipped up this hilarious and heartwarming ode to his wife. Now that’s expressing your feelings!
It’s evident that so much work went into the creation of this masterpiece with the kinetic typography, character illustration, and motion design.
Quirks, pet peeves, and the universal struggle of adjusting to a new relationship, Davidson covers all in this adorable account of his love life.
The effective use of humor appeal, almost satirical at some points, left us chuckling multiple times.
By the time the video ends we’re dying to be friends with Vicky. This goes to show what a great job Davidson did in ‘explaining’ how awesome his wife is. Totes.
There you go! We have loaded you up with lessons and inspiration from some of the top explainer videos in the world. Learning from the best will now help you stick out from that line of potential suitors.
Good luck.
Psst! If you’re looking for someone who can do the work for you while you focus on your business, hit us up here.
Read more: How to Pick an Explainer Video Agency